Hyperoptic is to roll out its 1Gbps fibre optic broadband service in seven more locations throughout the UK.
The ultra-fast broadband provider will make gigabit services available in Edinburgh, Portsmouth, Leicester, Southampton, Slough, Watford and Woking by 2018.
This will take the number of towns and cities serviced by Hyperoptic's network up to 20 and places further pressure on BT Openreach.
Steve Holford, Chief Customer Officer at Hyperoptic, commented: "We cut out the copper telephone wire and are vastly different to BT, TalkTalk and Sky.
"We take a fibre-optic cable from the telephone exchange right into your home."
Speaking to the Telegraph, Mr Holford said it has seen strong demand for a gigabit service throughout the country, as the technology has made a "huge" difference for those who are already connected.
Hyperoptic has already deployed its ultra-fast 1Gbps capable Fibre-to-the-Premises broadband network in London, Cardiff, Bristol, Brighton, Reading, Manchester, Leeds, Liverpool, Sheffield, Birmingham, Glasgow, Newcastle and Nottingham.
Mr Holford added that Britons are "losing patience with flaky FTTC packages" and are increasingly demanding hyperfast and reliable services that support multiple users streaming and surfing the internet at the same time.
"We are committed to lead a step change in British broadband, setting a gold standard example for others to follow," he stated.