TalkTalk's new Executive Chairman has said he wants the provider to stand out more in the value broadband market.
Sir Charles Dunstone is replacing Baroness Harding later this year and has said maintaining low prices will be one of his main priorities.
Indeed, he said he wants to introduce more "blue sky" between TalkTalk and its rivals when it comes to how much it charges for broadband.
Furthermore, Sir Charles said he would like the company's future revenue growth to be driven by the arrival of new customers.
The new Executive Chairman arrives at a time when TalkTalk is aiming to reverse its fortunes after it fell victim to a cyber attack in October 2015.
A hacker managed to obtain the personal details of nearly 157,000 customers, including their names, addresses and dates of birth.
TalkTalk was subsequently handed a record £400,000 fine by the Information Commissioner's Office for security failings that enabled cyber hackers to steal customer data.
As part of a move to win back customers, TalkTalk has introduced fixed price plans for 12, 18 and 24-month contracts, which offer a guarantee that prices will not go up during this period.
Sir Charles has credited Tristia Harrison, a member of the board at TalkTalk since 2014 and the company's new Chief Executive, with being "the architect" of this move.
The company's focus on re-establishing its value for money credentials have been widely praised by industry observers.
Adam Fox-Rumley, an analyst at HSBC, told the Financial Times: "Mr Dunstone's comments of 'more blue sky' in the price gap between TalkTalk and peers suggests this is the course to be taken. "
Sam McHugh, an analyst at Exane BNP Paribas, added: "Post cyber-attack, we would argue that TalkTalk has lost its way by increasing prices in line with their competitors year after year. The brand became less synonymous with good value for money."