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KCOM believes it is stealing a march on other broadband networks by rolling out ultrafast fibre technology.

According to Cathy Phillips, Chief Marketing Officer at the Hull-based firm, it has chosen to "leapfrog the superfast technology being used elsewhere in the UK".

Speaking to the Hull Daily Mail, she acknowledged that its Lightstream service takes longer to roll out.

However, she stressed "the benefits of the superior technology we're using are huge".

"Well over half of the households in our region can already receive speeds of 250Mbps and businesses can receive 1Gbps, far outstripping the speeds available elsewhere in the UK," Ms Phillips commented.

"By the end of this year, our Lightstream service will cover 75 per cent of our network."

Ms Phillips went on to state that Hull is the only city in the UK where true fibre broadband is being rolled out as standard.

This, she said, puts the city at the "top of the league" when it comes to ultrafast availability.

Ms Phillips added that KCOM understands how important fast and reliable broadband is to its customers.

"We're investing to meet their needs not just today but well into the future," she said.

KCOM was speaking after official government data revealed all but eight constituencies in the UK - three of which are in Hull - have more than 50 per cent availability of superfast broadband.

The company intends to make its superfast Lightstream service available to more than 150,000 premises before the end of the year.

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