Virgin Media is due to launch a 100Mbps broadband service in December, which it claims will be available to more than 12.7 million households.
Customers can now pre-register for the £45-per-month service, which Virgin Media says will give customers nearly 20 times the average broadband speed in the UK
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Prime minister David Cameron welcomed the news. "We want to see super-fast broadband brought to people's homes and businesses right across the country and this exciting news takes us a step closer towards reaching that goal," he said.
According to the Connected Kingdom report by Boston Consulting, the UK internet economy is worth £100bn.
Neil Berkett, chief executive at Virgin Media, said, "The launch of our 100Mbps service is a significant milestone in the UK's broadband evolution and a vivid illustration of the power of our next-generation network."
The service will also deliver 10Mbps upload speeds. Virgin Media said it will provide users with a custom-built, energy-efficient combined modem and wireless "N" router, with the potential to deliver speeds of up to 400Mbps as new services roll-out in the future.
The 100Mbps service will allow users to download an entire music album in as little as five seconds, a TV show in around 30 seconds, a high-quality movie in 1½ minutes, and a high-definition movie in around seven minutes. However, Virgin Media research has shown the service will truly come into its own when more than one person in a household is using the service at the same time. Following trials of 100Mbps and 200Mbps speeds, the company found internet usage increased exponentially, providing users with a hassle-free and enjoyable way to access entertainment and everyday services.