giffgaff enters full fibre broadband market

Virgin Media O2’s community-led MVNO giffgaff, has entered the fixed-line broadband market with the launch of a full-fibre service.

The move combines nexfibre’s wholesale fibre coverage with Virgin Media O2’s national network and marks giffgaff’s biggest diversification since its creation in 2009. The mobile brand has built a reputation for customer-led simplicity and value, and its broadband launch takes it into one of the most hotly contested segments of the UK communications market.

The service is now live across North West England, Yorkshire and the Humber, and the East Midlands, with North East England to follow in October. Wider rollout next year is expected to align with nexfibre’s £4.5bn full-fibre build and Virgin Media O2’s continued expansion.

Ash Schofield, CEO of giffgaff, said the brand is applying the same playbook that underpinned its mobile success:

“By harnessing the power of our members, we’re cutting through complexity with three simple full-fibre plans, flexible monthly contracts, and seamless switching through One Touch Switch. This is just the start. The long-term opportunity lies in scaling with Virgin Media O2 and nexfibre to create a true nationwide alternative to BT.”

The service launches with three packages: 200Mbps (£34), 500Mbps (£36), and 900Mbps (£39). There are no installation or set-up fees. It is delivered over nexfibre’s full-fibre network, with Virgin Media O2’s broadband infrastructure set to add national reach over the next 18 months. This dual-platform strategy enables giffgaff to go to market quickly while future-proofing its rollout.

By stripping out bundles and long-term contracts, giffgaff aims to win share from BT, Sky, TalkTalk and Vodafone, whose consumer broadband propositions are often tied to multi-service lock-ins.

Early trials suggest strong market potential: around 92 percent of giffgaff’s 500 trialists said they would recommend the service.