Digi debuts £15-£25 monthly fibre plans in Luton, undercutting UK rivals but with limited initial coverage.
Digi has launched a residential fibre broadband pilot in Luton, offering symmetrical speeds from 1 Gbps at £15 to 10 Gbps at £25 per month. The pricing, available on rolling monthly terms, significantly undercuts major UK providers, which typically charge £30 or more for near-gigabit speeds with longer contracts.
The UK broadband market remains fragmented, with regional dynamics and varying network coverage. Digi’s initial footprint in Bedfordshire and Hertfordshire is minimal, limiting immediate competitive impact. However, its no-frills, contract-free model targets value-conscious households frustrated by mid-contract price hikes and promotional discounts.
If Digi expands coverage rapidly, its aggressive pricing could pressure established players. The company has used similar strategies in other markets, though results have been mixed.