It's an at best courageous move to set up a new ISP in the current market climate of commoditisation, consolidation, and titsuppery. Step forward Jungle247, which is pitching itself into the bearpit from both a small business and consumer angle.

The firm is headed by Hugh Logan, the former MD of Your Communications, which was swallowed by Thus last year for almost £60m.

Later in the year, it'll enter the ferociously competitive consumer market with some so-so content deals and an 8Mbit/s connection for £21.99 per month.

In his launch bumpf, Logan said: "The blunderbuss tactics of our peers sees them hitting mainstream TV and press advertising very heavily in a bid to grab the attentions of Mr Jones, in Chipping Norton and his neighbours. We are taking a more precise approach by clearly explaining the benefits of our offering to a defined market."

We're not sure how the company can be more precise than targeting one resident of "the gateway to the Cotswolds", but we think we know what Jungle247 means.

There's a bit more info here at Jungle247's bare bones launch site. With choice in the sector evaporating rapidly, we wish them luck. ®

Related stories

• Thus results paint rosier picture (21 May 2007)
• Thus turns a profit (20 November 2006)
• Thus acquisition of Your Comms gets green light (24 February 2006)
• Thus agrees to buy Your Comms and Legend (1 February 2006)
• Your Communications up for sale (1 December 2005)
• Your Comms boss rubbishes Carphone takeover rumours (9 August 2005)