Net users in London are to be offered broadband at speeds up to 24 meg as part of ambitious plans by a new UK ISP.

Privately funded Be Unlimited is a new local loop unbundling (LLU) operator that is installing its kit in BT telephone exchanges to provide broadband direct to end users.

Forty five exchanges in London have been earmarked by Be initially, although it has agressive plans to unbundle many more exchanges around the UK.

A pilot scheme employing ADSL2+ technology is due to begin by early August.

The company refused to say how much the service would cost but MD Dana Pressman told The Register: "It [the price] will be very compelling and a no brainer."

London-based Be was established in October 2004 with the working name Avatar Broadband Ltd by Boris Ivanovic and Pressman. 

In April 2001, Ivanovic bought fledgling Swedish ISP Bostream and launched 26 meg broadband. In three years the number of Bostream punters shot up from 2,000 to 100,000 with revenues rocketing from $1m to $55m.

Ivanovic hopes he can repeat that success in the UK.

"The deregulation of the market makes this a very exciting time for the UK and Be is here to make the most of it, offering customers the full capability of ADSL2+ from launch," said Ivanovic.

"There is no reason to drag out the increase in speed and launch in steps of 1 meg or 2 meg when the capability is there to offer the maximum speeds available - which is what Be is all about." ®

Related stories

BT agrees to give LLU chance to thrive
Spitfire flies with Easynet
Freedom2Surf unveils 8meg service
BT comes clean on 'bulky' LLU promo
Bulldog unveils 8 meg broadband