Is this the worst launch of a fibre-optic broadband service ever? Not only do Sky not tell anyone about the announcement of their new , but when you do find the site, it kicks off with this clanger:

We understand that there may be a small number of Sky Broadband customers who use the internet to regularly download lots of big files and who may be happy to pay extra for this.

Small number? So Sky are investing in fibre, an exercise that I can’t imagine to be cheap, regardless of how many people it is intended for, and they are doing it for a small number of customers?

This just seems like poor marketing. They don’t want to commit to announcing a new service that will make their existing products seem out-dated, and therefore cause a slow-down in sales as people wait for the ‘better one’. But if they are, as they say, pricing this at a select few, they aren’t really cannibalising their standard package sales anyway.

Its just weird. BT and Virgin Media are already way ahead in terms of fibre services, and Sky think they can catch up by being meek? Super-fast internet is an inevitability, and despite Sky’s TV dominance, will it be enough to excuse a poor broadband offering in the face of Virgin Media’s and Sky’s continued progress in combined TV and broadband packages?

Ok, in their defence, I suppose this isn’t really a ‘launch’ or ‘announcement’ and that they will no doubt launch a marketing campaign for it in due course. I still find this very interesting though.s