Fluidata's Managing Director (MD), Piers Daniell, told ISPreview.co.uk:

"The problem, currently, with any rural network is that usually only the network operator is the ISP and hence doesn't give consumers choice on which provider they may use. If I am a Sky or TalkTalk customer I should be able to remain their customer wherever I move in the country and however my service is delivered to me. From a consumer perspective I would be more interested in the content and additional services that ISP offers me rather than the type of network they use to deliver me with service – and I am definitely interested in better choice and value for money.

I am a great believer that the need for speed will change over time and people will be more interested in services fit for purpose rather than headline speed. If I am just emailing and surfing the web then as long as my broadband connection does this why would it bother me if it is a 6 Mb/s line or a 100 Mb/s line. If I am watching TV and need it to be delivered to three rooms in my house I am more concerned about the quality of the service and that the picture doesn't buffer.

The point of our service is to enable any ISP to continue to deliver their service to the consumer in exactly the same way as they would on their own network without the consumer needing to worry about getting an inferior or different product. We are essentially creating a vanilla network across many different operators and technologies so the experience when dealing with the ISP of choice is the same. The consumer basically gets a better experience, choice and value for money."