Across the UK, thousands of businesses are ready to unlock their potential. We sit on the brink of a digital revolution but outdated infrastructure is holding us back more than many businesses realise.

Companies the length and breadth of the UK, in every sector, are in urgent need of digital connectivity that is truly fit for purpose. We’ve all felt that familiar frustration when the broadband connection grinds to a halt; the head-in-your-hands exasperation when the download estimate for a large file is minutes – even hours – instead of seconds. We’ve all known the irritation when Teams or Zoom cuts out during a call or when you have to save your files/presentations/photos to a USB stick because you don’t trust the internet connection.

You might think that these frustrations are simply part and parcel of modern business and that, although your current broadband connection is far from perfect, there isn’t anything better available. You might think you already have “fibre” and, reluctantly, you’ve accepted that even though it isn’t great, it’s the best you’re going to get. The truth is that there is a better alternative available now, and that alternative is full-fibre.

‘Fibre’ and ‘full-fibre’ are very different, and when some of the UK’s biggest providers talk about fibre what you are actually settling for is fibre cables used for only part of the journey, to carry data to your local cabinet. From there, old fashioned copper wire – which is notoriously slow and unreliable – carries the data to and from your premises. This is a classic example of the wool being pulled over consumers’ eyes, a practice which has caught the attention of the Advertising Standards Authority who are currently investigating this serious issue.

Full-fibre, on the other hand, uses a fibre connection the entire length of the journey. That means no copper wires and virtually no slowdown in speeds or drops in quality.

This fibre ruse is increasingly apparent when businesses realise their internet connection is shackling them from innovating. And as our reliance on cloud computing and remote solutions continues to grow, so will the realisation that businesses across the UK are being held back.

We want to help businesses access the best possible services, which is why we offer gigabit speed connections over CityFibre’s independent network. This is a true digital holy grail – superior, high capacity, full-fibre infrastructure with speeds a magnitude above what else is on offer.

In fact, full-fibre is up to 100 times faster than the UK’s average business connections, meaning companies using this service can make the most of their digital capabilities. And as your staff base grows or your technology evolves, you won’t have to worry about strains on your bandwidth. Whether your workers are in the office, in the field or working remotely, they will be able to simultaneously access your ultrafast network at peak times without a drop in speeds.

If you rely on an internet connection which is barely fast or resilient enough to ‘get by’, then your business is going to struggle to keep up with competitors and be endlessly constrained by the burden of sluggish connectivity. Full-fibre has an immediate impact on a business’s productivity, efficiency and bottom line while unlocking new opportunities and future proofing businesses for tomorrow. It is a truly limitless service, designed to give businesses the flexibility to reach their full potential.

Every company will have different ambitions, but the need for robust digital infrastructure enabled by full-fibre is fundamental for business success. Ultrafast full-fibre broadband isn’t just a ‘nice to have’ – it is a necessity.

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