TalkTalk shows the way for UK broadband providers

Even those with the most scant knowledge of the UK broadband landscape will be aware that money saving is likely to be high on consumers' agendas this year. You’d think therefore that ISPs would en masse be unveiling budget deals to ensnare and curry favour with customers at this difficult time. You’d think so. But you’d be wrong. For in the early weeks of 2009, there’s only really been one broadband provider which has been making all the running. That company, broadband industry watchers not be surprised to hear, is TalkTalk.

Yesterday said ISP scored what stands as an outstanding pr coup when it announced that it was willing to waive charges for existing customers who are struggling under the prevailing tough economic conditions. And if you're in if any doubt that things are getting worse across the board have a look at this gloomy snap of a queue at a job centre in London last week.

It's like a scene from the early 80s when the Specials' succint evocation of a depressed job market Ghost Town was the soundtrack du jour. It's perhaps no surpise then that TalkTalk's deal has been reported everywhere from the Guardian to the tabs, and was praised by consumer groups – a sign surely of how well whoever devised the Emergency Plan has judged the pessimistic public mood. Meanwhile, independent broadband site Top 10 Broadband was similarly effusive.

Jessica McArdle, marketing manager of Top10Broadband.co.uk, said: "TalkTalk's broadband bailout scheme is an extremely responsible answer to the problems facing broadband users as well as UK consumers as a whole."

The headline-grabbing stunt followed TalkTalk’s heavy promotion of its similarly wallet-friendly Essentials deal. Customers signing up benefit from a deal that offers calls and broadband included in the monthly line rental. And to sweeten the deal, customers who take up the offer via Carphone Warehouse get a choice of a free laptop, Nintendo Wii or Playstation 3.

There’s a long way to go in 2009, but you’d have to say that currently it looks like the year could belong to TalkTalk. I for one wouldn’t bet against it adding to its 2.8 million customer base, which makes it the UK’s third largest broadband provider. BT and Virgin Media, whose costly 50MB deal is the very antithesis of TalkTalk’s approach, would be advised to watch their backs.