It seems a long time since Virgin Media did a massive round of speed upgrades, but some customers may have noticed a subtle change in the speeds recorded by speed tests. Virgin Media customers on the 200 Mbps tier which normally connects at 220 Mbps may have seen the DOCSIS modem configuration update to a 230 Mbps connection and 300 Mbps customers go from 330 Mbps to 345 Mbps.
We asked Virgin Media what the reason for this was and got the following response:
"We often tweak our network profiles to ensure that we continue to deliver the speeds we sell as the volume of customers on our higher tiers increases.A Virgin Media spokesperson
A little extra speed is always welcome, but there is we believe a more subtle reason for the change and that is with the existing advertising rules providers are supposed to be able to show 10% of customers can reach the speeds in the advert and by tweaking the connection speed up you hopefully achieve that a bit easier, or put in a more cynical fashion those cable customers in slow areas are going to be balanced out by those in the good areas going faster now. Virgin Media is not the only one reacting to pressures on how speed advertising is heading, the switch from an up to 38 Mbps product to an up to 52 Mbps on at BT Infinity gives them an edge now and another if an average speed rules is enforced. The biggest worry is that with average speeds is that providers will become careful about who they allow to sign up to their services, i.e. as well as credit checks you may be filtered based on your prospective connection speed and be offered different products or simply told the service is not available.