Vodafone UK has unveiled its fixed network offering, which is only targeting existing customers in selected areas.
Vodafone Connect, which includes a fixed-line telephone service, is available in three speed packages and comes with a router and companion app.
The service will initially be offered to current customers in Manchester, Berkshire and parts of Hampshire and Surrey.
Essex, Hertfordshire and Yorkshire will follow “in the next few weeks” with the rest of Vodafone’s UK customer base getting access “later in the summer”.
In total, the new network will pass around 20 million premises across the country, rising to 22 million.
Vodafone claimed this gave it parity with rival BT.
The three speeds on offer are Ultrafast (up to 76 Mbps), Superfast (up to 38 Mbps) and Broadband ADSL (up to 17 Mbps).
The standard prices for these are £25 (€34), £20 (€27) and £10 (€14) respectively.
However, the service is launching with £5 off every month in addition to a 50 percent saving for the first 12 months.
This means customers could get the Broadband ADSL package for £2.50 (€3.40) per month.
Vodafone is not capping usage on any of its packages, which come with a free router, worth £130 (€178), and a companion mobile app that has been designed to give customers “greater control over the devices in the home”.
For example, it features a “Boost" service that allows customers to supercharge any device connected to their home network, giving that device priority over others.
A “Beam" feature uses beamforming technology to send a stronger Wi-Fi signal to compatible devices wherever they are in the home.
Other features include Family Time, which gives customers control over when Wi-Fi is available, and Guest Wi-Fi, which allows controlled Wi-Fi access to household guests in one click.
The operator said it had invested significantly in the launch and plans to introduce a TV service later this year.
Vodafone is also looking to boost the customer experience by offering an easy switching service.
The company came joint bottom of a recent survey ranking mobile operators on their customer experience.
Cindy Rose, Consumer Director at Vodafone UK said: “As the only operator in the UK which owns both a fixed and mobile network, we're in a great position to create innovative products and services that give our existing customers reasons to stay with us and new customers reasons to switch.”
CCS Insight Analyst Paolo Pescatore commented: “It’s a cut throat industry so it was important for Vodafone to bring something different to the market - and it has done that.
“The service is novel and heavily focused on the customer experience.”
However, he warned that the lack of features such as cloud storage and content including pay TV could prove costly.
“It makes perfect sense for Vodafone to target its core base… however, articulating the vast array of its innovative features will be challenging and this underlines the importance of its extensive presence on the high street.
“For now, its rivals shouldn’t be too overly concerned.”
Vodafone refused to discuss the ongoing talks between it and Liberty Global, which were confirmed last week, on a call outlining the new service.
Jeroen Hoencamp, CEO of Vodafone UK said: “This is a really exciting move for Vodafone in the UK as we move our business into a new phase.”