IT and comms services provider KCOM Group is to bring its business activities under a single brand effective 4th April, when Smart421, Kcom, Eclipse and other KC brands will be represented by a new-look KCOM badge.
The move creates a more integrated business and it is the latest phase of a transition programme that included the sale of KCOM Group's national network infrastructure for £90m in December.
Chief Executive Bill Halbert said: "Bringing together our capability and expertise under a single brand will give all of our customers visibility of and access to our full range of services and enable us to respond to their needs in a more agile and flexible way.
"For our Hull and East Yorkshire customers, our transformation gives us the capacity to accelerate our deployment of ultrafast fibre broadband and create a future-proof platform that has the capacity to satisfy the demands of homes and business as they evolve."
Ultrafast broadband will be available to three quarters of KC's customers by December 2017, stated the company, which has committed additional investment to accelerate its deployment of ultrafast fibre broadband across its Hull and East Yorkshire network.
As a result of the increased funding, around 91,000 more homes and businesses will have access to KC's Lightstream service over the next 20 months, meaning that it will be available to 148,000 local properties by December 2017.
This brings the total capital investment in KC's fibre deployment to approximately £60m.
The acceleration of KC's ultrafast fibre broadband service has been made possible by a business transformation programme launched by KC's parent company, KCOM Group, which included the sale of its national network infrastructure outside the Hull and East Yorkshire area in December.
KC's MD Gary Young said: "We're focused on improving services for our customers, which is why we're investing many millions of pounds to make Hull the UK's ultrafast broadband capital.
"This will help local people make the most of the benefits of being online and help businesses to start up and grow, creating jobs and long-term prosperity.
"We're a successful national business but our roots are firmly in this area and our commitment to Hull and East Yorkshire remains as strong as ever. Moving to a national brand means we can raise the profile of the region at the same time as promoting our business. "
Lord Haskins, chair of the Humberside Local Enterprise Partnership, said: "This is good news for the region. The Humber has a significant digital economy with businesses of all types and sizes relying on digital technology to operate and, in many cases, innovate, so a robust infrastructure is vital to our economic success.
"The UK Government has recognised the growing need for the type of ultrafast connectivity KC's investment is delivering and we are delighted that local businesses are already benefiting from it and that more will do so more quickly."