Yet another DSL company, Be Unlimited, has jumped into the broadband arena in UK, according to The Register will soon kick-off operations in London with an ADSL2plus offering running at 24 megs per second. The Register describes it as a new “local loop unbundling (LLU) operator” that is putting its infrastructure in British Telecom central offices. The trial service goes live in August. No pricing information as yet, but the company is saying it will be price competitive with other players. In other words, expect a price war. The company has been started by Dana Pressman and Boris Ivanovic in October 2004 under the name of Avatar Broadband but has since changed its name. Obviously! Anyway Ivanovic is a bit of a broadband maverick – in April 2001 he snapped up smallish Swedish ISP Bostream, boosted the speeds to 26 meg broadband and in the three years since, the number of subscribers has jumped from 2000 to 100,000 and revenues from $1 million to $55 million. He is looking for an encore in UK now.