Slingshot has dropped the price of its fastest unlimited data fibre broadband plan to a shade under $100. The Gigantic fibre plan is $99.95 a month. Slingshot says it is available in most towns and cities where there is fibre.

It is an aggressive price move from Slingshot. The company has thrown down the gauntlet to larger service providers who already complain about margins. Offering the cheapest option is vital in a market like New Zealand where consumers tend to buy on price more than any other criteria.

Spark charges $40 more for a service with similar characteristics although it does offer streaming TV and wi-fi hotspots as added incentives. The company’s no-frills BigPipe brand charges $130 for a naked, unlimited gigabit plan. Vodafone’s comparable plan is $110. 2degrees charges $115 for a similar product.

The Gigantic plan includes gigabit technology. While the term is in common use elsewhere in the world, New Zealand’s Commerce Commission rules don’t allow ISPs to describe plans as gigabit.

That’s because there are network overheads so the available speeds to customers are less than the full 1000 mbps. In most cases customers get around 800 to 950 mbps. The company’s announcement is more cautious, it warns customers may only see speeds in the 700 to 900 mbps range.

Either way, it is still by far the fastest option and the best choice for heavy media users or homes with many devices. Whatever you call them, these plans mean there is never a case of not having enough broadband at home.

Slingshot General Manager Taryn Hamilton says the extra speed: “Makes a huge difference to the quality of the online experience”. He says the price cut is designed to stimulate greater take up of the faster plans.

Gigabit plans are still relatively new. Only a small number of users choose them, in part that’s because they normally come at a premium price. However, that’s changing fast. By dropping the price to under $100, Slingshot has reduced the gap with the more popular 100 mbps plans. This means customers can upgrade to the best experience for a small extra amount each month.