Relish, a 4G ISP based in London, is promising to deliver fiber-like speeds to customers without the need for a fixed-line connection, Recombu.com reports.

Doing away with the need for line rental, Relish promises that customers will be up and running within the next day as no engineer is required to install the hardware. Relish places an emphasis on plug and play and ease of use

Nicholas James, CEO of UK Broadband, which is launching Relish, said: “London is home to some of the world’s most talented and busy people, who have to suffer long delays in getting their broadband service set up and pay a ‘landline tax’ for a service they often don’t need.

Relish wants to give Londoners the broadband they deserve – and will shake up the market with a fair and transparent service that meets the digital demands of modern Londoners.”