Superloop boss Paul Tyler used to think his company and other smallish broadband internet providers such as Aussie Broadband could steal as much as 30 per cent of the market away from big telcos Telstra, TPG Telecom and Optus.

But today, with the so-called “challenger” brands’ share of the fixed broadband market at 17.5 per cent – up from less than 11 per cent two years ago – he is even more optimistic.