With their new owner they really should make a big push with these increased speeds and some competitive prices. They can't really complete with a FTTH product but those areas that OpenReach have installed FTTH in are very niche markets.
Against FTTC, Virgin still has a speed advantage but as i've said before, their DLM restriction polices and their pricing really hold them back.
http://www.ispreview.co.uk/index.php/2013/11/virgin-media-uk-boost-broadband-speeds-launch-150mbps-package.html
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