The biggest impediment to improving the roll out of Fast Broadband is that each of the two players guard their local loop like the crown jewels and do their best to keep the competition out. To date Virgin has managed to keep the doors to competition firmly closed whilst BT has had the door gently prised open to limited competition
The real answer would be to have both local loop owned by a single company as the underground plant is the key to getting better broadband coverage given that this is unlikely the next best option is to have BT & Virgin move the ownership of the underground plant to separate wholly owned subsidiary companies. These two companies will not supply end uses so any conflict of interest has gone & BT & Virgin cannot favour their own customers because they are just shareholders of the companies. So both BT and Virgin would just be customers of these companies in the same manner as any other ISP or Telco. These two new local companies then don’t care who uses their local loop it’s a case of the more that use it the more money they make