When ADSL hit the market in the late 90s, the residential broadband market started to really heat up. Dial-up Internet access, while being a well-understood and reliable service, could not keep pace with the demands of having homes connected at broadband speeds. Cable networks, with their hybrid fiber and coax networks, were also competing for similar customers as traditional Telcos. Thanks to cable operators, triple-play services had already gained a foothold in the customer conscience as a service bundle that can be provided by a single company. This eased the way for Telcos to also deliver their own triple-play service bundles over a single copper pair—the same copper pair that was used for many years as a simple telephone line.