NGN – all change!
05 Feb 2009
In a product area not known for its speed of change, non-geographic numbers have in the few short months of 2009 undergone a seismic shift. The first was BT’s decision to allow callers to dial 0870 and 0845 numbers as part of their inclusive minute bundles. And as if that wasn’t surprising enough, Ofcom managed to finally give clear timescales for the changes to 0871 numbers. But what does this all really mean to business consumers?
Over the last few years, non-geographic numbers have had a bad rap. Any business benefit was mitigated slightly by customer suspicion and a wave of scandals that made them front page news. Both Ofcom and BT have tried to address these issues, but in very different ways – and for with very different motives.
BT’s announcement regarding 0845 and 0870 numbers provoked a mixed reaction. It was a genuinely shocking development – not least as BT predict it will cost them around £24 million in lost revenue. At first glance it seems a rather counter-intuitive move, when no one else is offering such a service, and in the current climate, why do such a thing? Well there’s the obvious good PR opportunity, and it’s marker of difference between BT and their competitors. But perhaps more than that it’s a calculated gamble.
BT suspect that 0870 and 0845 numbers are likely to be phased out over the coming years. As such taking the hit now when they are still a going concern means they get maximum exposure for minimal outlay. If they start winning custom from their rivals with this deal, other companies will be forced to follow suit – which was what Ofcom always hoped would happen.
Now that Ofcom has agreed on a date of August 2009 to pass regulation of 0871 to PhonepayPlus (PPP), the organisation that oversees premium rate numbers, it will mean that companies will have to look at exactly what they’re planning to do. Is now the time to transfer to another number range? Or can their existing 0871 numbers conform to PPP standards – display a cost to call, limit on call queuing for example – quickly and without detriment to their business?
As with so many issues surrounding the 087 number ranges, it’s hard to speculate exactly what will happen. At Alternative Networks, we recommend that you contact your Client Manager to discuss all your NGN needs. In these changing times, it might be the best advice you receive.
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