Premium Rate Services - numbering Gavin Daykin Regulatory Policy Adviser

Introduction Part of objective for PRS is to strengthen links between PRS and the use of appropriate numbering ranges. ‘090’ and ‘091’ has been designated for PRS: –090 for PRS content; –091 for PRS non-content. ‘092’ -’099’ has been designated for broadband services. In addition, 090 sub-structure established - relates primarily to definable price points.

Current position ‘PRS’ services no longer found only behind ‘09’ numbering range. ‘08’ and ‘090/’091’’ number ranges are split by cost: –08 (10ppm or less); –090/091 (over 10ppm). Structure is primarily cost based, and PRS type services are charging under 10ppm and using 08 prefixes.

PRS numbering review Two key drivers behind proposed review of PRS numbering arrangements: –responses to recent Numbering Conventions consultation showed lack of clarity regarding 08 and 09 numbering; –increasing pressure on current numbering resources in the light of new and innovative services.

Oftel consumer research - aims Specifically the research aimed to: –explore PRS calling behaviour; –establish what consumers know and assume about 08 and 09 numbering range: cost; content; and overall structure and sub-structure. –understand what consumers want and need to know about 08 and 09 numbers.

Oftel consumer research - findings (i) Cost not a major issue for most PRS users. More important are: –content (what the service is). –media (where the service is advertised). Numbering prefixes not currently used to aid PRS or SS decision-making: Understanding of current structure is limited: –overall sense that ‘08’ is cheaper and ‘safer’ than ‘09’. –but details are sketchy. –content and non-content split poorly understood.

Oftel consumer research - findings (ii) When revealed, most surprising element of current structure was 10ppm split: Content ring-fencing unexpected but considered responsible - not a big issue though: Once understood, response to current system is broadly positive: –cost-based division is simple and intuitive.

Oftel consumer research - future development Biggest issue is breadth of potential call costs within ‘09’ number range: –current range between 11ppm and £1.50 per minute considered very broad; –extension to £5ppm would raise substantial concerns. However, any developments will need to be simple … –based on first number prefixes only; –even with widespread use, 0845, 0870 are not widely understood.