hoxne
Junior Member
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Posts: 57
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Although OFCOM's recent review was ostensibly about the 'retail price' of 084x/087x numbers, it had little to do with 'retail price'. It only dealt with 'retail price' for the tiny minority of customers on BT Standard. OFCOM's view is that they can't enforce price caps on non-dominant operators (BT's view was the opposite). The numbering plan makes it clear that the definitions in it are not to be used for marketing purposes.
Maybe OFCOM (and OFTEL before them, as a Thatcher-era regulator) see themselves primarily as economic regulators, with consumer protection as a secondary function. So as long as no-one's being misled (which is addressed by the new numbering plan), then the main role is to stimulate competition, the free market blah blah blah. All very muddle-headed, but driven by a flawed political ideology.
But why should these numbers cost the same as geo calls? If they did, there'd be no incentive to companies to use them (aside from the somewhat spurious 'advantages' quoted by some marketers, e.g. that it makes your company look 'big'). It's possible to divert geo numbers just as it is to route non-geo numbers, although perhaps more expensive.
Don't get me wrong, I loathe having to use the numbers as much as anyone on this forum!
OFCOM are to produce guidance on advertising 084x/087x numbers. Pressure them to include, in the guidance, a firm recommendation that advertisers always quote an alternative number. Even if only a proportion of advertisers pick up on this (perhaps ones who take the numbers mainly for 'image' rather than revenue share -- mostly 0845), public awareness might increase and people will be more inclined to start asking for alternatives?
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