subject: What Plans Does Ofcom Have With Respect To The 03 Number Range In Its 2012 Consultation? [print this page] Ofcom in its 2012 consultation proposes a number of changes to be made to the 03 number range. Among the major concerns is poor consumer price awareness that could have an impact on service availability and innovation, the lack of transparency in pricing, and poor knowledge of the number range. These issues provide no incentive for development or innovation through better services and cheaper call costs. Many resellers are of the opinion that service providers lack the motivation to offer services in the 03 range due to poor consumer awareness.
Being a relatively new range introduced in 2007, 0845 Numbers account for less than 1% of non geographic call services. The number range was intended for public sector and charitable institutions to help them gain a national presence where callers would often be able to utilise their free minutes offered by their landline and mobile network operators. One of the key recommendations is to ensure better consumer protection in terms of call charges and the promotion of service availability. In addition, it also recommends that pricing be fixed the same as geographic rates and also included in call bundles offered by landline and mobile network operators. With adequate steps to improve consumer awareness there would be significant potential for growth in the number range.
The objective of setting a price range to match geographic number ranges 01 and 02 is to gain consumer trust and confidence. Adopting the same price structure is likely to appeal to consumers. A clear distinction of the tariff which includes an Access Charge and Service Charge can help improve consumer confidence in the 03 range. In addition, this would attract service providers leading to a greater demand for the 0844 Numbers range.
Ofcom also proposes a promotion campaign along with communications providers and consumer groups to spread consumer awareness of the new structure. The inclusion of 03 calls in bundles would encourage consumers to make calls to these numbers. Ofcom also recommends that revenue-sharing be prohibited so that consumers are confident of paying only for the call rather that any additional services. Originating communications providers will also find it easier to comply with regulations without revenue sharing. For service providers, this is an opportunity to use a non-geographic range to offer services at the same cost to the consumer as a geographic call. However, there are several additional benefits such as the call management features available with non geographic numbers. These features are also available with 0800 Numbers, 0871 Numbers, and Freephone Numbers.
