Home > Consultations > Consultation Documents > Numbering review > Statement > Futuresight Report

Introduction

Background & Objectives

1.1 Ofcom’s consultation on the UK telephone numbering plan contains several proposed changes to the current number ranges. These include a new range that begins with 03 and signifies ‘countrywide’ numbers, a range that beings 06 and signifies personalised numbers, as well as additional changes to the current 08 and 09 ranges.

1.2 To increase awareness and understanding of the number ranges among consumers, Ofcom has also developed a graphic and a short description for each range.

1.3 Ofcom wished to undertake consumer research to

• Ensure that the descriptions and associated graphics are straightforward and clearly understood
• Assess responses to the proposed revisions to the 03, 08 and 09 number ranges.

Approach

1.4 A total of 8 focus groups were conducted in London (6) and Swansea (2).

1.5 London groups were split according to socio economic grade and technical knowledge (based on mobile and PC usage), as follows

PC /Mobile Phone Users		Non PC/Non Mobile Phone Users
B C1	C2 D E	B C1	C2 D E
Mix of ages	Mix of ages	Mix of ages	Mix of ages
2 groups	1 group	1 group	2 groups

1.6 Swansea groups included one group of PC / mobile users and one group of non PC / mobile users, with a mix of socio-economic grades and age in each group.

1.7 Groups were conducted in London on 25th and 26th April and in Swansea on 8th May. All groups followed an agreed discussion guide, which is appended along with the stimulus material used.

Section 2 - Executive Summary

2.1 Responses to the graphics and descriptions of the proposed number ranges were consistent across the different audience types.

2.2 Numbers beginning with 07, 080 and 09 were familiar to the vast majority of respondents and the graphic and descriptions of each of these number ranges were clearly understood by all.

2.3 The 04 / 05 graphic and description were thought to be self explanatory. Similarly, the 06 graphic and description worked well in combination to communicate personalised numbers, (although the concept of personalised numbers was not widely understood).

2.4 The 03 graphic and description communicated UK numbers, though there was some confusion whether 03 numbers related to calls made from within the UK or from abroad. The description “Countrywide” was considered somewhat limiting and “UK-wide” was suggested as an alternative.

2.5 The 01 / 02 graphic signified landlines to most, but there was uncertainty about what the 01 and 02 numbers referred to. The description “Geographic numbers” was generally unfamiliar and did not combine well with the graphic. The term “UK area codes” was considered a better alternative.

2.6 The 08 graphic and description performed the least well and both were thought to be in need of further development. The graphic most commonly signified directory enquiries but was generally not understood. Similarly, the description “chargeable services” was also not understood and did not add anything to the graphic. The term “business service rates” was considered a better alternative.

2.7 Response to the 03 range concept was generally very positive once the idea of revenue sharing within the 08 range had been explained. 2.8 Of the proposed changes to the 08 range, the option that included the introduction of the 03 range appealed most.

2.9 Opinions were more divided over the options within the 09 range, though there was general consensus that the format of 3 of the 4 proposed options (service related, price related and a hybrid of these) was clear and straightforward. Overall, options that distinguished price were marginally favoured over options that indicated different services, and the hybrid option appealed most by offering something of both.

Conclusions / Recommendations

2.10 Most of the proposed graphics and descriptions are working well – just the graphic and description for the 08 range, and the description for the 01 / 02 and 03 ranges would benefit from further development.

2.11 The graphic and description for the 03 range works well to convey “the UK” but does not explain the similarities and differences to the 08 range. This is likely to be too complex to achieve in a single graphic and description, though it may appropriate to revisit this once the 03 range is introduced.

2.12 The 03 range was well liked once the concept of revenue sharing within the 08 range was understood, and this extension to the 08 range was the approach that appealed most. However, as revenue sharing is largely unknown, clear communication of the 03 range will be needed if it is to avoid being seen as just another range.

2.13 With the exception of the unstructured option, all the other proposed options in the 09 range are possible routes – the evidence points to the hybrid option, with its emphasis on price and the identification of adult entertainment, as the one to continue with.

The full document is available below:

• Numbering Review - Report of findings [pdf]
  Full Print Version

Back to top