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Introduction

(020) 3: A new telephone number sub-range for London

1.1 ‘020’ became the Geographic Area Dialling Code for London in 1998 with the purpose of increasing the numbering capacity to meet demand. However, available numbers beginning with a ‘7’ or an ‘8’ are now nearing exhaustion - and in the summer of 2005 a new sub range, beginning with a ‘3’, will be opened up (i.e. (020) 3XXX XXX). All existing numbers beginning with a ‘7’ or an ’8’ will remain unchanged.

1.2 Consumer research was required to:

• Assess the level of public knowledge on London dialling codes and numbers
• Aid policy thinking about necessary advertising and PR and identify critical elements of a marketing programme
• Track consciousness and change in perceptions towards (020) 3 numbers

1.3 This report provides an overview of the key findings of residential and SME consumer awareness and perceptions of London dialling codes, taken from surveys, conducted between November 2004 and January 2005. Previous research had been conducted in August 2004 – and findings from this earlier wave has been included, where appropriate

1.4 In late May 2005, shortly before the first (020) 3 number blocks will be made available to communications providers, Ofcom will begin a public information campaign to drive awareness of the additional sub-range for London . The campaign will include:

• Working with major communications providers to ensure key messages about the (020) 3 range are included in providers' customer communications.
• Working with trade bodies and business groups to provide information for small, medium and large businesses about the additional number range.
• Consumer awareness advertising in 4,000 London Underground carriages and 75 London and South-East England local and regional newspapers.
• Distribution of a consumer information leaflet via Citizens' Advice Bureaux, public libraries, doctors' surgeries and enclosure within Ofcom mailings.
• Ofcom news release and associated radio, television and newspaper interviews.

1.5 The residential survey was conducted for Ofcom by ICM Research amongst 1,000 adults living in Greater London. The SME survey was conducted by Continental Research amongst 805 SMEs across the UK. The report has been prepared by Ofcom, based on results provided by ICM Research and Continental Research.

1.6 This report covers:

• Awareness of the introduction of the (020) 3 sub range
• Perceptions of existing codes for London
• SME understanding of London dialling codes

The full document is available below

• London telephone numbers [pdf]

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