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The Voice Ushers in New Era in TV Voting
Orca DigitalApr 30, 2012 09:44 BST
First mainstream use of short-code mobile numbers means calls from mobiles will no longer ‘cost considerably more’
London, UK, April 30, 2012
Orca Digital, the innovative telecoms company that is helping to put an end to the premiums placed on calling non-geographic numbers from mobiles, welcomes a new era in TV voting as BBC’s The Voice becomes the first mainstream user of voice short-code numbers – i.e. 5-digit numbers for voice calls. Rather than being advised that ‘calls from mobiles will cost considerably more’, viewers of Saturday’s show will now know the cost of voting before they make the call.
Non-geographic numbers – for example 0845 or 090, 0800 – have long been used by television shows for TV voting, as well as by businesses that receive a high volume of calls, such as high street banks and insurance companies. However, when calling non-geographic numbers from a mobile, there is typically a lack of transparency over the cost of the call. Mobile operators also make a significant margin on these numbers, which often results in ‘bill shock’. According to Ofcom, consumers spend a staggering £1.9bn on non- geographic calls with them making up 12% of total call traffic.
The Association for Interactive Media and Entertainment (AIME) has been the driving force behind bringing voice short-codes to TV voting – working closely with the broadcasters and mobile operators to overcome the technical and commercial challenges.
“This is a great initiative from the BBC and BT as consumers have been nervous about calling non-geographic numbers from mobiles for far too long,” comments Will Neale, Chair of AIME’s Voice Short-Code Working Group and founder of Orca Digital “Expensive non-geographic numbers not only cost consumers way too much but they also damage the brand of companies that use them because they generate mistrust.”
Non-geographic numbers are also bad for business – according to Ofcom, nearly half of businesses (47%) are concerned that non-geographic numbers were a disadvantage to their business by putting people off calling. Orca Digital, which is the largest provider of voice short codes in the UK, is encouraging organisations to set up voice short-codes as there is a limited number of short-codes available – with the most memorable numbers being snapped up fast.
“Our voice short codes give consumers complete clarity over the cost of their calls – so rather than ‘costing considerably more’ they can see exactly what the cost is before making a call,” continues Will Neale.
Orca Digital: Toby Walsh email@example.com