Call costs in advertising
Over the last couple of decades we have moved from a position of having a single national landline provider and no mobile telephone networks to a vibrant market with literally hundreds of providers. BT is still the largest player but now has an overall minority.
While these changes have brought lower call costs for some types of numbers, in other areas confusion still reigns. None is more obvious than the call pricing announcements for 084 and 087 numbers regularly seen in advertising produced by the various organisations still using these numbers.
This generally takes the form "Calls cost 5p/min from a BT landline, other providers may change more".
While this statement may be true, it is quite unhelpful. More than 80% of callers do not pay BT rates as they are with another provider. More than 55% of callers are using a mobile telephone.
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While these changes have brought lower call costs for some types of numbers, in other areas confusion still reigns. None is more obvious than the call pricing announcements for 084 and 087 numbers regularly seen in advertising produced by the various organisations still using these numbers.
This generally takes the form "Calls cost 5p/min from a BT landline, other providers may change more".
While this statement may be true, it is quite unhelpful. More than 80% of callers do not pay BT rates as they are with another provider. More than 55% of callers are using a mobile telephone.
W
C
W
U
Amended: 2016-11-30
