Feeds

ICSTIS rebrand scorned by premium rate industry

New brand frontage paradigm doubts

5 things you didn’t know about cloud backup

A row is brewing in the premium rate industry over the rebrand of its regulator ICSTIS as PhonePayPlus.

Premium rate trade association the Network for Online Commerce (NOC) is touting a poll that suggests the new name should be scrapped on grounds that it's rubbish.

Top brass at ICSTIS felt the slew of TV phone-in scandals had damaged its own reputation, and said the rebrand would help restore it. Many newspaper reports at the time highlighted its toothlessness as a watchdog.

A Reg reader put a wise finger on the potential for confusion when the rebrand was announced, noting: "The real problem with 'PhonePayPlus', however, is that it sounds exactly like one of the crooked operators they're supposed to be policing. If you had a complaint about a premium rate competition scam, would you call someone named 'PhonePayPlus' to discuss it?"

Such concerns have been reignited by the NOC's YouGov poll, which said only one per cent of people think "PhonePayPlus" would best describe a consumer protection agency.

The results in full, as posted to industry forum The Scream:

In your opinion, which of the following BEST describes what you understand
  • A telecoms consumer protection agency
  • A new way to pay for things using a telephone account
  • A new form of prepay phone account
  • None of these
  • Don't know

2,083 people were surveyed and the results are as follows:

  • A telecoms consumer protection agency - one per cent
  • A new way to pay for things using a telephone account - 26 per cent
  • A new form of prepay phone account - 23 per cent
  • None of these - four per cent
  • Don't know - 46 per cent

On Tuesday, ICSTIS spokesman Rob Dwight said: "The name change is going ahead in October. The NOC know that.

"No disrespect to YouGov, but with these polls you get the answer to the carefully worded question you're looking for." He added that the PhonePayPlus monicker will not stand alone, but be backed with a tagline something like "the regulator for the premium rate industry".

In its member newsletter, the NOC said: "Member reaction to this name change has not been enthusiastic and initial views are that it is confusing and is more like a service brand than a regulatory one. We also foresee a potential clash with Payforit and Paypal." ®

5 things you didn’t know about cloud backup

More from The Register

next story
BBC: We're going to slip CODING into kids' TV
Pureed-carrot-in-ice cream C++ surprise
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Twitter: La la la, we have not heard of any NUDE JLaw, Upton SELFIES
If there are any on our site it is not our fault as we are not a PUBLISHER
Facebook, Google and Instagram 'worse than drugs' says Miley Cyrus
Italian boffins agree with popette's theory that haters are the real wrecking balls
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
Ex-IBM CEO John Akers dies at 79
An era disrupted by the advent of the PC
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?