Feeds

ICSTIS rebrand scorned by premium rate industry

New brand frontage paradigm doubts

The essential guide to IT transformation

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
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Banking apps: Handy, can grab all your money... and RIDDLED with coding flaws
Yep, that one place you'd hoped you wouldn't find 'em
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Primetime precrime? Minority Report TV series 'being developed'
I have to know. I have to find out what happened to my life
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
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.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.