Feeds

ICSTIS rebrand scorned by premium rate industry

New brand frontage paradigm doubts

Gartner critical capabilities for enterprise endpoint 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." ®

The essential guide to IT transformation

More from The Register

next story
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Online tat bazaar eBay coughs to YET ANOTHER outage
Web-based flea market struck dumb by size and scale of fail
Amazon takes swipe at PayPal, Square with card reader for mobes
Etailer plans to undercut rivals with low transaction fee offer
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Call of Duty daddy considers launching own movie studio
Activision Blizzard might like quality control of a CoD film
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
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.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.