Voice short code market to explode

The market for voice short code numbers looks set to explode, according to research from Orca Digital.

Consumer frustration with non-geographic numbers continues to grow and shows no sign of abating.  Research by Orca Digital, with respected pollster YouGov, found that 49% of consumers have been surprised to see how much they have been charged for calling these numbers from a mobile and 90% believe organisations should be more transparent on call rates.  Following their high profile use by broadcasters for TV voting, many businesses are now looking to voice short codes (VSCs) as a possible solution.

Non-geographic numbers – for example 0845, 090 and 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’.

But it’s not just consumers that are suffering.  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.

As well as discouraging new business, non-geographic numbers can also make a bad situation worse – when NatWest recently suffered a computer glitch that prevented millions of customers from paying bills or moving money, it had to take the step of setting up an alternative local number for customer care so that unhappy customers did not become further aggravated by having to call a non-geographic number.  The Orca Digital research with YouGov found that the use of non-geographic contact numbers can also damage a company’s brand as the lack of price transparency generates mistrust, and high call charges impact customer loyalty.  With Ofcom estimating that consumers spend £1.9bn on non-geographic calls every year, it is easy to see why consumers become suspicious.

Another major driver for this market is the high profile application of voice short codes for TV voting.  Having made their mainstream debut only recently on the BBC’s The Voice, voice short codes are already ubiquitous across all TV voting formats and channels.   Viewers can now vote using their mobile, without being charged a premium over the advertised rate – while broadcasters no longer have to advise them that ‘calls from mobiles may cost considerably more’.

“We’re very excited about these developments and will be further developing our channel to fully exploit the opportunity – after all, the market for non-geographic telephony (across 08 and 09 numbers) in the UK dwarfs the SMS market.  Soon mobile users will be using memorable 5-digit numbers to call their bank, place a bet or buy a mobile phone,” said Will Neale, CEO and Founder of Orca Digital.

“We’ve already seen VSCs feature in TV ad campaigns as well as on the websites of major brands and enterprises.  With more launches expected imminently and with ongoing discussions with many other large businesses, we believe many more will follow suit.  Businesses that are slow to respond may lose competitive advantage as consumers look for a more cost-effective way of getting in touch,” he said.

For more information on voice short codes and on Orca Digital visit  www.orcadigital.com