WHITE PAPER SERIES - Reliance Communications

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EXISTING SOLUTIONS As the liberalization was impacting many areas, it took a while before it actually hit the telecom sector. Until then, the incumbents had the service, but the same was never marketed. Most of the subscribers of the toll free service were essentially those MNCs who had understood and appreciated the service benefits by availing the service in the other parts of the world. With mobile services getting launched, the concept of “Off-net” call was introduced. A premium customer using a premium handset and paying premium rates for calls “incoming” to his mobile suddenly realized that he cannot call a toll free number… Consider a case where “A” is a phone subscriber of service provider “X” and “B” is a toll free service subscriber of service provider “Y”. For any call to the toll free number from “A”, the service provider “X” cannot bill “A” despite part of the network of “X” getting used to complete the call. On the other hand, service provider “Y” gets the revenue from the subscriber of the Toll Free service. Product Details It was only expected that the service would be launched with limited accessibility. The telephone users of the same service provider who is providing the toll free service would be able to access the toll free number. Thus, the available product was essentially with “on-net”access and obviously had the limited acceptance. Features & Benefits The basic feature was the reverse charging capability i.e. the subscriber of the toll free number pays for the call and not the caller. For the caller, there are no charges. The IN based features such routing of the calls on the basis of the time or the originating location were also used depending on the user needs. Limitations As a purely “on-net” service, the marketers could not promote the number effectively. An average caller shied away from attempting a call on this number, especially if he had faced accessibility issue in the past. Even those aware about this limitation, would struggle to relate a particular toll free number to a particular operator. With more operators entering the market and with more customers demanding toll free service, it was essential to arrive at an interconnect agreement across service providers. This was easier said than done as there were no specific guidelines on the same. White Paper Series Page 4
NEW REMEDY FOR NEW NEEDS With a lot of effort from service providers, a proper toll free service was launched in India which was accessible from all types of phones (mobiles / landlines ) of all major operators. <strong>Reliance</strong> <strong>Communications</strong> took a major lead in ensuring that a truly world-class toll free service is made available to the market. Over last few quarters, the toll free service has matured and thanks to few good ad-campaigns, the prospects are not “shying away” from this number. It is well reported that some savvy consumers are now regularly updating the data of all toll free numbers and circulating the same rapidly using orkuts and facebooks of the internet world, among other ways and means. How it adds value to existing infrastructure/ helps in changing scenarios? Ease of recall The sooner you avail a Toll Free number service to reach out to your prospects, the more time and opportunities you will have to publish the same. The exacting competition out there further emphasizes the recall – “READ & CALL” – value. With so many distractions for the eye-share and mind-share of your prospects, the least that can be done is to quickly offer a toll free service for them to contact you. Needless to say, almost every such call is a “filtered” and “very-easily-convertible” lead for you…… Measure the effectiveness of marketing campaign One of the key features of a toll-free number, also known as 1800 number, is the ability to use it as a dip-stick or to gauge the effectiveness of marketing. Toll free number’s call history can tell us things like how many customers called, where they called from, and what time of day they called. One can take this information and use it to create, edit, and launch innovative and effective marketing campaigns. For example, one can send out two different direct mail marketing pieces, each containing different offers and different toll-free numbers. The responses obtained will provide invaluable analysis of the marketing efforts. One can find out which offer performs better, which areas of the country express more interest in a particular offer, and the times of day people respond to the advertisement. Value Adds of the service Allow the prospects reach to you on phone without any charges to them. Give regional flavor to your callers….direct the calls to agents speaking different languages Direct the calls to different locations based on the time of the call Generate MIS – Time &Region wise distribution of calling numbers, area wise effectiveness of the campaigns as explained earlier. The service is enabled by using an Intelligent Network (IN) platform which is a high end switch that stores, retrieves and acts upon specific information about behavior of call termination. The IN platform enables the product with some unique features that make this service a desirable tool for every marketer. White Paper Series Page 5
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WHITE PAPER SERIES - Reliance Communications

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