Global 800: Creating International Mindshare

by Loren C. Stocker

A new era of international toll-free communications dawns on December 3, 1996, not February 1, 1997 as reported in much of the recent press.

In fact, those who wait until February will forfeit rights to a priority assignment on matching international numbers and, literally, any individual or company in the world can stake a claim to the desired numbers.

On December 3, 1996 registration begins for Universal International Freefone Numbers (UIFN) or "Global 800" numbers. Callers will dial an "800" in place of a country code plus eight digits. For example, a valid number would be +800-1234-5678 where the "+" is the local prefix required for international calls.

Until now, international freefone numbers were assigned on a per country basis so callers and operators had to keep track of toll-free numbers unique to each country or region served. With UIFN, callers will now use a single Global 800 number. Service begins in participating countries late February and will eventually include much of the world.

Businesses that provide toll-free access on UIFN will be billed at "exactly the same international rates," according to Partrica Sieh, xxxxxx of AT&T. Although this policy is unique to AT&T, other carriers are likely to adopt similar pricing.

UIFN are destined to become the new standard for international toll-free access and the best number assignments will be hotly contested.

FreeFone Strategy
In light of the UIFN launch, there is no better time to revisit and implement a national freefone strategy then now.

Further, it would be unwise to conclude that Global 800 numbers will displace domestic toll free numbers. Consumers are not likely to dial an international number for anything perceived to be a domestic product or service. Accordingly, both UIFN and domestic toll-free numbers will be required to create a competitive advantage.

For example, a Global 800 number for flowers would only make sense to a North American consumer if the flowers were to be delivered overseas. A national freefone number, like 800-FLOWERS, would be the more logical choice for local deliveries. Ideally, UIFN should mirror national numbers to create one seamless, integrated image.

A national freefone strategy should be put in place without delay. Anyone implementing national toll-free numbers before January, 1997 will qualify for priority assignment of matching Global 800 numbers.

UIFN like +800-8000-8000 or others with repeating digits are highly desirable and obvious selections, but limited in number. In contrast, vanity number are often less obvious and limited only by imagination.

Vanity Numbers
The power of a vanity number can be attributed to one key effect: spontaneous recall. A carefully crafted vanity number not only creates word-of-mouth advertising but serves as the conduit for buyers to call whenever the impulse strikes.

Further, vanity numbers eliminate the need to consult directories where customers are directly exposed to competitors and likely to call them instead. Yet, do vanity numbers make sense on an international basis?

The basic set-up is this: most phones in North America have letters and most phones in the rest of the world do not. However, mobile phones, hotel phones and fax machines throughout most of the world have letters even where local phones are numeric only. The letter pattern most often employed is the North American pattern.

The major criteria for using a vanity number is whether international business is sought in markets with standardized lettering, or where standardized lettering is planned. In North America, vanity numbers abound and vanity UIFN are not only a logical extension but an imperative strategy to pre-empt competitors. For the rest of the world, vanity numbers will be helpful, but must always be presented along with a numeric, either the numeric translation or an easy-to-dial alternative.

It is key to recognize that vanity numbers face the same cultural and language barriers as any international expression. A unique message must be carefully designed to position a product or service to each target community. Additionally, if similar national numbers are in use by others, trademark disputes may result and threaten the use of the vanity UIFN within the borders of a target market.

The challenge remains the message design and, when less than eight letters are involved, selection of the additional digits.

Vanity Design
Vanity UIFN can be viewed in terms of three essential criteria: the mnemonic, the message and the numeric translation.

The mnemonic should be unforgettable and allow flawless recall of all eight digits. The message should be compelling or at least neutral and non-offensive. The translation should be simplified by using easy to spell words and securing all numerics that would be predictably mis-dialed.

For example, +800-Get-Lucky, would be a great number for a Monte Carlo casino targeting gamblers in North American. The message is unforgettable, compelling, and easy to spell. However, presenting it in Europe along with +800-7777-7777 would be a better option, as the translation of "Get-Lucky" is not a great numeric (438-58259).

Even numbers have meaning. Although sevens are desirable in the west, Asian gamblers might respond more favorably to a repeating digit considered lucky in that part of the world. The essence of all good marketing is to know the target market and vanity design is no exception.

Keep in mind that there are no limits on the number of UIFN you can secure. Far from defeating the purpose of global 800 numbers, multiple UIFN allow world-wide access to cultural-specific products and services. In fact, this approach is more efficient than greeting callers in a variety of languages.

American Airlines, for example, uses 800-AA-Vuelo (Vuelo translates into Flight) for the Spanish speaking community in North America. With UIFN, a single vanity number could be created for Spanish speaking travelers worldwide.

Global 800 numbers will be available from December forward, but there will never again be ready access to a full complement of these powerful marketing vehicles as there will be on "day one."

Priority Assignments
The International Telecommunication Union (ITU), the organization responsible for assigning Global 800 numbers, has ruled that priority assignment will be given to companies who request a UIFN that embeds an existing national toll-free number.

Those that embed a seven digit number require one additional digit to create the eight digit format. The digit may be added either in the front or back and can be any digit from 0- 9.

A UIFN that embeds a six digit number, like those used in Sweden, require two additional digits at either end or one digit at each end. The rule is that an embedded toll-free number must be used in its entirety and the additional digits cannot be added within the existing sequence.

Top priority will be given to UIFN requests that embed a national number that was implemented prior to December 1, 1994. Effectively, then, there are three levels of assignment: no priority, priority assignment, and priority assignment with prior use.

The highest priority request takes precedence whenever two or more requests are received for the same number at the same time. The applicable toll-free number and country code must be listed on each submission to ensure compliance.

A separate application is required for each unique UIFN, but up to nine alternate choices are allowed.

Great care should be taken that any alternates maintain eligibility when priority assignment is requested (i.e., the alternates embed only the specific toll-free number listed).

The cost is 200 Swiss Franks each and applicants must submit all UIFN requests via a participating carrier, as the ITU prohibits direct submissions.

Each application must specify two or more countries where the UIFN will be implemented that are not part of the same numbering plan (i.e., two countries that cannot be served by a single national toll-free number). Successful UIFN reservations must be activated within 90 days or are subject to reassignment without notice.

Priority registration begins on December 3, 1996 and extends until January 31, 1997 during which all applications are considered to be received on "day one." However, the customer deadline for "day one" submissions will be set by participating carriers and is likely to be several days early to ensure timely submission to the ITU. Subscribers should plan to submit requests to their carriers by at least January 24, 1997.

As a practical matter, priority assignments only apply to "day one" when all applications are considered to be received at the same time. Beginning February 1, 1996, each submission will be time-stamped and handled on a first come, first serve basis. Priority assignment would only hold in the unlikely event that identical requests are received simultaneously.

Further, any and all "day-one" conflicts will be resolved before even the first time-stamped application is processed. It should be clear that participating in "day one" is essential to anyone seeking priority assignment or a specific UIFN.

Conflict Resolution
Conflicts arise when two or more "day one" applicants with equal priority request the same number. Conflict can arise at any priority level, including requests by two or more parties with no priority at all.

Those involved will be put on notice and given up to 15 days to resolve the conflict among themselves. If unresolved, the ITU will perform a random selection to resolve the duplicated request. Only one participant will be assigned the UIFN. Others will be assigned an alternate choice.

Each "day one" request will either win, lose, or result in conflict. Therefore, UIFN submissions should be carefully designed and deployed as part of a comprehensive strategy that takes full advantage of world-wide resources, game theory, and ITU policies to achieve desired outcome. Not even top level priority can assure a specific UIFN reservation.

It is essential to understand the process and optimize all possible advantages. However, most applicants will rely exclusively on their carriers for guidance without the benefit of outside consulting. Few will understand that the carriers have incentives only to minimize customer interaction, conflicts, and the number of submissions processed.

In contrast, the goal of the perceptive subscriber is to maximize desired outcome without regard to the level of interaction or the number of unique submissions. Even conflicts are not all bad; everyone involved still has an equal chance of securing the desired number.

Success will come to those who recognize UIFN "day one" as an opportunity of a lifetime and use every resource available to ensure victory.
Originally Published in Teleprofessional, 1996. Servicemarks and Copyright 1996-2001, Vanity International, All Rights Reserved.