Ever since TRAI announced DO-Not-Call registry service, mobile users are ditching the tele-marketers and within 5 days, over 5 million people have already subscribed to the service.
More about the service:
Here is how you can subscribe to the Do-Not-Call registry service:
- Airtel users : SMS “START DND”, send to 121 (link)
- BPL users: send NDNC as an SMS to 50800 (for postpaid) or 50505 (for prepaid) [link]
- Hutch users: SMS ACT DND to 111 [link]
- Idea users: fill this form
- MTNL Delhi users: fill this form, Mumbai users need to fill this form
- Reliance users need to fill this form
- Spice users: SMS the keyword BLOCK to 363
What does the DO-Not-Call registry service entail?
As per TRAI’s guidelines, primary objective of the National Do Not Call Registry (NDNC Registry) is to curb Unsolicited Commercial Communication (UCC). UCC has been defined as “any message, through telecommunications service, which is transmitted for the purpose of informing about,or soliciting or promoting any commercial transaction in relation to goods, investments or services which a subscriber opts not to receive”
In the next phase of implementation, tele marketing companies will have to get their calling list scrubbed through the NDNC module; and telemarketers will be able to call only those numbers which are cleared by the NDNC registry.
Surprisingly, within 5 days of launch, 14,750 telemarketers having around 4,50,000 telephone lines have put in their applications for registering with the Government to comply with the National Do-Not-Call (NDNC) Registry guidelines.
Impact of National Do Not Call Registry on tele marketing companies:
- Telemarketing companies employ an estimated 3 lakh people across the country.
- Telemarketing companies need to invest in IT systems infrastructure, as well as spend more money in sourcing “new” databases.
- The fine for spammed call is Rs. 500 and multiples for the eventual calls made.
- NDNC could pull down overall call volumes by up to 15% in six months.
- The industry will witness consolidation in next few months – many small outfits will vanish.
What’s interesting to see is the effect of NDNC on one of the recently launched Indian startup, BanKaro – whose basic USP is to build a social network (and database) of telemarketing numbers and use the “power of user generated content” to ban these tele-marketers.
Moreover, as the Indian Telecom industry evolves we will witness innovative ways to reach customers – permission marketing being one of them.
I strongly see a new business model in making – expand from text based permission marketing (i.e. SMS ads) to voice based service (i.e. pay the users to listen to ads!) . Any takers?
What do you think? Have you registered for an “un-spammed” life? Do you really think that telemarketing companies will follow these norms? I subscribed to ICICI/CitiBank’s DNC service long long time ago, but I still get spammed ruthlessly!
I really don’t think that these tele marketers give a damn to these registries, since most of us do not care to approach consumer court to report these spams. Will you?
tags: ndnc, do-not-call-registry, trai, bankaro.permission marketing
sources:image, ET, Hindu, ET,