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VIDEO Do You Know Your Land Line Phone Number? Relish Says No

Tuesday, October 21st, 2014 (5:07 pm) - Score 1,059

The London focused fixed wireless (4G) broadband ISP, Relish (UK Broadband Ltd.), has today released an interesting if not particularly scientific piece of promotional material that involves a representative from the provider offering £50 to anybody who actually knows their land line telephone number.

The stunt is of course designed to highlight the high cost of fixed phone line rental, which most people only take because they need it for home broadband and Relish’s service doesn’t require a fixed line (wireless providers don’t need home phone lines).

We can of course see several problems with this PR, not least that the respondents could have simply just said “Yes” (even if they didn’t know) and run off with the £50. But if asked to validate their number first then many people might have similarly preferred not to hand it over to a stranger with a camera (privacy). The sample size was also quite small.

Never the less we know that many people will share the sentiment about line rental’s increasing cost and irrelevance, at least as a phone (voice) service, to modern consumers. Separately other research commissioned by Relish found that..

– Nearly half of Londoners only keep their home phone so they can access the internet
– Almost 40% of Londoners don’t know their own home phone number
– 56% don’t know how much they’re paying for their landline each month
– Over half ‘rarely’ or ‘never’ use their home phone to make calls
– 65% of adults admit that landlines are a thing of the past

Leave a Comment
6 Responses
  1. Avatar telecom engineer

    In my experience it is suprisingly common, especially amoungst the under 30s for them not to know their number or have a telephone plugged in at all. I scoffed at a speech I read by an executive of an american landline operator who boldly stated back in 2002 that voice was dead. Just a few years later and even mobile carriers are loosing revenue to skype and whats app. Aside from peace of mind for families / elderly it seems the convenience of mobiles has rendered landline voice a diminishing relic in the residential market. Unless some convergence takes place between the two I dont see anything changing.

    The why pay line rental argument is obviously silly as the infrastructure still needs paying for (even mobile phone / wireless data contracts). Although it is perhaps time a simple whole cost price of service should be regulated for. It shouldnt take 4 pages of paper to say x for fixed costs y for calls or purchases…

    • Avatar Steve Jones

      On of the reasons SPs are probably putting up retail line rental costs is to partially compensate for loss of call revenue. I go back long enough to remember when phone calls were so expensive that people put locks on dials.

      As you say, the infrastructure has to be paid of one way or another, and the problem is often the frequent characterisation of the line rental as “voice line rental”. In practice, the difference between WLR and MPF rental products is very small at about £5 per year (exc. VAT).

      It’s about time the ASA stepped in an sorted out the whole misleading way that BB is sold when unavoidable costs are left out of the headline pricing.

      As for the video? Well, it’s a stunt. Enough people will know their home phone number that they’d quickly burn through cash at £50 at time.

  2. Avatar sentup.custard

    Damn.
    I should have gone shopping in Ealing (I think that’s where their office is, so I’d guess that’s where they pulled this stunt) instead of Harrow.
    I’d probably have confused their tiny minds, because I know my “landline number” – but I don’t have a landline, it’s a number I bought from a company who redirect it to my mobile.
    🙂

  3. Avatar TheFacts

    Many people don’t know their mobile number, they never call it…

  4. Avatar Hull_lad

    Ofcom’s Communications Market report, which tracks actual operator reported call volumes, is probably a more useful piece of research than this marketing dross.

    Yes, fixed voice usage is declining, no doubt about that, but this research is about as reliable as a turkeys organising some research to find that the vast majority of people are vegetarians, don’t like turkey, or don’t celebrate Christmas.

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