UK code targeted at operators globally
The Mobile Entertainment Forum has CTIA in New Orleans to make a global launch of a code of practice for use by operators and content partners. The code has been in use in the UK since January 2005, where its introduction was spearheaded by Vodafone.
As a result of the UK initiative, where the mobile premium services market was worth around $800m in 2004, mobile operators have shut out several suppliers with unacceptable practices and consumer concern over subscription services has dramatically declined, the MEF said.
This new code of practice is recommended to MEF’s 70 members world-wide, who represent many of the world’s major carriers, content providers, service providers and technology vendors. The MEF and its US chapter, MEF Americas, have consulted on this project to ensure that the global code of practice takes account of the lessons learned from the UK experience and that the code is applicable to the booming mobile subscription services market in the USA.
Andrew Bud, head of the MEF Regulatory Initiative, said of the UK experience, “In the UK there was great uncertainty about what was best practice and what was unacceptable in the promotion and delivery of subscription services, which disturbed some consumers. We also had a few rogue providers using the offer of free ringtones to trick people into signing up to subscription services and making it difficult or impossible for consumers to escape from the service and its cost.”
“Our first priority is our subscribers’ continued trust and confidence,” said Jeremy Flynn, Head of 3rd Party Content for Vodafone UK, who led the operators’ initiative. “We are confident that the new rules will fully protect them, whilst encouraging further growth in the mobile content industry. The UK mobile operators are all fully committed to these rules, and we appreciated the support of the Mobile Entertainment Forum in getting this work done well and fast.”
“The UK industry launched its code of conduct during January this year; just two months later the rogues are gone and consumers and operators are much happier. We are certain that the results of our global consultation and practical market experience will make this code an asset to operators and content providers throughout the world by helping them build consumer confidence,” Bud added.