Value Chain & Descriptors

AIME believes the forthcoming PhonepayPlus (PP+)12th Code of Practice Review provides an opportunity to revisit the Interactive Media value chain and the terminology currently used by the regulators and has therefore suggested the following Industry Value chain. AIME has adopted this terminology with communications to members and Industry regulators.

Single value chain descriptors.

There is functionally very little difference between the 090 TNO and SMS billing TSP – they both contract and connect with ONOs, and provide billing services via premium numbers. One small difference is that SMS TSPs rent premium shortcodes from mobile operators, whereas TNOs are issued their own PRS numbers by Ofcom.

It is possible to have a single terminology and value chain descriptors for all forms of PRS if the following convention and terminology is used:

‘Network Operator’ (previous PP+ name ONO) This is the network who provides the telecommunications service to the consumer and this also applies to Virtual Network Operators.

‘Terminating Provider’ (Previous PP+ names TNO fixed line, Service Provider mobile) The TP is the contracted party to the Network Operator, terminating PRS traffic, be it premium calls or premium SMS, MMS, shortcode voice and video. In the case of P-SMS and MMS, the TP will also be the point of injection of premium MT messages into the Network Operator. In Payforit the Payment Intermediary would be a Terminating Provider.

‘Application Provider’ (Previous PP+ names Service Provider fixed, and not identified in mobile) The AP operates the PRS application platform on which the PRS service runs. An AP may have partners, resellers and agents, but the AP can be identified as the company contracting with the Terminating Provider.

‘Merchant Promoter’ (Previous PP+ name Information Provider) This is the party that promotes to and contracts with the end consumer. The term ‘merchant promoter’ is used, rather than ‘service promoter’ as it better reflects the responsibilities of a merchant in consumer law, and describes next-generation services such as application stores. Unique to PRS in broadcast, it is suggested that ‘Merchant Promoter’ is replaced by ‘Broadcaster’. The Merchant Promoter can have an ecosystem of its own, comprising content providers, content aggregators, games developers, media partners, and affiliate advertisers. These are outside of the scope of PRS regulation, and therefore this paper.