ICSTIS re-brand as PhonepayPlus to mixed reception
The official re-brand of ICSTIS took place this month with the launch of a new name designed to give the regulatory enforcement agency a more consumer-facing profile. ICSTIS claim that changes in the types of service on offer and the way in which it regulates mean that the name ICSTIS is no longer an accurate description of the organisation and culture. Nor is it helpful in terms of public awareness.
However, according to an NOC-commissioned YouGov survey conducted in August to determine whether the public would recognise the name PhonePay+ as a consumer protection agency, only 1 percent of the 2,083 surveyed people thought it was a telecoms consumer protection agency.
The full results of the survey are displayed below:
YouGov conducted this survey on our behalf using the following question;
In your opinion, which of the following BEST describes what you understand by the term ‘Phonepayplus’?
A telecoms consumer protection agency
A new way to pay for things using a telephone account
A new form of prepay phone account
None of these
Don’t know
2083 people were surveyed and the results are as follows;
A telecoms consumer protection agency 1%
A new way to pay for things using a telephone account 26%
A new form of prepay phone account 23%
None of these 4%
Don’t know 46%
Since the launch of the re-brand there has been a great deal of comment within the media which reflects the results of the NOC survey. NOC has expressed its disappointment with the way the name was arrived at and has also indicated dissatisfaction with the lack of consultation with the industry. |