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Mobile regulator seeks to crowdsource new brand


By Ronan Shields, Digital Editor

February 18, 2016 | 3 min read

PhonePayPlus has launched a crowdsourcing effort to hunt for a new name, with the UK’s mobile payment regulator looking to forgo expensive consultancy fees in favour of listening to its audience during the rebranding effort.

The Scheme kicked-off today (18 February) with the regulator claiming it has decided to change its name following consultations with industry sources, as well as public consultation in an attempt to further its public service.

PhonePayPlus, which regulates all premium rate services billed-for via mobile phone providers under an Ofcom-approved code of conduct, has stated that it wants its new name to more clearly explain its function to both the public and industry.

A PhonePayPlus statement reads: “We will not be hiring consultants or spending lots of money to choose a new name and statement of purpose for PhonepayPlus, instead we want to ask your suggestions and for suggestions from our stakeholders and our staff.”

PhonePayPlus has promised a “modest prize” for the best contribution, with the open consultation, or crowdsourcing, phase of the rebranding effort taking place over the next four weeks, with the new brand, plus an accompanying mission statement set to be unveiled later in the year.

A briefing note from the regulator laid out the below criteria for would be entrants:

In short, what we're looking for from the new name is:

  • To be short and snappy
  • To be clear and not too complicated
  • Straightforward - we want to make it plain that we are a regulator and what we regulate

PhonePayPlus rose to prominence when premium rate services such as downloadable ringtones, and mobile games hit the height of their popularity in the early part of the 2000s – prior to the popularity of app stores.

Presently the majority of its activity centres upon adjudicating consumer complaints about premium rate text services (such as news alerts, etc.) or chat lines.

Those eager to participate can get in touch at the below address, or contact PhonePayPlus via its Twitter account.


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