118 118 (UK)
From Wikipedia, the free encyclopedia
118 118 is a UK directory enquiries provider assisting customers with telephone numbers and information.
The service is provided by The Number UK Ltd, a wholly owned subsidiary of US directory enquiries provider, InfoNXX, whose company motto is "The Vision, the Value, the Voice". They also have sister services in Italy, utilising the number (amongst others) 892 892, in France, using 118 218, in Ireland, using 11850 and Switzerland, using 18 18. 118 118 has been in operation since taking their first call in December 2002. Sweden also has a directory enquiries service which uses the numbers 118 118, but it is not related to InfoNXX.
Contents |
[edit] Deregulation
In the UK, directory enquiries used to be contacted by dialling 192 (for domestic numbers) or 153 (for numbers abroad), with the service supplied by the former monopolist, British Telecom. The company was set up following the announcement of deregulation of the directory enquiries market in the UK. These numbers, 192 and 153, were switched off on 24 August 2003 following the introduction of competition to directory enquiries. There are currently over 200 providers, reached by dialling 118 plus another three digit number. Three providers, 118 500 (BT), 118 888 and 118 118, have over 90% of the market, mostly due to very heavy advertising.[1], with 118 118 being the leading provider.
[edit] Products
118 118 is primarily seen as a directory enquiries service, but provides a wider range of services, not only providing numbers to users but also train times, cinema listings, directions and hotel information.
Since May 2008, 118118 has introduced a service where you are able to call and ask any question you want and their info team will find you the answer. From "How tall is the Eiffel Tower?", to "What Bars are open late at night?".
Since these services have been added the pricing has changed, it is now 69p one off charge for connection to the service, with 25p for each additional minute, charged by the second. These prices vary according to UK network, but the prices cited are from a BT landline, which is used as the pricing standard indicator.
Another number is provided by the company, 118811, that charges a fixed rate 40p. This price has remained unchanged since the deregulation of 192.
A free service, providing only directory enquiries, is also available by dialing 0800 118 3733 (0800 118 FREE). This is an automated service providing only directory enquiries and is paid for by advertising. Launched with a registration process in January 2006, the requirement for registration has now been removed.
[edit] Advertising
Their advertising is particularly renowned for having two men with droopy moustaches, commonly referred to as the 118 118 twins, wearing items of clothing with 118 and two parallel red stripes on it. They have appeared in various forms, currently as 'mad professors' with crazy gery hair. In their current incarnation, they are promiting the company's 'Ask Us Anything' service via the web, calls and text.
Their advertising was originally launched using the two men dressed as athletic runners. This was used with the catchphrase "Got Your Number!" with the runners characters in a high profile advertising campaign before deregulation on August 2003. This slogan has fallen into disuse by the marketing department of 118 118 due to the expansion of service beyond directory enquiries alone, but the slogan has lived on in the minds of the public. The use of the runners characters is particularly noted for the legal action threatened by 1970s' record-breaking runner David Bedford.[2] 118 118 refuted this by stating their inspiration was partly the late American runner Steve Prefontaine. Bedford subsequently briefly worked for 118 500, a rival directory enquiries service provided by BT. Subsequently they appeared as 70s-style detectives, whilst they expanded on their range of services. During this period, although generally forgotten by the public, the slogan used was "We're here to help!", a different drive of focus due to expansion of products offered.
In February 2006 a new advertising campaign was launched, in which they have appeared in advertisements in the style of the television show the A-Team, using the A-Team theme tune with the number 118 sung over the music. 118 118 was also the sponsor of Channel 4's showing of the American television series Lost. Despite the series moving to Sky One, the sponsorship continued. The first series featured the pair as amateur actors rehearsing in an empty hall, the second series featured them as psychiatrists, and the third and fourth has shown them as being stranded on an island.
Notably, after Sky One obtained the rights to the series from Channel 4, 118 118 began to sponsor Prison Break on five - using the same 'psychiatrist' clips used for Lost. These however will change in the near future to brand new clips which feature the boys 'lost' on their very own island and using 118 118 services to help them.
From March 2007, 118 118 began to sponsor ITV1 Movies. A daily cartoon strip advertising the service also runs in the English free newspaper The Metro.
The company released an in August 2007 parodying the training montage sequences from famous 80's movies. The soundtrack for the adverts is a parody of Maniac by Michael Sembello (from the movie Flashdance).
In Italy, the sister directory 892 892 launched a new TV campaign using a very similar style character duo as in the UK. Two men dressed in skin-tight red lycra with the number "892" on each of their chests are seen in various stages of their life as they inspire people across the land to become disco dancers - whilst publicising the 892 892 number.
[edit] Expansion
As of 2006 'The Number' the parent company of 118 118 in the UK joined forces with rival Directory Assistance provider Conduit to provide the largest company of their type in the UK. Because of this the 118 118 call centres in the UK now handle 118 888 calls, and 118.com now powers 118118.com. Not only this, the company now handles Orange 118000 calls on behalf of Orange, previously dealt with via Conduit.
[edit] Criticism
In 2003 the company was criticised in the national media, after it was alleged that some call centre operatives, under pressure to "get rid of"[3] callers as quickly as possible, gave out substandard information. One operative allegedly gave out the number of a local Pizza Hut, regardless of the number requested. The company was warned that, had it encouraged the abuse, they could face a fine or lose their licence to operate. However, Oftel was satisfied that the company had moved quickly to stamp out any abuses.[4]
