PhonepayPlus is developing a registration scheme for all premium rate service providers to facilitate due diligence and provide transparency. The webinar discussed why a registration scheme is needed, who would need to register, what information would be required, and how registration would work. PhonepayPlus sought input on proceeding with implementation given potential Code changes, as well as criteria for mandatory registration, exemptions, fees and required information fields.

1. MEF Webinar – 6 May 2010
PhonepayPlus (PpP) Registration Scheme
Simon Bates
Director of Standards and Communications (PpP)
Suhail Bhat
Policy and Initiatives Director (MEF)

2. Thank you for your interest in the
PhonepayPlus Registration Scheme Consultation
To view the full audio-visual webinar please visit:
http://www.m-e-f.org/ppp_registrationscheme_webinar/

3. The Mobile Entertainment Forum (MEF) is the global trade body of
the mobile media and entertainment industry. It represents the leading companies
throughout the entire mobile entertainment value chain, and works on behalf of its
diverse membership to facilitate industry growth, shape regulation and deliver
competitive advantage to its members.
With global headquarters in London and operational chapters in Asia, EMEA, LATAM and North America,
MEF is a member network with a global reach, strong local representation and the ability to affect market
change. Established in 2000, MEF provides a consistent and powerful voice for the foremost mobile
media businesses and entrepreneurs.

4. MEF Initiatives
 Our work falls into four distinct categories:
 Monetisation of mobile content or protection of revenues
 Best practice/regulatory work
 Education
 Metrics and Intelligence
 Business modelling and analysis around key issues such as Enabling Services are taken forward through MEF
initiatives and live Leadership Summit meetings
 Driven by industry and member demand to analyse the market, map future opportunities and drive the business
forward
 Current initiatives include:
- Smart Enablers – Accelerating the Next Generation of Mobile Media Business Models
- M-Commerce - Driving customer acquisition, retention and conversion
- Business Confidence Index – Providing Insight & Revealing Industry Trends
- Ad-Funded Mobile Entertainment (AFME) – Exploring the Potential of New Business Models
- Content Sales Reporting – Advancing Best Practice, Metrics & Revenue Assurance
- Regulatory Information Service Centre (RISC) – Online regulatory archive for 26 countries (so far)

5. Current Regulatory Issues
 MEF South East Asia Regulatory Tour (India, Singapore, Malaysia, Indonesia)
 ASEAN Initiative (EU Equivalent)
 MEF SE Asia Regulatory Committee
 MEF EMEA Regulatory Committee: Focus on …
 Audio Visual Media Services Directive (AVMS)
 MEF produced plain speaking Guide with Denton Wilde Sapte
 Unfair Commercial Practices Directive (UCPD)
 MEF produced plain speaking Guide with Denton Wilde Sapte
 Safer Internet project with Infosoc DG (1st June)
 UK
Ofcom Scope Review – Complete review of the UK premium rate sector
PhonepayPlus – Consultation on New Code of Practice + Registration Scheme
Advertising Standards Authority – New Codes of Practice Issued

6. PRS Registration
scheme
MEF Update
6 May 2010
Simon Bates
Director of Standards
& Communications

7. PhonepayPlus project team
Simon Bates, Project Sponsor
Alex Littlemore, Project Manager (policy)
Adam Ferguson , Project Manager (build)

8. Agenda
• Background
• Why, who, what, how?
• How much?
• Implementation
• Timeline
7

9. Facilitate industry due diligence
Provide consumers with customer service information
PRS REGISTRATION
8

10. A brief recap
New Code discussion document Ofcom Scope Review
(July 2009) (Oct 2009)
• Facilitate due diligence,
• IPs directly responsible for shining a light on rogues
their services • Recognise importance of
• new rules for SPs around Number Checker
due diligence
built and run
Registration scheme
by PhonepayPlus
Broad industry support

11. Why are we doing this?
Who should register?
What information is required?
How is it entered?
REGISTRATION IN PRACTICE
10

12. Why?
• A database of all PRS providers to:
– Facilitate due diligence;
– Allow PhonepayPlus to enforce the new Code;
– Identify rogues; and
– Provide an effective premium rate number checking facility
11

13. Who?
• All CPRS providers
– Network operators (Terminating Communications Providers)
– Level 1 providers (e.g. aggregators, service providers, resellers)
– Level 2 providers (e.g. content providers, promoters)
• With some exceptions…?
– E.g. 0871
– What are the right criteria against which to exempt?
12

14. What?
Business to include Service to include
• Directors • Service name
• Contact information • Customer care number
• Trading names • Service description
• Parent companies
Mandatory v voluntary…?
Registrant responsible for accuracy, not PhonepayPlus…!
13

15. How?
• A link from our website
• Intuitive, quick and easy
• Bulk registrations?
– On the part of another provider
And how much?
£100 pa to cover build and admin costs
14

16. Outputs
Business Consumers
• Registration ID to allow service • Customer service contact
provision details
• Information sufficient for basic • Service description
due diligence
• Links to adjudications,
sanctions, permissions

17. IMPLEMENTATION
16

18. Options
Unconstrained: do anything you like
1. Bespoke system
No constraints except cost, 1.
legacy, Bespoke
Locked in to supplier; high system
upgrade cost
2. Modified package
Few constraints; some “free” 2.
functionality
Modified
Locked in to supplier; high package
upgrade cost;
3. Upgradeability
without Configured
3. Configured package Hard/ upgrade path Package Upgradeable
“Free” functionality; some costly to With upgrade With “free” new
constraints, cheap to upgrade
upgrade
path functionality
Must be prepared to
compromise 4.
Un-modifiable
4. Un-modifiable package
package
Inexpensive
Must adapt to the package Constrained: fit to the package
17

19. Package vs bespoke
Unconstrained: do anything you like
3. Upgradeability
3. Configured package Configured
“Free” functionality; some Hard/ Package Upgradeable
constraints, cheap to costly to With upgrade With “free” new
upgrade upgrade path functionality
Must be prepared to
compromise
Constrained: fit to the package
18

20. Code 12 and
Registration
database are
indivisible
19

21. We need your help
• Registration Scheme update (25 May)
– Should we proceed with implementation, given the (tiny) risk that the
Code may not be approved…?
• Code consultation (8 July)
– Mandatory registration for all providers?
– Exemption criteria?
– Registration fee?
– Mandatory information?
– Links to breaches and open investigations?
20

22. sbates@phonepayplus.org.uk

23. Thank You
Contact us
Simon Bates – Director of Standards and Communications, PpP
sbates@phonepayplus.org.uk
www.phonepayplus.org
Suhail Bhat – Policy & Initiatives Director, MEF
suhail@m-e-f.org
www.m-e-f.org
Miranda Roberts – Policy & Initiatives Manager, MEF
miranda@m-e-f.org
www.m-e-f.org

24. Next Event
MEF Workshop on the PpP Code Consultation - 19 May, London
In association with Denton Wilde Sapte
Presenting the Code Consultation from PpP:
Bradley Brady – Director of Strategy & Stakeholder Relations
Mark Collins – Policy Advisor
Simon Bates – Director of Standards and Communications
Space at this event is limited. Priority will go to MEF Members.
Please contact Miranda at the MEF if you are interested in attending
miranda@m-e-f.org

25. Thank you for your interest in the
PhonepayPlus Registration Scheme Consultation
To view the full audio-visual webinar please visit:
http://www.m-e-f.org/ppp_registrationscheme_webinar/
To learn more about the PpP Registration Scheme and
Code Consultations and how your company can become
involved, please visit:
http://www.m-e-f.org/policy_regulation/phonepayplus/