Here’s another Thinking Out Loud moment.

Branded Caller IDs:

Branded Caller IDs are when you see the Name of the caller, instead of a random number flash on your phone when they call. And this is despite you not having that number stored on your phone contacts. So when Citibank’s Helpline calls you, you’ll see Citibank Helpline on my screen instead of a random phone number.

Background:

So the other day, I got a call from a random landline number in the middle of a working day. Now I (like a lot of people I know) get lots of calls from tele-marketers every day selling insurance, credit cards, charity-sponsorships (yes from NGOs – and they have the balls to say, “But don’t you want to help the children?!”, but more on that later). Obviously, I let the call go to voicemail.

Later in the day, when I checked my voicemail, I realized the call was actually from Citibank’s Helpdesk. I’d raised an issue and was expecting (and looking forward to) a call-back. Now I’d have to call them, navigate through their IVRS and find a loophole that allows me to talk to a real human being. I cursed myself for not picking up the call when I had the chance – I saved the number on my phone to ensure that I don’t miss it if it ever comes again. Problem Fixed. Or so I thought. The next day I got another call from them, and the same thing happened. Didn’t pick up -> went to voicemail -> checked my voicemail -> cursed myself for not picking up. Reason – they called from a slightly different number. Damn.

That’s when I thought – Citibank should have a way for its name (Citibank Helpline or whatever) to flash on my phone irrespective of whether I have the number stored or not.

Here’s a small write up of some of my thoughts on the business model, pros and cons, consumer acceptance, etc.

Why would/should companies like Citibank have Branded Caller IDs?

So let’s think of the pros and cons of something like this from Citibank’s perspective.

The pros could be that Citibank customers will always know it’s them calling and won’t avoid calls. This can lead to faster turn-around times, lower costs, etc. The Cons include that if it’s a cold-call from Citibank’s tele-marketers, then that’ll make it Much easier for people to avoid them. But screw tele-marketers – who needs them anyway! =)

How are Branded Caller IDs implemented from a technical standpoint?

This is something that network operator will have to implement. Now I must admit, I’m Totally clueless about this one. I have no idea if something like this is technically possible. As such, given that they can withhold the number in the case of private numbers and show you some text instead, my gut tells me that it may (just may) be possible. So let’s, for the sake of argument, assume that this is possible.

What’s the Business Model?

Think of how Domain Names work.

The business model can actually be very similar to that of any TLD Registry. Yes, I know, not everyone works in the domain name industry, so let me provide some context. Just like companies that own .com,.net, .tel, etc. sold names to the public, the proper authority can sell names or branded caller ids to corporates and individuals.

Most TLD Registries, when they launch, first have a Sunrise Period. During the Sunrise Period, government bodies, corporates and trade-mark holders may apply for Branded Caller IDs. This avoids trade-mark infringement issues later on. The same thing can be applied here.

Obviously, there is a fee with getting the Branded Caller ID – which will depend on a bunch of factors including fixed and recurring expenses, potential market size, product value-add (which would be one of the most important factors), etc.

After the Sunrise Period, the floor is opened to everyone, people can register any names. It can be generic names (imagine getting a call from Movie Tickets, Website Designer, etc.), individual names (Anil Ambani J), or any other category. Again, there is a fee involved. In fact, in most cases, this fee is higher than the standard fee applied to applicants in the Sunrise Period since they are a critical target market.

Some TLD registries also reserve all good generic names for a special auction. So good names like Movie Tickets, Travel Deals, Shopping, etc.) can go to the highest bidder.

Who’s in-charge?

As mentioned before, this needs to happen at the network operator level. But which company will it be? Vodafone? Airtel? Telecom Authority of India (TRAI)?

One can’t imagine people paying individually to each network operator. That’s unorganized and expensive. If TRAI controls it, the private sector companies might create issues. Ultimately though, it’ll have to be an external authority, where everyone has an appropriate stake.

Will Network Operations be interested in something like this?

The margins in this business are reducing Constantly. Network Operators are constantly looking for ways and means of making money (case and point, charging for calls to support and separate call rates for conf. calls) – and this Definitely looks like it’s going to make them money.

Will Consumers like it?

I think they will. They’ll be able to recognize who’s calling them – irrespective of whether they have the number stored or not – at no extra cost to them.

And there’s more. At least potentially. Imagine Branded Caller IDs working in the reverse. There’s a reason why domain names as a concept work. They work because no one wants to remember the IP addresses of every website out there. Similarly, allowing for Branded Caller IDs will help people with not having to save numbers. So if the technology allows, they’ll be able to make call  even if they don’t already have the numbers stored. So they can call the Citibank Helpline (or McDonalds or Dominoes when they’re hungry) irrespective of whether they have the number stored or not.

Also, it doesn’t matter if Citibank changes its telephone number. Again, just like in domain names and IP addresses, the Branded Caller IDs remain constant irrespective of the telephone number.

And this makes this an even more compelling product for corporates.

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This is purely a whimsical thought that I wanted to put up. This entire idea depends on a lot of factors, and technology is only the first of many blind-spots that will need some serious thinking.

What do you think of Branded Caller IDs? Do you think it’s a good idea? Do you think it’ll work? Share your thoughts.