Telegate will position its offering as more personal. Its service will
offer customer service representatives at the end of every call as
opposed to the automated voice system provided by BT's and Cable &
Wireless' 192 services.
Oftel announced its decision to deregulate the directory enquiries market last year, ending BT's monopoly with its 192 dial-up service. Half a dozen new players, including information service provider Conduit, are expected to enter the market.
The new directory enquiry services will be on six-digit numbers all starting 118. The numbers will be allocated at random on May 21.
Brand advertising for the directory enquiries services providers will be fundamental to gaining customers who are not used to being given a choice of directory enquiry services.
Grey pitched against Bartle Bogle Hegarty and McCann-Erickson.
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