The Number maps out PR for European launches

The Number has begun carving out a PR strategy ahead of a potential launch into France and Italy following their governments’ moves to deregulate directory enquiries.

‘It’s early days, but should we go ahead, PR would probably be sourced from a London-based consultancy with European reach,’ said The Number director of comms William Ostrom.

‘The US market has yet to be deregulated, so the thinking is that any PR operation would be able to transfer its knowledge back to the US, ready for the go-ahead,’ he added.

Paris and Rome are expected to announce formal deregulation early next year.

The Number uses Brazil to handle PR in the UK.

Last month, Ofcom and premium-rate telecoms regulator Icstis hailed the deregulation of the UK directory enquiries market as a success, despite confusion among consumers when the 118 numbers replaced BT’s 192 service.

Despite dozens of competing services, The Number’s 118-118 service has grabbed a 45 per cent share of the market, according

to TNS Market Research, ahead of BT’s 118 500.

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