12 March 2010

How to ask questions

Posted by: Helen Wright

It’s widely acknowledged that communication is a two-way process; it requires an exchange of information. By contrast, telling, broadcasting, even blogging, are essentially one-way processes.

So where does asking a question fit in? Good question! Hold on…what do we mean by ‘good question’? Is it one that has challenging content or one that is well-posed? It can be both, of course, but this article is about the latter, and the art of asking a question well is one that falls squarely into the communication category: you need to give information to get information.

As we’ve had so much practice at interpreting and answering questions (nearly 22 million so far!), we can understand all questions no matter how they are worded, but there are times – just as in day-to-day communication between people – when we have to make assumptions about what we think you mean. It helps, then, if the question is made clearer: the content of the answer will be more precise and you’ll get it faster.

There’s no specifically right or wrong way to ask questions of 63336; it’s rather a case of being effective rather than ineffective. Our most well-crafted, useful, best-value-for-money answers are ones given in response to efficiently-worded questions. Imprecise, ill-defined questions can lead to disappointment, frustration and, regrettably, extra money if you need to clarify matters by sending an additional text.

Without the luxury of an instant, two-way, effortless and, more importantly, cost-free method of clarifying what’s beneath your information requirement (er…your question), here are some tips for getting the best bang for your buck:

1. Avoid ambiguity. Express precisely what it is you need to know. Effective questions begin with What, How, Why, Who, When, Where, Which. They help define exactly what it is you want to know. For example, rather than asking, “Can you fly from London to Marseilles?”, try “Which airlines fly from London to Marseilles?”

2. Focus the scope of your question. A focused question will lead to a focused answer, so provide relevant information in order to avoid wasteful provisos like “It depends on the type/size/model etc.” Rather than ask “How do you clean wooden floors?”, tell us about the wooden floor you’re interested in e.g. “How do you clean laminate wood floors?” The first question will result in an extremely brief description of how to clean a) laminate, b) unvarnished hardwood, and c) varnished hardwood floors; most of the answer won’t apply to your depressingly dirty laminate floor. Yes, there’s a little extra texting involved, but you’ll get very specific, useful information in return for that investment.

3. Present empirical data. You are seeking information that will fill a gap in your knowledge, so don’t second-guess. If you have an embarrassing itch which has nothing to do with the new detergent you’ve been using, don’t ask, “What are the signs of herpes?” Instead of getting what you wanted (the low-down on genital herpes), you may get an unwanted mini-treatise on cold-sores. Why assume herpes, though? Rather, spell out the observed symptoms and ask what the cause could be. Don’t forget, it’s as if it’s only you and the researcher in the room, and he or she is behind a screen, so don’t be shy.

4. Be aware of the 63336 editorial policy. We can’t give professional (as in subject to licence) medical, legal or financial advice. We can provide you with pertinent information, but have to stop short of prescribing drugs and telling you what stocks and shares to buy. You’ll need to phrase the question accordingly: “Which shares have performed the best in the last quarter?” rather than, “What shares should I buy?”

5. Give time and distance parameters. When you ask, “Where can I get the cheapest away strip for Chelsea?”, let us know if you’re prepared to shop online or if you need to march down the High Street RIGHT NOW because the game’s TONIGHT! Our assumption is the latter, but best deals may be achieved by shopping online and waiting a few extra days for delivery.

6. Try 2 spel korecly. We’re pretty good at interpreting misspellings and txtspk, but it presents an unnecessary risk. It creates doubt in the researcher’s mind if the question’s wording isn’t correct, and he or she doesn’t want to waste your time and money by making the wrong assumptions.

Will doing all this result in a perfect question? Yes. Will doing all this result in a perfect answer? Very probably, Yes. Why not just Yes? The answer is that there seems to be no way to prevent the – albeit rare – occasions when a momentary lapse in concentration results in an absolute howler. A recent question was, “What are all the prime numbers between 40 and 50?” (Verdict: well-posed, no ambiguity.) Our answer was, “Prime ministers between 1940 and 1950 were Neville Chamberlain (1937-1940), Winston Churchill (1940-1945 and 1951-1955), and Clement Attlee (1945-1951).”  (Verdict: red faces all round.) We are human and we do, very occasionally, get it wrong. But if ever you don’t like your answer simply contact us and we’ll sort it out for you.

Like any SMS text, answers from 63336 are generally restricted to 160 characters. This may seem impossibly short but, if your question is well-constructed, and well-defined, this tiny space can still permit a surprisingly in-depth answer. Give it a try.

24 February 2010

A refund from 2ergo?

Posted by: Stephen Williams

There have been further developments in the case of the colleague who received a rogue, chargeable text on a service supplied by 2ergo Limited.

A week ago she got a text out of the blue entitled “FreeMsg” saying “This is NOT spam! Due to a technical error we owe you a small refund for text messages to your mobile. Please call 08448243696 so we can refund you.”

What to do?

The immediate reaction is that this is another scam. I mean seriously, given all the press articles about reverse charge numbers and the like, would anyone ring a number like that? A quick check on the PhonePayPlus website and the first thing one discovers is that the number is owned 2ergo Limited. The last time these guys sent us a text it cost us £3, so our first reaction was how much did this one cost?

After some discussion we decided to ring the number from a landline on the basis that it is hard to charge landlines for reverse bills or text them. The first thing that happened is that we got through to a recorded message (more alarm bells ringing). It is a polite, recorded message claiming to be from 2ergo and after a minute or so it asked us to input our mobile number so they could check it against their records and see if we are due a refund (surely they already have this as they texted us in the first place?). They also explained that a customer service rep would ring us to get our name and home address. At this point we put the phone down. We had no idea what to think. Is this genuine? Is it a further scam?

Is this another scam?

I truly don’t know whether this offer of a refund was genuine or not. However, this paranoia is a reflection of the lack of consumer trust in the whole premium rate industry. Just check out the the Scream forum to get a feeling for how deep it goes. You get a text from someone you don’t know and immediately think the worst. You seldom know who to trust in this industry and this is precisely the reason why PhonePayPlus needs to do so much more.

There is a worry we are sounding ungrateful here. If this is genuine then surely I should congratulate them. However, if you want to restore customers’ trust you need to do more than send a dodgy, anonymous, text pointing people to a recorded message.

What should 2ergo do?

Assuming it was a genuine attempt to refund the customer then the refund process should be much more seamless and engender trust.

2ergo have records of all customers who sent texts by Win4Fun. If it can’t identify genuine texts from those sent as a result of their technical error it should refund the lot. This list of numbers and amounts should be sent to the network operators who have the ability to credit the relevant accounts (or hold onto the credit until the PAYG is topped up). A short text to the customer telling them this has happened will be fine. Vodafone can clearly credit customers – it did so in this case when my colleague complained. Yes there are higher costs associated with this route but, sorry, once you have sent out rogue texts, the onus is on you to restore the trust.

The application of these simple rules would be in the customers’ interests and it is surely them we should be worrying about?

10 February 2010

PhonePayPlus need to adopt a zero tolerance policy

Posted by: Stephen Williams
zero tolerance

Hard measures needed

A random, unsolicited text appears on your phone. What do you do?

If you are like most people, you will growl with annoyance at what appears to be spam and then delete it, assuming that is the end of the matter.  Well, that is possibly a mistake as you might unwittingly have paid that spammer £3 just for receiving the text and by deleting it you have lost the evidence.

A simple fraud

A colleague in the office got the following text last the week from number 83023.

“Win4Fun!Last months winner grabbed £500!This months questions is Who sang the song Paparazzi?Txt Enter plus you answer 83023 care? 08445796354. Close 13/02.”

She hadn’t subscribed to anything or texted the number before and she definitely didn’t respond. However, after thinking about it she decided to check her mobile account online and saw that she had been charged £3 for receiving that text.

That is wrong. It is illegal and this is what PhonePayPlus, the regulator, was set up to stop. Well yes, in principal, but the system is broken.

Getting the money back

PhonePayPlus encourage you to use their number checker, on their website, which reveals the service provider to be 2ergo Limited. This is the same 2ergo that has 20 previous PhonePayPlus adjudications against services it has provided.  However, when she contacted 2ergo they explained they were just the aggregator and she would need to seek recompense from the content provider, Win4Fun… whoever they are.

Meanwhile, a complaint direct to PhonePayPlus solicited a call back. Whilst they were sympathetic to her complaint they explained that they could only investigate if they received 5-10 complaints from the public over any one service. They hadn’t received five complaints so in effect it was, “Terribly sorry but we will be adding to our files and we won’t be investigating further”.

A complaint to Vodafone resulted in an immediate, no quibble refund.

Too much hassle for £3?

The problem is of course that the charge for receiving the text is relatively small and the effort of recovering it so long winded and laborious that most people let it pass. If the rogue content provider is clever, they will have targeted contract-based, mobile phone users who seldom check their bills until the end of the month and by then have often deleted the offending message anyway. Add in the lack of faith that regulator will even investigate, is it any wonder that the public lose faith in premium rate industry?

Too many links in the chain?

Part of the problem is that it is unclear exactly who is policing these services. Vodafone is the network operator who takes the money off the customer. They in turn pass some of it to 2ergo who, as aggregator, have the contract with Win4Fun and deal with payments to them. With three levels in the chain it is all too easy to abdicate responsibility.

We need action

What is needed is for everyone in the chain to adopt a zero tolerance policy to these rogue services and create an environment where it is impossible for them to operate. Until the regulator gets a grip of this problem, acts quickly and bars these rogue services the problem will just go on.

20 previous adjudications against a service provider should be prima facie evidence of poor controls and poor business practices. This in itself should be grounds for investigation of any complaint from the public. My article uses just one example but it could so easily have been another service. In the last 3 months of 2009 PhonePayPlus published adjudications on 21 services and these were just the ones that a full warranted investigation (presumably because they each had 10 complaints or more). 2 Ergo Limited are in many ways the unfortunate carrier of the text in this instance, especially as there are many other aggregators who have way in excess of 20 adjudications involving services supplied by them. However, it highlights the fundamental nature of the problem.

We believe that PhonePayPlus needs to look at adopting a zero tolerance policy. Any complaint should be investigated and any complaint that is upheld should be punished. The fines and other punishment (such as withdrawal of licenses) should be increased so that the industry is forced put its house in order and rogue services find the cost of operating to be prohibitive.

29 January 2010

Can you tell me the price please

Posted by: Stephen Williams

Wouldn’t it be good if you knew the price of a mobile service before you used it?

Simple, clear, pricing structures are the key to ensuring that the premium rate industry is successful and earns the trust of the public. However, it has a poor record in this area.

From ringtone subscriptions to DQ services and chat services, pricing has been a constant source of public anger and mistrust. Much has already been written about these types of services. However, the practice of regularly changing the price of a premium rate service is an area which gets little attention from either the media or the regulator. At first glance this doesn’t appear to be a problem. Often, it is presented as a promotion with the consumers ‘benefiting’ because they are getting discounts on the headline price. In the high street this is a common promotional tool. However, in the mobile world it is not quite so straight forward as it can confuse the customer and hide the true price.

What is changing the price?

There are a number of ways that companies confuse customers by changing the price.

At its simplest level a service is promoted at a reduced price for a period of time and then the price is raised back to the original price. An alternative is to give away free texts on a promotion run over several weeks eg “Your first text is £1, all subsequent texts today are free”

Of course, all companies have the right to change the price of their service. However, in the premium rate mobile industry this causes some unique problems that need to be addressed.

What is the problem with changing the price?

When someone uses their mobile to make a call or text they don’t always have visibility of the price of that service. It is impractical and not technically possible to have prompts on the phone each and every time someone makes a purchase. For that reason it is imperative that the customer has a reasonable expectation of the price of the service before they press the send button or make the call. In these instances the best reasonable estimate is the last price they paid for the service or the price at which they last saw it advertised. If the price changes every few weeks what hope do they have the knowing the price?

Despite the best will in the world it is not possible to inform the customer of the price each and every time they use a premium rate service. Yes, you can advertise prices on the website and marketing literature but, by its very nature, a phone is used at all times not just when you see the advert. Unlike a shop purchase you don’t have a price tag on premium rate calls and customers on a monthly contract don’t see their bill until several weeks later. Therefore, greater regulation is required in the premium rate industry to protect the customer.

This issue of constantly changing the pricing is not addressed within the PhonePayPlus Code of Practice or any of their subsequent help notes. Therefore, a company can quite legitimately change its premium rate pricing on a regular basis and, as long as it is “displayed prominently in their associated promotion and on the website” in accordance with the Code of Practice, each time it is changed then the company has technically done nothing wrong in the eyes of the regulator.

Our proposals

It is never possible to completely solve the problem of notifying the customer of price changes. However, it should be possible to put in place a few more mechanisms to make it easier for the customer. We therefore put forward four proposals for the industry to consider;

1. Reducing the price of a service for short periods should not be allowed. Permanent price reductions can of course still be entertained. However, we suggest that any price promotion for periods less than 3 months should not be allowed.

2. Where the price is going to increase this should be noted on the website in a prominent position at least 2 weeks before the price is increased.  

3. The price should always be displayed prominently on the website. This should be clear on the first page of the website of any premium texting service and a change in pricing should be given equal prominence for at least 2 weeks after the price change.

4. PhonePayPlus should have a central database of prices for all services which is made available to the public through its website. It should be the responsibility of each service provider to update the pricing and ensure it is correct. This database could show the history of price changes over the previous 2 years.

We want to stop the price lottery, where a customer dials up a number and suddenly faces a bill of which they had no knowledge or reasonable expectation of receiving. The industry needs to work very hard to regain the trust of the consumer and we believe this could be one  step in the right direction.

25 January 2010

Burns’ tips and Dwynwen’s advice

Posted by: Paul Cockerton

Tonight’s the night when Burns suppers are held around the world, in memory of Scotland’s greatest poet Robert Burns, who was born on this day in 1759. Less well known is that it’s also Dydd Santes Dwynwen (Day of St Dwynwen), the Welsh equivalent to Valentines day.

63336, the UK’s most popular text Q&A service, is celebrating both and has compiled a list of its favourite questions and answers to fill you with knowledge, if not love and haggis, throughout the day.

Got a last minute question about Burns Night or St Dwynwen’s? Download the 63336 app by texting APP to 63336 (£1) and we’ll answer your first 3 questions for free.

Day of St Dwynwen

Welsh patron saint of lovers

Welsh patron saint of lovers

Who is St Dwynwen?
St Dwynwen is patron saint of lovers & celebrates her feast day in Wales on 25 Jan. She founded a convent off Anglesey, the remains of which still stand.

How do you say ‘I love you’ in welsh?
“Dwi’n dy garu di”, pronounced dween duh gary dee, is I love you in Welsh. “Diolch” is thank you, and “sgen ti sws i mi” is have you got a kiss for me.

What traditionally should you give on St Dwynwen’s Day?
On St Dwynwen’s Day, give your lover a Welsh lovespoon. Carve it yourself, though: even a crude lovespoon made by you means more than a shop-bought one.

Where is St Dwynwen’s church?
St Dwynwen’s church is on Ynys Llanddwyn, off the coast of Anglesey. Llanddwyn means church of St Dwynwen & parts of a 16th-century church still remain.

What romantic things can I do on 25 Jan?
Take a walk in Dwynwen’s footsteps from Newborough to Llanddwyn Island where she established her church or visit a romantic castle & declare your love.

Why is St Dwynwen the patron saint of lovers?
Dwynwen was unable to marry her true love. After praying to forget him, she was granted 3 wishes; one was that the hopes & dreams of true lovers be met.

How do you make a St Dwynwen’s day card?
Fold card & decorate with hearts. Write dwi’n dy garu di (I love you), or dymuniadau gorau ar gyfer dydd Santes Dwynwen (best wishes for St Dwynwen’s Day).

How many people speak welsh in the UK?
690,000 people in the UK speak Welsh. 110,000 of these live in England. 65% of Welsh residents can’t speak Welsh. 15% of the Welsh population is fluent.

How many people celebrate St Dwynwen’s day?
At least 300,000 people will celebrate St Dwynwen’s Day. It’s become more popular since 2003 when the Welsh Language Board & Tesco gave free cards out.

Does visiting St Dwynwen’s church bring good luck?
Traditionally, lovers visited the well at St Dwynwen’s church to find out if they had a future together. It’s nonsense, of course, but romantic nonsense.

What’s a suitable gift on St Dwynwen’s Day?
You can’t go wrong with flowers on St Dwynwen’s Day. For a lasting gift, give a Welsh love spoon engraved with your name entwined with your true love’s.

What’s the history of St Dwynwen?
St Dwynwen loved Maelon. Her dad arranged for her to marry another so Maelon raped her. St Dwynwen asked God to help her forget him & look after lovers.

What have fish got to do with St Dwynwen?
A sacred fish (or eel) lived in St Dwynwen’s well. Its behaviour was used to predict the future for young lovers & to tell if husbands had been faithful.

What could we do on the day?
Aberglasney Gardens will be handing out free hand-crafted, wooden love spoons to all the couples who visit on 24 & 25 January. They are also doing meals.

Is St Dwynwen the patron saint of anything else?
Yes, St Dwynwen is also the patron saint of sick animals. Water from a spring (Ffynnon Dwynwen) at the convent she founded was said to cure sick animals.

Which came first, St Dwynwen or St Valentine?
St Dwynwen was around in the 5th century, whereas St Valentine had died 200 years previously. 14 Feb was already a lovers’ feast day, pre-Valentine.

I’m English, but my boyfriend’s Welsh; what should I do?
Have twice the romance. On St Dwynwen’s day, go out for a candlelit dinner (avoiding the Valentine crowds); then, on 14 Feb, have a cosy night at home.

Burns Night

Robert Burns

Scotland's most famous poet

Who was Robert Burns?
Robert Burns (1759-1796) was Scotland’s greatest poet, but he had humble origins; he started out as a farm labourer and was dubbed the Ploughman Poet.

What was Robert Burns life like?
Burns led a hard early life, having been born the son of a peasant farmer. He fathered 12 children with 4 women. He became famous, but made little money.

When is Burns Night held?
Burns Night is held on 25 Jan, the birthday of poet, Robert Burns. Originally the celebration was held on 21 July, the anniversary of his death.

How long have people been celebrating Burns Night for?
Burns Night has been celebrated for over 200 years. The 1st Burns Supper was held in Alloway in 1801, when some of his friends met to remember his life.

Why is Burns Night celebrated?
Burns Night celebrates the life & work of Robert Burns, a Scottish icon. It takes place on his birthday, 25 Jan, & began as a tribute by close friends.

Which other countries celebrate Burns Night?
Scotland is the only country to widely celebrate Burns Night, but ex-pats the world over will try to join in. Haggises have been flown to Pisa specially.

Why do people eat haggis, neeps and tatties on Burns Night?
When Burns’s friends celebrated Burns Night, they ate haggis because of his “Ode to a Haggis”, & neeps & tatties to compliment the haggis’s spiciness.

What is the ‘Selkirk Grace’?
The Selkirk Grace: Some hae meat and canna eat, and some wad eat that want it, but we hae meat, and we can eat, sae let the Lord be thankit.

What is ‘Address to a Haggis’?
Address to a Haggis is recited at Burns suppers when the haggis is served: Fair fa’ your honest, sonsie face, Great chieftain o’ the puddin-race!

What is the ‘Loyal Toast’?
The Loyal Toast honours the Head of State, & can be just “The Queen” in the UK. The host of a formal event proposes it (when tables are clear at a meal).

What is ‘Immortal Memory’?
‘Immortal Memory’ is a short, lively speech about Robert Burns, featuring tributes to his life and works. It ends with a toast to his immortal memory.

Does anyone know the words auld lang syne?
Here’s the 1st verse: Should auld acquaintance be forgot, And never brought to mind? Should auld acquaintance be forgot, And auld lang syne!

Did Burns write auld lang syne?
Burns claimed to have rewritten an old folk song, and made it his own. Its origins date back to C15th, in 1724 there was a version called Auld Lang Syne.

14 January 2010

Why tinned tomatoes are not sold as a subscription service

Posted by: Stephen Williams

tin-of-tomatoes

What have tinned tomatoes got to do with mobile phones services? Everything, and here is why.

In pretty much any industry you know the cost of a product before you commit to buying it. When you buy an admittedly expensive £1 tin of tomatoes at the supermarket you go to the checkout, hand over the money and the transaction is completed. You don’t go home, wait a month and then receive a bill explaining that you have actually spent £20 on tomatoes this month. Yet, if this was the mobile industry you could expect a conversation along the lines of,

 “Yes I know it said £1 for the tomatoes but that was a daily subscription service, entitling you to credits for £1 of tomatoes every day. Didn’t you realise tinned tomatoes were a product sold as a subscription service? If you didn’t want tomatoes everyday, then all you had to do was send STOP. You will of course lose your outstanding credits for tomatoes not yet consumed”

I like tomatoes but not every day of my life. A bolognese addict might be interested in this sort of offer but me, no. I buy tomatoes when I want them and I only have pasta once a week, if that.

I definitely don’t buy my tomatoes on “subscription credits”. It is inappropriate for the product. Subscriptions are about receiving something on a regular basis, like a magazine, or they are used as a convenient way of paying membership fees. Subscriptions are not credits to buy something that you lose when you cancel the subscription.

So why is buying tomatoes relevant to mobile phones services?

Well they are both sold to consumers. However, that is sadly where the comparison ends. The mobile industry has a different approach to pricing that is seemingly accepted by the authorities and which does much to damage the consumer trust in the industry as a whole.

88888 Mobile ringtone/wallpaper subscription

Take, as an example, some recent TV adverts where you are urged to text 88888 and a pre-fix in order to download one of the advertised wallpapers. They also offer ringtones.

My immediate reaction was that ringtones are an old problem that had now been cleaned up but then I checked out the terms and conditions on the 88888 website. Here it says,

You’ll get these 3 ringtones for just £4.50 per week. The weekly payment is conveniently taken from your phone bill automatically. You then receive coupons to redeem against the items of content that you want. We have a huge selection to choose from and the coupons for each club are outlined below. Don’t worry if you don’t use all your credits, any left over credits will roll over to the following week. By joining one of the clubs you will make a big saving on all your downloads. Your club will renew each week but you can stop your club at anytime by texting stop to 88 888 or ringing our customer service line on 0870 1213186 (national rate). Make sure you don’t waste your credits by cancelling though.

Since when did this service fit the normal and accepted criteria of a subscription service?

If you subscribe to something you should get something each week. Not credits. The credits described here are just a form of vouchers. In any other industry you pay for a set number of vouchers upfront. Fair enough they may be time limited but you don’t get automatically charged for them each and every week and then lose them if you cancel future subscriptions.

Just a case of rotten tomatoes?

It is little wonder that a large proportion of the public do not trust subscription services in the mobile industry when you see promotions of this sort, apparently endorsed by the regulators?

There is no way this sort of promotion would be accepted in the supermarket industry and it should therefore not be acceptable in the mobile industry either. We would like to see PhonePayPlus ban  these type of subscription services.

13 January 2010

When it’s not OK to use txt spk

Posted by: Ali Betson

Why does the spelling, punctuation and grammar (what we call SPG) in 63336’s answers matter? Surely all that’s important is that the information is correct.

The explanation is simple. If the SPG can’t be trusted, why should the customer trust the accuracy of the answer’s content? Our customers have spent £1 to ask us a question, and we believe our use of correct English and our attention to detail shows that we care about working hard to craft the whole answer. We’re not just concerned about getting an accurate answer to the customer quickly; if that was the case, many of our answers would be short, but we believe that would be short-changing the customer. We have a particular style of answers that our customers tell us they like.

So, excellent writing skills are essential if you want to become a 63336 researcher. 63336 is proud of its impeccable English, but is it becoming a rare breed?

Do people care whether full stops are in the right place, or even whether words are spelt correctly, as long as we can comprehend what’s being said? That is the issue. There comes a point at which language becomes so corrupted that we can no longer understand it on first, second, or even third reading. As the Roman rhetorician Marcus Fabius Quintilian said  quite a few years ago (you know the one – he lived c. AD 35-90): 

One should aim not at being possible to understand, but at being impossible to misunderstand.

We all appreciate that English is a living, changing language, but 63336 is clear about where it draws the line.

No text speak please; we speak English 

Despite being a text-based service, 63336 would never consider employing txt spk – sorry, text speak – such as gr8, cul8r, lmao (or even roflmao). Of course, if we thought it would be more popular with customers, we would probably use it, but that’s turned out not to be the case. Customers new to 63336 receive a welcome message saying, “Finally, welcome to 63336. Please save 63336 in your phone for when you next need us.” We don’t urge the customer to “plzz txt bak”.

However, we do understand there’s a place for the creative expansion of language. Many argue that today’s terminology is not so much the end of our language, but more a progression of it; it’s a kind of high-tech shorthand necessitated by the use of modern technology and by our general lack of time – and, actually, such shorthand isn’t quite as modern as some would believe. The first evidence of an emoticon appeared in a speech by Abraham Lincoln in 1862 (it was a wink, although arguments still rage as to whether it was a deliberate emoticon or whether it was a typo).

So, at 63336, we’re always clear and concise, and we turn our backs on anything that could be ambiguous or incomprehensible – but that’s just part of the SPG issue.


The nation’s SPG in decline

Deliberate truncation of the English language is one thing; the deterioration in the nation’s basic SPG skills is another. Sadly, these errors are witnessed in all areas of life. 

For instance, a sign spotted recently in a shop window boasted:

Spesial offer – all jewlry 50p.

Whilst bad, at least this was scrawled in marker pen, very temporarily, on the glass. More annoying are the ‘professionally’ printed, permanent signs. Why not proofread these messages before going to the expense of having incorrect words emblazoned across shopfronts or company cars?

Cars for sale: all makes and modles. 

Credit cards excepted. 

No unortherised parking. 

Then there’s the greengrocers’ apostrophe (using an apostrophe incorrectly to form a plural):

Cake’s for all occasion’s: wedding’s, birthday’s, anniversary’s.

Computer repair’s and upgrade’s. 

And just common mistakes:

Last but defiantly not least. 

Your my best friend. 

Their’s a bus stop opposite the supermarket.

“It’s OK”, you say, “I would never do such a thing; I’ve got a PC and I run everything through my spellchecker to ensure my writing is perfect.” If this is you, think again. The following poem Candidate for a Pullet Surprise (or Owed to a Spelling Checker) was written by Professor Jerrold Zar and Mark Eckman as a cautionary tale:

 I have a spelling checker.

It came with my PC.

It plane lee marks four my revue

Miss steaks aye can knot sea.

  

Eye ran this poem threw it,

Your sure reel glad two no.

Its vary polished inn it’s weigh.

My checker tolled me sew.

 

A checker is a bless sing,

It freeze yew lodes of thyme.

It helps me right awl stiles two reed,

And aides me when aye rime.

 

..and there are 6 more (verses)

Whilst more sophisticated spell checkers use language models to look at the context and will point out some of the errors, lesser programs find little or no fault with the above verses.

So, we’re sure you’ll be relieved to know that 63336 is standing up for the nation’s SPG standards. It doesn’t rely on unreliable spell checkers. Of course, they’re handy as a back-up, but 63336 ultimately relies on the expertise of its researchers, allowing us to bring you perfectly constructed, as well as perfectly researched, top quality answers. (If you think you’re up to it, you’ll be interested in “So you fancy a job with 63336?”

So, finally, would 63336 ever consider lowering its SPG standards – even just a little?

Neva m8. Lol. ;)  

17 December 2009

Beyond facts and phone numbers

Posted by: Ruby Cowling

“So what sort of stuff do people text?”, ask excited people who’ve only just heard of 63336.

Well, the range of questions is enormous. Even the variety of straightforward information requests is vast. We’re more than happy to tell you when your next train is (we do best if you tell us where you are and where you want to go), which is the taller one between Ant & Dec (it’s Ant, by 2 inches), or where you can get UGG boots in Luton.[i]

Then there’s the simple demand “Send me some useless facts” – to which we might reply with something like “The back of the knee is called the popliteal fossa. Horses can’t vomit. George W Bush used to be a cheerleader, as did Samuel L Jackson & Steve Martin.” You know  – fun things.

However, it’s not all trains, nauseous horses and footwear. People will text 63336 with anything.

OK, we did ask for it – we’ve always said our service is “Any Question Answered”. When you invite the British public to “text ANY question” (as emphasised by the eyebrows of our lovely “one of the 63336″ at the end of this advert

naturally, that’s what you’re going to get: ANY question, way beyond the realms of facts, figures and phone numbers.

What’s going to happen to me?

Let’s do a bit of keyword analysis (which is definitely our kind of thing).

About 1,400 texts per month start “When will I…”. These aren’t people asking about when they’ll reach Abergavenny on the 17.34 from Newport – they’re asking us to predict the future for them. They might be

• “When will I get a place of my own?”
• “When will I hear about the interview I had today?”
• “When will I next kiss Emily?”

350 other customers, equally plagued by the mosquitoes of uncertainty, ask “What will happen…”, and then there’s a whole group of the exasperated “Why won’t…” questions – and uh-oh, now we’re in the realms of “Why won’t he listen when I talk to him?” and “Why won’t she text me back?”. Big old cans of worms, those.

But this is stuff that really bothers people, and we won’t shy away from it.

A big chunk of questions every week feature the phrase “I feel”. (Again, this isn’t counting those people who text with “Help me: It’s 2am and I feel like a kebab”.) In certain circumstances, 63336 gives out the Samaritans phone number, but we will try to help there and then with a caring and practical response to most troubles. Many people just want to know that someone’s heard what they’re saying, and that they’re not alone.

How do you…?

Finally, there are the embarrassing questions – not that anything can really embarrass 63336. Trust me when I say that 63336 has seen it all (including William Shatner’s performance of Rocket Man, and it doesn’t get much more embarrassing than that).

At its most basic level, there’s “How do you have sex?”[ii] – which is asked about once a day – and from there, it gets a lot more specific. If anyone’s ever done, imagined doing, or heard about someone else doing something – ahem – physically unusual, we’ll have had a question or two (or 500) about it.

Am I normal?

On questions of the body, let’s return to our keyword analysis. Here are some rough monthly figures which, really, speak for themselves:

Word or phrase

Relevant instances

what’s wrong with my…

80

normal

270

how big is the average…

1145

smell

500

my … looks weird

66

itchy

185

So… Why?

So some wonder why anyone would spend £1 asking an anonymous service about something to which there isn’t any right answer (or at least, not yet). There are a few reasons.

Firstly, 63336 has 1,000 thoughtful, intelligent people at the receiving end of that agonised question. Many have stacked up decades of life experience, and all have a genuine desire to help the customer in whatever way happens to be needed.

They can also look back at a history of questions from the same customer which contextualise the current dilemma – a bit like a therapist making notes of the client’s weekly issues. When you consider that one therapist costs about £45 an hour – and you can bet they’ll keep you coming back week after week – the £1 spent to get a reassuring, caring and insightful response to whatever’s bugging you seems pretty economical.

Secondly, using a service like ours is completely private. People want to share their burdens, but perhaps not publicly, so they turn to something personal to them – their mobile.

It’s just a text – no-one will ever know you asked (except us, and we keep everything absolutely confidential). It slips quietly through the ether and back without your name on it, and you don’t have to look anyone in the eye. And we’re pretty sure a therapist would want your name and a bit of eye contact, pretty much as a minimum.

63336 loves you too

So it makes sense, really. 63336 is the agony aunt you can write to who’ll write back straight away, and who won’t tell anyone you wrote. Actually, thinking about it, it’s also the one who will listen, the one who’ll always text you back, and the one who’s patient enough to give you a kind answer even at 4 in the morning. Not just an agony aunt – the ideal partner.

No wonder we get two marriage proposals every day. We also get “I love you” 3 times, and about 400 kisses – although the simple “Fancy a pint?” comes in at a more matey rate of 2.5 times a week.

We’ve found people respond to, and seem to appreciate, the invitation to “text ANY question”. Out of the nearly 21m questions we’ve answered from 2.1m customers, we’ve helped people not only get home when they’ve missed the last train, but know what to say to their other half when they get there.


[i] Schuh stock UGG boots, and there’s a branch in Luton’s Arndale Centre, as well as The Harlequin in Watford. They also have an efficient mail order service.

[ii] Other versions received include “How do you have sex with a boy?”; “How do you have sex with a girl?”; and “How do you have sex with a fence?”.

11 December 2009

Why 63336 doesn’t include adverts in its texts

Posted by: Stephen Williams

It is quite easy to get a lot of customers by giving everything away for free. The real test is making money.

“Have you ever thought about including an advert with your text answer?”

This is a question we get asked a lot. However, we do not believe that it is good business to include adverts in our text question and answer service.

The idea behind this business model is that an advert would be inserted after the answer we send to our customers and, so the theory goes, we can then generate additional revenue on every text. If we can generate enough advertising revenue on each text it might even be possible to reduce the amount we charge customers, perhaps even giving away answers for free. In this virtuous circle we could then attract even greater advertising revenue because of our larger user base.

It is not an unusual concept. Newspapers have for years sold their papers for a cover price and also generated advertising income on top. However, it is the internet world that has witnessed an explosion of ad-funded models, only a few of which have actually been successful. Websites and whole businesses have been funded on the concept of giving away information for free in the expectation of generating web traffic measured in millions of users. Whilst some companies have achieved spectacular web-traffic, many have also racked up spectacular losses.

So why doesn’t it add up?

Mobile is different to the web

Probably the single most important business feature in the mobile arena is the presence of a micropayment mechanism. i.e. customers have an account with a network operator. In the UK, premium rate services worth close to £1bn a year (appendix C of the PhonePayPlus business plan) have been developed on the back of this payment mechanism. This means, unlike the internet, it is possible to build a business where the consumer pays a small fee every time they use the service.

Despite the emergence of paypal etc, the lack of a credible and simple micropayment mechanism on the internet has hindered the development of such services on the web and has thus encouraged the ad-funded model approach. In contrast, in the mobile arena, it means you can make money on a service without the need to include advertising. An error many companies make has been to assume that the ad-funded models they have seen on the internet can be transferred to the mobile world.

Mobiles are personal

Mobiles are personal devices which customers have with them at most times of the day. We are in a privileged position where the customer asks us a question and allows us to send the answer to their phone. It is important to respect the customer’s personal space. This is why we never spam our customers. However, it goes further than that. When a customer texts us a question they know they are getting the best answer we can find. They know we are not pushing a product and we have not been “bought”.  When they ask for a restaurant in their town we give them an independent recommendation rather than pushing a company that has paid us to recommend their chain or one that is paying us for an advertising campaign.

Ultimately, we believe that we provide more than £1 of value in our answers. Texts only allow us around 160 characters to answer any question. We have a policy of using as many of those characters as possible in our replies and supplement many of our answers with extra information. The inclusion of an advert in any SMS text inevitably reduces the quality of that answer.

Economic considerations

Despite all the arguments against using adverts, some companies still believe they are acceptable within their text answers. It is therefore worth looking at the whole economics of setting up and running an ad-funded model.

The best way to look at this is to consider the cost base. Any business has to cover its costs and then some extra to make a profit. In the text question and answer business there are two costs that must be covered each and every time a question is answered. The first is the human cost of answering a question. At 63336, we pay our researchers 30p for each question they answer. This allows us to attract highly competent researchers who are based at home and primarily in the UK. We also have to pay a ‘bulk’ charge of around 3p-5p to send the answers back via text. So, to break-even on each and every text we answer we need to generate 35p. This is before marketing costs, central management salaries, IT infrastructure and the cost of supporting this blog.

Therefore, running an ad-funded model where the questions are free whilst achieving bottom line profitability requires in excess of 50p for each and every answer we send out. Is this really possible?

Advertising rates vary depending on the type of advert and how well an explicit consumer group can be targeted. For example, an insurance advert sent in an answer to someone who asked a question about insurance companies will command a high premium and it may be possible to do this through keyword identification. The problem is that we send out of 1,000’s of texts every day and only a fraction will appeal to category specific companies. 

Higher advertising rates are also achievable on “click-through” advertising (where someone not only sees the advert but also clicks on it, taking them to a website). However, such high payments are only made when a customer clicks on the advert. The average payment across all the adverts sent works out much lower because in many cases the customer doesn’t click through.

Finally, there is traditional banner type advertising seen by everyone. However, as it is not targeted, it commands very low rates per text sent out.

So what do other companies do ?

Despite the apparent unattractive economics of the ad-funded text question and answer model, there are examples of companies who have tried to adopt it. AskMeNow operated in America and were listed on the US stock market. Their results are available here. The company offered a free text question and answer service, relying on advertising as its primary source of revenue. It even tried to reduce the cost of answering the questions by employing researchers from the lower wage economy of Philippines. In the 12 months to 31 December 2007, its last full year of trading, AskMeNow managed to generate an income of USD60,000 whilst incurring expenses of USD20,980,000.

There are of course a number of reasons why the AskMeNow business model failed. However, it does demonstrate that it is unlikely to be possible to generate enough income from advertising to operate a totally free text question and answer service at a profit. It may be possible to generate some income from advertising but the customer will end up paying for an answer, the value of which is then diminished by the inclusion of an advert.

I recently came across a new service run by an American company Gogii to give away free texts through an iPhone App. It is discussed in this article here. Whilst they have raised VC funding of USD5.2million, the CEO freely admits that “advertising revenue does not come near the cost of running the service”.

It is quite easy to get a lot of customers by giving everything away for free. The real test is making money. At 63336 we were profitable after 18 months and have used those profits to grow the business. Customers can depend on us to keep delivering a good service because they know we are commercially successful.

Would we ever consider advertising?

There are clearly some forms of less intrusive advertising that are suited to mobile business models. A more obvious example is advertising within applications. This would work much like banner advertising on the web. We have developed the 63336 app that makes it easier to ask a question as well as providing insight into the questions our customers are currently asking on a daily basis here as well as our Top 5 Q&A and your question history.  If we get sufficient usage of the app there may be an argument to cover some of cost of supporting it through advertising. However, unlike the text question and answer service, the customer hasn’t paid £1 for a specific answer. Rather, they are browsing for news and information, a situation much like newspapers where advertising is less intrusive and more acceptable.

Conclusion

Given the current technology and the space available in a text the economics just don’t stack up to make it viable to run an ad-funded model. With the micropayment mechanisms in place on mobile phones it isn’t necessary either to support a viable business. The extra income we could potentially generate might enable us to perhaps reduce the cost of the text for customers but it is marginal and doesn’t offset the concerns about independent answers and not invading our customers’ personal space with advertising they did not solicit.

8 December 2009

When search engines are not enough

Posted by: Ian Sturrock

63336, of course, gets asked questions all the time.

There are two questions that we staff members get asked time and again, though, when we describe our work. Most people only ask one or the other:

“How do you answer questions, then?”

or

“Why would I want to use 63336, when I have Google on my phone already?”

Perhaps surprisingly, the answers to these two questions lead to the same place. We do use Google, and other search engines – not as the first place we look when researching a question, and not usually as the last place, either. Search engines provide facts: they don’t answer questions.

Often that might seem a subtle distinction, but it’s an important one. With some of our questions, it’s not even subtle. If a customer types “Should I leave my husband?” into a search engine, she’ll get a number of agony aunt columns & advice websites attempting to answer that question for specific individuals and situations – which don’t include the customer, or her situation. If she texts us the same question, we have access not only to some fairly smart and sympathetic researchers, but also to all of her “question history” – the other questions she’s asked 63336, which often give us more than enough info to offer her an educated and well-balanced recommendation.

Sometimes search engines are wrong, or at least misleading, too. One recent survey indicated that most people who use Google don’t realise that the top three links on a search results page – the ones Google calls, in rather small, pale text, “Sponsored Links” – are advertising, rather than the actual search results. You get what you pay for. Google needs ads, to make a profit, even if those ads compromise its usefulness. If you text 63336, you’re paying for impartial fact; we don’t take money to promote certain businesses or services over others in our answers.

What happens when your search engine results contradict each other? If you want the true facts behind global warming, a search for either “global”, “warming”, and “facts”, or “global” “warming”, and “truth” gets you (if you know to scroll past the usual “sponsored links”) a mixture of pages that fully support the global warming hypothesis, and pages that supposedly refute it, as well as news items about the current scandal rocking the subject. The “facts” search term gets you 9 sites that accept global warming, and only one anti-global warming one; but for the “truth” search term, the proportions are very nearly reversed. There are a lot of opinionated and even biased sites out there on the web, and search engines don’t usually make a distinction between which ones are accurate and which aren’t.

That’s only on the first page of the search engine results, too. It’s not unusual for us to find the right answer ten or more pages in. Ideally we’ll work out what search terms to use to bring the result we want onto the first page, but sometimes that’s not possible, and the more old-fashioned research approach, of just sifting through dozens and dozens of possible results, is the only one that works.

There are two advantages we have over every search engine.

The first is our lean, mean powerhouse of a database, all algorithms and answers, regularly improved and updated. We’ve answered over 20 million questions so far, and they’re all in the database, ordered and searchable, ready to be picked out, altered if necessary, and re-used. Most of the time, there’s already a database answer that we can use, either just as it is, or tweaked and updated. There’s also the customer’s question history, as mentioned earlier, to give us context for each and every question.

We don’t automate our answers, though. Our other advantage is our staff. There is still a human involved, selecting the best answer, making sure it’s still accurate, and tailoring it to the customer, or completely re-writing it if necessary. Most of our staff have degrees, & many have postgraduate qualifications, so when we get a tricky or technical question, we can usually do a lot better than just re-wording the closest vaguely relevant Wikipedia article. In some ways, Wikipedia is more reliable than most search engines are, though several studies indicate that its accuracy falls down considerably on highly technical subjects, and even its own management recognise that it suffers from systemic bias. 63336 researchers probably suffer from some systemic bias, too, but it’s a British cultural bias that’s actually pretty handy for answering questions from fellow Brits.

If there’s no answer in the database, there’s quite often no answer online, anywhere, anyway. Still, most of our researchers are exactly the kind of quick-witted polymaths you really don’t want to be up against in a pub quiz. If I don’t have a rough idea of the answer to a question, I probably have a book that covers it, somewhere in my house; if I don’t, then another researcher probably does. It’s a little old-fashioned, in these days of eReaders, but sometimes the best way to store and refer to a couple of thousand reference books is a load of bookshelves and a sharp mind. Likewise, if there is an answer available online, our researchers usually have a good idea of which sites to look at directly to get the answer, rather than going via a search engine.

So — why use us when you could just Google it on your phone? Maybe you shouldn’t. If you enjoy using Google, for fun, and get a deep satisfaction out of answering questions, and can do so quickly enough to impress your friends, as well as assessing your search engine’s results and spotting all the times when they’re just plain wrong, and then further wow your friends by picking up the most interesting snippet of fun or entertaining info on whichever website you found… well, maybe you should come and work for us.

If sometimes, though, you get frustrated that Google isn’t enough, or isn’t accurate enough; or if sometimes you just want the sheer luxury of having a minion scurry off to answer your question for you while you concentrate on your pint; or if you’ve tried us before and know that we don’t just give you raw data but an entertaining and accurate answer; or if you need an answer that computers aren’t good at, like “what is the meaning of life” or “what should I say to the cute platinum blonde making eyes at me across the bar” – well, you have our number.