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to an emerging problem and telecom carriers with a new
revenue opportunity.
In a nutshell, this is how it works. Say a customer is
attempting to call a customer service line with an 804 area
code but dials it as an 800 number by mistake. If that mis-
dialed 800 number belongs to Dial800, the caller is greet-
ed with a recorded message asking if they would like to
be part of a market research survey. If the answer is “yes,”
the respondent is screened according to the parameters of
the research firm or marketer that commissioned the sur-
vey, and then the call is routed
to either the live attendant or
interactive voice response (IVR)
system handled by that particu-
lar client.
In turn, Dial800 and Recon-
nect Research turn what would
be the cost of answering millions
of misdialed calls into a revenue
stream selling its service to mar-
ket researchers and marketers.
What’s more, any carrier or service
provider that owns a bank of num-
bers (and also very likely receives
misdialed calls) can partner with
Reconnect Research to monetize
those calls in the same way. Recon-
nect either pays a flat fee per thousand calls (generally anywhere
from $15 to $75) or splits the revenue generated from the re-
search client with the carrier or service provider. And according
to Richards, even a small bank of numbers can receive as many
as 2.5 million calls per month.
To some, it may sound a bit like the domain name squat-
ters that buy up URLs just one letter different from popular
Web sites in order to generate mis-typed Web traffic. Re-
connect’s case studies and completed surveys, however, sug-
gest consumers feel otherwise.
Top 10 Most Robocalled Cities, November 2015
Rank City-Area Est. Calls
Rec.
Change
(M:M)
% Chg. Last
Rank
1 New York, NY 45,569,000 -14,535,000 -24% 1
2 Atlanta, GA 42,119,500 2,680,000 7% 2
3 Los Angeles, CA 38,875,000 1,272,500 3% 3
4 Houston, TX 29,781,000 -1,042,500 -3% 5
5 Dallas-Fort Worth Metro 29,296,000 -3,030,500 -9% 4
6 Chicago, IL 29,283,000 -105,500 0% 6
7 Baltimore, MD 20,200,000 -99,500 0% 7
8 San Francisco Bay Area, CA 17,652,000 -256,000 -1% 8
9 Detroit, MI 16,998,500 94,500 1% 10
Source: YouMail National Robocall Index
52 ChannelVision | January - February 2016
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