Airtel Blocks MyToday’s longcodes – Confusion over NDNC/Opt-in
MyToday is facing the NDNC heat from Airtel, as the latter has blocked their long codes.
Airtel has blocked the longcodes we use for people to subscribe (9845398453 and 9845298452) because they received some complaints from people. [We did try and address the issue as to why people would complain, but that didn't seem to help.] What we are being told is that the 3.7 million MyToday database needs to be scrubbed to remove all NDNC-registered users (about 10% of the base).
At the heart of the issue is whether an explicit SMS Opt-in done by a subscriber overrides an NDNC registration, or should it be the other way round. - Rajesh
This is quite weird as Airtel has asked MyToday to get all of their 3.7mn subscribers to approve their subscription (for MyToday sms channel) in writing or speak to TRAI – as unpractical as it gets.
Isn’t opt-in/NDNC equation simple? Even though I have applied for NDNC, I can still opt-in to receive alerts.
Basic freedom to chose what I opt-out of and opt-in for..Right?
Here is Rajesh’s take on NDNC vs opt-in:
It seems, big brother (i.e. operator) feels threatened to see somebody else sprouting using their service.
What’s your opinion on this entire matter? Are you a little surprised to see Airtel’s seriousness over NDNC (especially with MyToday subscribers?)
What do other sms services players (Google?SMSGupshup?) have to say on this issue?
About the author - Ashish Sinha is a Startup Mentor/Product Strategy Coach, and the founder/chief editor of pluGGd.in.
He has launched/managed couple of products (consumer as well as enterprise) in US and India, and now consults with startups/small businesses on their product/media strategy. He can be reached at: ashish (at) pluGGd.in [+91 98452 06443]
Airtel felts the heat that one day Mobile Inbox will be replaced by MyToday. So in future you wont see Inbox you only see MyToday.
My mob contains only MyToday SMS [words & health] nothing else. will send video soon
of that.
Its bad to block, seriously.
Opt in is the way to do. We can start with 0 services and then opt in for the ones we are interested in. This would eliminate the need for a DND database.
Thanks for the insight Ashish
I used to work in an m-commerce company before. We had a mobile application, which used to communicate over GPRS. Airtel blocked our IP just because Airtel was promoting a similar concept on its WAP portal.
Finally, we got it opened after quite a bit of struggle.
Operators have to understand that the power of their network will be realized only if they make it an open garden like internet.
Hey Ashish,
I have always wondered if there has ever been any strong Business case presented to a mobile operator which would make them open up their networks.
For example, it would be really great if you could ask Mr. Rajesh Jain to just share his insights into how much would the profits of airtel increase if they let MyToday proliferate.
I find it a little difficult to digest that in a competitive domain like Telecom in India, anybody would let go a strong business case.
Interesting viewpoint!
I would rather have Rajesh answer this. Have asked him to.
-Ashish
Here is how airtel looks at all this:
“I have rented my place (infrastructure) to a co. They pay me, say Rs. 10K.
Now these guys start a business using my infra and then, they start making Rs. 100K!
Thing is if I block them, they will be dead (literally) – so lets bargain, if they can give me a cut!”
–And the story continues.
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NDNC is a farce, with Airtel even so, they have a strange concept of all or nothing infact in one of my conversations with their 121 support CCE’s I was informed that even messages from Airtel would be stopped, or even utility based alerts like Banking can not pass through the NDNC. Why do operators behave in such high handed manner don’t they understand a simple math of proliferation of services or network of users would also ultimately benefit them.
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for friendship
I want to make a girl-friend and like to make new friends for some chit-chat.
Hy, Every One
My Today is a great sservice,
i’m using it since it starts,
we join this service to send sms ,
than there is know question of complainting about the My Today service,
this service must starts,
it gives us the all news as we subscribs