WWAV Rapp Collins is lobbying BT to set up a system enabling
viewers of direct response TV ads to pay for goods or make donations on
the phone without having to use credit cards or cheques.
The system is already in place in Denmark. Having seen a DRTV ad, the
viewer can phone the operator direct, quote the ad they are responding
to, and name the size of their donation. When the customer gets their
next phone bill, the amount appears on it, and when the bill is paid,
the telephone company pays the donation to the charity for a small
BT has said the system could be put into place, but it would take at
least two years to install the technology.
Lesley Mair, the managing director of WWAV, which handles the
full-service accounts for charities such as Oxfam and the NSPCC,
countered: ’The reason that BT won’t - rather than can’t - do it now is
that it has made the itemised phone bill system incredibly complicated,
and doesn’t want to have to fiddle around with it.’