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Premium Rate Telephone Information Services
Although there's a tremendous demand for all sorts of information, to provide
such involves rather more than simply renting lines and recording messages.
After all, the information business means that you are selling information. That
information has to be something of value if people are to be persuaded to pay
for it on a regular basis.

I.P.'s WHO OFFER AN INFORMATION SERVICE REQUIRE:
* A specialist knowledge of the subject matter.
* An organisation to collect, analyse and present the information.
* A facility to transmit that information to their clients.
This can involve a considerable investment in terms of time and money,
particularly if the information requires updating daily, or even more frequently.

Use Your Own Expertise
If you are an expert in any field and can offer information which would appeal to
several thousand callers, it is an excellent way to turn your expertise into big
profits.

Many people in all types of businesses are discovering that the information they
are retrieving each day to conduct their business, can also be profitably sold on
a Premium rate service.

Take a look at what you already know, and do, before you try to create a new
service. Chances are your present business involves you in capturing and using
information. Find a way to package it, and you will be on your way to becoming
a successful information provider.

OFFER INFORMATION THAT PEOPLE NEED
It cannot be stressed too often that, to succeed in this type of service, you must
provide the quality of information that the public need, - and are happy to pay
for!

This can be information that continually changes, such as share prices or sports
reports, or information that helps people make a decision, such as horse racing
information, insurance rates, investment advice, etc.
One of the most popular information services in the U.S.A. is the "Soap Line'',
which offers recorded updates of soap operas accessible at any time of the day
or night. Viewers who have missed an episode can immediately be up-dated on
their favourite soap. Mi!lions call the service each year.

CONVENIENCE
Your service must offer the callers information MORE CONVENIENTLY than by
any other means. Almost all information in Premium Rate services can be found in
other media, always for less money. The key is whether the Premium Rate service
can supply this information more conveniently - allowing the client to obtain the
information in less time and effort than through any other media.

Obvious examples are sports results. If you want to know the score of a sporting
event you can wait for the news on TV or radio, or the evening paper. But if you
can get it more quickly and conveniently by dialling, chances are you will do it -
even at a far greater cost !

Millions of Calls Daily
Racing results services offered by the newspapers are called by literally millions
of punters every day. Yet all those results are also available if you are willing to
wait for the evening paper.

Live racing, cricket and football commentaries are provided on the Premium
Rate services throughout the day, even though most of the day's racing can be
followed on radio or TV. Yet, thousands call these services at regular intervals
throughout the day. The people call because they want to know the results NOW.

Instant Information
Similarly, if you want the latest share prices, rather than call your broker, or wait
for the newspaper, you can dial an 0900 number for an instant update.
Dating Services offer information to singles through a variety of media. The
Personal Columns of newspapers and magazines, specialist Singles and
contact magazines. All readily available from the local newsagent. Even so
thousands call the telephone dating services.

24 Hour Service
A recent survey showed that businesses which offer a 24 hour phone number
receive 25% of their calls between 6 p.m. and 9 p.m. - outside traditional
working hours. By offering a 24 hour service you can capture an entirely new
market of callers who want to be able to access the information when they want,
not constrained by normal office hours.

The Restaurant Hotline.
An excellent example of information people need instantly and outside normal
working hours is a Restaurant Guide. This offers a 24 hour information line
which helps people select restaurants that suit their tastes and budgets.
Whilst the caller pays for the information, the I.P. also collects a fee from the
restaurant every time the caller uses the Hotline to make a reservation. If,
however, the caller books direct with the restaurant no fee is collected.
When people dial in, the interactive computer asks them to select the kind of
food, price range and location they prefer. The computer then matches their
requests with recorded details about the restaurants. Using the re-direct facility,
the computer, on request can connect the caller directly to the restaurant of their
choice.

The Restaurant Hotline is a service which meets the needs of uncertain
restaurant goers, people wishing to experiment with new foods, or visitors to
the city. Most importantly it is available at any time of day or night.

The same service can equally be offered for a Local Entertainment Guide,
Shopping Bargains & Sales Guide, or Job Opportunities, etc.
In each case, although the information is available from other sources, at a
lower cost, none offers such a convenient and immediate method of obtaining
the information as picking up the phone and ringing a telephone information
service.

SPECIAL INTERESTS - NICHE MARKETS
Services which offer information of particular interest to the caller are very
popular. For example, most people can read their daily horoscopes in the
newspaper. Nevertheless, many highly successful horoscope lines exist.
Most football clubs in the U.K. offer a live commentary service on the Premium
rate. The football fans who cannot attend the match are happy to pay a premium
to hear a live commentary of the match in which their team is involved.
Nor are such special interests restricted to sport or entertainment. There are
many financial and marketing services offering specialised information.

Trading Valuable Coins
An example of a more sophisticated development in this field is Teletrade in the
U.S.A. This company offers a 24 hour service for people who buy and sell rare
coins. Using only their touch tone phone, members can call the computer and
identify the coin they wish to purchase or sell. The computer tells the caller the
lowest asking price and the highest bid on file. If the caller wishes to make a bid
he simply keys in the figure on his phone pad. That information is filed by the
computer in its database. Likewise, if he wishes to sell he can leave his details
with the price.

Teletrade charges a 4% commission on the price of any coins which are sold
through the system. Callers can buy, sell or exchange coins via the phone-in
system and have delivery within days.

Teletrade provides a totally electronic trading system that gives callers the
information they need when they want it. Teletrade's telephone information
service provides up-to-the-minute prices on the coins available. And the
information is only a phone call away - any time of the day or night.
Provided you can offer a service that is of particular interest to a section of the
public, people will gladly pay a premium for the service.
Ideally, you should aim to offer information that is not so readily available anywhere
else.

Keep your mind open for a service that the public might want or need. Ask your
friends and business associates what they consider would be a useful service.
Check the newspapers, particularly the adverts.

LOCAL INFORMATION SERVICES
A successful information service does not have to be advertised nationally.
There is a whole range of services that can be profitably operated in a local
area. An example is a local Dating Service. Single people looking for new
friends are mainly interested in people living in their area. Few are prepared to
travel for more than half an hour.
Other examples of possible local services are:
* A hotline offering up to the minute details of local properties for sale.
* A job line offering updated. information on local opportunities
* An entertainment hot-line.
* A service that lists the garages offering the biggest discounts on new cars.

Can you build a profitable service purely by offering information in a more
TIMELY AND CONVENIENT MANNER? The answers is absolutely YES!
The competitive advantage of the Premium Rate Information services are time and
convenience. The opportunity to access the information at all times of the day
and night. The convenience of being able to do so by phone from the comfort
of your home or office. Creates a service people are willing to pay for.

continued ................ Premium Rate Entertainment Telephone Services ..............