Over half of American cell phone users don't want a wireless directory to be developed, according to a joint study performed by TNS and TRUSTe, and released December 7.
Polling 1,068 consumers, TNS and TRUSTe found over half would opt out of having their numbers published, if the proposed directory is completed and includes a planned database comprising wireless mobile phone numbers provided by five major American wireless companies (Cingular, AT&T Wireless, Nextel, Sprint, and T-Mobile).
"Only three in ten Americans support the creation of a wireless directory," TNS privacy officer for North America David Stark said announcing the findings. "And with just one in ten mobile phone users saying they would want to be listed, a wireless directory would not find immediate popularity among consumers."
Verizon Wireless is believed the only major mobile wireless service carrier to oppose the directory.
"Most consumers are not asking for this 411 mobile phone directory," TRUSTe president Fran Maier said at the study announcement. "The choice to keep their wireless phone numbers private, or to publish them in a directory, should remain in the control of the individual."
The motive behind the directory's development is said to be satisfying small business needs when those businesses use wireless telephony as their main link to customers – and to have public listings not now available for marketing uses. But wireless carriers supporting the directory have said customers would have to ask to have them included.
Assuming they can find many such customers at all, apparently.
TRUSTe said they support a "true" opt-in for such a directory, "meaning no pre-checked boxes and, more important, no implied opt-in (no interpreting a signup for service as an opt-in to the directory)." The company said they formed a wireless privacy advisory panel to publish privacy guidelines and implementation standards for wireless providers calling for opt-in standards on personal information use other than service provision.
