1-800-on-the-go: companies now can take a hike with their toll-free numbers.

• Author: Gilbert, Jo
• Position: Indiana

Some might consider it "Deregulation Part II."

The latest revolution in telecommunications is 800 portability. As of last month, businesses with toll-free numbers now have the opportunity to change carriers for their 800 service without changing their number. It's that simple. Really.

"They don't retain the proprietary or legal interests in their number," says Ray Potts, Sprint's district sales manager for Indiana, who notes that an 800 number can be neither bought nor sold as a commodity. "But, customers do control their number."

AT&T developed the 800 number concept in 1967 as an innovative way for large businesses to receive collect calls from their customers or suppliers. Beginning in 1985, other long-distance carriers were allowed to offer 800 service. In 1987, limited competition was allowed and carriers petitioned for numbers based on the volume they could carry. These exchange numbers, or NXXs, were the first three digits of the number following the 8-0-0.

Since 1967, the importance of having an 800 number has increased. "A consumer sees an 800 number as a sign of credibility for the company--a sign that they're concerned about customer service," says Barbara Brabec, public relations specialist for MCI Business Services.

To show that they cared, companies had their toll-free numbers printed on letterhead, in catalogs and on billboards. If companies wanted a vanity number--something that spelled out their name or slogan, for example--they had to find the carrier controlling the NXX number that they needed to spell their vanity-number message. And once companies had an 800 number, they had to stick with the same carrier unless they wanted to change their 800 number. Those with vanity numbers had a lot to lose.

"There are people out there who are really dying to change carriers when it comes to their 800 numbers but haven't been able to because they didn't want to change the 800 itself," says Don Birch of Allnet Communications Services in Indianapolis.

Portability is not unlike long-distance deregulation in 1984. It's actually the second part of it. When AT&T was broken up, it was understood that this type of competition for toll-free numbers would soon follow, but not until the technology was available.

"In order to meet the guidelines and call-processing time, it has taken this long for the local-exchange carriers--as well as the long-distance carriers--to have that network technology in place to meet the standards," says Lisa Peter...