A European Informational Website
learn more
118 118 is a UK directory enquiries provider assisting customers with telephone numbers and other information services.
The service is provided by The Number UK Ltd, a wholly owned subsidiary of US directory enquiries provider, InfoNXX, whose company motto is "The Vision, the Value, the Voice". They also have sister services in Italy, utilising the number (amongst others) 892 892, in France, using 118 218, in Ireland, using 11850 and Switzerland, using 18 18. 118 118 has been in operation since taking their first call in December 2002. Sweden also has a directory enquiries service which uses the numbers 118 118, but it is not related to InfoNXX.
In the UK, directory enquiries used to be reached by dialling 192 (domestic numbers) or 153 (foreign), with the service supplied by the former monopolist, British Telecom. The company was set up following the announcement of deregulation of the directory enquiries market in the UK. These numbers, 192 and 153, were switched off on 24 August 2003 following the introduction of competition to directory enquiries. There are currently over 200 providers, reached by dialling 118 plus another three digit number. Three providers, 118 500 (BT), 118 888 and 118 118, have over 90% of the market, mostly due to very heavy advertising.[1], with 118 118 being the leading provider.
118 118 is primarily seen as a directory enquiries service, but provides a wider range of services, not only providing numbers to users but also train times, cinema listings, directions and hotel information.
In 2003 the company was heavily critcised in the national media, after it was revealed that some call centre operatives, under pressure to "get rid of"[2] callers as quickly as possible, gave out substandard information. One operative gave out the number of a local Pizza Hut, regardless of the number requested. Ofcom criticised the company, but did not issue a fine.[3]
Since May 2006, 118118 has introduced a service where you are able to call and ask any question you want and their info team will find you the answer. From "How tall is the Eiffel Tower?", to "How can I get cheap Air tickets?". Also introduced at this time, The 'Price Finder' lets the caller ask how cheap they can get a specific item in any given area e.g. "Where's the cheapest place to get a High Definition T.V in Cardiff?".
Since these services has been added the pricing has changed, it is now 69p one off charge for connection to the service, with 14p for each additional minute, charged by the second. These prices vary according to UK network, but the prices cited are from a BT landline, which is used as the pricing standard indicator.
A cheaper (but little advertised) service, providing only directory enquiries, is provided on their alternative telephone number 118 811.
Their advertising is particularly renowned for having two men with droopy moustaches, commonly referred to as the 118 118 twins, wearing items of clothing with 118 and two parallel red stripes on it. They have appeared in various forms, currently as a parody of The A-Team.
Their advertising was originally launched using the two men dressed as athletic runners. This was used with the catchphrase "Got Your Number!" with the runners characters in a high profile advertising campaign before deregulation on August 2003. This slogan has fallen into disuse by the marketing department of 118 118 due to the expansion of service beyond directory enquiries alone, but the slogan has lived on in the minds of the public. The use of the runners characters is particularly noted for the legal action threatened by 1970s' record-breaking runner David Bedford.[4] 118 118 refuted this by stating their inspiration was partly the late American runner Steve Prefontaine. Bedford subsequently briefly worked for 118 500, a rival directory enquiries service provided by BT. In this period, they also parodied the Honda Cog Ad.
Subsequently they appeared as 70s-style detectives, whilst they expanded on their range of services. During this period, although generally forgotten by the public, the slogan used was "We're here to help!", a different drive of focus due to expansion of products offered.
In February 2006 a new advertising campaign was launched, in which they have appeared in advertisements in the style of the television show the A-Team, using the A-Team theme tune with the number 118 sung over the music. 118 118 was also the sponsor of Channel 4's showing of the American television series Lost. Despite the series moving to Sky One, the sponsorship continued. The first series featured the pair as amteur actors rehersing in an empty hall, the second series featured them as psychiatrists, the third has shown them as being stranded on a island.
Notably, after Sky One obtained the rights to the series from Channel 4, 118 118 began to sponsor Prison Break on five - using the same 'psychiatrist' clips used for Lost. These however will change in the near future to brand new clips which feature the boys 'lost' on their very own island and using 118 118 services to help them.
From March 2007, 118 118 began to sponsor ITV1 Movies. A daily cartoon strip avertising the service also runs in the english free newspaper The Metro.
As of 2006 'The Number' the parent company of 118 118 in the UK joined forces with rival Directory Assistance provider 'Conduit' to provide the largest company of their type in the UK. Because of this the 118 118 call centres in the UK now handle 118 888 calls, and 118.com now powers 118118.com Not only this, the company will soon be taking Orange 118000 calls on behalf of Orange, previously dealt with via conduit.
'The Number' have also launched a Free DQ service on 0800 118 3733 or 0800 118 FREE.