Dial 4-1-1 for Cell Phone Numbers?

WASHINGTON -- You soon may be able to dial 411 to find a cell phone number as well as traditional land-line phone information.

Six of the seven largest wireless carriers in the United States are moving forward with a plan to offer a wireless directory, or 411 service, backers of the plan told the Senate Commerce, Science, and Transportation Committee at a hearing yesterday. The directory could be available as early as 2005.

One of the most serious questions surrounding the issue is how much--or how little-- privacy to give cell phone listings. Senators Barbara Boxer (D-California) and Arlen Specter (R-Pennsylvania) have proposed a measure to place restrictions on the wireless industry in creating wireless information directories to ensure cell phone users' privacy. Those restrictions would include notifying customers in writing before their numbers were put in the directories and allowing customers to opt out.

Privacy Concerns

While most land-line telephone numbers are listed in directories, most people expect privacy on wireless phones, said Boxer. Additionally, people pay for the time they use on wireless phones, she noted. "Chaos will reign when our constituents start getting calls on their cell phones," Boxer said. "I urge you to not wait for chaos to rain down with these unwanted calls. There's going to a backlash, and then we'll have to deal with a mess."

Specter hightlighted the added cost to cell phone users listed in directories, noting they pay for received calls as well as calls made. "[Customers] are not only interrupted and bothered by it, but they have to pay for it," he said.

At the hearing, representatives of Qsent, a Portland, Oregon-based company specializing in identity validation, announced plans to create the first cell phone directory. Qsent was chosen to manage the service by six of the seven national wireless companies: Alltel, Cingular, AT&T Wireless, Nextel, Sprint, and T-Mobile. The wireless industry plan calls for customers to opt in if they want their number listed in the 411 service. The service will not be published in print or on the Internet, said Patrick Cox, Qsent's chief executive officer.

Instead of publishing numbers, the wireless carriers would require customers to dial a directory service to get a phone number. "The database on day one starts at zero (numbers)," Cox said.

However, the directory is opposed by Verizon Wireless, the nation's largest wireless provider. If the directory is created, it would immediately have 40 million opt-out wireless customers--Verizon subscribers, the company's president, Dennis F. Strigl, testified. "We surround our customers with a wall of privacy," he said. "Why would we want to tear down that wall?"

Strigl said he didn't support any legislation regulating the wireless industry, but added, "I would say those who support the directory in this industry have it coming to them."

The proposed directory would become a part of the 411 directories for traditional land lines, allowing callers to get someone's cell phone number with a few easy button clicks.

Qsent CEO Patrick Cox promised a robust security system, saying that existing customers would have to choose to join the directory and that the directory would not be available for telemarketing purposes.

Washington Oversight Needed?

Cell phone industry representatives questioned the need for legislation in a thriving industry that has operated largely unregulated by the government. "The legislation before [us] today will stifle innovation," said Cox. Those remarks were seconded by Steve Largent, CEO of the Cellular Telecommunications and Internet Asssociation. "Why does a competitive, vibrant industry have to come before Congress to ask permission to offer a new service to its customers?" asked Largent, a former member of Congress.

Another panel member, Marc Rotenberg, executive director of the Electronic Privacy Information Center, reminded the committee of its decision not to regulate the company DoubleClick, a company now infamous for annoying Internet pop-up ads.

Grant Gross of IDG News Service contributed to this story.