VoIP Firms Launch Initiative to Reach Consumers

A group of VoIP service providers has launched an initiative, called the Internet Voice Campaign, to raise awareness and educate consumers about the benefits of voice services delivered over the Internet.

Organized around The VON Coalition, a leading VoIP advocacy organization, the Internet Voice Campaign maintains a mission to increase adoption and use of VoIP. Founding members of the campaign include EarthLink Inc., Google Inc., Level 3 Communications Inc., Pulver.com, Skype Technologies S.A., Sonus Networks Inc. and USA Datanet Corp. Coordinating the efforts is Jim Kohlenberger, executive director of The VON Coalition.

According to the group, many consumers are not aware “that VoIP is a reliable, low-cost alternative to traditional phone service and can serve as a gateway that integrates the Internet, e-mail, instant messaging and voice calling.”

The campaign cites the May 2005 Telecommunications Report by Internet market research firm Harris Interactive Inc., which explored issues and attitudes that have stopped some consumers from using VoIP. Among consumers who are aware of Internet voice, the findings of the survey are that:

• 36 percent don't use the service because they don't know enough about it
• 38 percent don't use it because VoIP providers have failed to show a convincing story
• 38 percent are waiting for Internet voice to become more mainstream
• 23 percent said recommendations would help them move toward Internet voice

Other barriers to Internet voice adoption include questions about 911 support, privacy and security, power failures and call quality.

As a first step, the group will conduct its own survey to reach beyond awareness of VoIP to find out what types of services and products consumers would want to see offered through an Internet voice service.

Then the organization will begin a consumer-awareness campaign that “articulates the benefits and features of Internet voice coupled with consumer messages about cost and ease of use.”

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