1. We want….Safer Children Online
1st International Conference in Greece
21st September 2006
Annie Mullins
Global Head of Content Standards
annie.mullins@vodafone.com
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2. Vodafone I Who are we?
Over 179m proportionate customers with 28 live! markets
Equity interests in 27 countries and 31 partner networks (25th Jan 2006)
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3. The Mobile Day I Consumer use
Mobiles are:
ubiquitous
portable, anytime…anywhere
personal
Mobile provide solutions to three core
needs:
keeping up to date
social interaction and fun
allowing you to express yourself
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4. Media convergence into mobiles
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5. What is Vodafone Content Standards?
• A 3 year programme of work
• To represent ‘joined up’ global
thinking and action across our
business
• Perceived as critical to the success of
3G and new multi-media services
• Critical to the delivery of our
Corporate objective #6
– ‘To be a leading Corporate
Citizen’
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6. Which mobile services cause concern?
• Content of an erotic or sexual nature
• Content depicting violence, such as within a Java game
• Community messaging services (e.g. dating) or adult-
themed Chat services and social networking
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7. Which mobile services cause concern?
• Location based services
• Malicious communications and bulk unsolicited
communications
• Commercial services, such as gambling and casino type
services
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8. These services have not been created by the mobile industry
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9. Vodafone I Operator responsibilities?
•Proposition
•VF •Hosted •Assisted 3rd •M-Pay •Referenced •3rd Party •VF •Direct •Peer to
live! community Party community Wholesale search to www peer
portal person to Wholesale services (content www: access
person (e.g. (promotion / revenue
MML) content sharing /
discovery) billing)
•Responsibility
:
•Key: •High •Medium •Low
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10. Vodafone Content Standards – guiding principles
• Vodafone exercises responsibility in a manner consistent with its customer
and public values - this goes beyond current minimum legislative
requirements
• Vodafone aims to help its customers make informed choices about their
access to services, and to support them in accessing the service
environments– this includes supporting parents in defining appropriate
access for their children
• Vodafone aims to provide branded content and services to recognised
standards of acceptability.
• Vodafone provides leadership in mobile content standards and child
protection, consistent with its global leadership
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11. Vodafone’s approach
• Listen to our customers
• Work in collaboration with the mobile industry
• Consult with external stakeholders e.g. charities and government
• Work in partnership with the adult content industry
• Develop clear internal policies and guidelines, with buy in from internal
stakeholders.
• Provide technical solutions such as access control mechanisms
• Challenge constraints
• Inform and support our customers
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12. Vodafone UK Content Control addresses all
three types of access
Content origin Content Control approach
Vodafone promoted content Content tagging, rendering and
(live! ) blocking
Wholesale Industry shortcodes
(3rd Parties) (e.g. 69xxx and HLR blocking)
Mobile Internet Filtering
(Offnet WAP / Internet)
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13. Vodafone UK Content Control
Adult content & services barring solution designed to
protect minors from access to inappropriate services
available on the Vodafone Network and through the
mobile Internet
• Default Content Control bar applied to all consumer
customers (Contract & PAYT)
• Bar can be removed if customer able to verify that they are
18 years or over
• Age verification can be done by:
• Credit Card Registration
• Customer Care
• Web (myvodafone.co.uk)
• WAP (My VF on live! )
• Proof of Age
• VF Retail Outlets
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14. Customer
Education
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16. Vodafone UK launches Content Control
July 2004
Financial
Times - 3rd
July 2004
Daily Mirror 2nd July
2004
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