The document discusses the differences between opt-in and NDNC registration for receiving messages. It notes that NDNC registration prevents unsolicited messages but also prevents individuals from opting into services of their choice. An opt-in system allows individuals to maintain control over the types of messages they receive while still having the ability to choose services. The document also examines a case study of the successful MyToday SMS opt-in service and recommends that mobile operators and regulators recognize the importance of opt-in systems and solutions for addressing potential NDNC registration complaints.

1. NDNC vs Opt-in: A Perspective
The Right of Choice
The Right to Information
NetCore Solutions , Nov 2008

2. Why does a person register
under NDNC?
• Receives un-solicited messages
• Receives communication from un-desired and
un-known sender
• Receives communication at un-desired time
• Receives un-desired content/information
• He lacks control on receiving such messages
(cannot stop specific messages)
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3. What should be the consequence of
registering to NDNC?
• Does it mean that the person cannot opt-in to any
service at all?
• Must this be an ALL or NOTHING deal for him?
• Should he not be allowed to make selective choices,
instead of being forced to be completely shut off?
• After all, he has chosen to cut-off unsolicited
messages. Does he give up his right to exercise his
choice as well?
• Does this not mean that he is being penalised for
having registered himself in NDNC?
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4. Opt-in
• The person registered under NDNC still has the right to
receive information
• He still has the right to make a choice
• He still has the right to be in control of the content he
wants to receive
• The only solution to all of this is he can voluntarily opt-
in to any service he desires
• This opt-in gives him the power to make a choice of
– Content
– Sender
– Time
– When to stop 4

5. What do subscribers of MyToday, an
Opt-in Service say – Nielsen Study
• MyToday Dailies service is appreciated for three key
reasons
– Choice: of channels available to them & time of reading
– Convenience: as the messages come to them on their own
– Uniqueness: is the only service that offers topics that are
of interest to them
• Users are discerning and show intention to opt out of
the channel if the content is not good enough
• 76% of the people surveyed said that they read all
messages that they receive
• 98% said that they will continue with the service and
recommend it to others
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6. MyToday SMS Dailies:
Opt-in Process, Success, Recognition
• MyToday Dailies is an explicit permission based service
– User sends START SERVICENAME to longcode
(9845298452)
– Opt-in to longcode vastly more popular due to lower costs
• Service Popularity
– 3.7 million subscribers (all word-of-mouth)
– 11 million subscriptions
– 13 million SMS sent daily
• Great Recognition Internally
– True Mobile Start-up Award at GSMA Barcelona 2008
– Rajesh Jain presented MyToday ‘s SMS Subscription
Innovations at Web 2.0 Summit (Nov 2008)
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7. MyToday: What could be the
reasons for Complaints?
• Despite all the care, users may still complain
for the following reasons
– Churn in mobile numbers - previously subscribed
mobile number gets assigned to a new user
Solution: Advertise STOP methodology regularly
– User forgets that he/she had opted in
Solution: Netcore can provide proof
– Fraudulent complaints
– Rare technical errors
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8. Recommendations for
Mobile Operators / TRAI
• Explicit SMS Opt-in MUST override NDNC
– SMS can be sent to shortcode or longcode
• Create a process to deal with NDNC-registered user
complaints
– Server Logs of cos. like MyToday must be recognised [to
show user subscription request]
– Backup option: Check shortcode / longcode logs
maintained by Operator / Aggregator
• Voluntary violations by an SMS service provider need
to be treated differently from possible errors from an
opt-in service provider (i.e., 3 involuntary errors cannot
warrant a shutdown) 8