DM p22-28 addressing Feb09.qxp 29/01/2009 11:24 Page 24
Addressing Software
the use of look-ups. A company might buy licenses reduction. The trick is to make access to the file more
for 20 or 30 call centre employees who are capturing widely affordable and thus increase the usage, and
new customers’ address details continuously, but jib this process is already under way. The single user
at equipping another 100 back office staff whose license for premises-level PAF has come down from
usage would not be so great. £150 to £85 over the past three years, and Royal Mail
Clearly it’s in everyone’s interests for the software is now proposing to make it £75. “That’s saying they
to be as widely available as possible, and the postal would like to see this data more widely used,” affirms
regulator Postcomm is keen that ways be found to Guy Mucklow, managing director of Postcode
extend its use. Hence the plan to extend the pay-per- Anywhere.
click model, already available for e-commerce web- Mucklow is strongly in favour of a transactional
If the pricing
sites, for internal use. Instead of buying an individual licensing model based on clicks, as it’s simpler and
model is
licence for every operator, an organisation could buy enables data to be integrated from a number of differ-
simplified it a pack of transactions, spreading usage when and ent sources. “One of the big value-adds with data is
should bring
where it is needed. “That would be greatly to the being able to combine different data sources to make
about a clearer,
nation’s benefit,” says Dorricott. He says he is sur- it that much richer,” he explains. “So if I have Royal
prised at the amount of wrongly addressed mail AFD Mail PAF data and can combine it with bereavement
simpler licence
receives, even from some of its own customers – this
for PAF users.
happens only because AFD software is installed in the One of the big
Emma Gooderham, managing
customer’s sales and marketing department, but not
director, Allies Computing.
value-adds with
in the purchase ledger or HR.
data is being
A problem is that the negotiations are proving to
able to combine
be more complex than perhaps anyone anticipated.
The PAF is a guaranteed and growing source of rev-
different data
enue for Royal Mail, which it runs as an independent sources to make
business, and while it claims not be seeking to
it richer.
increase the return – established at around 8-10% by Guy Mucklow, managing
Postcomm – it can’t afford the changes leading to any
director, Postcode Anywhere.
24 Database Marketing February 2009 www.dmarket.co.uk
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