lower per-user licence charges and transactional pricing. It also continues to develop new data products.
One of the most useful recent releases has been the Multiple Residency (MR) list that augments the base PAF file. As its name suggests, this offers details of all the residents at a single delivery point. In inner city areas, using MR data can make a huge difference to the number of addresses. For example, PAF lists 12,592 residential addresses in the London W9 postcode district but, using MR data, this becomes 14,676 – an increase of over 16%.
“Including mail unopened because it was not specifically addressed, the wastage rate of a PAF-based mailing could exceed 20%.” Tony Reynolds,
Technical Manager, Arc En Ciel
“If we take into account mail unopened because it was not specifically addressed, the wastage rate of a bulk mailing based on the PAF could exceed 20%,” says Tony Reynolds,
Technical Manager at Arc En Ciel. “MR data is essential for finding the true number of households and from that the number of potential customers in a region.” AddressList, Arc en Ciel’s latest product,
produces mailings lists using the PAF and MR data. “The data is also needed to verify if a customer is living in a single or divided property,” says Reynolds. “In the latter case, it can be a check against fraud or help to decide if secure mailing is required for an order.” Royal Mail has also put in a great deal of
work to revamp its core PAF file’s licensing and, after a long period of upheaval, it may be seeing some return for its efforts. According to Steve Rooney, Head of Address Management Services at Royal Mail, the number of end-user licence holders has grown by five per cent over the last three years while the number of transactional look-ups (charged per use) increased from 14.7 million to 22.7 million each month over the last year.
“That’s a very significant rise,” says Rooney. “It’s very encouraging that the UK marketplace is continuing to grow healthily despite difficult times. The real benefits of transactional pricing are now coming through, though I’m not saying that the licence is 100% perfect by any manner of means.”
But it can be hard to tell where the extra per- click charges and new users are really coming
“The real benefits of transactional pricing are now coming through, though I’m not saying that the licence is 100% perfect.”
Steve Rooney, Head of Address Management Services, Royal Mail
from. Joel Curry, Managing Director at Experian QAS, is sceptical.
“It’s all cannibalisation,” he says. “They are not new users, people are migrating from on- premise to transactional. We’ve seen a big shift at the top and bottom of the market, but I would say that a less than two per cent per annum increase in overall user numbers suggests the market is pretty flat.” According to Curry, the UK’s enthusiasm for SaaS delivery has been partly driven by the licence changes. “We’re seeing massive growth of SaaS deployment in all territories and it’s particularly steep in the UK because it removes a lot of licence problems. Per-click is a lot ááá
www.dmarket.co.uk
November 2011 43
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