Customers rebelling against plan for cell-phone directory

CHICAGO - For consumers, the idea of a national directory for cell-phone numbers has about as much appeal as getting telemarketing calls during dinner.

That's why a recent proposal by a wireless trade group to create such a list has sparked howls from Main Street to Capitol Hill. A big reason for the ruckus goes beyond mobile phones, uncovering a deeper trend in modern American life: We're weary of being in touch 24/7.

``As life becomes more technologically complex, people reflexively pull back,'' said Bernard Beck, a sociologist at Northwestern University. ``We don't want to give up any personal information because it seems every day someone figures out a new way to victimize us.''

The proposal for a wireless number directory surfaced in May from the Cellular Telecommunications & Internet Association. Shortly after, legislation was introduced in Congress and some states that were seeking to regulate the directory. For one thing, lawmakers wanted to assure that no number would be listed without permission and that carriers could not charge for unlisting a number, as wired phone companies do.

But while some wireless industry officials say a directory will be launched by early next year, others -- including some carriers -- doubt it will happen at all.

``I have yet to talk to any cell-phone customer who says this is something he wants to do,'' said John Rooney, president of Chicago-based U.S. Cellular. ``Most people guard their cell-phone numbers with vigor. Every time the subject of a directory comes up, we get a lot of calls from customers against it.''

U.S. Cellular has vowed to withhold customers' numbers from any directory. And the nation's largest cell-phone service provider, Verizon Wireless, will not participate in a wireless directory to protect customer privacy.

Other carriers, however, will begin working out details soon. As a result, a directory service could start next year.

Erin McGee, a spokeswoman for the wireless trade group, said the industry doesn't plan to list numbers without permission or to publish anything like a traditional phone book for wireless numbers.

Instead, the numbers would be available only by dialing 411. Callers could use any directory assistance service, including those offered by wired phone companies, to access listed wireless numbers.

Calls to 411 cost anywhere from $1 to $3, depending upon the phone company, and generate significant revenue. Wireless carriers already offer directory assistance for wired phone numbers, but adding more numbers would lead to more calls and benefit the bottom line.

McGee said there won't be a national rollout but rather an implementation of service by individual carriers such as Cingular, Sprint and T-Mobile.

``It could happen as early as the beginning of next year,'' she said.

Many industry analysts say a wireless directory will not happen. But if does, a majority of cell-phone customers will withhold their numbers.

One problem, said Martin Dunsby, vice president at consultant inCode Telecom Group, is trying to apply the notion of the traditional white pages phone book to wireless service. A smarter approach, he said, would be to model it on the yellow pages by seeking business people who want their cell-phone numbers publicized.

``Mobile business people would love to make their wireless phone their business contact,'' he said. ``Taxi drivers, tow truck operators, tradespeople, Realtors and others want their cell-phone numbers freely available.

``Consumers are different. They may not care if their home phone is listed because it leads to a place, but their cell phone is very personal.''

Adam Goldberg, a policy analyst with the Consumers Union, said his group distributed an electronic newsletter last week to more than 40,000 subscribers suggesting they contact lawmakers to urge public hearings on wireless directories.

``We've already gotten more than 7,000 responses,'' he said. ``That's particularly high for this sort of thing.''

Proposing to put wireless numbers into a directory has pushed a cultural hot button, said Michael Voellinger, wireless services director for consultant Telwares Communications.

``Subjecting the wireline model to wireless isn't an apples to apples comparison,'' he said. ``Wireless phones do a lot more than carry voice. They provide messages, data and photos. All that is tied to the number. So if you make these numbers available, you're opening yourself up to a lot.''

Cell-phone numbers have been included in some European phone directories for years, but there are several reasons why Americans object to the idea.

For one thing, callers pay for making cell-phone calls in Europe, but in North America, every incoming call costs the cell-phone owner, even if he doesn't want the call.

Andrew Cole, who heads the wireless practice for A.T. Kearney, said, ``It's more than likely that your friends already have your cell-phone number, so all a directory does is make it available to strangers. Most people don't want that.

``Our research shows that people want to simplify their lives. They're subject to a barrage of external contacts they haven't initiated,'' he said.

``In the old days it was cool to be connected, but these days the sign of someone who's reached society's higher echelons is that he's disconnected.''