Any Question Answered

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IssueBits Ltd
Type Limited company
Founded August 2002
Headquarters London, United Kingdom
Area served United Kingdom, Ireland
Key people Colly Myers - CEO
Bill Batchelor
Stephen Williams - CFO
Paul Cockerton - Marketing Director
Industry Search
Services SMS-based question answering
Employees small permanent staff
1450+ self employed researchers
Website www.aqa.63336.com

Any Question Answered, or AQA 63336, is a premium-rate SMS information and entertainment service based in the UK, operated by Issuebits Ltd. Mobile phone users can text AQA with any question and get a reply, on a charge per question basis. Launched in April 2004 by former Symbian CEO Colly Myers, the service has gone on to receive widespread media coverage, and has answered over 12 million questions. Spin off publications have also been produced based on a selection of the answers sent.

Contents

[edit] History

Issuebits Ltd was founded in 2002 by former Symbian CEO Colly Myers. AQA was the first to market an SMS text based question and answer service using a premium rate shortcode number, launching the service in April 2004.[1] re5ult had been operating a similar service since 2003, albeit on a subscription basis from a standard mobile number.

A graph of number of questions answered by AQA up to January 2008. Growth since January 2007 has been approximately linear.
A graph of number of questions answered by AQA up to January 2008. Growth since January 2007 has been approximately linear.

Since the service launched on 22 April 2004, it has experienced steady growth in the number of questions answered. By June 2007, 1 million customers had sent 7 million texts to AQA.

By January 2008, AQA had answered over 10 million questions and reached a demand level of over 17,500 questions a day.[2] By March 2008, AQA answered its 11 millionth question, and on 21 April 2008, AQA answered its 12 millionth question[3].

[edit] Service

The AQA service is available for UK mobile phone users on shortcode 63336 for £1 per text, and in Ireland using the number 57275 for €2 per text. AQA can also be used by UK or Irish mobile phone users in foreign countries subject to network roaming charges.

AQA charges the user per the standard 160 character text message length; longer text messages can be sent but are then charged in multiples of the standard text message charge. The AQA service will answer any question on any subject, limited only by set terms and conditions covering certain competence/moral/legal obligations. AQA users are only charged per question sent, they do not require a subscription or receive any texts other than requested answers.

In March 2008, the "AQA Club" was launched. This optional service rewards customer loyalty, and uses an opt-in profile to allow researchers to provide more relevant answers. Users who sign up for the club can receive a week of free daily "Top Texts" on a chosen subject, as well as free e-books and other promotional material.

[edit] Operation

The AQA service operates through a network of home-based researchers who connect with AQA's text messaging system. Researchers receive questions, and use their own sources which can include the Internet, published materials or a telephone inquiry, to compose answers. Operation is augmented through use of a database of all past answers provided to previous questions.

Researchers are recruited from English-speaking locations around the world to provide 24-hour coverage.[4] By using home based researchers, AQA takes advantage of relatively untapped portions of the workforce, such as students and stay at home parents. Researchers operate as piece workers paid 30p[5] per answer, and set their own work schedule. All researchers must pass an initial acceptance test and are subject to continual reviews to ensure quality of service. A small central company staff maintains service quality.

[edit] Marketing

A number of AQA publications have been produced using previous questions received and answered. The AQA service has received publicity through its use by various celebrities and media personalities, and by appearance at public events such as the Edinburgh Fringe in its trademark orange colour scheme.

AQA's freelance researchers are often roped in to help in marketing events, which tend to be focussed on the London area. The company has "launched", among other things, an AQA bikini, cocktail, and necklace to promote the number and increase brand recognition.

AQA has also received coverage in the mainstream and internet media through various story angles, such as strange questions, researcher back-stories and the commercial or technological aspects of the business. AQA also provides services to third party companies such as MTV, which has a specialised version of the service called "Mr Know-It-All" that shows the questions and answers on TV over the music videos, and various magazines.

[edit] Awards

  • AQA was named best mobile service at the Mobile Choice Consumer awards held on 30th September 2004
  • As of January 2008, AQA are ranked the number 2 shortcode service in the UK by Hutchison 3G Telecommunications, operator of the Three network.[6]

[edit] Related books

[edit] See also

[edit] References

  1. ^ Former Symbian, Psion boss answers all your questions | The Register
  2. ^ AQA 63336 has answered over 10 million questions
  3. ^ Celebrating 12 million questions in four years, AQA 63336 sets out the facts behind St George's Day.
  4. ^ AQA 63336 news - Aussies answer Brits text googlies
  5. ^ ITV.com How To Make Money, 5 February 2008
  6. ^ 3 - Help and Support - Useful Information - Shortcodes

[edit] External links