The posts as keepers of the portal

A delivery address is an asset without peer, and the posts need to rethink how to protect and use it. As the posts worldwide struggle to transform themselves, the most obvious answer to survival lies literally on their doorstep.  Or more accurately, on the doorsteps they “own” –  every unique address in the developed world (and  many in the developing).  There is no price that can be put on that asset.

It’s been a constant source of amazement to me that the posts – even for a second – would think of handing those assets over to another entity.  Negotiate a partnership for delivery, yes; but a full surrender of this asset by default?  Foolish.

An address is a portal – a doorway or entrance to a private domain.  And, as a private domain, it is vastly different from an Internet portal that allows promiscuous access to other domains.  And therein lies its extreme value.  It is unique, the ultimate one-of-a-kind. Bespoke.  Show me another entity as important to commerce or communication as a unique address.

An address is the point of private access to an entire family or a thriving business. It is the portal behind which people retreat for solace or open up for celebration.  It is the door through which generations pass as they build and knit their lives.  It is where communications of joy arrive and where announcements of tragedy are solemnly presented.  It is registered with the parish, the police and the fire department.  It is used for taxes, census and utilities. Wedding limos arrive at the door and sometimes hearses depart from it. Flowers are delivered there, as are mail order packages and household and business items of every description.  Without it, the express business would be out of business. It is in sum, the access point to almost 6bn lives.   It is not a “virtual” address, open to easy scams, rip offs and abuse.  It is the real door to “Everyman’s” castle.

An address (unique point of delivery) is an asset without peer, and the posts need to rethink how to protect and use it.  They are very close to losing their status as “keepers of the portal,” and in some countries have already done so. Many posts are in a panic, floundering around with a confusing mix of experiments in downstream access, liberalisation, privatisation, buy-outs, buy-ins, mergers, turnabouts and indecision.  And in the process, they are rapidly losing their long-held grip on the privileged access to the customers’ door.  “That’s great,” some would say, “It’s the end of the monopoly!”   And, indeed, the posts have only themselves to blame for setting themselves up for the inevitable competitive revolution. Monopoly leads to complacency, but there is no need to throw out the baby with the bath water.  The posts can still play a leading role as keepers of the portal.  In most countries they are among the most trusted of all brands; and private operators are not – it’s as simple as that.

As liberalisation proceeds, as it most certainly will, we have the specter of address management becoming more and more decentralised, with a multiplicity of players taking responsibility.  But how responsible will it be?

Business mailers, in particular need to have complete trust in the Change of Address (COA) system in their country.  Private individuals need to know that their opt-outs are being obeyed.  Safety officials need to know quickly and accurately where people are living, and be able to access updated address information; the census needs to know in order to provide us with reliable demographic information.  The list goes on and on: utilities, social workers, health officials, all must be able to trust the information.  And, in the direct marketing industry, a multi-billion dollar industry depends on it.

There is now an emerging awareness of the importance (and expense) of maintaining a continuum of accurate, verifiable, real-time address information system, both national and international. It is increasingly a topic of industry meetings, and a forum for an international discussion on this topic is now in the planning stages.  Prompted by the Consultative Committee (CC) of the Universal Postal Union (UPU), plans are now being laid for a major conference on this topic in 2010.  There are many issues the industry needs to take up. Here are just three:

Concluding the initiative to establish a new Internet postal domain, dot.post. The search for credibility on the Internet is often an illusive one.  The dot.post initiative, pushed by the UPU and now in the hands of ICANN (Internet Corporation for Assigned Names and Numbers) will go a long ways towards providing a high degree of confidence in users ultimately licensed to work under that domain.

Tackling the deplorable state of COA in many developing (and some developed) countries.  Millions, perhaps billions in postal fees are wasted each year by the diversion and loss of miss-directed mail.  This is another initiative the CC has urged upon the UPU.

Developing a reliable worldwide postal database of direct mail prospects harbored by an unimpeachable international organisation such as the UPU.  Who else but the posts are in a better position to develop and verify such a database with all appropriate protections, such as opt-out and data security?  This initiative is already in the early stages of discussion.

I’ll report on further initiatives in the near future, and welcome your thoughts meantime. Please comment below.