“NO-ONE knows how to call the police here. If you need help, if you need a policeman then you’re in deep trouble.”

This was one of the reasons why Australian born Steve Anderson decided to buy the vanity number 1-800-PHUKET, a toll free direct enquiries number that he hopes will compete with TOT’s 1133 service.

Steve arrived on Coral Island’s clear waters back in 2001, while working for a power snorkeling company based on Banana Island. In fact the ex-P.E teacher’s love of water sports is what initially gave him the idea of buying into vanity phone numbers.A toll-free vanity number or mnemonic is a 1-800 telephone number that is easy to remember because it spells something such as 1-800-FLOWERS.

Steve explained that in 1999 he had a struggling surf school (partly due to the number of competing schools) in Brisbane Australia. This was until he took in a partner whom had recently purchased 1-800-SURFER for A$150. “Then, within four months, the business had increased six-fold. We eventually sold the number for A$35,000 in 2003.”

Upon arriving on the island, Steve had no idea that 1800 vanity numbers were even being used, until one afternoon while relaxing in his garden, a car rental vehicle drove past him with 1800-BUDGET on the side.

“Companies pay about 100,000 baht per month for a 4 digit number. Private hospitals especially spend a fortune on short phone numbers so customers will hopefully remember them, but people forget them. " he said.

TOT’s 1133 direct enquiries number receives between 10-12 million calls a month, 20 percent of which are in English. “Unlike 1133, 1-800-PHUKET is free and you don’t have to listen to 90 seconds of advertising every time you call.”

Indeed, the service is free for every landline and TOT and CAT mobile phone subscriber. Only D-TAC and TRUE users need pay (these callers must input 1-800-PHUKET-1401), although Steve believes these mobile phone companies will probably not charge by the end of
the year.

Every Phuket business can be listed for free on either or both the telephone service and website. Businesses can then choose to pay around 6000 baht for an online upgrade, which will enable them to include a lot more information about the company, including photos, description and details of a businesses’ website and direct email address, and even an interactive Google map.

While the website is already up and running, Steve expects 1-800-PHUKET to be fully operational by the end of September.

He also intends to employ bi-lingual operators in a bid to capitalise on tourists
and Thai and non-Thai residents alike. Canadian backpacker, Michael Belyea who is currently staying in Patong said that he would definitely use the service,

The website’s slogan inspired by Roy Orbison’s classic “Anything you want, anything you need, anything at all” sums up what the service is for and Steve further explains who it’s for “Everyone! From people looking for English speaking lawyers, hotels, surf courses. Everything… 1-800-PHUKET.”

Steve’s ultimate aim is to be the primary directory in Phuket, “When looking for phone numbers, people will always use the fastest most convenient method, and right now that’s the telephone… it’s for people on the go who don’t always have a computer or book.” And if a time comes when the telephone is no longer the most convenient method, he is one step ahead and has already purchased www.1-800phuket.com.

So for everything you need on Phuket all you have to do is phone 1-800-PHUKET and Steve will put you in touch with the right people.

You could also visit his website at www.1-800phuket.com where you also find all the information you need from wedding organisers to maids, from limousines to flowers, Steve his trusty staff have it all at their fingertips.