Bahrain's mobile phone users can now switch service providers and still retain their number with the launch of number portability service by the Telecommunications Regulatory Authority (TRA).

The aim of its number portability service is to provide consumers more flexibility in choosing a company that suits their requirements.

Up to 20 per cent of customers are expected to change operators, according to a survey conducted by the TRA.

The number portability service (the ability to move operators and keep the same phone number) is in place for mobile customers from today and will start for fixed telephone lines on October 4.

'The initiative was created to end any obstacles that consumers face when making decisions on competitive telecom operators,' said TRA chairman Dr Mohammed Al Amer during a press conference held at the TRA building in Seef yesterday.

'They will now enjoy the freedom to transfer their numbers freely, through a convenient process. Moreover, this service will help stimulate competition among telecommunications companies, breaking any form of monopoly and serving the development of the local market.

'In this context, we expect 20pc of the total mobile phone subscribers in Bahrain to transfer their numbers.'

TRA general director Mohammed Bubashait said number portability was an important step for Bahrain that would boost competition in the mobile and fixed telephone markets.

'Offering flexibility and choice for consumers in selecting their telecommunications operators will drive competition, as operators focus on building loyalty as well as implementing truly customer-centric approaches to their business,' he said.

TRA information and communications technology director Ahmed Aldoseri said Bahrain was the second country after Saudi Arabia to offer number portability in the region.

He said changing operators was simple and could be done as many times as the customer wished. 'To change your service provider, go to the operator you want and request to change and once they verify the number belongs to you and that you don't have any outstanding debt the move should be approved,' said Aldoseri.

'Even if you have taken a handset they can't stop you from departing, but you will have to pay if there is a penalty. The new SIM will come from your new operator and will work before your old SIM is terminated.'

A television and radio advertisement campaign, a competition and a website have been launched to publicise the changes. To participate in the competition customers can put an 'ilovemynumber' bumper sticker on their vehicle and those spotted by the contest team could win a cash prize.

The stickers will be available in supermarkets, petrol stations and selected shops throughout Bahrain from August 1.

For more information about number portability or the competition, visit ilovemynumber.bh or call 81188.

The number portability project began in February 2008 when Mott-MacDonald and Horrocks Technology was appointed to assist in the development of the number portability regulation.

Following a consultation with the industry and the general public, a TRA regulation was published in April last year.

The number portability central system is hosted by the Bahrain Internet Exchange, which facilitates the ease of access by all operators. - TradeArabia News Service