the other side would retain the existing 510 area code. Within the 510 area code, a split line would run along the southern boundary of the Oakland MainPiedmont District Area (DA) rate center, and north of the OaklandAlameda DA rate center and OaklandFruitvale DA rate center. Customers on each side of the split line would retain their current sevendigit dialing for local calls within the same area code, but would require 1 + 10digit dialing for calls made across the split line between the 510 and new area code. In addition, customers on the side with the area code change would incur the inconvenience and expense of notifying friends and family, purchasing new stationary, business cards, signage, and advertising. In the split option, the projected lives of the split 510 area code and new area code would be 47 years and 51 years, a difference of four years. The imbalance is within the ten years imbalance limit according to the NPA Code Relief Planning and Notification Guidelines (Relief Planning Guidelines). However, this alternative would split the cities of Oakland and Piedmont dividing each city into two area codes and impacting city departments and services. This is inconsistent with the recognition of established municipal boundaries as outlined in Public Utilities Code Section 7931(c) and the Relief Planning Guidelines. Public Meetings and Comments Public Utilities Code Section 7931(e)(2) requires that within nine months from when NANPA informs the Commission of the need for a new area code, Commission staff and NANPA conduct at least one meeting for representatives of local jurisdictions and three public participation meetings. The purpose of the meetings is to inform the local representatives and the public about the area code
Public awareness of the change in dialing patterns and area code identification resulting from implementation of the overlay; Public understanding of how they will be affected by the change and the rationale behind the change; Public assurance that the cost and quality of service will not be adversely affected; and, Promotion of positive acceptance by customers of the change. To achieve those goals, the Commission required: The operation of a call center for consumers to obtain information regarding the overlay; Targeted paid advertising in the relevant zoned editions of major newspapers as well as newspapers targeted to ethnic communities; Bill insert notices to the adjacent area codes; Limited use of billboard and radio advertising; and, Mailing of letters, brochures, and collateral materials to local government officials in the overlay and adjacent area codes. In D.0508040, and also in the R.9504043 and I.9504044 proceedings, the Commission required: The activities and standards previously required for the 310 and 408 area code overlay public education programs to achieve at least 70 percent public awareness level; Outreach to specifically target key governmental agencies, community leaders, chambers of commerce, major airports, hospitals, alarm providers, pay telephone providers and the state coordinator for E911; and, Special outreach to senior citizens, children, the disabled, and ethnic minorities including targeted newspaper, billboard, radio, and television advertising.
Industry shall fund the public education program to achieve at least 70 percent customer awareness and understanding across all major customer groups of the change in dialing patterns and area code identification resulting from the overlay, how they will be affected by the change and the rationale behind the change. A task force shall implement the public education program and manage the program’s fund. The task force shall include Commission staff and representatives from the service providers holding numbering resources in the 510 area code as of the effective date of this decision. The task force shall develop a reasonable means of delineating the division of responsibility for the public education program activities to assure adequate tracking and compliance. The task force shall allocate volunteers accordingly to prevent delays in the schedule. All service provider representatives on the task force shall contribute to the implementation effort. Those unwilling to participate may be reported to the Commission and/or assigned specific tasks by the Commission. The task force shall develop the materials and content of the public education program, maximizing the use of prior public education program efforts, and conforming to the requirements of this order. The Communications Division Director is authorized to require sufficient Industry contributions to the public education program budget fund to ensure they are sufficient to achieve the 70 percent customer awareness requirement. The Communications Division Director is authorized to monitor the activities of the task force to ensure that sufficient actions have occurred to achieve the 70 percent customer awareness requirement, and if the 70 percent