GSMA and comScore partner with O2, Vodafone, Orange, T-Mobile and 3UK

Feb 5, 2010 07:40 GMT  ·  By

The GSMA and comScore announced on Thursday that, in collaboration with wireless operators O2, Vodafone, Orange, T-Mobile and 3UK, they have launched a new product on the UK market, namely the GSMA Mobile Media Metrics (MMM). The mobile media reporting solution is expected to deliver “comprehensive insights into mobile media consumption,” offering brands and agencies the possibility to plan marketing campaigns for the mobile market.

[admark=1]“On behalf of our operator partners, comScore and the GSMA, we are excited to be launching Mobile Media Metrics in the UK, our first market, and we anticipate that it will accelerate growth in the mobile advertising market,” said Rob Conway, CEO and member of the Board of the GSMA. “The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process.”

According to the duo, the GSMA Mobile Media Metrics service is based “anonymised, census-level data for mobile Internet usage across mobile networks,” which is coupled with demographic data collected from mobile Internet users upon their consent. The service is meant to deliver an aggregated view of mobile Internet usage behavior, so that site visitation and engagement metrics can be analyzed at a market level (page views, time spent on sites, device types included).

“The initiative undertaken by the GSMA and comScore is a great step forward for mobile media,” said Richard Foan, managing director of ABCe and chair of JICWEBS. “Based on ABCe’s independent validation of Mobile Media Metrics, advertisers, agencies and media owners can rest assured that key metrics are compliant with and endorsed by the Joint Industry Committee for Web Standards (JICWEBS).”

The work on the deployment of the service started a few months ago, and the MMM database has been populated with “pre-production data” from three operators for December, with the first results delivered today, and with full production data from all involved carriers expected to become available in the second quarter of the ongoing year. Based on the already performed analysis, 16 million users accessed the Internet from their handsets in the UK in December, viewing 6.7 billion pages and spending 4.8 billion minutes online.