Penthera and Telephia Partner to Track Mobile Content Usage

Penthera Technologies and Telephia announced a technology agreement that allows the companies to track and measure consumption of content on mobile phones and other wireless devices. As a result of the agreement, mobile operators will get access to information regarding what kind of content users are consuming, as well as when and for how long they are using it.

The recently-launched Penthera Broadcast Center 2.0 (PBC 2.0) and the stand-alone Penthera Mediacast software will allow operators to leverage existing network infrastructure to deliver mobile content services to their customers and derive additional revenues from their existing network assets. The combined solution of the reporting capabilities of the Telephia solution and the consumer media measurement within the Penthera software provide operators with the ability of rapidly and more effectively develop advertising strategies based on specific demographics and habits of desired audiences. Customized reports also provide any service provider with deep analysis and feedback of the viewing habits of their customers allowing more intelligent decision-making for service improvements.

"The mobile video and content market is still in its infancy and many are questioning sustainable business models - or how the big money is going to be made - with these services. By joining forces with Telephia, the companies provide the market with an accurate way to measure, analyze and assign tangible value to mobile advertising and its effectiveness," explained Peter Bentley, Sr. Director Business Development of Penthera Technologies. "The innovative approach of Penthera also provides operators interactive capabilities to capture impulse buys or generate a response, measure the effectiveness of any given advertising campaign, and enables a clear path for operators to make additional revenues by selling highly targeted ads to specific demographics that display specific content consumption habits. This will be increasingly valuable as this market segment continues to mature."