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WirelessDevNet.com Press Release
M:Metrics Defines Measurement Standard for Mobile Media Consumption
SEATTLE March 7, 2005--
First independent source to measure consumption of mobile content and applications; benchmarking performance of industry participants
Addressing a pressing need in the rapidly growing mobile media market, M:Metrics, today announced the commercial availability of its syndicated mobile market measurement service. M:Metrics is pioneering the continuous measurement of mobile content including games, music, news, ringtones and messaging--all the newest new media. The firm is the first to provide detailed data on the consumption of mobile content and applications on an ongoing basis.
"Companies in the media, entertainment and wireless industries are making multi-million dollar bets on the mobile market and until now, they have been making business decisions without the basic consumer data taken for granted in other media," said Will Hodgman, CEO, M:Metrics. "The mobile phone represents the largest media platform without a measurement standard, and M:Metrics is the first company to apply time-tested, large-scale media measurement methodologies to the sector. Hodgman previously founded AdRelevance, the standard for advertising measurement on the Internet and was president of Jupiter Media Metrix and executive vice president of Nielsen//NetRatings.
Co-founder Seamus McAteer, a well-known research analyst covering the wireless industry, serves as the company's chief product architect. "If you are a wireless carrier trying to foster the growth of new channels, a games publisher hoping to cash in on wireless or an established media company devising a mobile strategy, you need to know more about your target market, said McAteer. "Up until now, you've had to rely on models built on anecdotes and assumptions."
M:Metrics' newly devised measurement methodology accurately tracks consumption of mobile content and applications at a granular level. The company uses scientific audience recall methods and software-based device meters to collect data from 10,000 to 12,000 respondents monthly. M:Metrics also maintains a proprietary database with detailed technology profiles of close to 400 mobile handsets and has created a universal catalog tracking data on the pricing, publisher, subgenre of content and applications titles distributed by the national wireless carriers in the U.S.. The company integrates device, catalog and consumption data to deliver a unique multi-dimensional view of the market. Along with enabling client access to its data through an online query engine, M:Metrics will publish a monthly benchmark report to track the state of mobile media.
M:Metrics measurement data provides insight which reveals:
The most effective platforms and carrier channels for various subgenres of content.
The content or service categories most appealing to each demographic group.
The impact of pricing and selection of content impact consumption.
The relative market share of the hundreds of handsets available on the market, providing a guide to content publishers creating new games and applications.
"The stakes for our company and publishers like us have never been higher," said Robert Tercek, chief marketing officer for MFORMA Group, Inc., a leading global publisher and distributor of mobile entertainment, and one of M:Metrics' growing ranks of top tier operator, media, and technology customers. "The mobile entertainment industry has seen rapid increases in consumer adoption, production budgets and interest by the financial community. With this growth comes heightened accountability, which requires accurate, granular data to make informed decisions."
About M:Metrics:
M:Metrics is the pioneer in measuring consumer consumption of mobile content and applications, benchmarking the performance of carriers, handset OEMs, platform vendors, media companies and others. M:Metrics monthly syndicated services empower senior executives in the mobile content and wireless applications sector to make better business, creative, and production decisions informed by highly granular and verifiably true measures of subscriber consumption. M:Metrics, Inc is a private, venture funded corporation headquartered in Seattle, Washington with offices in San Francisco, California.
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