Singapore, February 05, 2010

News Facts: The GSMA and comScore Inc., in partnership with operators O2, Vodafone, Orange, T-Mobile and 3UK, have announced the official UK launch of the GSMA Mobile Media Metrics (MMM) product, a pioneering census-level solution for mobile media reporting. Taking irreversibly anonymised mobile Internet usage data from all five UK mobile operators, the service will provide a rich, aggregated view of mobile Internet usage behaviour, enabling market-level analysis of site visitation and engagement metrics, such as page views, time spent on specific sites, and device types and features.

Mobile Marketing Association Comments

• Paul Berney, Managing Director Europe, Mobile Marketing Association:
“As the mobile channel continues to grow and mature, the industry needs to respond to the demands from brands and agencies for more tangibility and measurement. Whilst ‘traditional’ marketing channels such as print and television can be measured to a certain extent by spikes associated with particular campaigns, mobile has the potential to offer a far more concise and accurate overview of the impact that a campaign is having. However, it’s clear that definition, accuracy and consistency of measurement are absolutely integral to the development of the mobile channel. With these foundations in place, brands, agencies, media planners and buyers will be able to quantify performance, understand consumer behaviour and generally generate coherent and reliable results from their mobile initiatives world-wide. Following in the footsteps of the MMA’s Mobile Measurement Ad Currency Definitions, the GSMA and comScore’s Mobile Media Metrics initiative is a positive move for the industry – and one which will help to refine and improve the use of the mobile channel, and demonstrate its full potential.”

• Rohit Dadwal, Managing Director, APAC, Mobile Marketing Association:
“The lack of standardized metrics to measure audience engagement has been one of the main challenges that have kept the mobile marketing and advertising industry from reaching its full potential. The GSMA-comScore initiative provides us with an excellent indicator of mobile marketing industry metrics in a mature market like the UK. This is definitely a more tangible measurement of reach as compared to other traditional media channels. For markets like India and the Philippines that have some of the highest mobile penetration and SMS usage rates, metrics such as these will provide agencies with the ammunition to demonstrate the value of the mobile channel to brands as they consider mobile as an integral part of their campaigns. At MMA APAC we look to partner with leading players to drive such key initiatives in the mobile ecosystem and to bring such standards and best practices to the rapidly growing APAC mobile marketing and advertising industry.”

For more information on GSMA’s announcement, please visit: this website

For more information on the MMA and its response to the launch of the GSMA MMM product, the MMA is available for comment.

About Mobile Marketing Association
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe, Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit http://www.mmaglobal.com.

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