GSMA selects comScore as mobile measurement partner

The GSMA, the body that represents the worldwide mobile communications industry, has formally selected comScore to be its measurement partner for the implementation of its Mobile Media Metrics (MMM) service in the UK.

The GSMA, comScore and the five UK operators (Vodafone, Orange, O2, 3 and T-Mobile) have reached a formal agreement to launch the GSMA MMM services in the UK following the results of the feasibility study announced earlier this year.

Initial data will be available in the fourth quarter of 2009 with full commercial launch early in 2010.

The GSMA said that this joint action by the UK operators will create a market research tool to drive the growth of mobile media to the benefit of consumers, mobile service developers and the broader media industries.

Henry Stevens, director Media and Entertainment, GSMA, said: “comScore has been a dedicated and effective partner in developing a technical solution for MMM that both meets the measurement needs of the media industry and fully respects the privacy of consumers.

“comScore has combined mobile-specific expertise with its established strength in online media measurement and we are very pleased to continue this successful relationship. Together we will show how, in a challenging economic environment, mobile is and will be a major driver of growth for the advertising and media industries.”

Results of the MMM feasibility study were based on a sample of irreversibly anonymised, aggregated data from UK mobile operators.

The feasibility study aimed to develop the process for measurement and demonstrate the level of analysis that the MMM solution will deliver for all mobile browsing activity. The GSMA will be working with ABC Electronic to deliver independent verification of MMM to industry agreed standards