comScore Chosen for Mobile Industry Initiative

In the UK, the GSMA - the trade association for mobile operators - has selected comScore to be its partner for its Mobile Media Metrics (MMM) audience measurement service, designed to define common metrics and measurements for mobile advertising.

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 a feasibility study announced at Mobile World Congress in February this year.

This study involved comScore, M:Metrics and ABCe, as well as JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), creating a measurement process for mobile browsing to provide planning information for the media and advertising communities.

A statement from those involved in today's decision says the partnership will create a 'unique market research tool' that will drive the growth of mobile media to the benefit of consumers, mobile service developers and the broader media industries.

'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,' explains GSMA's Director of Media and Entertainment, Henry Stevens. 'Together we will show how mobile is and will be a major driver of growth for the advertising and media industries.'

The GSMA will be working with ABCe to deliver independent verification of MMM to industry agreed standards. Initial data will be available in the fourth quarter of 2009 with full commercial launch early in 2010.

Web sites: www.gsmworld.com and www.comscore.com .