Macromill Strikes Emerging Markets Mobile Deal

Online insights and analytics specialist Macromill-MetrixLab has agreed a joint venture with emerging markets-focused mobile marketing firm TTC Mobile, bringing the latter's panels into the former's sample ecosystem to massively extend its global reach.

Macromill, which merged with Netherlands-based online research and analytics firm MetrixLab a year ago, is headquartered in Tokyo and Rotterdam with 27 offices across the Americas, Europe and Asia. Earlier this month, it announced the appointment of Scott Ernst as Chief Executive Officer, replacing Han De Groot.

Its new partner TTC uses mobile technologies to increase target audience engagement in Africa and other emerging markets including South East Asia and Latin America, boasting a network of more than half a billion mobile phone users in 24 countries.

The new solution, available through MetrixLab in the US and Europe, will be known as Macromill Mobile Survey Sampling, and the firms will work together to sell it, and to recruit mobile panelists and profiled databases, integrating their panel management systems and survey platforms to conduct mobile surveys in the new markets.

Jan Willem Gerritsen, Executive Officer, Europe/US/Latin America Operations of Macromill, comments: 'We see the enormous potential in mobile technology for market researchers to have access to and gain insights from the next one billion consumers. The opportunity to team up with TTC Mobile enables us to quickly expand our research solutions in these key markets. We believe TTC Mobile's experience in emerging markets and expertise in mobile target audience engagement will be valuable assets to MACROMILL's global clients'.

Bas Hoefman, CEO of TTC Mobile, comments: ' Macromill's extensive experience and innovative solutions in the field of market research will help us to improve our consumer engagement campaigns, which will benefit our entire audience'.

The new partners are online at www.macromill.com and www.ttcmobile.com .