comScore Handed Mobile Metrics Task

The GSM Association (GSMA), the body that represents the worldwide mobile communications industry, has selected comScore to be its measurement partner for the GSMAs Mobile Media Metrics (MMM) commercial implementation in the UK.
The GSMA, comScore and the five UK operators (Vodafone, Orange, O2, 3 and T-Mobile) have now reached a formal agreement to launch the GSMA MMM services in the UK, following the results of the feasibility study announced at Mobile World Congress in February this year.
Initial data will be available in the fourth quarter of 2009, with the full commercial launch early in 2010. The GSMA says this joint action by the UK operators 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, says Henry Stevens, Director Media and Entertainment at the GSMA. 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, which were announced at the GSMAs Mobile World Congress in Barcelona this year, 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.