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The most complete and accurate way to track mobile user behavior will be to record every interaction users have with their mobile devices. This will allow the entire value chain (content providers, device manufacturers and service providers) to understand the complex interplay of consumer usage, usability and product quality. It will also deliver independent measurement of mobile media consumption that is critical to the development of a robust mobile advertising market.
Nielsen Mobile holds several
US and international patents in this arena and built
its first device meter in 2000 using the Palm VII, the
first connected PDA. While we have built a number of
meters on later generations of smartphones, we believe
the only way to deploy this technology at meaningful
scale is to embed the meter into mass-market consumer
devices during the manufacturing process. Nielsen Mobile
has partnered with the industry's leading chipset suppliers
to integrate its activity meter in a manner that has
minimal impact on battery life or application performance.
In early 2007, chipsets will
begin shipping globally with the Nielsen Mobile activity
meter pre-installed. Nielsen Mobile is working with
mobile operators and device manufacturers to plan the
subsequent rollout into consumer research panels. Participation
in these panels will be on an opt-in basis and no activity
metering will be conducted without the subscriber's
consent. |
