TNS Gallup and QAim Link for Finnish Mobile Tracking

TNS Gallup, Finnish subsidiary of TNS, has partnered with mobile customer experience management startup QAim, to offer Finland-wide tracking of mobile web site usage metrics.

QAim will provide the technology needed for tracking mobile users' behaviour, while TNS Gallup will collate the related user metrics.

The firms say the new service will provide the media industry with 'unified, reliable, and independent' metrics of mobile web site usage, similar to that already available for web, TV and radio.

Their new service will include QAim's CEM4Mobile Analytics, which provides real-time data on mobile site usage patterns and customer experience, as well as customer trend tracking, usage path information, and data on how marketing campaigns affect user behaviour.

Additional options include tracking handset capabilities, and polling for end-user opinions.

QAim Founder and CEO Janne Aalto says that during a pilot study, the firms collected data from approximately five million users from 203 countries, 554 mobile networks, and 3,891 different handsets.

Says Aalto: 'We believe that such a joint service is needed both in Finland and internationally, as the use of mobile services soars, and the need for measurement grows.'

Web sites: www.tns-gallup.fi and www.qaimgroup.com .