Kantar Invests in Mobile Insight Platform

In London, Kantar has announced a deal with app software firm Lumi Mobile, whose mobile phone-based consumer insight technology it will help to commercialise. Kantar also takes a minority equity stake in the business.

Lumi, which was founded in 2008 by Rolfe Swinton, Mark Beilby, Marcus Wikars and Magnus Holtlund, now has operations in London, New York and Finland and employs 27 people. The company's proprietary RE4CTOR software allows users to create real-time event apps suitable for any mobile device, linking them instantly with each other and with clients to deliver games, polls, live event services, social networking and more.

Lumi has worked with Kantar Operations for the past three years. Following the agreement the partners will spend around £2m developing its platform for the collection of consumer insight from polls and diaries, passive mobile behavioural analytics, and live focus groups.

Kantar Operations' Global Mobile Knowledge Leader Guy Rolfe says his firm will integrate mobile technology into core Kantar products and research techniques, as well as exploring 'new and exciting' commercial opportunities with clients.

Lumi co-founder Swinton adds: 'Every media company, brand, manufacturer and retailer wants to find better ways to engage consumers through mobile devices and gain a deeper understanding of consumer behaviour in ways that only mobile makes possible. Lumi is focused on creating the tools that companies and research companies need to gain this understanding.'

Earlier this month, Lumi also received £2m in funding from Australian technology investor and Computershare founder Chris Morris.

Web sites: www.wpp.com , www.kantaroperations.com and www.lumimobile.com .