Nielsen and Informate Extend Alliance to APMEA

Nielsen has extended its partnership with Informate Mobile Intelligence to provide marketers with data on mobile device usage and content consumption across Asia Pacific, the Middle East and Africa (APMEA).

Informate, which is a division of global research and analytics outsourcing firm Cross-Tab, provides telecoms operators, handset manufacturers, app developers and advertisers with information based on actual mobile usage from its offices in India, Singapore and the US.

The new service, which expands on the existing Indian deal, combines Nielsen's consumer and marketing expertise with Informate's technology and domain capabilities, to give analysis of smartphone usage across a range of areas, and in particular features, apps and network numbers.

Kedar Sohoni, Informate President and founder, says the alliance has already used a pilot panel to track smartphone usage across Indonesia and get an in-depth view of usage there.

Vishal Bali, MD of Nielsen's Telecoms Industry Group in AsiaPac, Middle East and Africa, adds: 'The mobile consumer is overwhelmed by multiple choices for devices and content today. Understanding their actual usage and behaviour via on-device meters will enable us to stay on top of trending consumer opportunities to help marketers to better define their strategies for acquisition and loyalty.'

Web sites: www.nielsen.com and www.informatemi.com .