Mobile Measurement Partnership

US-based telecoms and mobile media researcher Telephia has announced a technology agreement with software firm Penthera Technologies, to track and measure consumption of content on mobile phones and other wireless devices.

Penthera recently launched its Broadcast Center 2.0 (PBC 2.0) and stand-alone Mediacast software, both aimed at helping operators get more commercial benefit from their existing network infrastructure. The parrtners say the deal allies Telephia's robust reporting capabilities with the Penthera software's 'inherent consumer media measurement', allowing rapid development of targeted advertising strategies and customised reports on the viewing habits of customers.

'The mobile video and content market is still in its infancy and many are questioning sustainable business models ­ or how the big money is going to be made - with these services' says Peter Bentley, Senior Director Business Development of Penthera Technologies. 'By joining forces with Telephia, the companies provide the market with an accurate way to measure, analyze and assign tangible value to mobile advertising and its effectiveness.' David Petersen, SVP of Business Development at Telephia comments: 'Audience measurement has been a critical piece of the puzzle in the traditional media business and will be a necessary tool in driving the growth of the emerging mobile content space.'

Penthera is a privately held company providing a complete software solution for mobile broadcast services, founded in 2005 and based in Pittsburgh, Pennsylvania, USA. Telephia, founded in 1998, operates large-scale consumer panels and provides syndicated consumer research to the telecom and mobile media markets. The partners are online at www.penthera.com and www.telephia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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