New mobile content tracking service

A new company called GfK M≈ aims to provide the industry’s most comprehensive tracking services of mobile content sales.

Data will be provided weekly by network operators, including, Virgin Mobile, T-Mobile and Vodafone, and content providers, such as Jamba.

Initially the company will cover the principal European markets, including the UK, Germany, France, Italy, Spain and Benelux. The first GfK M≈ marketing service will be a European mobile game panel, but it aims to encompass all types of mobile content, including ringtones, full track music, videos and mobile TV.

GfK M is a joint venture between GfK, the world’s fourth largest research organisation, and Media-Control, European leader in the supply of entertainment sales data.

Iris DeGersem, MD of GfK Retail and Technology UK, summarised the aims: “Mobile content is the next big revenue stream for the telecommunications industry and consequently mobile content market knowledge is vital for future strategic decision making. Quality of information is key and GfK M≈ will benefit from our joint proven expertise in multimedia retail panel and entertainment sales data monitoring.

“Ultimately, anything downloaded onto a mobile phone will be tracked by GfK M≈, and for the first time clients will be able to see a truly global picture of the mobile content industry.”

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