M:Metrics Defines Measurement Standard for Mobile Media Consumption with Launch of Syndicated Service.

SEATTLE -- First independent source to measure consumption of mobile content and applications; benchmarking performance of industry participants

Addressing a pressing need in the rapidly growing mobile media market, M:Metrics, today announced the commercial availability of its syndicated mobile market measurement service. M:Metrics is pioneering the continuous measurement of mobile content including games, music, news, ringtones and messaging--all the newest new media. The firm is the first to provide detailed data on the consumption of mobile content and applications on an ongoing basis.

"Companies in the media, entertainment and wireless industries are making multi-million dollar bets on the mobile market and until now, they have been making business decisions without the basic consumer data taken for granted in other media," said Will Hodgman, CEO, M:Metrics. "The mobile phone represents the largest media platform without a measurement standard, and M:Metrics is the first company to apply time-tested, large-scale media measurement methodologies to the sector. Hodgman previously founded AdRelevance, the standard for advertising measurement on the Internet and was president of Jupiter Media Metrix and executive vice president of Nielsen//NetRatings.

Co-founder Seamus McAteer, a well-known research analyst covering the wireless industry, serves as the company's chief product architect. "If you are a wireless carrier trying to foster the growth of new channels, a games publisher hoping to cash in on wireless or an established media company devising a mobile strategy, you need to know more about your target market, said McAteer. "Up until now, you've had to rely on models built on anecdotes and assumptions."

M:Metrics' newly devised measurement methodology accurately tracks consumption of mobile content and applications at a granular level. The company uses scientific audience recall methods and software-based device meters to collect data from 10,000 to 12,000 respondents monthly. M:Metrics also maintains a proprietary database with detailed technology profiles of close to 400 mobile handsets and has created a universal catalog tracking data on the pricing, publisher, subgenre of content and applications titles distributed by the national wireless carriers in the U.S.. The company integrates device, catalog and consumption data to deliver a unique multi-dimensional view of the market. Along with enabling client access to its data through an online query engine, M:Metrics will publish a monthly benchmark report to track the state of mobile media.