The GSMA expects to commercially launch an audited mobile measurement service in the United Kingdom the second half of this year, giving advertisers more insight on consumers’ mobile habits.
The data is aggregated, so no personal or individual information gets revealed. The GSMA is still contemplating where to go next with additional geographies, but it’s possible the United States could be a target, according to GSMA Chief Marketing Officer Michael O’Hara.
Advertisers and wireless industry leaders for some time now have called for better metrics reporting.
Paul Palmieri, president and CEO of Millennial Media, said his company applauds the GSMA for its advertising measurement initiative. Millennial participates in other industry efforts with the Mobile Marketing Association (MMA) and CTIA, and supports third-party measurement initiatives with Nielsen and comScore.
“The mobile advertising ecosystem is complex and nascent,” Palmieri said. “This major mobile advertising initiative, as outlined … is a large validation that the mobile advertising industry is a key global growth area in mobile. We wholeheartedly agree that data, and further refinement of standard metrics are the key to unlocking the brand advertising dollars that will power the growth of the overall mobile advertising industry.”
In other GSMA news, consumers and consumer advocacy groups should be happy about this development: The GSMA is progressing on its initiative to provide a one-charger-fits-all phone solution. By 2012, the majority of phones shipped will support a Micro USB interface. O’Hara said he doesn’t expect the scene to be dramatically different for CDMA-based devices, which are moving in the same LTE direction as GSM-based networks. The initiative is sponsored by a large operator community, including AT&T and T-Mobile, as well as handset makers like Nokia, Samsung, Sony Ericsson and Motorola.
Among the many green products being touted at MWC, the GSMA is highlighting wind and solar initiatives. Digicel is using wind and solar energy solutions to power more than 60 percent of its network traffic on the Pacific island of Vanuatu. Dialog is deploying 10 solar and wind-powered base stations in Sri Lanka.