Nielsen moves into mobile measurement with Telephia buy
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Nielsen has agreed to acquire telecoms and mobile media research firm Telephia.
Both companies are privately held and terms of the transaction have not been disclosed. The deal, which is subject to regulatory approval, is expected to be completed in the third quarter of 2007.
San Francisco's Telephia provides information on consumer behaviour and attitudes, media consumption and market share to companies in the mobile sector, including manufacturers, network operators and content providers.
Nielsen said Telephia's “patented technology, industry expertise and analytical strengths” will enhance its new Nielsen Wireless mobile internet and video measurement services.
The acquisition is part of Nielsen's ‘Anytime Anywhere Media Measurement' initiative, which aims to track media wherever and however it is consumed. Nielsen has recently bought out web research firms NetRatings and BuzzMetrics, with the aim of establishing a new internet information division.
The mobile sector is estimated to be worth $350 billion.
Author: Robert Bain
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