The mobile division will be chaired by Oliver von Wersch, formerly head of the mobile unit of G+J Electronic Media Sales. Before that he was responsible for mobile internet at online media group Tomorrow Focus. Von Wersch also takes a seat on the AGOF’s overall board.

The mobile division’s member companies include existing AGOF members such as United Internet Media and Yahoo, plus mobile network operators Deutsche Telekom, Telefónica O2 Germany and Vodafone D2, and mobile advertising firms Contnet and YOC.

Among the division’s initial aims are the establishment in the “medium term” of a mobile audience currency and the publication of the Mobile Facts study, whose first results will be revealed at the Dmexco digital marketing conference in Cologne in September. The mobile division will work together with other organisations in the fields of online commerce and media research.

Von Wersch said: “Having successfully established Internet Facts on the market as the leading media study for online, our focus in the newly-founded mobile division is moving first of all to the establishment of a standard of similar quality and significance for mobile audiences. This will be done in close collaboration with the relevant market players, particularly media and planning agencies, clients and marketers.”