NEWS20 November 2012

Nielsen Informate Mobile Insights to cover APAC and MEA markets

Asia Pacific

SINGAPORE— Nielsen has extended its strategic alliance with Singapore-based Informate Mobile Intelligence to further cover the Asia Pacific (APAC) and Middle East and Africa (MEA) regions.

The duo launched the alliance, Nielsen Informate Mobile Insights, last year to carry out research into how consumers in India use their mobile phones by combining Nielsen’s consumer and marketing know how with Informate’s technology and domain expertise.

Vishal Bali (pictured), managing director of Nielsen’s telecom industry group in APAC and MEA, said: “The mobile ecosystem presents huge opportunities and challenges for marketers, especially those within the device manufacturing, content and network sectors. The mobile consumer is overwhelmed by multiple choices for devices and content today. Understanding their actual usage and behaviour via on-device meters will enable us to stay on top of trending consumer opportunities to help marketers to better define their strategies for acquisition and loyalty.”

Informate president Kedar Sohoni added: “Smartphone adoption is surging in South-east Asia, and companies are in dire need of more in-depth research into how consumers are using the device – the Nielsen and Informate alliance which is utilising the latest in on-device metering technology, is making that a reality.”