In a move demonstrating the potential scale of the sector moving into 2009, the global organisation for the mobile phone industry, already working with the five major UK mobile networks and ABCe, has now enlisted arguably the market leader in mobile measurement.
With mobile still to emerge as a mainstream advertising channel despite many claiming its potential, the adoption of M:Metrics is a big step towards providing the standard measurement system many brands consider essential for the expansion and monetisation of the medium.
Following the influx of web-ready smart handsets this year, the UK represents one of the biggest mobile markets globally. A report from M:Metrics in July this year reported 80% of UK iPhone users accessing the internet and 69% using e-mail on the device, even prior to the launch of the 3G version.
M:Metrics, acquired by comScore in May this year for $44.3m, uses both on-device measurement and global surveys of mobile users, and works with handset manufacturers and network operators worldwide.