March 26, 2007
New tool meters mobile content usage
A new tool to meter usage of mobile phone content could help kick-start the market for mobile advertising, according to InfoWorld.
"MeterDirect, launched Monday by M:Metrics Inc. is an "on-device" service that measures how smartphone owners use mobile content such as games, videos and music, providing useful information for advertisers to plan media strategies.
As part of the service, a select number of smartphone users agree to download the MeterDirect application to their phones and allow the software to track how they use mobile browsing, messaging, multimedia and general applications such as games.
The application records, for instance, what Web pages are clicked, how many text messages are sent and received and which games are played. The data is retrieved at the end of each day.
The service will be initially available in the U.S. and the U.K., where 1,100 smart phone users have agreed to download the software. "
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