Telephia and Roundbox Partner to Deliver Audience Measurement Solution for Mobile Broadcasting | Mobile Marketing Association
December 13, 2006





TELEPHIA AND ROUNDBOX PARTNER TO DELIVER AUDIENCE MEASUREMENT SOLUTION FOR MOBILE BROADCASTING 


Independent Ratings Capability to Fuel Business Model for Mobile TV

SAN FRANCISCO and FLORHAM PARK, NJ — December 11, 2006 — Telephia, the world's largest provider of syndicated consumer research to the telecom and mobile media markets, and Roundbox, Inc., a leader in mobile broadcast software, today announced a partnership to develop on-device audience measurement for mobile broadcast applications, including mobile television, using technology on the subscriber’s handset. The technology will be deployed in permission-based consumer research panels and will allow media companies, mobile broadcasters, mobile operators and advertisers to track consumer viewing behavior.

The companies will combine their respective strengths in mobile broadcast technology and mobile consumer research to solve a central challenge for the mobile media industry – accurate and complete measurement of audience behavior. Much like the development of television ratings in the 1950s, this data will be critical for market players to tailor their offerings and support a variety of business models including advertising-supported viewing.

The two firms are building an interface between Roundbox’s mobile broadcast software and Telephia’s on-device metering platform that will allow them to log viewing behavior on panelist handsets and report it to a central server. The technology will deliver highly detailed measurements with minimal impact on handset operation and the panelist’s user experience.

“<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile broadcast is a breakthrough technology facilitating massive scale and low cost consumer access to multimedia content such as mobile TV, data services, and radio.  However, in order to translate this technology into a thriving business ecosystem, complementary technology for accurate service measurement must also be developed,” said Dennis Specht, founder and CEO of Roundbox.  “Our partnership with Telephia will deliver this valuable and much-needed measurement solution to the entire industry.”

“The only way to get a complete view of the behavior, attitudes, and demographics of the mobile media audience is to build a metered panel,” said Sid Gorham, president and CEO, Telephia. “The launch of mobile broadcast networks and scale introduction of mobile advertising will make this type of measurement approach an imperative for the industry. We are excited to be collaborating with Roundbox who is a pioneer in the mobile broadcasting technology to deliver this capability to our clients.”

About Telephia
Telephia is the world’s largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer. Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer’s behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or visit www.telephia.com.

About Roundbox
Roundbox Inc. is a leading provider of mobile broadcast software. The company provides client and server software spanning multiple network technologies. Roundbox’s products help mobile operators and device manufacturers take maximum advantage of broadcast and multicast to enhance both existing revenue-generating services as well as deploy new, differentiated ones.  For more information, visit www.roundbox.com.

Press Contacts:
Telephia
Maria Bumatay
 
[email protected]

+1 415.637.4904

Roundbox, Inc.                                                                                
Deb Disbrow                  
+1 973.966.0037            
Niamh Mahon
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