Initially, the group will focus on the UK market, with each of the participating member working to explore the aggregation of appropriate information on a consistent and audited basis to deliver a range of cross-operator metrics that will describe the mobile audience and measure the effectiveness of mobile advertising.
In order to accomplish this task, the GSMA and its working group will engage with a broad range of advertising industry associations and stakeholders to secure agreement and support for metrics that will form a common mobile media currency. The end results should be a proof of concept for a cross-operator mobile media planning capability during 2008.
About the GSMA
The GSM Association (GSMA) is the global trade association representing more than 700 GSM mobile phone operators across 218 countries and territories of the world. In addition, more than 200 manufacturers and suppliers support the Association's initiatives as key partners. The primary goals of the GSMA are to ensure mobile phones and wireless services work globally and are easily accessible, enhancing their value to individual customers and national economies, while creating new business opportunities for operators and their suppliers. The Association's members serve more than 2.5 billion customers - 85% of the world's mobile phone users.