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Broadband & Mobile Featured Article
July 03, 2007
Nielsen Company Agrees to Acquire Telephia Inc.
By Rahul Prabhakar TMCnet Contributing Editor
The Nielsen Company, a pioneer among global information and media companies, has agreed to acquire Telephia, Inc., the San Francisco-based supplier of syndicated consumer research content to telecom and mobile media markets.
However, the company remains tightlipped about terms of the transaction. The acquisition is subject to certain regulatory approvals and is expected to close by the third quarter of this year.
Telephia clientele in the United States, Canada and Europe comprises mobile operators, device manufacturers, retailers, infrastructure vendors, investment analysts, and content providers. The company supplies independent, technology-based measurement data about consumer behavior, product quality, and consumer attitudes to telecom and mobile media markets.
The mobile industry, in turn, regards research material provided by Telephia as the basis for measuring subscriber market share, network quality, consumer satisfaction, and mobile media consumption.
This strategic acquisition will give Nielsen an upper hand and entry into the field of measurement services. The estimated market for the mobile sector is worth $350 billion.
The deal will also help diversify the company’s ability to assess the rapidly growing mobile content delivery industry and serve its clients with the most comprehensive and accurate assessment of consumer behavior and media usage across various platforms.
Nielsen, via its Anytime Anywhere Media Measurement (A2/M2), can evaluate consumer use of video and online activity on any platform, where consumers can access that content.
The company also intends to begin measuring usage of content services, such as mobile Internet, mobile video, and its allied impact on the accepted media behavior by employing its Nielsen Wireless service.
Susan D. Whiting, executive vice president of The Nielsen Company, said in a statement, “As media content increasingly moves from television to the personal computer to the ‘third screen’ of the mobile device, it is essential that we measure all platforms. Combining Nielsen’s worldwide strengths and measurement expertise with Telephia’s cutting edge research and measurement capabilities in the mobile content arena expands our capabilities in the vital, high-growth telecom and mobile media markets. Building on the compatible strengths of both companies enables us to provide more complete consumer insights to clients around the world.”
Sid Gorham, president and CEO of Telephia, said in a statement, With access to all the expertise, complementary products, and global resources of The Nielsen Company, Telephia will be able to better serve clients in the rapidly evolving telecom and mobile media markets.”
Rahul Prabhakar is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
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