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BizReport : Mobile Marketing : February 18, 2009

Mobile metrics developed by GSM Association

Want to enter the mobile marketplace but want a better handle on metrics? New metrics from the GSM Association could help. The group has created new metrics for the measurement of how mobile consumers browse the mobile web.

by Kristina Knight

The new metrics are intended to help marketers better understand mobile consumers in the hopes that more marketers will join the mobile marketplace.

The GSM represents more than 700 mobile operators which will be a help in creating a metrics system the covers all of the different carriers. That, combined with the privacy concerns that have hounded mobile marketing should be a good start in clearing up the mobile space. The new metrics will work with carriers Vodafone, T-Mobile, Telefonica, Orange and 3.

According to a recent Informa report the mobile marketplace will grow to about $1 trillion by 2013 with more than 5 billion subscribers logging on. This huge growth span, which will be focused on Latin America, Eastern Europe and the Asian markets, is one reason so many marketers are clamoring for better rankings. Marketers want to capitalize on the strong growth but without metrics to back up the ad formats many are reluctant to jump in.

Tags: GSM Association, mobile marketing, mobile metrics

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