Nielsen to acquire mobile research firm Telephia

MUMBAI: US media research firm Nielsen has announced an agreement to acquire San Francisco-based Telephia, which provides syndicated consumer research to the telecom and mobile media markets.

This transaction will accelerate Nielsen‘s strategy of providing clients worldwide with the most accurate measurement and analysis of consumer behaviour and media use across all platforms.


Telephia serves over 100 clients in the US, Canada and Europe from all sectors of the telecom and mobile media markets, including mobile operators, device manufacturers, retailers, infrastructure vendors, investment analysts and content providers. The company provides independent, technology-based measurements of consumer behavior, product quality, and consumer attitudes, and is the mobile industry‘s standard for subscriber market share, network quality, consumer satisfaction, and mobile media consumption.

This acquisition provides Nielsen with an entry into measurement services for the estimated $350 billion mobile sector, where telecom and media are quickly converging. Telephia expands Nielsen‘s ability to measure the rapidly expanding mobile content delivery industry, where today there are more than 232 million wireless subscribers in the U.S.

Through its Anytime Anywhere Media Measurement (A2/M2) Nielsen is committed to measuring consumer use of video and online activity on any platform on which consumers can access that content. Nielsen also recently announced that its Nielsen Wireless service will begin measuring how many people use content services such as mobile Internet and mobile video and what impact this has on established media behaviour.

Telephia‘s patented technology, industry expertise and analytic strengths will enhance and accelerate Nielsen‘s activities in these areas. At the same time, Nielsen expects to invest in and grow Telephia‘s core measurement products while creating opportunities to expand these businesses into media measurement.

Nielsen executive VP Susan D. Whiting said, "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.

"Telephia‘s strong management team has built a company with a powerful base of clients, leading measurement technology and sought after research that complements our own. This is a strategic, high growth opportunity that enhances Nielsen‘s existing capabilities, strengthens our business and delivers even more of the intelligence our global customers need to succeed."

Telephia president and CEO Sid Gorham says, "The Telephia team is very excited to be joining The Nielsen Company. 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."


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