Telephia teams with comScore to enhance knowledge of wireless user Web behavior

Through a relationship with comScore Networks Inc., San Francisco, CA-based Telephia, Inc has added another tool to its information arsenal. Under a 10-year exclusive agreement, the two companies will work together to recruit participants who opt-in to allow their wireless Web and PC behavior to be confidentially monitored. The idea is to see not only what sites people are visiting but also what they are doing on those sites—the transactional information.

As comScore develops a panel of participants willing to have their Internet activity monitored, it will ask them whether they use a wireless data device. Is so, it will then ask for permission to monitor their activities on the Wireless Web. The resulting data will be provided to the wireless industry, enabling it to better attract, serve, and retain customers.

According to Goldman Sachs, within the next five to 10 years, more than 50% of all Web access will be delivered through a wireless device. With this agreement, Telephia can help drive this growth with comprehensive and integrated information on wireless Web users.

"The combination of Telephia's wireless measurement capabilities with comScore's 360-degree view gives Internet and wireless companies a picture of consumer behavior on the Internet regardless of whether it happened using a wired or wireless connection," said comScore president and CEO Magid Abraham. "Together with Telephia, we are positioned to capture customer knowledge on the emerging and hugely important wireless Web. This unique capability enables our joint clients to leverage the best way to reach the customer in a channel-neutral fashion and get immediate feedback to optimize their cross channel initiatives."

The plan is for the first products out of the relationship to be offered on a trial basis later this year, providing hard data on wireless subscriber interactions with specific wireless and wireline Web sites. They will provide customers with the ability to make comparisons across wireless service providers, devices, markets, and demographic groups. This approach will provide the flexibility to benchmark the penetration and conversion rates of the sites of its wireless industry clients as well as their competitors, adding a necessary understanding of user activity.

Edited by Ellen Jensen
Managing Editor, Wireless Networks Online