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« Observe the signs of the Tsunami: Now New York Times talks of Mobile Blogging | Main | Its on the Agendaaaaaaaaaaaaahhhhhhhhhhhhh »

June 08, 2007

The iPhone effect to media: Now Nielsen coming to measure mobile

Yes we see the "bi" and "ai" effect - before iPhone and after iPhone. Now iPhone hype is growing everywhere, Business Week and Economist write about its impact, the Economist already echoing our theme that its going to usher a new Era like the Macintosh to the PC world and the iPod to portable music players before it.

Meanwhile various media companies are starting to wake up to mobile in America. Yesterday spotted on CNN that Nielsen Ratings will start to monitor mobile user data. This to me is ironic, in that Nielsen is famous for measuring the TV viewerships by sampling data (a small sample of Nielsen families determine what is popular on TV) - while mobile is the first mass media where audiences are measured near-perfectly. AMF Ventures recently measured the effective accuracy of audience measurement, finding that TV audience data is captured only at about 1% accuracy. On the internet, audience measurements (using cookies, e-mail addresses, etc) are at a 10% accuracy level. But on mobile today, accuracy is at 90%.

We don't need Nielsen in mobile, ha-ha, we need the mobile CRM and user data measurements to be brought to broadband internet, digital TV and beyond, ha-ha... Its totally the other way. Innovative customer analytics companies specializing in mobile, like Finnish based Xtract (who discovered the Alpha User concept we write about in our book) are indeed today talking to all kinds of IT and media audiences once their solutions are already in use by dozens of mobile operators. If you can effectively handle the immense mountain of mobile telecoms network customer data, then any media audience is a piece of cake...

But yes, this move by Nielsen is a clear sign of the iPhone effect. Now, media companies in America are starting to wake up. And that is a good sign.

I also want to be clear. I don't think we have perfect knowledge of mobile customers (yet) so yes, it is a good thing Nielsen Ratings are going to start to measure mobile as well. Welcome to the industry. But I do find it ironic that they would come to this industry. Its a bit like a lion tamer coming to tame our well-behaved dog. No doubt he can train dangerous man-eating animals, but in this case the animal is already pretty tame to begin with..

Posted by at 07:51 AM in 7th Mass Media, Advertising, iPhone, Statistics, Television |

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    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Helsinki but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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