M:Metrics software tracks behavior

M:Metrics launched a meter-based software program that operates in the background of handsets as it compile wireless subscribers usage and behavior data to its clients. MeterDirect has been live as a beta service since December and is being launched as a commercial service.
One of the most promising aspects of the data-collection service is the potential to deliver metrics in mobile television. The first iteration of the software will focus on messaging and mobile browser activity, but by the end of year, the software will be able to determine what channels people are watching, when and how often, said Mark Donovan, senior vice president at M:Metrics. With virtually everyone in the mobile TV industry “hankering for deeper metrics” there is sure to be plenty of interest in the new product, he said.
MeterDirect is currently operating on at least 1,100 smart phones, which automatically sends usage details back to M:Metrics at the close of each day.
“We’re really seeing our data being put to use in the market,” Donovan said.