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March 26, 2007

CTIA: Lots of people; lots of news

Posted by Tricia Duryee at 8:15 AM


TRICIA DURYEE


A CTIA billboard in Orlando: Gives new meaning to the saying that even my grandma can use it.

ORLANDO, Fla. -- I wrote a story today on what to expect this week at CTIA Wireless 2007, which kicks off Tueday and ends Thursday.

The event is expecting more than 40,000 people to pack the 400,000-square-foot convention center in here, and judging by the taxi line at midnight Sunday night/Monday morning, that sounds about right.

A little local news is happening today:

-- Seattle's RealNetworks announced that it will be providing a music service for Rogers Wireless and Helio.

-- thePlatform, another Seattle company and a unit of Comcast, is announcing that it will be managing Helio's portfolio of mobile video content. Helio's video providers will use thePlatform's technology to upload, schedule and manage video provided to their subscribers.

-- Seattle-based M:Metrics, a mobile research firm, announced the launch of MeterDirect, a service that measures mobile behavior by installing phone monitoring software among people who elect to participate in the panel.

I will have more on that announcement in tomorrow's story, but Andy Brown, the CEO of KMR Group, an advertising giant had this to say about in M:Metric's meter vs. survey techniques:

Direct media measurement is critical to programmers, media planners and advertisers as they come to rely on the mobile channel as a component of their traditional and new media campaigns. While surveys are a reliable way to measure a wide audience, direct behavioral measurement offers the most precise method of understanding the details of consumer use of mobile content. Integrating the mobile channel into our broad scale campaigns has been a guessing game to date without the reach, frequency and duration data that we rely on in other media. MeterDirect gets us there."

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Tricia Duryee
Tricia Duryee
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