| m.Net Corporation to track mobile lifestyles for AIMIA study |
| Monday, 17 September 2007 | |
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Mobile services company m.Net Corporation has been appointed by the Australian Interactive Media Industry Association (AIMIA) to track the changing habits of Australian mobile phone users. m.Net will work with AIMIA and Ideal Interface for the fourth year to conduct the Australian Mobile Phone Lifestyle Index across the nation. Lead researcher Dr Marisa Maio Mackay, m.Net’s Director of Research, said that this year’s study would be even more valuable because trends could be identified based on the benchmarks set in three previous surveys."This is the only recognised independent longitudinal study of mobile phone behaviour in Australia," Dr Maio Mackay said. "Without pre-empting the study, we expect to reveal some important trends that can be used by mobile marketers and content developers to develop their strategies and forecasts. "Are people going beyond voice and text to use more multimedia applications? What type of content and information are they accessing from their phones? How is mobile phone usage changing over time? These are the sorts of questions the industry asks."AIMIA CEO John Butterworth welcomed m.Net as an industry partner and sponsor. "We have entrusted m.Net with this project because they have more independent research experience than any other Australian company in the field of mobile user behaviour," Mr Butterworth said. "The last Mobile Lifestyle Index has been extremely popular because it provides our members with valuable insights into the background, usage behaviour and preferences of Australian mobile phone users." m.Net Chief Marketing Officer Scott Johnson said that all companies either involved in or considering entering the market for mobile content and services needed independent data. "Historically the telcos themselves have owned their customers and kept information close to their chests," Mr Johnson said. "AIMIA is the peak industry body in the area of digital content and is to be commended for commissioning a study that will be freely available to its members." About the Australian Mobile Phone Lifestyle Index: Introduced in 2005, the Australian Mobile Phone Lifestyle Index (AMPLI) report is the only Australia-wide public survey of the local mobile phone and mobile content industry. The study is available to AIMIA members and partners of m.Net. This research is designed to better inform mobile application developers, content aggregators, content owners, mobile telecommunication companies, handset manufacturers, analysts and other industry partners about the current Australian mobile content market.
About AIMIA: AIMIA is the peak body representing the Interactive Media and Digital Content industry. Founded in 1992, AIMIA promotes growth and success in the Australian interactive media industry and its services include acting as a lobby group, providing industry news, hosting professional functions, and organising its annual Interactive Media Awards. AIMIA members are drawn from the broad spectrum of the Australian IT industry, including producers and developers of digital content and applications for interactive platforms such as broadband and narrowband internet services, interactive television, wireless, CD/DVD media and games consoles. AIMIA also delivers export assistance to members through the TradeStart program in partnership with Austrade.
About m.Net Corporation: m.Net Corporation is Australia's leading provider of managed advertising , content and development services over mobile networks for major media organisations and telecommunications carriers and their advertising clients. m.Net’s proprietary mobile marketing platform enables clients to exploit mobile opportunities either directly or via fully managed solutions. Its world-class research team offers deep insights into mobile consumer behaviour and drives outstanding results for clients’ mobile initiatives. The company provides services for competitions and advertising promotions to properties such as 7’s Dancing with the Stars and It Takes Two, as well as providing infrastructure, content and market research for Telstra’s Caller Tones ringback-tone service. m.Net Corporation was established in 2001 by a large consortium consisting of multinational, national and local companies, the three SA universities and the Adelaide City Council. m.Net is an independent company with a diverse range of shareholders including Yahoo!7, Alcatel Australia, Austereo and Telstra Corporation. |