(By Diwaskar Chettri & Preethi J) Updated below Informate Mobile Intelligence, a division of Mumbai-based Cross-Tab, a market research and analytics firm, has brought out a report on mobile consumers. "We have to meter the third screen," Kedar Sohoni, President, Informate Mobile Intelligence, told Medianama at the the launch of Informate Mobile Metrics Report. The other screens being - Television and PCs (Internet). While the former has an industry accepted standard called Targeted Rating Point or TRPs for channels, the online medium has been afflicted with a number of audience research agencies that offer differing numbers, causing ambiguity and confusion. The Methodology IMI uses a metering software called Smart Meter that is voluntarily downloaded onto handsets, which records all activities on the device and transmits the logs to Informate's servers daily via GPRS. At present the company stated that 2500 people in India, 1600 people in the US and 500 people in China have registered with it. In India, the company tied up with Vodafone Essar to conduct the survey and is in talks with other operators for future surveys. Informate offers these incentives to users who participate in the survey: Security feature for phones, such as tracking in case of theft, Itemised billing for prepaid users: an interface will let the user know how much she is spending A token recharge every month Informate combines usage data with demographic and attitudinal survey information (such as brand awareness, purchase intention, brand satisfaction and preference scores) using its Informate Quest product to…
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