... Arb Looks To Take PPM Multi-Platform Tomorrow
As Arbitron Buys Cellphone Tech Company
June 21, 2010 at 5:11 PM (PT)
ARBITRON held its monthly PPM conference call earlier TODAY (6/21) and the sampling data -- which again showed that the PPM was basically doing its job in meeting almost ever benchmark -- took a backseat to its announcement made hours earlier of its new 360 technology.
Chief Technology Officer TAYMOOR ARSHI reiterated many of the basic highlights of the 360 PPM, such as its ability to retrieve data anywhere at any time, , complete portability and arguably most important of all, the potential to link up to mobile platforms such as smartphones and netbooks.(see lead story above)
ARSHI did caution conference call listeners that such a transformation will be slow, nothing that ARBITRON needs to monitor any "changes in user behavior of the device. A multi-functional device has an influence on how people use it, especially when you're talking about smartphones and netbooks," he said. "We're going to do a lot more research to understand all these aspects before we get a solid plan in place -- but it's definitely on our radar screen."
Buying Into Multi-Platform
Not coincidentally, ARBITRON later in the day announced the acquisition of the technology portfolio, patents and trade name from INTEGRATED MEDIA MEASUREMENT, INC. (IMMI), now known as AUDIENCE MEASUREMENT TECHNOLOGIES, INC. The technologies acquired by ARBITRON include IMMI’s cellular phone-based technology, which is designed to capture consumer cross-platform media usage.