• by David Goetzl , August 13, 2007

Nielsen has acquired Telephia, a research firm with expertise in the mobile space, that will be combined with its own wireless measurement unit.

The acquisition is a move to help solidify Nielsen's presence in the area, particularly as consumer consumption of mobile video is poised for a growth spurt.

The new merged operation will continue to be called Telephia and headed by its CEO, Sid Gorham. Nielsen had recently launched Nielsen Wireless, which measures mobile Internet and video use. "Telephia's cutting-edge mobile content research and measurement complement our existing activities and expand our capabilities in the rapidly evolving telecom and mobile media markets," said Nielsen executive vice president Susan Whiting.

Gorham will report to Whiting, who called the move "a high-growth opportunity."

Telephia gauges subscriber market share for the mobile industry and provides research into media consumption and consumer satisfaction; it counts content providers and mobile operators among its clients.

Gorham said Telephia wants to build on "the expertise and global resources of our combined organization."