LONDON, September 2 /PRNewswire/ --     The GSMA, the body that represents the worldwide mobile
communications industry, today announced that it has formally selected
comScore to be its measurement partner for the GSMA's Mobile Media Metrics
(MMM) commercial implementation in the UK.

The GSMA, comScore and the five UK operators (Vodafone,
Orange, O2, 3 and T-Mobile) have now reached a formal agreement to launch the
GSMA MMM services in the UK following the results of the feasibility study
announced at Mobile World Congress in February this year. Initial data will
be available in the fourth quarter of 2009 with full commercial launch early
in 2010. This joint action by the UK operators will create a unique market
research tool that will drive the growth of mobile media to the benefit of
consumers, mobile service developers and the broader media industries.

"comScore has been a dedicated and effective partner in
developing a technical solution for MMM that both meets the measurement needs
of the media industry and fully respects the privacy of consumers," said
Henry Stevens, Director Media and Entertainment, GSMA. "comScore has combined
mobile-specific expertise with its established strength in online media
measurement and we are very pleased to continue this successful relationship.
Together we will show how, in a challenging economic environment, mobile is
and will be a major driver of growth for the advertising and media
industries."

Results of the MMM feasibility study, which were announced at
the GSMA's Mobile World Congress in Barcelona this year, were based on a
sample of irreversibly anonymised, aggregated data from UK mobile operators.
The feasibility study aimed to develop the process for measurement and
demonstrate the level of analysis that the MMM solution will deliver for all
mobile browsing activity. The GSMA will be working with ABC Electronic to
deliver independent verification of MMM to industry agreed standards.

About the GSMA

The GSMA represents the interests of the worldwide mobile
communications industry. Spanning 219 countries, the GSMA unites nearly 800
of the world's mobile operators, as well as more than 200 companies in the
broader mobile ecosystem, including handset makers, software companies,
equipment providers, Internet companies, and media and entertainment
organisations. The GSMA is focused on innovating, incubating and creating new
opportunities for its membership, all with the end goal of driving the growth
of the mobile communications industry.

For more information, please visit: http://www.gsmworld.com

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring
the digital world and preferred source of digital marketing intelligence.

For more information, please visit http://www.comscore.com/companyinfo.