Today's issue of the New York Times includes a report that Nielsen--known for its television ratings--is jumping into the mobile subscriber analysis arena. They've done so by acquiring Telephia, a private San Francisco firm.

The Times explains that "Telephia has become one of the most respected sources of data about cellphone use — tracking consumers’ phone calling, mobile Web surfing, video viewing and just about everything else."

So why does Nielsen feel the time is right?

Cellphones are quickly becoming a top priority among media executives who think that consumers will soon watch more of their television, read more of their news and interact with magazines using their phones. Cellphone carriers are promoting their video content offerings, often in partnership with media companies, and this week Apple will introduce its long-anticipated iPhone, which will be focused as much on media consumption as it will be on phone calls.

“I’m sure it will have an effect on the consumer market because the designs that Apple introduces and the functionality always seems to be replicated by other consumer technology companies,” said George Kliavkoff, the chief digital officer of NBC Universal.

Read the entire article @ The New York Times' Website (via Textually)