Using the M-o-M app, marketers and brands can unobtrusively capture real mobile phone behavior, as opposed to claimed behavior in surveys, thus giving marketers valuable data that could help them monetise their content and applications better.

"Our new app will allow marketers great insights on smartphone usage data. Traditional methodology has a few drawbacks and is time-consuming. However, this method of collection ensures accurate usage data, which can be used in many ways such as segmenting the smartphone user, media planning, etc. This will help marketers to track performance of their own apps, develop specific content and building new revenue models based on consumer's online activities," said Gagan Bhalla, CEO of AMRB.