Sifo Group secures European position in Internet measurements

9 Feb, 2000 08:41 CET

Sifo Group secures European position
in Internet measurements

Sifo Group is expanding its commitment in the area of Internet
measurements by becoming co-owner of MMXI Europe. At the same time, Sifo
Group is transferring its Nordic platform for measuring Internet use to
MMXI.

Media Metrix, a U.S.-based world leader in Internet measurement services,
is listed on the Nasdaq exchange in New York. Its RelevantKnowledge
measurement method provides a range of demographic data on a web site's
visitors. This information is important to both the owner of the site and
advertisers.

Through its Sifo Research & Consulting Division, Sifo Group launched the
method in Sweden and since 1997 has held the license for RelevantKnowledge
in the Nordic region with an option to develop it in Russia, Poland and
the Baltic States. In parallel, Sifo has developed NETcheck, a system for
measuring the number of visits to a specific web site.

As part of the transaction, Sifo is transferring its shares in the
subsidiary
Sifo Interactive Media, with the RelevantKnowledge license and NETcheck,
to
MMXI. The company's organization will serve as the base for the further
launch of MMXI Europe in the Nordic region. Sifo Interactive Media had
revenue of approximately SEK 12 million during 1999, with a scheduled loss
of approxi-mately SEK -12 million during the same period.

The transaction expands Sifo Group's commitment in Internet measurements.
Sifo Group will hold an 8-percent interest in MMXI Europe, whose other co-
owners are Media Metrix of the U.S. and the two multinational market
research firms IPSOS of France and Germany's GfK. Sifo Group is also
receiving
52,000 shares in Media Metrix and SEK 43 million in cash as payment for
its subsidiary. The transaction provides Sifo Group with a capital gain of
SEK 46 million. Sifo Group is also taking a position on the Board of
MMXI Europe.

"Among large multinational customers, there is a growing demand for
Internet measurements that are international in scope," says Robert
Kessiakoff, Head of the Sifo Research & Consulting Division. "This
transaction gives us a European position in the market for measuring
Internet habits as well as a very attractive global partner when we sell
our own services in the Nordic region."

"The transaction with Sifo Group is an element in our strategy to ally
ourselves with the leading market research firms in the markets where we
operate," says Tod Johnson, Chairman of Media Metrix. "The countries
Media Metrix today is active in account for over 70 percent of worldwide
Internet users, representing over 80 percent of worldwide usage. In
addition to Sweden, our services cover the U.S., the UK, Germany, France,
Canada, Japan and Australia."

Facts about Sifo Group

Sifo Group, which is listed on the OM Stockholm Exchange's O-list, has
three divisions: Observer Media Intelligence, which works with media
monitoring and market intelligence; Sifo Research & Consulting, which
conducts surveys and related consulting operations, and SMG Consulting,
which is active in management and strategic consulting. On a moving 12-
month basis Sifo Group has revenue of approximately SEK 1,350 million and
employs around 1,700 people. Operations are carried out in Sweden, Norway,
Denmark, Finland, the Baltic States, Germany and the UK.

The Sifo Research & Consulting division, with 350 employees, is the market
leader in Sweden and a major player in Scandinavia in the area of surveys
and consulting services. Sifo Research & Consulting conducts its

operations through the business areas Management of Intangible Assets,
Brand Management, RISC Nordic, Media, and Opinions & Society.

For further information, please contact:

Robert Lundberg, Chief Executive Officer of Sifo Group AB,
phone +46-8-625 15 43, e-mail  

Robert Kessiakoff, Head of the Sifo Research & Consulting Division,
phone +46-8-701 69 90, e-mail  

Per Blixt, Chief Communications Officer of Sifo Group AB,
phone +46-70-549 28 08, e-mail  

This press release is also accessible online at http://www.sifogroup.com