Jerry Rocha, Vice President of Mobile Media at The Nielsen Company and is a recognized expert in the area of consumer mobile applications and content having spent many years in the mobile industry. Jerry has held pivotal roles at Cingular/AT&T and content providers where he was responsible for the launch of several mobile services and spear headed mobile gaming and music. At The Nielsen Company he has been on the forefront of several major initiatives on the measurement of mobile video, Mobile Tweens/Teens and electronic measurement on devices. Jerry brings a unique perspective that comes from being on several different sides of mobile media development and now converged research to see the next steps digital media is taking. Prior to Nielsen Mobile Jerry has held positions in data products at Cingular Wireless, IBM and smaller startups. Jerry is a graduate of University of North Carolina and started out his professional career in the US Navy on board Ballistic Missile Submarines.