30 April 2010

MEF Welcomes New Proposals from UK Regulator & Champions Regulatory Insight for Membership

MEF has announced industry briefings and the launch of a global regulatory database as PhonepayPlus (PpP), the independent UK regulator for premium rate services, issues its most important Code consultation yet.

One of the most significant proposals in the consultation is the distribution of regulatory responsibility along the value chain, including content businesses that market directly to consumers. To date, PpP has only been able to pursue the aggregator which typically does not promote or control the content sold to the consumer, rather than targeting companies directly responsible for causing consumer harm.

In order to ensure this new approach works in practice, there is a proposed mandatory registration scheme for all parties in the premium rate value chain. This registration scheme has clear advantages: PhonepayPlus will link its adjudications to businesses and their directors, so that companies can carry out due diligence on their partners and, as a result, rogue providers should find it very hard to operate in the UK premium rate industry.

Suhail Bhat, MEF’s Policy & Initiatives Director, commented: “We welcome the fresh approach taken by PhonepayPlus with a focus on future proofing and a recognition that the mobile industry is constantly evolving. However there remain unanswered questions such as the definition of a premium rate service. In a world where content and services can be accessed and purchased on multiple devices, convergence is an increasingly disruptive force on legal definitions. We will be seeking clarity on the criteria determining which services will fall under the remit of PpP and its Code.”

The consultation closes on 8 July and MEF is hosting two events to gain maximum industry input and feedback for the regulators. See below for further details and how to register.

Rimma Perelmuter, MEF Executive Director, added: “Codes of practice for the mobile media industry vary hugely from country to country. To assist our members navigate the complexities of global regulation and the numerous Codes that impact their business strategies and bottom line, MEF has launched a Regulatory Information Service Centre (RISC). RISC includes the latest on the UK situation and currently covers 24 other countries. This online archive will provide a one-stop solution for information on the regulations applicable at a local, regional and international level, including access to MEF guidance documents; links to third-party sources for further reading; as well as relevant regulatory contact details.”

For more details on RISC, please go to: http://www.m-e-f.org/policy_regulation/risc/

6th May 2010: Webinar on the proposed registration scheme
Simon Bates, Director of Standards and Communications at PpP, will explain the objectives, principles, governance and cost of the Registration Scheme
http://www.m-e-f.org/policy_regulation/phonepayplus/webinar_ppp_registration_scheme/#c2574

19th May 2010: Live workshop on the PpP Code consultation hosted by Denton Wilde Sapte
http://www.m-e-f.org/policy_regulation/phonepayplus/live_workshop_ppp_new_code_consultation/
On hand to explain the proposals will be Bradley Brady, Director of Strategy & Stakeholder Relations at PpP, with Mark Collins, PhonepayPlus Policy Advisor.

26 April 2010

MEF Executive Questionnaire #11: Oliver Wimmeroth, The Venista Group

MEF continues to seek new ways to profile its members and promote the thought-leadership of the senior executives within these companies. We are pleased to launch the MEF Executive Questionnaire to reveal the real people behind the industry in an informal and entertaining manner.

This will be a regular feature of the MEF blog, so make sure you subscribe via email or RSS. If you are a senior executive from one of our member companies and would like to be featured then please contact MEF Marketing Director, Stephen Jenkins.

The eleventh in the series is from Oliver Wimmeroth, Managing Director of The Venista Group.



1. Please describe briefly your main company activities and your role within that organisation
A fast-moving global player focusing on growth, success and ease of use, Venista is an international company promoting mobile entertainment services. It was founded in 2004 and started operating in the United Kingdom and Spain. Today, it operates in a total of 22 markets and counting.

2. Without necessarily revealing any confidential information, please outline the principal business models your company uses
Venista offers a variety of content services (video downloads, ringtone, music, competition, quiz).

3. What has been your company’s greatest achievement to-date?
Profitable growth since its first year of operation and independence from any third party.

4. What is your company currently working on that is going to move the industry forward?
Drive the effort to promote mobile entertainment services in a growing number of international markets, setting a standard of commercial success paired with customer satisfaction and compliance.

5. What is exciting you most in 2010 (either personally or professionally)?
Our company’s expansion with new operations being set up in a variety of places such as Southeast Asia, Latin America and India.

6. What is the most important piece of technology in your life?
My Noise-Cancelling Headphones

7. What mobile device(s) do you use?
Apple iPhone

8. What’s your favourite application?
Angry Birds

9. What’s your ringtone?
iPhone Strum

10. Which mobile industry blogs do you regularly read and why?
11. What is the biggest mobile content issue that is likely to affect the industry within the next 12 months?
Inventing mobile services with a high value for the client – especially sustainable subscription services

12. Which other MEF member organisation do you most admire?
Playboy Media – because they simply get the best writers.

19 April 2010

MEF Executive Questionnaire #10: Claire Boonstra, co-founder of Layar

MEF continues to seek new ways to profile its members and promote the thought-leadership of the senior executives within these companies. We are pleased to launch the MEF Executive Questionnaire to reveal the real people behind the industry in an informal and entertaining manner.

This will be a regular feature of the MEF blog, so make sure you subscribe via email or RSS. If you are a senior executive from one of our member companies and would like to be featured then please contact MEF Marketing Director, Stephen Jenkins.

The tenth in the series is from Claire Boonstra, co-founder of Layar.
1. Please describe briefly your main company activities and your role within that organisation
Layar is an open Augmented Reality (AR) platform and browser on which every company can create their own AR experiences. Digital information, like houses for sale, 3D models of ancient constructions or games (all called 'layers') are displayed on top of reality via the camera of the mobile phone. Nearly 500 layers are already live, 2000 layers in development and already 3000 companies and organizations worldwide are creating layers; 1.3 million people have already installed and used the browser (numbers per April 1st 2010). The Layar Reality browser is available for all Android phones, the iPhone 3GS and soon also on Symbian devices and other mobile platforms equipped with a GPS and compass. I am one of the co-founders and VP Content and Community.

2. Without necessarily revealing any confidential information, please outline the principal business models your company uses
Layar is now focused on building distribution through handset manufacturers like LG and Samsung and mobile carriers which is different per country. By the end of 2010 Layar will run on tens of millions of mobile phones. As of April 2010, we start offering paid layers. This means that publishers and game developers or any one who has valueable content and wants to monetize it via Layar, can do so. This is next to the already existing free layers. Also we have the Pay for Prominence program with which publishers can ensure to get the attention of the users resulting in traffic.

3. What has been your company’s greatest achievement to-date?
We started the company 10 months ago, on June 16th 2009, with 3 founders and a developer. We have seen tremendous growth, leading to VC funding of 2,5 million euro, 32 employees and 3000 companies worldwide who are using Layar, making money and turning into an industry itself. Layar gets a lot of attention from the international press; ranging from CNN, Business Week, the New York Times to Fast Company and Wired Magazine. Both on and offline. We are extremely proud of the prestigious awards we've won so far, including the MEF award for 'best startup in mobile entertainment'.

We consider our biggest achievement the distribution deals we have closed. Samsung pre-installs Layar globally on tens of millions of devices and advertises Layar on TV and in other media. Verizon and Sprint in the USA show off their devices with Layar on it and advertise as well. This brings Augmented Reality directly to the masses and enables brands and agencies to reach their users and customers.

4. What is your company currently working on that is going to move the industry forward?
Our mission is to provide people a 360 degree vision of their context, resulting in discovery, serendipity and fun experiences. Layar is bridging the gap between the online (internet) and offline world (your reality) - by showing you things you normally can't see. With Layar you can see how for example Rome used to look like 2000 years ago, or see a future builing in 3D displayed on top of its construction site. Our open platform is accessible to everybody with great content or ideas. For free.

5. What is exciting you most in 2010 (either personally or professionally)?
2010 is the year when Augmented Reality becomes mainstream. After over 40 years of development in R&D labs, today's mobile phones make it possible for everybody to experience AR. What's exciting me most, personally, is that we as a Layar team have the tools in our hands to help open this new medium. We are only at the very first stages of its development, but it is going to be big. Huge.

6. What is the most important piece of technology in your life?
My mobile phone. By far. I get extremely nervous when my phone is too far away from me - or when I'm not sure if I actually took it with me. Taking a look at 'what's new' through my mobile phone is the last thing I do before I go to sleep and the first thing I do when I wake up - that is, after having kissed my Love goodnight or goodmorning.

7. What mobile device(s) do you use?
I currently use a Motorola Milestone (Droid), awaiting the Nexus One and Samsung Galaxy S. Often also use an iPhone 3GS.

8. What’s your favourite application?
Apps or mobile sites I use most are Gmail, Twitdroid (twitter client), several news sites, a Sudoku game and Layar. Most fun app is on the iPhone: "Talking Carl". A cartoon Robot who repeats everything you say in a high pitched Robot voice. Fun and laughter guaranteed and a great showoff...

9. What’s your ringtone?
I have no idea - but I usually put my ringtone on low volume or silent or 'vibrate' only. I'm more and more using 'a-synchronous' communication: when I decide it's a good moment to talk. I love Skype or other VOIP systems for that - you can first see if someones available/ check if it's a good moment to talk. And then talk. Or I chat/ message/ tweet.

10. Which mobile industry blogs do you regularly read and why?
My regular round of industry blogs includes Techmeme, Techcrunch, ReadWriteWeb, Gizmodo, Fastcompany, Springwise, etc - for the general stuff. In mobile space there are a good amount of Dutch blogs, including iPhoneclub.nl and Mobilecowboys.nl. And I read a lot of Augmented Reality blogs: GamesAlfresco, UgoTrade, AugmentedPlanet. But most of all, I use Twitter to be updated. I have standard searches on 'Layar' and 'Augmented Reality' which I check multiple times a day; including my own @ replies and those of colleagues and friends.

11. What is the biggest mobile content issue that is likely to affect the industry within the next 12 months?
Most organizations going Mobile have Web experience and will have to start to understand this new medium, which has completely different characteristics from web and TV. On mobile, 'viewing time' and 'amount of clicks' is not always a success indicator. Mobile is also about 'helping people out quickly', 'snacking' and 'waiting softeners'. Mobile usage is short yet intense. And yes, mobile is a 'personal' medium but this doesn't mean that it is always effective to target 'personally'. I am for example a businesswoman, a young mother, skifreak and a dancer. But please do NOT address me in my 'young mother role' when I'm in a business context! And 'location': are you close to the Wembley stadium because you're going to see a football match, a rock concert, just passing by in daily commuting traffic or on a nice stroll around the neighbourhood? Most 'mobile' usage is by the way simply at home...

In mobile, it is all about context: where are you, with whom, in what atmosphere, for which occasion. All requiring completely different (mobile) services or entertainment. Many mobile content developers still have to get used to this. But we will all learn...

12. Which other MEF member organisation do you most admire?
I recently found out that another Dutch young company recently joined the MEF: Distimo. They started their company not long before ours - and we've known the founders already from their past jobs. These guys are only in their 20's but have founded a very solid company, addressing the huge demand in reliable mobile usage data. I expect them to become the "Gartner or Forrester of mobile".

12 April 2010

MEF announces inaugural LATAM Board

Mobile Entertainment Forum (MEF), the global trade body of the mobile media and entertainment industry, announced today the election results for its inaugural LATAM Board.

MEF’s LATAM Chapter was launched in November 2009 to accelerate the growth of mobile media & entertainment across the region by creating dialogue between the industry and regulators, as well as driving initiatives that promote best practice and sustainable business solutions. The newly elected board was elected to a two year term and consists of industry leaders across Latin America with expertise spanning the mobile, media, entertainment and services industries.

Ron Czerny, CEO of Playphone and Chairman of MEF LATAM, said: “I am delighted to be voted Chairman of MEF LATAM and welcome our very experienced board of directors, a group which represent the interests of the entire mobile entertainment value chain. We will be building upon MEF’s expertise in fostering collaboration between the industry and regulators to promote sustainable business models and ensure that regulation is proportional to protect and grow members’ revenues and safeguard consumers.”

Jorge Partidas, CEO of WAU Móvil and MEF LATAM Vice-Chair, added: “I look forward to working with the new Board to drive MEF initiatives which accelerate the uptake of innovative business models across the region whilst tapping into the unique opportunities of these vibrant markets.”

Rimma Perelmuter, MEF Executive Director, commented: “LATAM is a key growth area for MEF and its members, with our latest Business Confidence Index indicating that Latin America’s share of the mobile entertainment market grew from 2% in December 2008 to 7% in December 2009. I have every confidence that the LATAM board will further accelerate growth and drive value for MEF LATAM’s members by creating new market entry opportunities, promoting sustainable business models to the market and tackling the challenges facing the industry across the region.”

MEF LATAM was launched with the support of 41 founding member companies: 2ergo, Abril, Acotel, Admin Ltd, Binbit, Blinck, Boltcel, Buongiorno, CFLA, Cleartech, Comfone, ComperaNtime, cVidya, Dada, Flycell, Getjar, Huawei, i-Free Brasil, Impact Mobile, KPMG, Mobile Intelligence, Mobint, NeoMobile, Nokia, Omnifone, PlayPhone, PureBros, RIM, Samsung, Silverstreet, Sony Music, Sony Pictures, SPB Software, Spring Wireless, Telefonica, TIM, TIMw.e., VIVO , Wau, Zed and Zero9 Brazil.

MEF LATAM Board 2010:
  • Chairman: Ron Czerny - Founder & CEO, Playphone
  • Vice-Chair: Jorge Partidas – Co-Founder & CEO, WAU Móvil

MEF LATAM Board Directors:
  • Rafaela Furtado – Mobile Business Manager, Abril Digital
  • Ana Paula Lima – Sales Director VAS, Spring Wireless
  • Jose Mannis – Founder & General Manager, MOBINT
  • Eric Nice – CEO, Arvato
  • Paulo Pessoa – General Manager, TIM w.e
  • Luca Ruju – General Manager, Zero9 Brazil
  • Filippo Satolli – Regional Mobile Director LATAM BU Dada.net, Dada SpA
  • Seth Schachner – Vice President, Digital Business, Latin Region, Sony Music Entertainment
  • Pieter van Dijk – Partner, Advisory, Performance & Technology, KPMG
  • Roberto Vila Nova - Strategy & Business Development, Director, Nokia
Filipe Roup Rosa is MEF LATAM General Manager.

MEF Executive Questionnaire #9: James Parton, Head of O2 Litmus at O2 Telefonica

MEF continues to seek new ways to profile its members and promote the thought-leadership of the senior executives within these companies. We are pleased to launch the MEF Executive Questionnaire to reveal the real people behind the industry in an informal and entertaining manner.

This will be a regular feature of the MEF blog, so make sure you subscribe via email or RSS. If you are a senior executive from one of our member companies and would like to be featured then please contact MEF Marketing Director, Stephen Jenkins.

The ninth in the series is from James Parton, Head of O2 Litmus at O2 Telefonica.


1. Please describe briefly your main company activities and your role within that organisation
Telefonica is a global Mobile and Fixed Line Operator. I run Telefonica’s Developer marketing activities

2. Without necessarily revealing any confidential information, please outline the principal business models your company uses
We come up with services that people are willing to part with their hard earned money for. Communications being our heritage, but we are venturing into new areas, for example with O2 Money.

3. What has been your company’s greatest achievement to-date?
At a macro level, a really smart acquisition strategy. Examples being the acquisition of O2, and more recently recognising the need for innovation by acquiring JaJah. At a local UK micro level, refocusing the company to be marketing led, starting with a total obsession on customer experience and customer satisfaction.

4. What is your company currently working on that is going to move the industry forward?
There are some really innovative propositions in development across the company, however it’s not just about new technology, there is an equal focus on providing a consistently outstanding experience from our network and our customer service – the basics that too many companies lose sight of.

5. What is exciting you most in 2010 (either personally or professionally)?
Professionally, that a company with the scale of Telefonica has recognised the potential value in the 3rd party developer market, and is making the necessary investment to capitalise on this opportunity during 2010. I’m very excited at running the global marketing team responsible for bringing this to life.

Personally, nothing as I turn 40 this year so I don’t want to think about it!

6. What is the most important piece of technology in your life?
I’m a total gadget freak, so that is like asking me to pick my favourite child! To avoid upsetting one of them I’ll pick connectivity, because I live online and if I’m not plugged into the net I feel lost!

7. What mobile device(s) do you use?
I swap a lot, but at the moment I’m using a Palm Pre and a Blackberry Bold

8. What’s your favourite application?
Again hard to pick one, but I couldn’t live without Napster To Go as I’m a music obsessive. If that doesn’t quite meet the “app” criteria, then Tweed, Evernote, foursquare, Sky Sports Football Centre are all up there...

9. What’s your ringtone?
Neverland (A Fragment) by The Sisters of Mercy

10. Which mobile industry blogs do you regularly read and why?
Alan Quayle, Telco 2.0, Mashable, VisionMobile, Mobile Industry Review, Venture Beat. Why? So they all buy me a drink the next time they see me ;)

11. What is the biggest mobile content issue that is likely to affect the industry within the next?
Turning Apps from “dumb” to “smart” – read my personal ramblings for more info!

12. Which other MEF member organisation do you most admire?
You have a lot of great member companies, but Getjar leaps off the page – great product and great management team.

08 April 2010


Here, Remco van den Elzen, Co-founder at Distimo, a strategic MEF partner, discusses the launch of a new report on Emerging Markets:

It is our pleasure to announce the publication of our report on the Emerging Markets, available exclusively for MEF members. The report is published as part of the strategic partnership between Distimo and the Mobile Entertainment Forum.

Distimo is all about mobile app store content and analytics, and Mobile Entertainment Forum has a strong history of driving mobile content adoption. We believe this equates to a great strategic partnership for both organisations.

This report reveals new insights into the Apple App Stores of Jordan, Kuwait, Qatar, Saudi Arabia and the United Arab Emirates. The major findings are:

* The most popular applications are priced higher in the Emerging Markets than in the United States. Average prices have decreased in both regions however, since December 1, 2009.

* Applications in the Navigation and Medical categories are most expensive in the Emerging Markets, the same as they are in the United States. The average price of the most popular applications in the Finance, Medical, Navigation and Reference categories is higher however, in the Emerging Markets than in the United States due to a multitude of expensive applications that are only popular in the Emerging Markets.

* Games are more popular in the United States than in the Emerging Markets: 56% of the most popular applications in the United States are games, compared to only 29% in the Emerging Markets. The difference is even larger when it comes to revenue generation: 54% of the highest grossing applications in the United States are games compared to only 17% in the Emerging Markets.

* Instant messaging (IM) applications are among the most popular applications in the Emerging Markets of Saudi Arabia, Kuwait, Qatar and the United Arab Emirates. Examples include WhatsApp Messenger, Live Messenger and Easy IM Free.

The full report is available exclusively to all MEF members.

05 April 2010

MEF Executive Questionnaire #8: Caroline Paul, Marketing Manager at SpeedCast

MEF continues to seek new ways to profile its members and promote the thought-leadership of the senior executives within these companies. We are pleased to launch the MEF Executive Questionnaire to reveal the real people behind the industry in an informal and entertaining manner.

This will be a regular feature of the MEF blog, so make sure you subscribe via email or RSS. If you are a senior executive from one of our member companies and would like to be featured then please contact MEF Marketing Director, Stephen Jenkins.

The eighth in the series is from Caroline Paul, Marketing Manager at SpeedCast.

1. Please describe briefly your main company activities and your role within that organisation.
SpeedCast is a leading satellite telecommunications service provider that offers high-quality managed networks services in over 35 countries in Asia, Middle East and Africa. With 10 international points of presence and 7-teleport-operations, it boasts a unique infrastructure to serve corporate and carriers’ requirements. Operating over 10 VSAT platforms SpeedCast has developed a strong operations expertise and an efficient support organization, which are at the root of SpeedCast’s success. Leveraging the latest satellite technologies, SpeedCast has taken leadership positions in Asia in the provision of reliable and efficient network services to key industries like Cellular networks, Maritime, Banking or Oil & Gas. SpeedCast Ltd is also a pioneer in the delivery of digital media content and turnkey video platforms to Service Providers and Media Broadcasters, including 3G TV and DVB-H based Mobile TV platforms. Operating on many different satellites in both C-band and Ku-band, and partnering with Tier 1 carriers for its fiber requirements, SpeedCast Ltd and its 150 partners worldwide provide first-class services and 24/7 technical support.

2. Without necessarily revealing any confidential information, please outline the principal business models your company uses
  • Turnkey solution for Internet Services Providers (content licensing, platform, and service operations)
  • OPEX model to limit operators investment
  • Centralized platform shared between different customers
  • Leverage on our satellite experience to deliver content all over Middle East/Asia

3. What has been your company’s greatest achievement to-date?
Launching Mobile TV Services with 15+ mobile operators.

4. What is your company currently working on that is going to move the industry forward?
  • DVB-H platform deployed in partnership with Alcatel Lucent
  • Development of SpeedCast white label on device portal and rich media mobile TV service
  • Content aggregation (today SpeedCast has signed an agreement with 50+ channels (locals, internationals, and ethnics)
  • Launch a solution especially designed for smartphone ( iPhone, Android, Blackberry Windows mobile)
5. What is exciting you most in 2010 (either personally or professionally)?
  • 15 additional operators in Asia or Middle East
  • Allocation of DVB-H licenses
  • Integration of our different services together. (ODP, Mobile TV, Mobile Music…)

6. What is the most important piece of technology in your life?
Interface and ease to use as simplicity is key for service catch up and stickiness.

7. What mobile device(s) do you use?
iPhone and Nokia N95

8. What’s your favourite application?
Mobile TV, SMS, Facebook Mobile, mobile email, currency convertors

9. What’s your ringtone?
Built in

10. Which mobile industry blogs do you regularly read and why?
http://googlemobile.blogspot.com/
http://www.mobilephoneblog.org/
http://www.mobilebusinessbriefing.com/
http://www.mobileinnovation.org/

11. What is the biggest mobile content issue that is likely to affect the industry within the next 12 months?
Local regulations