Season's Greetings from everyone at MEF!

Distimo report highlights growth of in-app billing

Distimo, the leading mobile app analytics company, has today released its reports examining the movers and shakers for the year in each of the major mobile app stores across several territories. The reports contain a huge amount of data from the whole year covering Apple's App stores for the iPhone and iPad, Android marketplace, BlackBerry's App World, Windows Phone Marketplace, Nokia Ovi Store, and the Amazon Appstore.

The key findings from the reports are:

1. In all appstores the proportion of free applications surged significantly over the past year. In most appstores the average price of all apps decreased and the most popular applications are also cheaper than last year.

2. As publishers appear to be increasingly shunning one-off fees for their apps, in-app purchases in particular have emerged from several business models as the method of choice for app monetization.

3. The reports identify significant regional variations in download volumes with some regions exhibiting spectacular growth, while in other markets in-app purchases have take the fore as the main monetization method. The full reports contain complete details on download volumes and revenue details for all regions.

To download the reports in full, head over to the Distimo website - one report costs €699 for a single user license with concessions available for purchasing multiple territory reports.

MEF members can enjoy 15% off the cost of each - contact us for more information.

MEF Americas 2011 in Pictures

We've talked a lot about MEF's annual mobile content and commerce gathering MEF Americas 2011 over recent months, and with good reason. Not only was it a hugely successful event with keynotes from the likes of Nokia, Sprint and Coca-Cola, and delegates representing both North America and LatAm from across the value chain - it was also set amid the fabulous Fontainebleau resort, Miami beach, which was definitely a canny choice of venue judging by these fantastic snaps.

Enjoy this year's MEF Americas photo gallery - and let us know if you were there in the comments!

MEF North America GM is one of Mobile Marketer’s Mobile Women to Watch in 2012

Congratulations to Marjorie DeHey Daleo, our North American General Manager, who has been featured in Mobile Marketer’s prestigious “Mobile Women to watch in 2012” list!

The leading mobile news outlet produces its list each year as a celebration of the talented women likely to make a major difference in mobile advertising, marketing, media and commerce in the year ahead.

In the article, Marjorie talks about her role at MEF and the challenges and priorities for next year;

"For 2012, my priorities are growing MEF’s mcommerce initiative and creating more content distribution opportunities for my clients. MEF’s mcommerce initiative is at the forefront of the industry as we have partnered with ASC X9, the U.S. technical group that develops financial industry standards, to develop privacy and security standards for mcommerce."

Many congratulations to Marjorie on this great achievement , and indeed all of the other execs shortlisted, many of whom hail from MEF member companies – you can read the entire feature on Mobile Marketer.

You can find out more about MEF North America and its initiatives on the MEF website.

MEF TV : Global Chair Andrew Bud at MEF Americas 2011

In the first of our interviews filmed at MEF Americas 2011: Mobile Content and Commerce recently held in Miami, MEF Global Chair and the Founder and Chief Strategy Officer for mBlox, Andrew Bud speaks to Ben Smith of Tribal Labs for MEF TV.

Andrew outlines the key themes of MEF Americas 2011's keynotes from Nokia, Coca-Cola and Sprint on app localisation, the innovative ways of using mobile to engage with consumers, 'the unbanked' and mobile commerce, noting we are in the midst of a time of great innovation and disruption.

He goes on to share his thoughts on how trust, privacy and respect are common global themes and talks about the role of MEF has to play in representing all the participants across the mobile channel. Of key importance, he highlights the need for knowledge sharing between regions, particularly regarding the future of mobile payments and the complex issues involved in ensuring they are sufficiently robust to safeguard the future of mobile commerce.

Checkout MEF TV for more videos from MEF Americas, and stay tuned for featured videos coming soon.

MEF Middle East Webinar – HTML5 vs Native Apps

Topic: HTML5 vs. Native Apps in defining mobile application strategies

Date: Wednesday 14th December

Time: 14:00 (UAE)

Join us next week for a MEF Middle east webinar discussion examining the different approaches to mobile applications afforded by HTML5 and native applications.

Register Now

There has been increased discussion around HTML5 in recent months prompting content publishers to question and rethink their mobile application strategies. While many tend to revert to building native apps as a tried and tested solution, there is another camp supporting HTML5 development due to the benefits provided by an immediate cross OS platform.

During this topical MEF ME Webinar, expert panellists will explore the differences, positives and negatives of both native apps and HTML5 in the development of mobile application strategies, providing insights into the issues of security and privacy of both platforms, as well as discussing their potential profitability and overall consumer experience.

Confirmed speakers for this free MEF webinar include;

• Eric Morhenn, Director of Strategic Alliances - Qtel Group

• Terence Eden, Developer Community Manager - InMobi

• Dr. Adel Al-Hezmi, Solution Architect - QUWIC

• Moderator - David Ashford, investor, consultant and formerly GM of AppsArabia.

Check out the MEF website for more information, or contact the MEF Middle East General Manager, George Daaboul directly.

Sign up for the Webinar

Download your free copy of the Netsize Guide 2011

MEF is pleased to again be official partner for the Netsize Guide 2011.

Download your free copy now!

The Netsize Guide is the comprehensive work of reference on the state of mobile technology and its impact on business and society. This, the 10th edition, brings you 220 pages packed with thought leadership material, in-depth market analysis, interviews with industry leaders and case studies as well as a wealth of mobile telecommunications data. The guide also features an overview of the challenges facing M-commerce from MEF Executive Director, Rimma Perelmuter who discusses how MEF is tackling these issues though its global initiatives.

This year’s edition explores three key themes that drive the future of mobile: Transaction, Transformation and Trust.

• Transaction - How we've come to rely on mobile devices for commerce from researching products to making purchases.
• Transformation - How mobile devices are increasingly driving content, communications and connectivity.
• Trust - How we now require simple, transparent services and devices we can trust.

The guide also features:

• 14 interviews with industry senior executives at leading companies including; ARM, Atlas Premium Brands, BNP Paribas, CMO Council, The Coca-Cola Company, Gameloft, GlobalPlatform, Informa Telecom & Media, Millennial Media, SingTel, Texas Instruments, Trusted Logic and Yahoo
• Mobile telecommunications market data, app and mobile device usage (including tablets and smartphones) and social media statistics covering 41 countries, from Informa Telecom & Media, comScore and SocialBakers.
• A wealth of companion links to online reports, research and market analysis.

Nokia and Sprint to Keynote MEF Americas 2011

Exciting news from MEF Americas 2011, Nokia and Sprint have been announced as keynotes for MEF Americas 2011: Mobile Content and Commerce in Miami!

Nokia is to kick things off on day 1 with a keynote examining the trend towards the creation of ‘Hyper Local App Economies’, with a focus on the shift from a global ecosystem model to one where millions of people make money by selling and exchanging apps and content at a deeply local level. The keynote will explore new distribution models that give everybody the opportunity to create a distribution business, and the emergent app economies being observed. The keynote will be delivered by Nokia's Marco Argenti, SVP Developer & Marketplace.

Meanwhile top billing for day 2 goes to Sprint - John Carney, SVP of Consumer Marketing will be exploring the challenges and opportunities surrounding m-commerce and alternative financial services for the under-banked. The unbanked, under served segment of the population is extremely large and growing and while the technology and ecosystems largely exist to take advantage of this opportunity, the carriers can’t do it alone. The keynote is set to educate attendees about this market, where the near and longer term opportunities exist, and what needs to happen to get results.

The Keynotes top an extensive list of panel sessions and speakers, checkout the website for the full lineup. The essential gathering for thought leaders & deal makers from across North & Latin America’s mobile content and commerce ecosystems is now less than two weeks away - time to start packing!

Indonesian Value Added Services Market in Crisis - MEF takes action



Colin Miles moderates a panel at Next Billion event in Jakarta



MEF is calling for its members affected by the recent regulatory upheaval in Indonesia to get in touch to collaborate on a project to clarify the compliance process for value added services (VAS) following a near complete shutdown of the industry in the region. If your business has been affected,  contact MEF to contribute to crucial activity underway to remedy the situation there, and help shape the future of the VAS market in the region.

As of midnight, October 18 2011, all VAS subscription billing services were switched off on the direction of the Indonesian Ministry of Telecoms. This Ministerial direction was driven by widespread concern about consumer harm following media portrayals of some services as "credit theft", enforced via their Regulatory Associations (primarily BRTI) and carried out by the Association of Mobile Network Operators (ASTI). A number of contributing factors had recently caused the number of complaints about such services to rise dramatically including instances of non-compliance in the promotion and content of some services and the relative ease and difficulty in unsubscribing from certain services, compounded by widespread public misunderstanding and misinformation about such services and a failure by some consumers to read t's&c's before accessing a service.

In line with the Ministerial direction, all consumers were immediately unsubscribed from services by Indonesia’s 11 Mobile Network Operators and interim rules have been put in place to control the re-subscription of customers via double-opt-in, and relating to the promotion of existing and new services. The outcome of this direction has had massive impact on the entire Indonesian VAS industry, from the Mobile Network Operators down through the value chain, effectively resetting the Indonesian VAS market to zero.

While MEF supports the Indonesian Ministry and Regulator’s primary objective to address and curtail consumer harm, there is now an essential need to work quickly, decisively and collaboratively to identify the exact cause of the recent consumer harm, eliminate bad practice and ensure that rogue activity cannot return to the market. Furthermore, all legitimate services need to be quickly reinstated and clear industry-wide guidance around service monitoring, auditing and regulatory enforcement need to be established to safeguard the future of the Indonesian VAS industry.

MEF’s global expertise in the area of regulation and its position as the global trade body for the mobile content and commerce industry representing the entire value chain, makes it ideally placed to effectively support collaboration and discussion between BRTI and the industry to actively address and resolve the current problems and work towards creating a viable framework for the delivery of compliant services.

Earlier this month, Miranda Roberts, MEF’s Policy and Initiatives Manager, travelled to Jakarta to attend The Next Billion Event and meet with MEF members affected by the situation. While there, the BRTI Commissioner invited Miranda to attend a meeting to discuss the problems, along with  MEF Asia Chairman and EVP & Co-Founder of i-POP, Colin Miles, in what proved to be a useful first step in knowledge sharing.

Following its meeting with BRTI, MEF has been invited to contribute to the compliance process and is now seeking to engage with members and wider industry to create collaborative industry working groups and review and clarify rules for the industry. The result of this activity will be the production of an Industry Best Practice Framework of Standards, covering the promotion of services, processes for sign-up, opting-in, subscribing, unsubscribing, billing and customer service, all in conjunction with the regulator.


To get involved in this crucial project, contact Miranda or MEF Asia General Manager Linda Ruck directly. Keep checking the MEF website for further updates.

Join the MEF AGMs and Board Elections for the Americas in Miami

MEF Americas 2011: Mobile Content & Commerce, to be held in Miami at the end of the month isn't all about exciting keynotes and fantastic speakers. It's also not just about relaxing in the splendour of the luxurious Fontainebleu resort while waiting for the next fantastic keynote to begin. No before all that, before the essential gathering has even kicked off properly, another event of huge importance occurs, the MEF LatAm AGM & Elections. The North America AGM & Elections are held the following evening, both represent a significant opportunity for MEF members.

As you will know, MEF plays an essential leadership role in creating a sustainable environment for, and accelerating the uptake of mobile content & commerce. Today, with the rapidly changing landscape and scope of the mobile environment, there has never been a better time to add your voice to the shaping of the industry by standing for a position on one of these prestigious boards. This year there are 12 open seats on the MEF LatAm board, and 5 open seats on the North American Board.

All MEF members are welcome to attend both AGMs. Full MEF members may vote and stand as a candidate for these prestigious boards and create thought leadership, share knowledge and address the critical issues facing the mobile commerce and content industry.

About MEF LatAm

In the two years since its launch, MEF’s LatAm chapter has become a leading voice for the mobile content and commerce industry in the region. In 2010, a MEF initiative led to the creation of a Unified Code of Conduct for mobile content subscription services and advertising in Brazil which has been endorsed by all four of the major network carriers and the regulator Anatel. In 2011, MEF is again taking the lead in producing a set of guidelines to define the standards for consistent application of the Code and its sanctions. MEF LatAm is also promoting the M-Commerce market in the region with the recent launch our M-Commerce Initiative. With a focus on micro-payments and the virtual goods market, MEF LatAm is at the forefront of educating network carriers, games publishers and social networks on the potential of mobile payments.

The MEF LatAm AGM & Elections take place Monday, November 28th at 5pm at the Fontainebleau Miami Beach. Please contact Priscila Grison for more information on how run for the board. To register your attendance, please click HERE.

About MEF North America

MEF North America has been at the forefront of the mobile entertainment market since its launch in 2002, with strong ties to its members across the region and an established track record of shaping the industry with groundbreaking initiatives. With MEF’s expanded mission to represent the global community for mobile commerce this trend is set to continue in 2012 and beyond with our M-Commerce Initiative, working with ASC X9 to define industry standards for the privacy and security of mobile transactions, recently highlighted in our Global Consumer Survey as the greatest barrier to more widespread adoption of m-commerce. MEF North America is firmly in the driving seat in establishing the consumer and merchant confidence necessary for the mobile platform to become the premier device to enable commerce across North America and Canada.

The MEF North Americas AGM & Elections take place Tuesday, November 29th at 5pm at the Fontainebleau Miami Beach. Please contact Georgia Aarons for further information on how to run for the board. To register your attendance, please click HERE.