1. Mobile Internet, Content & Apps:
The International Perspective
Andrew Bud
MEF Global Chairman
Founder and Board Member, mBlox
May 2011

2. Global Perspectives
• Persistent Personality of Mobile
• Evolution towards Mobile Commerce
• New Role of Operators – Smart Enablers
• Privacy and Security

3. Persistent Personality of Mobile

4. Fragmentation….
Worldwide Smartphone market share as of Jan
2011
Source: Canalys
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5. ….and Change
New Platform Targets for US Developers
Source: Millennial Media| Stifel Nicolaus| DIGIDAY

6. Towards M-Commerce
Source: MILO
• From $35bn of mobile content…
• …to $119bn of mobile commerce
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7. M-commerce Issues Worldwide
MEF is working with over 90 member companies globally to advance M-commerce
Security and Privacy Scoping the market Mobile Banking
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8. Smart Enablers – Key to M-Commerce
Smart Enablers
-delivery eg: QoS
-context eg: Location
-insight eg: segment Core
mobile
relationship
Service Mobile
APIs Operator
Provider/
Developer
€€€ for smart enablers services
Mobile content
capabilities:
Enhanced by smart enablers
Retail
Branded Commerce and content
Enterprise relationship and services:
extra value due to smart enablers

9. Impact of using Smart Enablers on revenues
Source: MEF Smart Enablers Guide: Survey of 171 respondents globally
Smart Enablers can greatly increase the user experience and increase revenues
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10. Security and Privacy
Source: Truste
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11. Security & privacy concerns are global
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12. About MEF
• MEF is the global trade body of
the mobile content and commerce
industry
• MEF exists to represent the interests of
all enterprises along the mobile value chain.
• MEF delivers value through:
 MEF Insights - provide competitive advantage
 MEF Initiatives - change the industry
 MEF Policy - protects the industry and consumers
 MEF Events - network the industry
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