Over 134 million MTN subscribers across the group's 21 operations can expect to receive more innovative mobile content and entertainment service offerings going forward, as MTN ups its innovation game.
MTN Group says it has joined the Mobile Entertainment Forum (MEF), which aims to support the company's efforts to drive mobile media innovation across its operations in Africa and the Middle East.
MEF is the global trade body which represents leading companies in the mobile media and entertainment industry, helping them to improve their competitive advantage.
This effort builds upon on the company's 2009 initiative when it appointed IMI Mobile to streamline content management and unveiled its MTN Play, which has helped to deliver a seamless user experience for the group's subscribers who now have access to the latest and personalised content and services as a result.
According to the MTN's senior vice-president of its commercial and innovation department, Christian de Faria, the company's partnership with MEF will leverage both parties' strengths and promote co-operation across the mobile media value chain.
He says the explosion of data - which has been precipitated by the growth of smartphones - means consumers will access the Web more often, as mobile content and services become more diversified and widely available.
“With mobile users set to use their devices on a substantial scale in 2011 to engage with retailers to purchase products and engage in mobile social gaming, MTN is well positioned to take advantage of the growing mobile content and services opportunity.”
He says MEF's 7th Business Confidence Index Report, shows that the mobile media industry is expected to grow by 23% in 2011.
“This growth will be driven largely by mobile vouchers and coupons, which combine social media in-app billing and location-based services,” he adds.
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