Vodacom and MEF (formerly "Mobile Entertainment Forum") have teamed up in a bid to promote African mobile growth and innovation.
The mobile operator and the global community for mobile content and commerce this week launched a dedicated regional office, in Johannesburg, which will serve as a hub for the trade association's growing African membership. An MEF member steering committee from across the African mobile ecosystem has already been constituted to drive the regional agenda.
With a mandate to help drive mobile growth and innovation, at both a continental and country level, MEF Africa says it will advance regional market initiatives aimed at boosting consumer trust and promoting monetisation, as well as providing business development and dedicated analytics across the Africa region.
Mobile boom
MEF's Global Consumer Survey 2012, to be released next week, underlines Africa's status as a major growth market and early adopter of mobile content and commerce services. The research shows that 95% of mobile media users in SA engage in mobile content and commerce activity, more than both the US and China.
The survey affirms Africa's stature as a "mobile first" continent with 96% of South African mobile media users stating their mobile phone plays an important role in their lives (the highest response of the 10 countries surveyed). "Africa also plays a pivotal role in driving mobile innovation as an instrument of consumer empowerment and social inclusion. MEF's annual global awards, the Meffys, this year acknowledged Africa's contribution to the mobile industry in numerous areas, including social responsibility and development; content and mobile banking.
Strategic opportunity
Rimma Perelmuter, MEF executive director, says it is clear that Africa offers the mobile industry a strategic opportunity to learn and do business. "There is already strong MEF membership in the region and, as an organisation, MEF brings with it over a decade of heritage as a truly global trade body which has established vibrant local chapters in some of the most diverse and challenging markets in the world."
By launching MEF Africa with Vodacom, Perelmuter says the bodies will provide an essential hub for mobile companies throughout the African mobile ecosystem and beyond. "A dedicated steering committee will provide a strong platform to drive the regional agenda and ensure that the newest MEF office showcases home-grown innovation, undertakes relevant initiatives, and connects local businesses to MEF's global member base."
Prins Mhlanga, managing executive of Vodacom Digital Media, says MEF has "a lot to offer" to the telecommunications industry and consumers who stand to benefit from the innovations that will emanate from its initiatives and analytics.
"[MEF's] expertise in commissioning and producing unique reports in the international mobile arena is invaluable and its ability to bring together industry leaders to collectively progress opportunities will benefit the local and African market. We're pleased to be associated with MEF's initiative."
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