SYS-CON MEDIA Authors: Liz McMillan, Carmen Gonzalez, Zakia Bouachraoui, Roger Strukhoff, David Linthicum

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MEF North America Launches M-Commerce Guide to Drive Customer Acquisition, Retention and Conversion

Mobile Entertainment Forum (MEF) North America announced today the launch of the first edition of the MEF Guide to M-Commerce.

Rimma Perelmuter, Executive Director of MEF, said: “M-Commerce is not a new phenomenon for our members. The $36bn global mobile media industry is largely built on micropayments and MEF’s M-Commerce Initiative substantially expands this opportunity to the retail and content industries with today’s launch of our M-Commerce Guide. It is a comprehensive resource that brings together expert content and analysis showing all the different ways that the mobile device can be used to enable commerce for content, services and products consumed both on and off the device. The MEF member authored Guide contains essential case studies designed to help brands, content producers and retailers demystify, simplify and monetize the mobile commerce landscape.”

The Guide is available for immediate download from the MEF website and copies will be made available at today’s Retail Mobile Executive Summit taking place in San Francisco.

The mobile device is changing the way consumers pay for content, goods and services. To tackle the complexities of driving revenue through the mobile device, the Guide breaks down the topic into manageable stages. Channels such as Mobile Storefronts, Application Stores, SMS Text Messaging and Quick Response Codes are reviewed, as well as transactional-related options including Carrier Billing, Mobile Wallet-Based Remote Payments and Vouchers & Coupons.

“MEF has been an industry partner in revenue generation for over a decade and has led the charge globally, establishing business policy, business models and best practices for the mobile entertainment industry,” said Gary Schwartz, CEO of Impact Mobile and Chairman of MEF North America. “The MEF Guide to M-Commerce signals an evolution in mobile business models and presents a snapshot of the various commerce options to help take the industry to the next level. MEF is continuing its mission to help the content owners and brands leverage the mobile phone to drive new revenues.”

RILA, known as a critical partner and effective champion for the retail industry, recently partnered with MEF in order to educate and provide guidance about M-Commerce to their retail members. Casey Chroust, RILA Executive Vice President for Retail Operations, commented: “Serving our members is our primary focus and we believe now is the time for retailers to meet their customers’ growing demand for shopping on the go. M-Commerce essentially provides retailers a wealth of opportunities to motivate and enable their customers to purchase goods and services whenever and wherever. This guide is a valuable resource for brands and retailers to start evaluating their options.”

Next Phase of the M-Commerce Initiative

MEF is providing an overview of the guide at today’s Retail Mobile Summit, an event co-hosted by Retail Connections and RILA, during the “Mobile Payments Case Studies” session at 10:15 AM PT. Additionally, on Thursday, July 22, KPMG Canada and MEF are co-hosting the event “Mobile Content & Commerce: Driving Revenue & Profit that will bring together industry leaders to discuss the business models and monetization strategies available when using the mobile platform. Further live events and webinars will be planned for the remainder of 2010.

M-Commerce Initiative Member Participants

The guide has been authored with the leadership and invaluable support of the following MEF member companies: 2ergo, ADObjects, Billing Revolution, Boku, ngage2mobile, Impact Mobile, Inmar, KPMG, mBlox, Motorola, Netbiscuits, Nokia, Polar Mobile, Playphone, RIM, Samsung, Sybase365, Synergy World, T-Mobile and Zong.

The Guide has been published with the kind support and sponsorship of Impact Mobile, Inmar, KPMG and mBlox.

About Mobile Entertainment Forum (MEF)

The Mobile Entertainment Forum is the global trade body of the mobile media and entertainment industry. It represents the leading companies throughout the entire mobile entertainment value chain, and works on behalf of its diverse membership to facilitate industry growth, shape regulation and deliver competitive advantage to its members.

With global headquarters in London and operational chapters in Asia, EMEA, LATAM and North America, MEF is a member network with a global reach, strong local representation and the ability to affect market change. Established in 2000, MEF provides a consistent and powerful voice for the foremost mobile media businesses and entrepreneurs. For further information and a full list of members please visit: www.m-e-f.org

About our Guide sponsors:

Impact Mobile

Impact Mobile has played a leadership role in the mobile industry since 2002 when it ran the first North American cross-carrier short code campaign. Impact Mobile has become an industry leader in North America providing carriers, agencies, brands and retailers the mobile technology and network to support their mobile marketing and m-commerce needs. Impact Mobile is headquartered in Toronto, with US operations in Richmond, New York, and Los Angeles.

Inmar

Inmar's technology-driven solutions deliver critical operations for leading retailers, wholesalers and manufacturers to facilitate promotions, recover revenue and manage reverse logistics. Founded in 1980, Inmar is the nation's most comprehensive provider of promotion settlement services, processing over 3.5 billion transactions annually and serving over 1,000 clients. Inmar's ONiX digital incentive network connects offer publishers and point-of-sale integrators to bring a national digital promotion distribution footprint to retailers and brands.

KPMG

KPMG is a global network of professional firms providing Audit, Tax and Advisory services. We operate in 144 countries and have 137,000 people working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International, a Swiss cooperative. Each KPMG firm is a legally distinct and separate entity.

Our Communications Group is the clear Big Four Audit leader in Wireline and Wireless markets and is at the forefront of Convergence with Digital Services. Our Communications industry team continues to achieve recognition for its market leading services, thought leadership and the way we meet Digital Transformation challenges for clients across the Wireless, Cable and emerging content categories

mBlox

mBlox is the world’s largest mobile transaction network. The company specializes in simplifying the complexities, commercial and technical, of mobile billing and message transmission for our clients. mBlox enables companies to communicate with mobile subscribers on more than 600 carriers in 180 countries, millions of times each day.

All trade names are the property of their respective owners.

1 KPMG Consumers and Convergence Study III 2009

2 Universal McCann, AOL Q1 ‘09

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