The MEF: Mobile Entertainment Forum
This morning I had the pleasure to speak to Rimma Perelmuter the Executive Director of the MEF. The MEF is the Mobile Entertainment Forum aka The Global Voice of Mobile Entertainment.
I have attended many MEF events and have met the MEF team (Rimma, Sarah, Suhail and Stephanie) on several occasions – but I still had some questions as to what the MEF actually does.
So, Rimma called bang on 11am this morning and I asked her immediately to explain what the MEF is and what it does. She started by focusing on the networking and introduction aspects of the MEF based around socialising. There are few exclusive and open events run by the MEF to get members engaged and networking. This is vital, to promote the culture of the mobile entertainment industry and to empower a new eco-system of thought in a non-restrictive way.
Rimma then spoke about three industry initiatives powered by the MEF
1. Maximising consumer confidence and trust
2. Quality of user experience
3. Metrics and Measurement.
In short, these three things were empirical to the MEF to take the Mobile Entertainment industry to the next phase.
Promoting consumer confidence would develop a healthier sales channel.
Ensuring a quality of experience would ensure that users were comfortable with buying and using mobile entertainment services and metrics are vital to learn with.
By understanding what is bought, sold or consumed –when and how –can lead to a better industry understanding of how to improve the overall service.
I touched on the membership of the MEF and exclusivity. Like many industry forums, I wanted to know if the MEF was exclusive or would it welcome every member. Rimma answered diplomatically and said there were no problems and that they had mobile operators, manufacturers and very small start-ups in the forum.
We also spoke about the advertising funded mobile arm of mobile entertainment where Rimma was very positive about ad funded mobile opportunities. The MEF was keen to lead in this area and highlight the challenges and the new revenue opportunities.
So what do we think?
I had a really interesting chat with Rimma and the MEF seems like a strong platform for growth in the mobile industry via networking. Much of the reports and white papers in the MEF are for the MEF and a degree of more openness would be great. But, the membership model does work on a subscription basis and there needs to be reason to sign-up and exclusive data is one of them.
The call for registration for the Meffy Awards is open now and the deadline is March 17 2008.
Please apply here: http://www.m-e-f.org/index.php?id=44
Last year I was a judge for the Mobile Search Category and MCN won for its Radio Service in Japan.
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