Mobile Internet, Content & Apps: The International PerspectiveAndrew BudMEF Global Chairman

Founder and Board Member, mBloxMay 2011

Global Perspectives

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

Persistent Personality of Mobile

Worldwide Smartphone market share as of Jan 2011

3

Source: Canalys

Fragmentation….

New Platform Targets for US Developers

….and Change

Source: Millennial Media| Stifel Nicolaus| DIGIDAY

Towards M-Commerce

• From $35bn of mobile content…• …to $119bn of mobile commerce

5

Source: MILO

M-commerce Issues Worldwide

6

MEF is working with over 90 member companies globally to advance M-commerce

Security and Privacy Scoping the market Mobile Banking

Smart Enablers – Key to M-Commerce

Smart Enablers-delivery eg: QoS-context eg: Location-insight eg: segment

MobileOperator

ServiceProvider/

Developer

RetailBrandedEnterprise

Commerce and contentrelationship and services:extra value due to smart enablers

Mobile contentcapabilities:Enhanced by smart enablers

€€€ for smart enablers services

Coremobilerelationship

APIs

Impact of using Smart Enablers on revenues

8

Source: MEF Smart Enablers Guide: Survey of 171 respondents globally

Smart Enablers can greatly increase the user experience and increase revenues

Security and Privacy

9

Source: Truste

Security & privacy concerns are global

10

11

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