The MTN Group has announced that it has joined the Mobile Entertainment Forum (MEF), in support of the telecommunications company’s efforts to drive mobile media innovation across its 21 operations on the African continent as well as the Middle East.

 

MEF is a global trade body representing companies in the mobile media and entertainment industry and assisting them in improving their competitive advantage.

 

This move by MTN to join the MEF means that more than 134 million MTN subscribers can look forward to receiving more innovative mobile content and entertainment service offerings in the near future.

 

MTN Group’s senior vice president, commercial and innovation, Christian de Faria, stated that: “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.”

 

According to the MEF’s 7th Business Confidence Index Report, the mobile media industry is expected to expand by 23% this year. The increase will be driven mostly by mobile vouchers and coupons, which combine social media in-app billing along with location-based services.

 

De Faria said that MTN’s partnership with MEF will leverage both parties’ strengths and promote co-operation across the mobile media value chain.

 

“The explosion of data, which has been precipitated by the growth of smartphones, means that consumers will access the web more often as mobile content and services become more diversified and widely available. For mobile operators like MTN, the increase in the consumption of these services will generate more revenue streams.”

 

Rimma Perelmuter, MEF executive director added that: “We’re delighted that MTN has joined MEF as a full member and we look forward to supporting their activities through knowledge transfer and business development opportunities. This collaboration can make an even bigger difference in Mobile First markets where mobile is the primary point of internet access for consumers.”

 

MTN also recently announced a strategic partnership with Spescom DataFusion and appointed a new Chief Technology Officer last month.