MEF launches Africa office to showcase mobile innovation

MEF, a global community for mobile content and commerce, has launched a dedicated African office to help promote mobile growth and showcase innovation on the continent.

Headquartered in Johannesburg, the MEF Africa Office, launched in association with mobile operator Vodacom, will reportedly serve as a hub for MEF’s African membership.

MEF says its Africa office has “a mandate to help drive mobile growth and innovation at both a continental and country level”.

It claims that 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”.

According to MEF Executive Director Rimma Perelmuter the new office is as much about learning as doing business:

With such diverse innovation originating in the African continent, 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.

The group’s Global Consumer Survey 2012 released underlined Africa’s status as a major growth market and early adopter of mobile content and commerce services.

It found that 95% of mobile media users in South Africa engage in mobile content and commerce activity, more than either the US or China. Africa also plays a pivotal role when it comes to using mobile for consumer empowerment and social inclusion, the group says.

“By launching MEF Africa, in association with Vodacom, we 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.”

According to Prins Mhlanga, Managing Executive of Vodacom Digital Media, “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.

Its 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.”