The document summarizes key points from the first day of the MEF Americas 2010 conference in Miami, Florida. It discusses how mobile technology can improve quality of life, the importance of context for users, and how smart enablers can improve the user experience for content consumption. The document also touches on issues around privacy, the complexity of operating in Latin America, the changing roles of operators and devices, and concludes by announcing the theme for the following day will be commerce.

1. EVENT OVERVIEW
Tuesday, November 30 - December 1, 2010
Miami, Florida

2. MEF Americas 2010
Day 1 Closing Remarks
Andrew Bud
Founder & Chief Strategy Officer, mBlox
Chairman, MEF

3. MEF is 10 years old ...
2

4. Key messages from today
Mobile is more than just content –
It can improve the quality of life
3

5. Context is King
4

6. Creating Context
Smart Enablers
• Consumers have a bigger appetite for consuming mobile content
than previously thought
• This is driven by a good user experience and accessibility to
diverse and rich media content.
• Operator enabling services give media/content owners the
ability to incorporate key functionalities in their mobile services
dramatically improving the end user experience and thereby
drive uptake and adoption
• There are issues of disconnection, fragmentation and inertia
• MEF Smart Enablers Initiative - Working with mobile operators to
educate media and content owners / retailers on the potential
application of smart enablers
5

7. Privacy
• Do I want you to know my context?
• Location/behaviour/history
• Timely/ social/relevant
• We’ve heard there are opportunities to provide content in
context
• Do we need to mitigate any risks?
• Announcement tomorrow by MEF
6

8. Cross Platform
7

9. Everything is Complicated
• In LATAM, nothing is easy
• Lots of countries, two languages
• Fragmented market
• Difficult to work with operators
• Government taxes
• Incredible need for a unifying force along the value chain
• MEF is that force
8

10. What should operators do?
• Results of the MEF Leadership summit poll today
9

11. Helping Operators
• Operators are part of the complexity
• Revenue shares
• Prepaid Data plans
• APIs
• Codes of conduct
• Here today, great readiness to engage on a mutually
constructive basis – solutions from partnership
• Example: The Unified Code of Conduct
• MEF can help coordinate the solutions to many problems
confronting operators
10

12. Everything is Changing
• Data will be 50% of internet access in the US in 2013
• LATAM is “light-years away” – but will change fast
• Entertainment was 100% of transactions – now games are
40% and mobile commerce is coming
• Apple challenged by Android – challenged by Ovi?
• Form factors, mobile connected devices in cars, homes
everywhere
• So MEF is changing and adapting
• Entertainment and media remain our bastion
• But our future lies in personal transactions and services
11

13. Tomorrow is another day!
• Drinks in the breakfast room
• Dolby in the Blue room with blue drinks
• Registration and Networking Breakfast from 8am-9am
tomorrow morning
• Theme for the day is Commerce
12