Presentation of MEF (Miranda Roberts) during Mobile Convention Amsterdam.

1. Global Trends in M-Commerce
Miranda Roberts, Policy & Initiatives Manager
Mobile Convention Amsterdam
19 April 2011

2. 1

3. Policy & Initiatives Overview
Monetisation of mobile content
or protection of revenues
M-Commerce – Driving Customer
Acquisition, Retention and Conversion
Regulatory work
MEF Regulatory Information Service
Centre (RISC) – Online resource
showing regulations in 26 different
countries
Education
Smart Enablers – Accelerating the
Next Generation of Mobile Media
Business Models
Metrics and Intelligence
Business Confidence Index –
Providing Insight & Revealing Industry
Trends
Our P&I work falls
into four distinct
categories
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4. Our Definition of M-Commerce
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Vertical Horizontal
(cross-channel)(in-channel)

5. 4
Payments: Not a „One-Size-Fits-All‟
MarketOperator Billing vs „Traditional‟ Payments
Certain payment, goods and phone interfaces are optimized for Operator Billing while some are
better supported by traditional payment methods with external integration, partnerships
and/or delivery channels.

6. Q. Which of the following would be of benefit to your business?
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Sample Results: Enablers Survey

7. Q. How might enabler adoption affect your revenues?
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8. 7
A full list of the top 20 enablers can be found in the MEF Guide to Smart Enablers

9. Smart Applications - Opportunities
• Apps currently sit on customer handsets with no
understanding of their own context
• A smart app could customise the user experience based
on intelligent, real time information delivered from the
MNO
• Such „intelligent‟ applications can deliver far richer
experiences for customers
• They can drive adoption, prolong longevity of use and
create profitable business models
• Industry fragmentation is the big issue
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10. 9
Brands,
Content
Owners &
Retailers
Value
Added
Services
Fragmentation,
Security &
Fraud
Management
m-Banking,
m-Health
m-Banking,
Money &
Airtime
Transfers
Regulation
M-Commerce has Regional Focus

11. “Nine out of ten consumers are still worried
about online privacy and security.”
KPMG Consumers & Convergence IV 2010 global survey including 5,627
consumers in 22 countries.
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12. • Privacy & Security continue to be important issues
• Anxiety over Privacy & Security means that
consumers demand transparency
• Lose consumer trust and you risk losing their
business – this will impact revenues
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13. The „Cookie Directive‟
Implementation: has been adopted and must be implemented
by Member States by June 2011
• May potentially kill behavioural advertising on the „internet‟
• The impact on mobile is uncertain
• Enablers may provide the only safe and transparent way of
delivering behavioural advertising
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14. The Future?
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15. Thank You
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