MTN pushes mobile media, entertainment

8 February 2011

Subcribers of South Africa-based Mobile operator MTN can expect more innovative mobile content and service offerings, after the group joined the Mobile Entertainment Forum, a global body representing leading firms in mobile media and entertainment.

The content will be made available to all the group's subscribers, numbering over 134-million in 21 countries across Africa and the Middle East.

"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," MTN's Christian de Faria said in a statement this week.

De Faria said that the growth in smartphone usage meant that consumers would access the web more often as mobile content and services became more diversified and widely available, and the partnership between the two would leverage on their strengths and promote cooperation across the mobile media value chain.

"For mobile operators like MTN, the increase in consumption of these services will generate more revenue streams," he said.

Mobile vouchers, in-app billing

According to the Mobile Entertainment Forum's (MEF's) 7th Business Confidence Index Report, the mobile media industry is expected to grow by 23% in 2011. This growth will be driven largely by mobile vouchers and coupons, which combine social media, in-app billing and location-based services.

"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," said MEF executive director Rimma Perelmuter.

"This collaboration can make an even bigger difference in Mobile First markets where mobile is the primary point of internet access for consumers."

In 2009, MTN appointed IMI Mobile to streamline content management and launched MTN Play to deliver the latest in content and services to its subscribers.

The group has also managed to increase data revenues by 46% to R2.9-billion in the six months to 30 June 2010, compared with the same period last year.

SAinfo reporter