MEF Embarks on Asia Tour

The Mobile Entertainment Forum (MEF) is to stage a tour of four key Southeast Asian countries to foster collaboration between regulators and members, and create an environment conducive to the mobile media industrys continual growth and vibrancy. The two week tour, from 7-18 September, will cover Singapore, Malaysia, Indonesia and India.
The mobile media industry is subject to a considerable number of regulations globally. It sees a variety of content, including games, music, video and ringtones, all accessed on the mobile device. Regulators and the industry alike have been trying to ensure that any regulatory regime meets the needs of consumers, affords an appropriate level of consumer protection and also supports an innovative and rapidly changing industry.
In April, MEF Americas announced the completion of the first phase of its Mobile Sweepstakes Rules Initiative with the launch of 'The Sweepstakes Rules Map: US'. This interactive map of the United States is the first ever to outline the applicable rules and laws governing mobile promotions and sweepstakes on a state-by-state basis. The map was compiled by MEF Americas in partnership with MasurLaw a venture law firm specialising in technology and entertainment.
In July 2009, MEF held three separate workshops on proposed regulatory changes in the UK. The MEF also produces Guides to key pieces of legislation such as the Unfair Commercial Practices Directive and the Audiovisual Media Services Directive. The Guides are written by MEF member and law firm Denton Wilde Sapte
MEF is building on its regulatory successes in the Americas and EMEA by assisting both the regulators and the industry to ensure that regulations are fit for purpose, transparent and proportionate, says MEF Asia Chair and Managing Director & CEO of Hungama Mobile, Neeraj Roy. The industry is showing a genuine commitment to work with MEF and with the regulators to secure a more successful future to benefit everyone, including the consumers, in the value chain. MEF recognises how fragmented the Asian market is and hopes that its efforts to conduct this tour on a country-by-country basis will deliver more positive outcomes for the industry.
Anyone with issues they would like to see addressed during the tour, or who simply wants further details about the MEF Asia tour, should contact Crystal Chua at: