MEF Quarterly 2022 - Issue 6

THE MAGAZINE OF THE MOBILE ECOSYSTEM FORUM
JULY 2022 | ISSUE NO. 06
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MEF EVENTS AROUND THE GLOBE:
SÃO PAULO, WASHINGTON D.C., AMSTERDAM & MORE
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INSIGHT
MEF'S 8TH ANNUAL TRUST STUDY
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C
NTENTS
A MESSAGE FROM THE CEO
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MEMBERS UPDATE
New Members
EVENTS
MEF Calendar
MEF Member MEET-UP Mumbai
MEF CONNECTS Personal Data & Identity
MEF MEET-UP São Paulo
MEF MEET-UP @ ITW
MEF CONNECTS Business Messaging
MEF MEET-UP London
Coming Up Next
MEF CONNECTS On Demand
MEF Webinar
MEF Working Group
MEF Upcoming Group Meeting
INSIGHT
MEF Reports
Keeping it human: navigating the environmental, social, and
governance pillars of personal data management
Six reasons to integrate Rich Communication Services into
your mobile marketing campaigns
What is the potencial of RCS for marketers?
Pod Group Launches ENO ONE Global, the Key to Massive
Global Deployment of IoT Devices
5 Minutes with…TelQ Telecom
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INITIATIVES
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Anti-Fraud, Interconnection, Trust
ABOUT MEF
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A MESSAGE FROM THE CEO
Congratulations!
I feel I should congratulate all of our members. We have seen so many of you
recently, and I can feel the excitement, the positive financial news, the momentum
building from the mobile ecosystem.
Over the last quarter, we had the privilege to talk face to face to some many of you.
Mumbai, London, Sao Paolo, Washington, and Amsterdam: 5 different cities in 3
different continents. Our event in Mumbai was a roaring success – we were not
expecting so much. Mumbai will return as a regular event in our MEF Calendar.
However, it was not the only success: our Personal Data & Identity event was very
well received and also confirmed for next year by our members and working group. It
was great to bring the Business Messaging crowd to the road, and our 5-star venue
in Amsterdam played a big part in the success. Some of our members have now
asked to make Business Messaging a more itinerant solution: Berlin, Brussel,
Budapest and Stockholm are the options we heard to make sure we include more
local players. Please let me have your ideas and suggestions.
As I am writing the team is giving the final touches to our large RCS World event in
Dublin. This has generated a huge interest. It shows the importance of a not-forprofit
such as MEF curating events. It is obvious that this could not be profit
generating exercise, but the industry has welcomed our efforts. It was a big gamble;
one we are happy we took it. We will be waiting for your feedback on how it went. Do
let us know what you think.
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Our 8 th Consumer Trust Survey was published in May. The role of MEF is clearly to
benchmark what is important for the industry. There are good news: the smartphone
users appreciate that there are more efforts on education on threats but overall, a
certain level of distrust remains. It is time we all take another look at the future of
personal data and antifraud in the mobile ecosystem.
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Join the debate!
DARIO BETTI CEO
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ACCELERATING YOUR MOBILE OPPORTUNITIES
KEY MEMBER SERVICES
Strategic insights
Market and new sector facilitation
Knowledge transfer
Advocacy
Events
Content marketing
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WHY BECOME A MEF MEMBER?
Business partnerships across the mobile
ecosystem – locally and globally
Access to global market analytics and
resources
Opportunity to shape the industry through
collaboration and advocacy
Exclusive access to member-only events
Visibility through MEF communication
channels and speaking opportunities
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SIGN UP NOW

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MEMBERS
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EWA PEPPITT GLOBAL MEMBER MANAGER
MEMBERS UPDATE
Dear Members,
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It was great to see many of you in Amsterdam at MEF
CONNECTS Business Messaging – thank you for joining us in
person and online. Also, a big thank you to members LANCK
Telecom, AdaptiveMobile Security, HAUD, iBASIS, Infobip, Intis
Telecom and Xconnect for their support. The sessions are now
available on demand on our website: MEF CONNECTS Business
Messaging 2022 and you can also see the pictures on our Blog.
We are also finalising a unique event RCS World in partnership
with Google in Dublin in July 12-13 th so make sure you secure your
ticket. The event is aimed at brands to show the potential of
conversational commerce with RCS, as well as all the industry
players. Check out also the live repository of RCS Use
Cases and Six reasons to integrate RCS into your mobile
marketing campaigns by Upstream.
The registration is now also open for the online conference MEF
CONNECTS Digital Transformation in partnership with Docomo
Digital and PM Connect and is taking place on the 18 th and
19 th July.
Finally, MEF’s 8th Annual Global Trust Study in association with
Assurant is now available to download The Survey was carried out
in February and March 2022. On behalf of MEF, On Device
Research surveyed 6,500 smartphone users in 10 markets: Brazil,
China, France, Germany, India, Japan, South Africa, Spain, UK and
USA. Members have also access to full data sets.
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NEW MEMBERS
A warm welcome to the members who have recently joined MEF.
You can see their profiles on our website, and you will have the
opportunity to meet them via the Working Groups and upcoming
events.
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EVENTS
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MEF CALENDAR 2022
MEF CONNECTS
JUL 18-20 | ONLINE
MEF CONNECTS DIGITAL TRANSFORMATION
AUG 24 | ONLINE + SÃO PAULO
MEF CONNECTS LATAM
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SEP 14-15 | ONLINE
MEF CONNECTS WHOLESALE
SEP 27 | LAS VEGAS MEF CONNECTS CONTENT & ADVERTISING USA +
MEET UP
NOV 29-01 | ONLINE + LONDON
MEF CONNECTS OMNICHANNEL + MEET UP
MEET UP, ROUNDTABLE AND OTHERS
JUL 12-13 | DUBLIN
RCS WORLD UK + REGISTRY BANK MEET UP
SEP 27-28 | BERLIN
MEET UP GLOBAL CARRIER BILLING SUMMIT
OCT 06 | LONDON
ROUNDTABLE REGISTRY EVENT BANKS LONDON
NOV 08-10 | CAPE TOWN
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DEC 01 | LONDON
AFRICACOM MEET-UPS & ROUNDTABLE
RCS MEET UP
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FROM THE LAST QUARTER
MEF MEMBER MEET-UP MUMBAI
On April 13th and 14th MEF Members and guests from across the
Business Messaging industry gathered in Mumbai India, to discuss
a host of issues facing the sector, including trust, security, the role
of MNOs, commercial models and how the benefits of Business
Messaging can be brought to a wider audience.
Supported by sponsor Globe Teleservices, the event was a huge
success over 100 MEF Members and guests from 30+
organisations meeting in person to discuss the huge range of
topics over two days, and of course to network and enjoy each
other’s company, with a view to positively impacting the Messaging
world across India.
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MEF CONNECTS Personal Data & Identity
MEF Members and guests gathered in London this week for MEF
CONNECTS Personal Data & Identity, where they explored all
things PD&I, finding out how it’s transforming every industry and
society–from the ground up.
Over two days attendees in person and online heard from a
curated selection of the industries most knowledgeable luminaries,
and learnt about a host of new capabilities, regulations, insights,
and business models coming to the market that are giving people
more and more control over their personal data & identity and
changing the way business will serve them.
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MEF MEET-UP SÃO PAULO
The 10th of May was a memorable day for MEF – 3 events in 3
different continents. While events in London and ITW in
Washington were underway, in São Paulo the industry gathered to
connect the local Members and guests.
After the MobiXD event, we had the great pleasure to meet old
and new Members and enjoy a great night of in-person
networking and catching up. It was also an opportunity to invite
the guests for the upcoming MEF CONNECTS LATAM event –
taking place on 24th August, in São Paulo.
Thank you to everyone who came along – Check out some of the
photos from a memorable evening.
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MEF MEET-UP @ ITW
ITW is back live after 2 years and MEF presented in Washington
to host our members for a relaxing night, where our guests had
drinks, food and enjoy a great night of in-person networking and
catching up.
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MEF CONNECTS BUSINESS MESSAGING
MEF Members and guests gathered in the Netherlands this week
for MEF CONNECTS Business Messaging, where we took a deep
dive into all things messaging related, in a fully hybrid live and
online event from the prestigious Grand Hotel Krasnapolsky in the
heart of sunny Amsterdam.
Over two days attendees in person and online heard from a
global who’s who of the messaging industry on a wide range of
topics, including in-depth looks at carrier grade messaging
services, regulatory A2P initiatives, A2P voice, 5G’s impact,
sustainability in messaging and SMS fraud – to name just a few.
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MEF MEETUP LONDON
The move towards live, in-person events continued unabated this
week as the mobile ecosystem gathered in London ahead of
Messaging & SMS World.
MEF Members and guests enjoyed an afternoon of networking,
taking in the stunning views across the Thames from the top floor
of the Tate Modern. The event, supported by Kaleyra, also
featured two face-to-face meetings of the SMS Protection
Registry, as well as presentations from Kaleyra and Widiba Bank.
Thank you to our sponsor and everyone who joined us for a
memorable event, we look forward to welcoming you at our next
in-person meetup!
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COMING UP NEXT…
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RCS IS THE NEW WAY TO CONNECT WITH CONSUMERS
Today consumers have more options to connect with business, but
they do in a less direct and personalized way. While eMail and
other channels have been used widely, SMS has been the most
effective. But in a digital world, SMS does not provide the
interactive and rich experience that users demand today.
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For that reason, RCS was born as a rich solution to deliver much
more secure and compelling customer experiences. It enables
traditional and innovative use cases. From notifications, to rich
content , rich promotions, conversational commerce and customer
care.
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LEARN FROM INDUSTRIES ACHIEVING COMPELLING
RESULTS WITH RCS AND GATHER INDUSTRY INSIGHTS
Real brands from Retail, FinServ, Travel, Logistics, Digital Natives
will share with us their experiences in the areas of
● Marketing and Communications
● Conversational Commerce
● Customer Service
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All at a personalized level supported with impactful data from
industry experts
DON’T WAIT, COME AND ENGAGE
Come with us to Dublin, Ireland on July 12th and 13th and discover
and learn from real brands using RCS today.
Hear first hand from brands how RCS is delivering impactful
results for businesses, and discuss and learn how to adopt this
powerful solution in a fast and seamless way. Don’t wait to see
what happens, engage, participate actively and become a market
leader. The time is now!
Register HERE
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RCS IS THE NEW WAY TO CONNECT WITH CONSUMERS
At its core, digital transformation is about using digital technologies
to create new — or change existing — business processes and
customer experiences to meet new business and market
requirements. It covers many processes, interactions, transactions,
technological evolutions, changes, internal and external factors,
industries, stakeholders and more. It is essential for all
organisations. Digital transformation is a journey with many
connected goals and ultimately, it’s about optimising processes
and procedures to maximise success. And you absolutely need to
join us on July 18th and July 19th for MEF CONNECTS Digital
Transformation which will be live online.
Join us to get the latest information and news on all things, IoT,
Identity and Authentication, Security, Direct Carrier Billing [DCB],
OTT Sports, NFTs, Crypto and so much more.
We’ve got a tight agenda showcasing the talents of speakers from
around the world and we’ll be ensuring real-life use cases are
referenced at every turn.
Register FREE for this latest MEF online event now! Here are just
some of the areas that will be covered:
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● IoT Global Connectivity
● IoT Security
● Smart Cities
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● Telecoms Fraud
● Personal Data & Identity at the Heart of Digital Transformation
● Mobile Subscription Bundling
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● The OTT Sports World Brought to Life
● NFTs & Crypto
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After our first edition of MEF Connects LATAM in August
2021, we continue to champion members making waves in
Business Messaging – whether fighting emerging A2P fraud
trends or rolling out RCS. What’s more, with the ongoing
introduction of the GDPR-inspired LGPD (A Lei Geral de
Proteção de Dados Pessoais) in Brazil, Personal Data and
Identity will remain a cornerstone in any conversation when
discussing digital services at our events.
In 2022, we’re reaching out to showcase a broader variety of
digital innovation than ever before. Mobile Advertising, IoT
and Gaming are innovating customer interactions and
entertainment providing opportunities for technology and
service providers as well as enterprises. Join us and learn
how.
REGISTER INTEREST HERE – MORE DETAILS AVAILABLE SOON
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ON DEMAND
Personal data and identity (PD&I) is the lifeblood of modern
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streamline operations, innovate, know and service their customer
and combat fraud. Governments use it to know and provide for
their citizens, to encourage responsible growth and competition.
And individuals are starting to use it to protect themselves,
generate personal insights and personal value.
Watch HERE
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BUSINESS MESSAGING
The days of one-way SMS alone being enough to fulfil the many
evolving use cases are over; whether you’re looking to engage with
your existing customers or connect with new ones, two-way
Messaging is where it’s at today.
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Watch HERE
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ON DEMAND
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A DATA DRIVEN WORLD
Read the blog post HERE
WITH PASSWORDS
EVERYWHERE, HOW DO
ENTERPRISES AND END-
USERS NEED TO ADAPT TO
MITIGATE THREATS?
Read the blog post HERE
RICH COMMUNICATION
SERVICE (RCS): COME ON
DOWN, THE COMMERCIAL
MODEL IS RIGHT!
Read the blog post HERE
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BUILDING AN ESPORTS
UNIVERSE TO DRIVE USER
ADOPTION, ENGAGEMENT
AND REVENUES
Read the blog post HERE
WEBINAR
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35 MEF member companies came together to found this group
– a clear sign there is a LOT of interest in the area!
The project is principally being run by our new partner in
industry practice for this area, Narayan Jaesingh. James
Williams is assisting Narayan. Narayan can be contacted HERE.
The mission of this group is: ‘To Become the Industry Voice on
How to Better Serve Customers Through Personalization Whilst
Protecting Consumer Trust in the Digital Era ’.
If you would like to join this working group, then please email
both Ewa and James.
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MARKET DEVELOPMENT
RCS Market Development – goals of the group are to Develop a
coherent framework for Verification/Security for RCS/Best
Practices/ models for federated sender ID VA, monitor and
support development of RCS in the industry and provide an upto-date
view on the progress of RCS. The core group work of
creating a clear Security/Verification Framework continues by
members. The working group is busy now organising the RCS
World Expo in Dublin (July 12-13). The event aimed at brands to
show the potential of conversational commerce with RCS and
supported by Google at its European HQ. The next meeting will
be on 28 th Sep.
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RCS Commercial Models – a document summarising all the work
of the group to date is being created. The resulting material will
be made available to both members and the wider industry in a
variety of formats, including a live webinar. We’re looking at: 1. The
conversational nature of RCS / 2. Session definition parameters
/ 3. Session flow examples / 4. Commercial simulations for
different models / 5. Conclusion. Members provided a great
update on all the work done across the group since its
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beginnings on April 28th in the form of a live webinar which had
great attendance. Thanks to all who spoke. The next meeting of
the group to review progress of the material is on June 23 rd.
A2P Commercial Models International Businesses – focus is on
definitions (MNO Ts &Cs) and message types, initial research
information collected by members being collated. The survey is
still out there so if you have not already contributed information
you have, we’d appreciate your input right here:
https://bit.ly/3zQCDzw Thanks to all MEF members who spoke
during a fantastic session looking at Commercial Models in
general at the MEF CONNECTS Business Messaging event last
week in Amsterdam. The next meeting of the group will be on
July 21 st
FRAUD & SECURITY
Future of Messaging Fraud & Revenue Assurance working group
is here to discuss issues relating to all channels but through
2021 much of the discussion revolved around SMS. A2P Voice
Flash Calling attracted a LOT of attention towards the end of
last year and already came up again in our first meeting on
January 26 th ! Indeed so much so that a separate sub-group
has been set up to look at the issue and create an educational
piece about what it is, highlighting all the issues. It is clear that so
few have a real idea of what it is and MEF members are looking
to change this. Work around securing the SMS channel and
monetising A2P SMS for MNOs is a recurring, ongoing theme.
Please don’t forget that the Fraud Framework is a great
resource, detailing the 14 known types of SMS fraud and you are
free to share it with anybody you want. This will be modified
later this year and a v.4 created to take into account a new 15th
type of SMS fraud identified. Contact James for more
information about this group. The next meeting is July 20 th.
Draft v.2.0 of the Business SMS Code of Conduct was published
on 14th December 2020 - see here Contact James for more
details if you need them and are contemplating signing your
company up to the code, joining the now 43 MEF members that
have already done so. More members continue to sign up to the
code which is excellent, but a lot more needs to be done here to
encourage participation.
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.The Fraud Framework was reframed to focus on definitions
only and separate deliverables, creating v.3.0. There is talk
about carrying out some small modifications to it so watch out
for a POSSIBLE v.4.0. coming towards the end of this
year!
All FoM members are encouraged to sign the Code of Conduct
if they feel they are able to. Remember these is no cost for MEF
members. Sign-up and ongoing administration of the scheme is
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free for all subscribing full members.
Fraud Framework Mitigation work is ongoing by a small subgroup
of members who are working on a specific mitigation
document. Hoping to have this completed in the coming months.
SOUTH AFRICA
The project is designed to bring together SABRIC (banking
association), MNOs, MEF members and other trade association
in South Africa to combat the scourge of fraud driven by SMS in
particular. SABRIC had a protracted reorganisation the back
end of 2021 but now their situation is clear., SABRIC provided a
new point of contact to MEF who has been most helpful and
now the only sticking point is COMRIC, the organisation bringing
all the operators in South Africa together. They have a new
CEO incoming so hopefully this will improve the situation. No
response from COMRIC as yet. This group is now being run by
MEF’s new team member down in Cape Town, South Africa,
Adam Morilly Contact Adam for more information.
Wholesale call on June 10th focused on the area of new,
emerging fraud types in the Messaging area. Thanks to Vladimir
Smal and Igor Skutsenya from LANCK Telecom for presenting.
It’s clear the industry is facing new challenges and in order to
combat fraud across Messaging, Voice and indeed other
channels, a collaborative approach is required, and best
practices need to be agreed on across the industry . If you
missed the session or want a refresh the recording is available
in the member resources area
Working actively on the MEF WHOLESALE CONNECT event
happening on Sept 14-15. If your organisation is interested in
sponsoring the event, please feel free to contact Suzy
Menneret.
If you are interested in other wholesale specific topics and
would like MEF to provide some insights and discuss these then
for all things Wholesale related here at MEF, please contact
Suzy Menneret.
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Michael Becker, the Working Group Chair, has presented at the
MyData 2022 event. The 8th Annual MEF Global Trust Study
has been launched in June. And Michael is getting ready to
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the Waters. The PD&I Working Group is engaging in a prioritizing
exercise. We have numerous initiatives that are getting kicked
off:
Solidifying the role of mobile operators in identity management
and the scalable use of mobile operator API programs
Illuminating the pros & cons of binding identity to a device, simcard,
or smartcard (external to the device)
Changing the lens: Understanding personal data and identity
through the industry (e.g., banking, retail, insurance) and
customer journey (e.g., onboarding, transaction, support,
advocacy, offboarding) lenses
Flipping the script: From Know the Customer (KYC) to Know The
Entity (KTE), the future of verified entities (organizations,
groups, governments, etc.)
Building a comprehensive personal data and identity ecosystem
map
Ensuring practical standards, e.g., contributing to the revision of
the NIST Identity Guidelines (e.g., NIST SP800-63 2017 Rev. 3)
to meet the needs of all industry stakeholders
Supporting the UK DCMS Trust Framework
Is it rude to ask your age? Not, it is an industry requirement.
Helping organizations embrace new regional and global age
verification and digital identity for minors initiatives
The network effects of verified attributes
Navigation the Meeting of The Waters: An effort to successfully
blend traditional organizational-centric and people-centric
approaches to personal data and identity management
Future business models and use cases for people-centric
personal data and identity management
Enterprise and personal data research study
In other words, we have a lot going on and are making a
difference. Contributors and leaders welcome, encouraged in
fact, to join us. If you’re interested in contributing to our efforts,
please reach out to Michael Becker at
michael@identitypraxis.com.
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Monetising and securing IoT is on the forefront of the Telco and
overall industry agenda. IoT services are moving from being the
afterthought and a nice to have business line, mainly driven
from the technology angle to a business that is seeing a return
on investment and why not booming. Organisations are
delivering connect products with the customer in mind , solving
core organisational and operational challenges and
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beyond connectivity to applications and services.
At the last working group our guest speaker the CEO of Eseye
Nick Earle, spoke about the importance of IoT roaming and
what we need to do as industry to ensure we provide value to
our customers without disrupting the connectivity chain by
having a comprehensive roaming strategy.
At the next working group we would take a look at how IoT when
combined with critical infrastructure can deliver sustainable
access to critical data. We will take a look at architecting IoT to
deliver value.
Next month during the digital transformation event the IoT
panels and conversations will cover areas from connectivity,
roaming, best practices, security and monetising connected
services. Don’t forget to register as it’s going to be a great
lineup of speakers covering all things IoT.
Members collaborated through 2021 to achieve the common
goal of ensuring the market understands both the fantastic
benefits of DCB as a Payments channel and potential fraud
areas e.g. collating great use cases in a ‘cookbook’ or ‘recipe
card’ type format. Project breaking down and disseminating the
comprehensive DCB Fraud Framework content, in ways which
would allow the biggest audience possible to benefit has come
coming to a natural end now. Thanks to so many members for
their video, webinar, social media posts, infographics and other
contributions!
Members simplified the mission of the group at the beginning of
2022 to: ‘Promote Adoption of DCB As a Trusted Payment
Method’
Attention in 2022 is now on what happens post-subscription,
post-payment. Customer support and best practice on how to
manage (for example) disputes is an important issue and the
group will look into this important issue and work on it – as well
as of course continuing the overriding mission of educating the
whole market that DCB is a great Payments channel!
MEF CONNECTS Digital Transformation’s second day on July
19th is focused on Payments and many members will be in
action then. Sign up to the whole event for free here.
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UPCOMING WORKING GROUP MEETING
NEXT WORKING GROUPS
28 JUL
08 SEP
CONTENT & ADVERTISING
WORKING GROUP MEETING
14:00 – 15:00 | FIND OUT MORE
CONTENT & ADVERTISING
WORKING GROUP MEETING
14:00 – 15:00 | FIND OUT MORE
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13 JUL
FUTURE OF MESSAGING PROGRAMME
MONTHLY MEETING
16:00 – 17:00 | FIND OUT MORE
20 JUL
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26 JUL
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FUTURE OF MESSAGING PROGRAMME
MONTHLY MEETING
14:00 – 15:00 | FIND OUT MORE
PERSONAL DATA & IDENTITY
WORKING GROUP MEETING
15:00 – 16:00 | FIND OUT MORE
PERSONAL DATA & IDENTITY
WORKING GROUP MEETING
15:00 – 16:00 | FIND OUT MORE
WORKING GROUPS
MOBILE ECOSYSTEM FORUM
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25 JUL
DCB FOR GROWTH
WORKING GROUP CALL
15:00 – 16:00 | FIND OUT MORE
MM/YYYYY | ISSUE NO. XX
19 SEP
DCB FOR GROWTH
WORKING GROUP CALL
15:00 – 16:00 | FIND OUT MORE
28 JUL
MOBILE IoT
WORKING GROUP MEETING
13:00 – 14:00 | FIND OUT MORE
22 SEP
MOBILE IoT
WORKING GROUP MEETING
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13:00 – 14:00 | FIND OUT MORE
08 JUL WHOLESALE
WORKING GROUP MEETING
13:00 – 14:00 | FIND OUT MORE
09 SEP WHOLESALE
WORKING GROUP MEETING
13:00 – 14:00 | FIND OUT MORE
FIND OUT MORE ABOUT OUR UPCOMING EVENTS HERE
WORKING GROUPS
MOBILE ECOSYSTEM FORUM
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MM/YYYYY | ISSUE NO. XX
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MEF REPORTS
Here is a selection of MEF’s latest reports
CLICK ON THE IMAGE TO DOWNLOAD
MEF'S 8TH ANNUAL
TRUST STUDY
An increasingly urgent
need for user
empowerment
The study is the barometer for
consumer attitudes and
behaviours towards trust in
personal data on mobile. Field
research was carried out in
Brazil, China, France, Germany,
India, Japan, South Africa,
Spain, UK and USA.
MM/YYYYY | ISSUE NO. XX
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ENTERPRISE SURVEY
Identification,
Authentication &
Verification Supplier
Opportunity Roundup
In this short report, we look to
answer a few key questions
around enterprise usage, plans
and attitudes surrounding
identification, verification and
authentication and draw out
opportunities for suppliers
based on sector, geography and
enterprise size.
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ENTERPRISE IoT
Roundup Of Supplier
Opportunities
CELLULAR SOLUTIONS
FOR IDENTITY
VERIFICATION
Enterprise Survey -
Personal Data and
Identity
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EXPLORING THE
METAVERSE
MEF Whitepaper
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IoT IN BRAZIL
A Key Global Growth
Market
READ MORE HERE
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Keeping it human: navigating the
environmental, social, and governance
pillars of personal data management
CEO of Lewis Insight, Chris Lewis shares an overview ofMM/YYYYY a recent | ISSUE NO. XX
panel held during MEF Connects Personal Data & Identity where
the discussion turned to Environmental, Social & Governance
issues surrounding personal data. During the session, a group of
inclusion experts explored how these issues influence consumer
perceptions of companies and their data practices, and
particularly what this means for the telecoms industry, and
when considering People With Disability.
The broader context of this discussion is that of Environmental,
Social & Governance (ESG) taking over from the Corporate Social
Responsibility (CSR) activities of the past.
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The importance of this shift as part of the sustainability journey is
that it comes with financial clout as well as the social side covering
both employees and customers and the topic of governing the
business. Hence, a more holistic set of criteria shaping all aspects
of an organisation, both internal and external facing.
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So, why is this important for the telecoms industry? Well, from a
financial side, over a trillion of the $40 Trillion funds being managed
by ESG funds are in the Communications industry. This represents
around a third of all funds under management today and is still
growing. The managers of these funds are increasingly looking to
ESG measures to decide where to invest.
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Furthermore, customers are increasingly aware of the ESG
credentials of companies and this will influence who they choose to
buy from – according to a PWC survey 76% of people said they
would not buy from companies who treated their employees
poorly. 88% said they would be loyal to companies who pushed
positive social and environmental issues.
In short, access to capital and keeping customers happy are
equally applicable when it comes to ESG.
MM/YYYYY | ISSUE NO. XX
From an identity and personal data perspective it is simple,
customers want to understand how their data is used, that they
can ‘trust’ the supplier and that data is handled in accordance with
their wishes as well as the regulatory frameworks in a particular
geography. But, it isn’t just about generic data issues. There is a
real opportunity for the telecoms industry to use the vast amounts
of data flowing through the networks and clouds of our industry to
deliver more focused and hopefully more profitable services. It is
true for old data sets but especially for the emerging data sets
relating to digital activities on a broader scale and dare we even
mention the Metaverse!
This is highlighted even more acutely when considering People With
Disability (PWD) and how they are treated under the emerging
digital services landscape. People have the right, of course, not to
reveal issues relating to their personal identity. However,
knowledge of a particular impairment, preference for channel
interaction or specific applications requirement relating to a
disability can help the industry deliver a much higher quality service
and hence optimum customer experience. In the past adjustments
for different disabilities have been clunky add-ons and adaptations
which rarely hit the mark.
Redesigning to include all possible permutations of usage patterns
will ensure that everyone benefits from this more inclusive design
approach. This includes those digitally excluded as well as those
with literacy issues. After all, we can render content in so many
different ways today and can use an increasing number of devices
to help us – just ask Alexa, Google, Siri or others!
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The telecoms industry has had a lot of data at its disposal for
decades and is accused of not leveraging it – Unlike some of its
Internet peers, however, it has not abused this intimate knowledge
either. So, a blend of ESG and new attitudes to data and the
identity of its customers, combined with the current generation of
more open APIs should lead to a more inclusive design of
interfaces and more relevant applications and content for
everyone, whatever their requirements. Accessibility and inclusion
needs to be part of the cycle of developing processes, systems
and services. It needs to be part of every cycle and not just
revisited every now and again, otherwise it will drop off and the old
problems will resurface.
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This is a call to arms for senior management within the telecoms
industry but also to everyone inputting into the design and
management of all of the services that get delivered to consumer
and business customers alike. There is an employment aspect to
this as well as the customer side. A more inclusive future will
benefit everyone, not just measured by ESG criteria but richer
cultural understanding inside companies and customers who
MM/YYYYY
feel
| ISSUE NO. XX
that they are being served how they would like to be served
rather than just a number at the end of a line!
This short summary does not do justice to the wide-ranging
perspectives of the people on this panel at the MEF event in
London in May 2022. Please visit the recording of the session to
get even more food for thought from:
Gema Esteban Garrido – Global Head of ESG, IG4Capital
Chris Lewis – Founding Director, Lewis Insight
Nicky Hickman – Freelancer, digital identity & inclusion specialist
Sarah Walton – Innovation Consultant & Founder
Chris Lewis
CEO LEWIS INSIGHT
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Six reasons to integrate Rich
Communication Services into your
mobile marketing campaigns
Chief Innovation Officer at mobile marketing automation
specialists Upstream Chrysa Karamanidi shares insights MM/YYYYY into | ISSUE NO. XX
why brands and enterprises should be excited for Rich
communications Services (RCS), and how the protocol is set to
shake up mobile marketing forever.
Does your mobile marketing need an overhaul? Would you like an
easy way to target and retarget customers, with huge reach and
improved sales? Here’s everything you need to know about Rich
Communication Services (RCS), a fast-growing messaging
protocol that holds great potential for marketing with proven
results and easy deployment.
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Natively available on all compatible Android phones with
supporting operators, it needs no additional installations,
downloads, or registrations.
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What makes it particularly interesting is that it allows rich
interactivity, previously only possible on over the top (OTT)
messaging platforms such as WhatsApp, Viber, Telegram, and so
on, including the exchange of images and videos, and the creation
of groups, etc.
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What is the potential of RCS for marketers?
The most exciting aspect of RCS is its powerful potential as a
channel for mobile marketing campaigns, to drive awareness,
traffic, and sales. With features such as rich messages
incorporating animations, carousels, links and videos, interactive
calls to action, and more, in a saturated and highly competitive
market, RCS can dramatically increase the effectiveness MM/YYYYY of mobile | ISSUE NO. XX
marketing campaigns. A recent campaign run by a food retailer
over RCS to drive traffic to their website achieved an impressive
22.2% click-through rate, when a typical online ad scores around
2%.
Using this technology for Android phones can help companies to
get their message to their target audiences quickly and with a high
rate of return. RCS offers users highly engaging content, which is
more likely to translate into clicks, actions, and sales.
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Here are six reasons why marketers must incorporate RCS into
their campaigns:
Huge reach
In 2022, there are an estimated 1.2 billion RCS-capable
subscribers globally – predominantly in Latin America, North
America, and Asia Pacific. Going forward, RCS can be expected to
play a larger role in emerging markets where Android mobile
phones are prevalent; they currently represent 91% of the market
in South America and 84% in Africa, compared to 69% in Europe
and 45% in North America (Mobile Operating System Market
Share, StatCounter, 08/04/2022). With this type of market
potential, marketers ignore RCS at their peril.
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Rich media
RCS technology gives users the ability to exchange rich content
such as photos, videos, rich cards, carousels, and pop-up
messaging (bubbles). It also supports a wider range of actions for
consumers than other marketing channels. For instance, users can
respond to messages, save events to their calendar, click to dial, or
share their location – to name just a few. Multimedia
MM/YYYYY | ISSUE NO. XX
communications featuring imagery, video and interactive
components, which offer consumers more meaningful ways to
interact and respond, are easy to roll out with RCS and are more
likely to lead to conversions. An RCS campaign, launched by a
mobile network operator, saw a 116% increase in migrations to
higher-value plans when using a gif over a static image, and a >7%
conversion rate (2x higher than SMS) through automated
retargeting.
Proven results
Mobile network operators can increase revenues and customer
loyalty, and improve monetization, with creation of richer mobile
marketing campaigns. RCS has one of the highest engagement and
interaction rates within omnichannel marketing. RCS campaigns
perform better than those that just use OTT, email, or even SMS,
because it combines the best of all three channels. A recent
retargeting campaign for an MNO in Brazil led to 785k plan
upgrades in six months, a 137% higher CTR for RCS over SMS, and
a 37% higher conversion rate for RCS over SMS.
Measuring performance
Marketers can also measure the performance of their campaigns
easily, as RCS messages return useful metrics for analysis such as
read receipts, meaning brands can keep track of their
communications with detailed engagement tracking.
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Identification of users
RCS is delivered via the Mobile Subscriber Integrated Services
Digital Number (MSISDN), which allows mobile network operators
to verify the identity of subscribers using RCS services without
using third-party cookies. This is a major advantage for marketers,
because third-party cookies are expected to be phased out within
the next few years. MSISDN compatibility will become the most
critical technology to underpin accurate and effective retargeting
campaigns on mobile devices.
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MM/YYYYY | ISSUE NO. XX
Easy deployment
RCS campaigns are easy to integrate into any multi-channel
marketing strategy. Platforms such as Upstream’s Grow allow RCS
to be seamlessly integrated into campaigns alongside almost any
other marketing channel and can be used to build multi-channel
campaigns. Their capabilities also allow marketers to access deep
insights, analysis, and audience management tools, and implement
conversion strategies incorporating user identification, targeting,
and retargeting across different channels.
With RCS predicted to be accessible to 3.8 billion mobile users and
to generate $4.6 billion in operator revenues by 2026, the
question is not whether you should be using RCS for marketing, but
whether you can afford not to.
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CHRYSA KARAMANIDI
CHIEF INNOVATION OFFICER
UPSTREAM
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Pod Group Launches ENO ONE Global,
the Key to Massive Global Deployment
of IoT Devices
Following the launch of its single SKU eSIM ENO ONE for the US
market at CES earlier this year, Pod Group MM/YYYYY – a | ISSUE NO. XX
Giesecke+Devrient (G+D) company and the world’s first
Enterprise Network Operator (ENO) – has today in the run up to
Hannover Messe, announced the launch of ENO ONE Global, a
multi-featured eSIM that offers the widest choice of public
native and roaming profiles globally, in addition to private
network profiles and customized SIM applets to enhance
security, provisioning and device management.
ENO ONE Global is designed to give enterprises access to all the
network profiles they need to scale, allowing combinations of
native in-country profiles with global roaming and private network
profiles. These can be updated Over The Air (OTA) via a single SKU
(Stock Keeping Unit) meaning that the user can dynamically
update their device connectivity remotely, with no need to manage
multiple SIMs and platforms.
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Based on Pod’s core network, which includes public and private
cores, the solution also enables secure and seamless roaming
between public and private infrastructure. The combination of
G+D’s market leading eSIM solution and Pod Group’s global
connectivity and intuitive platform delivered “as a Service” means
enterprises need only work with one trusted partner for all their
connectivity requirements.
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The ENO ONE Global eSIM incorporates G+D’s innovative
bootstrap technology to maximize efficiency, leveraging a multi-
IMSI global roaming profile for massive deployment of IoT devices
at low cost. Both consumer eSIM (SGP22) and IoT eSIM (SGP02)
standards are available, making ENO ONE Global a flexible and
agnostic choice for a multitude of different vertical applications.
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In addition, customized SIM applets such as Zero Touch Provisioning
and SIM2Cloud Encryption are available as standard, further
enhancing the capabilities of the ENO ONE Global eSIM. These
applets simplify massive deployments of IoT devices globally, since
they enable the device to “auto configure” by securely downloading
the configuration from the cloud when it is first switched on in the
destination market. This greatly simplifies the manufacturing
process, since all devices can be manufactured the same way,
saving the cost and time of individual configuration.
MM/YYYYY | ISSUE NO. XX
Sam Colley, CEO of Pod Group commented; “Until now, massive
deployment of IoT devices has been hampered by the complexity
of configuring and managing devices on global networks. Pod and
G+D’s unique position has enabled us to develop the most fully
featured eSIM on the market, beyond other offerings relying only
on roaming services, with the ability to combine public native,
roaming and private network profiles on a single SKU, managed by
a single platform. Furthermore, our advanced SIM applet
technology provides unique security and device management
options. With everything available “as a Service”, our offerings can
be tailored to the exact needs of the enterprise. This truly is a first
of its kind, a turnkey eSIM solution enabling enterprises to adopt
flexible connectivity and management out-of-the-box.
Pod Group will be presenting the new ENO ONE Global eSIM at
Hannover Messe (Hannover, Germany 30th May-2nd June 2022)
on booth G42 in Hall 5, with additional demos of the eSIM
management solution in the 5G Smart Venue in Hall 7.
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Sam Colley
CEO POD GROUP
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5 Minutes with… TelQ Telecom
In our 5 minutes with profiles, MEF members talk about their
business, their aspirations for the future and the wider mobile
industry. This week, CEO Oleg Makarov introduces SMS quality
assurance specialists TelQ Telecom.
What does TelQ Telecom do?
TelQ Telecom is a full end-to-end SMS delivery testing service that
allows companies to identify Fake DLRs, Sender ID, content, SMSC,
PDU, UDH, latency, delivery to ported numbers, etc. by sending
test text messages to real, local handset test numbers.
When did you launch and what growth have you seen?
We officially launched the company in 2016, while working on the
procedures, interface, and the actual platform started a couple of
years before that. In the past 6 years, the company has grown
significantly, gaining users from different industries all over the
world and expanding our testing coverage worldwide. Some of our
clients are the biggest companies in their respective fields. We
updated the UI and features of our platform several times in order
to better meet our client’s needs and at the moment; they
perceive us as the most user-friendly testing platform in the
market with a top level of reliability.
MM/YYYYY | ISSUE NO. XX
“As the need for testing in the market continues to grow, so is our
company. We are constantly adding new features to our platform
and we are planning to continue doing so. The latest feature which
is unique to the market is the Dynamic test ID text”
What are your main goals?
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We founded TelQ in order to combat the rising challenges in the
SMS industry, and our primary goal is to provide transparency to
the market. Since Q in TelQ stands for quality, an equally important
goal is to maintain the high quality of our platform and the test
results which we are providing for our clients.
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Where do you see your business in three years’ time?
As the need for testing in the market continues to grow, so is our
company. We are constantly adding new features to our platform
and we are planning to continue doing so. The latest feature which
is unique to the market is the Dynamic test ID text.
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What aspect of mobile is most exciting to you right now?
For sure, that is RCS with all the new possibilities which this
protocol will bring to the SMS industry.
Apart from your own, which mobile companies are the
ones to watch in the year ahead?
MM/YYYYY | ISSUE NO. XX
Definitely, Infobip, since they are planning to proceed with IPO, it
will be interesting to see how this will affect the market dynamics
and future trends in the industry.
OLEG MAKAROV
CEO TELQ TELECOM
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MM/YYYYY | ISSUE NO. XX
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ANTI-FRAUD, INTERCONNECTION,
TRUST
MEF and its members are actively supporting the ecosystem
with key initiatives to develop the market, free it from fraud and
support for superior long terms customer experience. Let the
MEF team know if you would like to join some of these activities. MM/YYYYY | ISSUE NO. XX
Singapore - following the intervention of the Singapore Regulator
with a series of ‘Overlay Requirements’ – it was regretfully decided
to close the MEF Singapore Registry. It was not possible to
continue operation on the basis of ‘Industry Collaboration’ with
aggregators/MNO’s/Merchants without breaching the existing
MEF contractual agreements. The Regulators overlay
requirements impacted (blocked) some Merchant live traffic and
further blocks were inevitable. MEF were not prepared to expose
aggregator data to 3rd parties or suffer Brand damage for a
situation outside of our control – hence closure
resulted.
UK Registry – continues to drive interest with a number of
potential merchants in discussion to engage. Funding Committee
meeting to be set up in April. Discussions still underway with NCSC
for greater collaboration/engagement in the UK. .
Spain - The Spanish Registry launched last December and
currently has 12 merchants – with more showing interest.
Ireland – The Irish Registry continues to show progress – but
fraudsters are still very active with smishing attempts. The
Registry team are redoubling efforts to engage more aggregators
to increase the level of reporting/control of senderIDs and thus
reduce overall smishing. A number of new aggregators have
recently agreed to come on board.
Ireland – COMREG have reportedly launched a new Nuisance
Communications Task Force and MEF are keen to discuss
collaboration – though Task Force attendance seems very
restricted – hence there is concern that the voice of ‘Industry
Collaboration’ may not be heard. .
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01
SMS CODE OF CONDUCT - SIGNATORIES
The new version of the SMS Code of Conduct is in place, if you
would like your company to become a signatory and stop fraud
and grey-routes please contact James at
james@mobilecosytemforum.com
OPEN RCS FORUM - INTERCONNECTION
Insight & Interaction
Updates & Actions
Major vendors in the RCS ecosystems have joined forces to
provide a clear path to interoperability and messaging
interconnection in the industry. MEF Is hosting the meeting
MEF Report Business Messaging – Yearly Consumer Surveys in Field
MEF Survey (10 countries): Consumer Trust, Security, A2P, Smartphone User, Direct Carrier Billing
MM/YYYYY | ISSUE NO. XX
© 2020 Mobile Ecosystem Forum Ltd
7
2021
CONSUMER TRUST
REPORT- MAR 2021
MEF 7 TH CONSUMER TRUST REPORT
CONSUMER 2021 SECURITY IN MOBILE
A2P BUSINESS
MESSAGING
REPORT - APR 2021
SMARTPHONE SURVEY
REPORT - MAY 2021
SECURITY IN MOBILE-
JUNE 2021
The regular yearly update on consumer’s sentiment on trust,
security and privacy on mobile is now available. Download the
report here.
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ABOUT MEF
Mobile Ecosystem Forum is a not-for-profit
global trade body that acts as an impartial and
authoritative champion for addressing issues
affecting the broadening mobile ecosystem. We
provide our Members with a global and crosssector
platform for networking, collaboration and
advancing industry solutions. The goal is to
accelerate the growth of a sustainable mobile
ecosystem that delivers trusted services
worldwide. Established in 2000 and
headquartered in the UK, MEF’s Members are
active across Africa, Asia, Europe, Middle East,
North and Latin America.
MEF provides a community that offers Insight
(reports, surveys, market guidance); Interaction
(events, networking, visibility) and Impact
(advocacy, code of conducts, industry initiatives).
To join the MEF communities please email info
admin@mobileecosystemforum.com.
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Contact Sam if you’d like to contribute an article.
If you would like to explore the range of MEF
Member sponsorship opportunities available at
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any MEF Connects then please contact Susan.
Follow us on LinkedIn, register for the member
area and subscribe to MEF’s newsletters to keep
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up to date with MEF activities throughout the
month.
DARIO BETTI
CEO
SUSAN FINLAYSON-SITCH
DIRECTOR OF MM/YYYYY OPERATIONS | ISSUE NO. XX
JAMES WILLIAMS
DIRECTOR OF PROGRAMES
EWA PEPPITT
GLOBAL MEMBER MANAGER
SAM HILL
GLOBAL COMMUNICATIONS MANAGER
CAROL BENITES
MEMBER & MARKETING COORDINATOR
MIKE ROUND
PROJECT DIRECTOR REGISTRY
NIKKI BAILEY
REGISTRY OPERATION MANAGER
NASSIA SKOULIKARITI
PROJECT DIRECTOR IoT
GUILHERME SARTORI
ISSUE EDITOR
MARKETING & EVENTS
MINA YAZDANI
EVENTS & COMMUNICATIONS
COORDINATOR
MOBILE ECOSYSTEM FORUM
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MM/YYYYY | ISSUE NO. XX
APPENDIX
© 2022 Mobile Ecosystem Forum Ltd.
All Rights Reserved.
Disclaimer
Mobile Ecosystem Forum Ltd. makes no representation,
warranty or undertaking with respect to and does not
accept any responsibility for, and hereby disclaims liability
for the accuracy, completeness or timeliness of the
information provided.
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