MEF is the global trade association for companies wishing to monetize their products & services via mobile. Headquartered in London with operational chapters and offices in Asia, EMEA, Latin America, Middle East, Africa and North America, MEF is a member network with international reach and strong local representation; ideally placed to drive market growth. Established in 2000, MEF represents the total mobile ecosystem providing an impartial and powerful voice for pioneering companies from across the mobile content and commerce value chain.

Andrew Bud – MEF Global Chair

Founder and CEO, iProov

Andrew has been the Chairman of the Global Board of MEF since 2008. He helped found MEF in 2001 and was re-elected to its Board in 2003, 2005, 2007 and 2009. From 2005-2008 he was a non-executive director of PhonePayPlus, the agency of UK regulator Ofcom responsible for premium-rate telecoms services.

Andrew is the Founder and CEO of of iProov, a pioneer in usable biometric identity authentication for mobile transactions. He is also Founder, and former CEO and Executive Chairman, of mBlox on whose Board he serves.

Andrew is a Chartered Engineer and Fellow of the IET, with a degree from the University of Cambridge. He delivered the 2009 Appleton Lecture for the IET on “New Approaches to Digital Distribution”, and in August 2009 was named by as one of the top fifty mobile industry executives worldwide.


Filipe Roup Rosa : Co-Vice Chair

Business Director LatAm, Boku

As founder, Country Manager and Board advisor of some of the most influential VAS companies in the region, Filipe Roup Rosa has acquired a unique ‘know-how’ insight and ‘know-who’ access into the mobile industry. With over 12 years of experience, working with the largest Carriers, Content Providers and Aggregators, Filipe is currently responsible for developing Boku’s presence in Brazil and also serves as a Special Advisor for MEF.

Filipe began working at MEF LATAM as General Manager. He helped MEF with achieving strong results such as launching MEF LatAM (2009), build a strong Brazil brand equity and base of committed members. As a Board Member and Special Advisor, Filipe continues to champion MEF externally and provides consistent support and guidance to the MEF Executive and leadership.

James Lasbrey : Co-Vice Chair

Global Business Leader, Wholesale SMS, Telefonica 

James has held a number of leadership roles across Telefonica and is the global lead for Telefonica’s wholesale messaging service covering 19 markets across LATAM and Europe. Telefonica is extremely well positioned to deliver new customer engagement models and innovation. James will work with MEF’s members to drive the take up of new services in each market, especially in LATAM in 2015.

During his time at Telefónica, James has led the Interactive business, providing messaging services for both the indirect and direct markets. More recently, as Commercial Director for O2 Media, James worked on the transition from O2 Media into Weve to create a single UK operator platform for mobile marketing and commerce. In parallel James led Telefonica’s Olympics project team for business, winning awards for great customer experience.

Rimma Perelmuter


Rimma has worked in in the mobile industry for the 13 years and has a strong background in non-for-profit management and international business development. Since its launch in 2001, Rimma has been a driving force at MEF, establishing it as the premier trade association for the mobile content and commerce industry and growing its global footprint to include chapters in EMEA (including a ME office co-founded by Ooredoo & the recently launched Africa office in association with Vodacom), Asia, North and Latin America. As CEO, she has a strategic and commercial role across the organisation focused upon MEF’s expanded remit and delivering business benefits to members.

She is also a Co-Founder of Women in Wireless UK and co-chairs its Development committee. Prior to MEF, Rimma worked for an internet start-up and several global trade associations based in Washington DC. A bi-lingual English-Russian speaker, she holds a Masters degree from the London School of Economics and a Bachelors degree from Cornell University.


Tony Anscombe – AVAST

VP Product Compliance and Industry Relationships

Tony brings over 20 years of experience in the consumer and enterprise security industry and is an established author, blogger, speaker and commentator on a wide range of internet security related topics. In his current role, Tony works across Avast to drive the company’s security commitment and inform the vision, application and impact of its products and services for consumers, small and mid-size businesses and channel partners.

During his time at AVG (now part of Avast), he became a key liaison for technology partners, industry organizations, and analysts. He was also one of the founders of the bug bounty program at AVG and, as a strong believer in community action, is set to strengthen relationships with third-party security researchers and reviewers. Tony also holds an executive position with the Anti-Malware Testing Standards Organization (AMTSO), and is an advisory board member for the Clean Software Alliance (CSA).


Darren Foulds – Barclays Bank

Managing Director for Pingit and Mobile Banking

Darren has over 14 years’ experience working in financial services, design and mobile services. As the Managing Director for Mobile Banking and Barclays Pingit, an award winning payments platform, Darren is responsible for the global development of these propositions; focused upon innovation, building partnerships and product development to deliver real value to consumers.

Darren is passionate about putting the customer at the heart of design and leveraging the increased engagement we see through mobile to bring new products and services to consumers. Of particular interest is how to extend these services to new markets and bring the benefits of simplified payments to both banked and unbanked customers.

Kristian Järnefelt – F-Secure Corporation

Executive Vice President of Consumer Security

Kristian Järnefelt is the Executive Vice President of Consumer Security of F-Secure Corporation. In his vast experience from working in multi-national companies and startups, Kristian understands the dynamics of all aspects of the mobile ecosystem. Prior to joining F-Secure, he worked for Fujitsu Finland Oy as Sales Director. Before that he led as CEO and partner at Miradore and Concilio Networks and held several managerial positions at Hewlett-Packard.

In his role at F-Secure, Kristian is spearheading the transformation of the consumer business to answer and anticipate the evolving needs of customers in a fully connected world. He is the executive sponsor of F-Secure’s annual carrier event SPECIES, which in the last 10 years has grown to include 100 handpicked guests from leading global operators. This industry-leading knowledge-sharing platform fosters a consistent sense of trust and inclusion that pays dividends in expanding loyalty and revenues.

Mark Harding – KPMG

Media and Digital Content Director

Mark leads a series of digital content reviews on behalf of the music majors and other content owners. These reviews involve gaining a deep understanding of the evolving digital content value chain. The team Mark leads is currently engaged in more that 30 digital content reviews (mobile and online) which includes all of the major European mobile network operators, acting on behalf of the music majors but at the same time helping the digital distributors with their existing controls and reporting provides a unique insight on the industry.

Mark is close to the ‘on the ground’ issues faced by both the content owners and the digital distributors as both look to improve control whilst at the same time innovate with new products and revenue streams.

Rob Malcolm – mBlox

SVP Global Commercial Operations

Rob has worked at the heart of the mobile eco-system since 2003, and currently holds a senior executive position at Mblox.  Rob was a key driving force behind its growth from a small start-up to one of the largest mobile messaging companies globally.

Rob has a passion for the Mobile API economy, IOT, mobile monetisation, and the importance of the mobile community working together to create valuable, secure and seamless services on a global scale.

Mblox has been a member of the MEF for over a decade and has contributed where possible to its growth, evolution and relevance over the years.

Rob is excited about helping the MEF bring together its diverse set of members.


Suhail Bhat – Ooredoo Group

Group Director, Content and Strategic Partnerships

Suhail Bhat has been a leading contributor to the growth and progress of Ooredoo’s content and partnership business since 2011. He oversees the development of Content and Strategic Partnerships at the Group level and ensures their successful execution in the operating companies, with a focus on making Ooredoo the starting point for mobile digital consumption in their markets. As a direct result, customer experience for Ooredoo’s 110+ Million subscriber base has been greatly enhanced whilst maximizing revenue potential.

With over 17 years of experience in the Telecom industry, Suhail is also an expert in regulatory matters, having served as a Policy Advisor for Phoneplay Plus (The UK Regulator). He was previously Director of Policy and Initiatives at MEF where he was instrumental in bringing different opposing players to the table to produce industry changing pieces such as the VAS Code of Conduct in Brazil, The Smart Enablers Guide, The M-Commerce guide and the Mobile TV Guide to name but a few.

Ricardo Carvalho – TIMWE

Co-Founder and Managing Partner

Ricardo is the Co-Founder and Managing Partner of TIMWE, a global provider of mobile enablement solutions for Marketing & Entertainment, Money, Government and Tech Services. With its 15 years’ market experience and management of technological platforms, TIMWE designs, delivers and manages end-to-end solutions for mobile carriers, media groups, governments, brands, marketing & advertising agencies as well as end consumers. TIMWE operates in more than 75 markets worldwide, is present in all five continents, managed throughout 27 offices employing more than 500 people.

With many years of experience developing business throughout the world and dealing with different cultures, Ricardo helped launch TIMWE international operations in 2003. After starting its core business in Latin America, TIMWE successfully expanded to Middle East, Africa, Europe and the Asia Pacific regions.