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 – 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.


Robert Gerstmann – Co-Vice Chair

Chief Evangelist & Co-Founder, CLX Communications

Robert Gerstmann is the Chief Evangelist & Co-Founder of CLX Communications. As a founder of the company, Robert is a true brand ambassador for CLX, he drives the business growth strategy by providing input and direction to our product and technology roadmaps and by engaging with our customers and partners around the globe.

Robert has an extensive international grounding and 15 years of experience within mobile enterprise communications. Prior to co-founding CLX, Robert has held commercial management positions at Mblox as the director of the global mobile messaging business line and Netgiro/Digital River. Robert holds an MSc in Industrial Engineering and Management from the Linköping Institute of Technology.

Julian Ranger – Co-Vice Chair

Exec Chairman & Founder,

Julian has over 30 years experience in the networks, data and interoperability business, firstly in the military internet domain where he built his business STASYS to be the leader in military interoperability worldwide before selling to Lockheed Martin, and more recently with is a leader in the emerging personal data ecosystem, enabling individuals to build their own 100% private digital libraries of all their personal data to fully own and control its sharing with apps/businesses whilst allowing businesses to get Rich permissioned data otherwise unavailable.

Julian has been working closely with the MEF to advance its core contribution to the personal data space and interoperability needs; enabling businesses to successfully take advantage of the transition to personal ownership of data.

Mark Harding – Finance Chair

Media and Digital Content Director, KPMG

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.

Joanne Lacey – MEF

Interim CEO & COO

Joanne joined MEF as COO in 2013 to oversee its global programming and member services and was appointed interim CEO in November 2018.

She has worked in the mobile industry since 2000 helping to establish the nascent mobile games ecosystem with market pioneer I-play (Digital Bridges) and later Player X / Zed Worldwide. She has worked across the mobile ecosystem partnering with MNOs, solution providers and content owners.

She leads the MEF team and is responsible for the development of its industry partnerships with trade associations, regulators, analysts and event & media companies. She oversees MEF’s Future of Messaging Programme which through collaboration tackles fraud and drives monetisation, and was responsible for revamping MEF Minute the award-winning industry blog.

Ray Anderson – Bango


Ray is a passionate advocate of the power of open ecosystems. In the 80’s Ray devoted himself to evangelizing widespread availability of computers through his work at Acorn on the BBC microcomputer and its software and communications ecosystem. Ray then focussed on wider access to the Unix operating system though his role as CEO of IXI and its work on open standard user interfaces with the X Consortium and with X/Open. IXI sponsored the first International World-wide Web conference at CERN in 1994 and evangelized the open Web ecosystem against strong resistance from monolithic interests.

In 1999 Ray co-founded Bango, with the idea of enabling the web to spread to mobile, contributing an open and easy way to enable payment to support the growth of the mobile ecosystem. With initiatives such as iLoveMobileWeb and participation in other initiatives in the USA and Europe Ray contributed to the demise of walled gardens and the increasing emergence of a more open ecosystem to enable innovation and scale.

Darren Foulds – Barclays Bank

Managing Director, Mobile Payments

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.

Filipe Roup Rosa – Boku

Business Development Director

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.

Rafael Pellon – FAS Advogados


Graduated in Law from Universidade Federal do Rio de Janeiro – UFRJ; Pos-Graduated in Information Law from Universidade Cândido Mendes; Pos-Graduated in Procedural Strategies, Advocacia Empresarial, Fundação Getúlio Vargas/SP. Attended the Course “Political and Economical Aspects of the European Union” at INSPER/SP.

Has over 17 years of experience in legal practice specialized in contracts, intellectual property, media and entertainment. Worked for some technology and telecom companies such as Claro, Embratel, IG and UOL. Is a Director of ABDTIC – Associação Brasileira de Direito e Tecnologia da Informação and Legal Consultant of Policies & Initiatives of MEF LATAM and the Mobile Marketing Association – MMA

Jason Lunn – IMImobile

SVP Commercial

Following a successful career within Infracast for over 8 years, I have continued with my passionate approach to high quality messaging within IMImobile, now being responsible for connectivity for the billions of personalised communications which are transmitted by the IMImobile group to consumers every year. This volume has been earned by applying the ethos of MEF and focussing on high quality routes to give the best quality of service to business customers and building their confidence.

We are now in our 4th year of active MEF membership and have introduced many others to the forum with the goal of improving the messaging eco-system for the benefit of all. Most recently I have being heavily involved in bringing the UK mobile operators together to ensure a future successful outcome with MEF for the ‘Smishing’ initiative. This initiative feels closer than ever to approval and implementation and will be a major step forward in maintaining trust in messaging.

Suhail Bhat – Ooredoo Group

Group Director, Entertainment, Digital and Financial Services

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.

Surash Patel – RealNetworks


Surash leads the RealNetworks business in EMEA with over 25 years of experience in telecommunications. Prior to RealNetworks, Surash worked at mGage, holding roles of Chief Strategy Officer & COO for Europe. Surash was instrumental in helping mobile marketing company Velti through its meteoric growth and Nasdaq listing, where he led global operational teams. Previous employers have included KPMG, Accenture, O2 and BT where Surash held consulting and business development roles. Surash graduated with an MBA from London Business School and a BEng(Hons) in Electrical & Electronic Engineering from Brunel University.

Surash is also Chair of a Charity; Binti International, which promotes Menstrual Dignity for Women worldwide.

Surash is an active participant of MEF’s Future of Messaging Programme, most recently helping drive MEF’s project in the UK to mitigate smishing/spoofing via a trial with MNOs, banks and Government agencies. The goal is to protect consumers from harm and addresses a problem which not only creates a bad reputation for messaging, but also costs the industry £millions per year.