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Upstream is a mobile monetization powerhouse. Our MINT technology platform brings together insights from billions of mobile interactions, rich customer data and innovative engagement mechanics to deliver the highest mobile purchase rates in the industry. We work with mobile operators in 40 countries, and have direct marketing and billing access to over a billion consumers.

MEF Minute/

Industry Views: lite apps in emerging markets

There is a growing trend for big mobile brands to develop lite versions of their apps to hook mobile users in emerging markets. Just last month Shazam and Facebook Messenger announced that they are going lite for example.

The logic is straightforward. Unlike saturated established app economies, these markets are mobile first and represent the next billion in terms of connected mobile users. Importantly they typically have poorer network speeds and lower levels of disposable income so lite versions of apps are offered as a low data and cost solution.

We asked MEF members and the wider mobile community for their thoughts.

Industry views: what’s next for mobile and consumer trust?

The last few weeks have seen some interesting moves around ad-blockers and Safe Harbour and raises some important questions. Both point to the need for consumer data and the fragility of that relationship in terms of developing consumer trust for a sustainable business future.

How should the industry respond?

Perhaps consumer trust in mobile is actually a disruptive element that is paving the way for a new wave of apps and services that make it a virtue or selling point?

MEF is holding its European Consumer Trust Summit. On October 20, at Level39 in London’s Canary Wharf, to discuss these and other issues with delegates from brands, regulators and consumer advocates.

Industry Views: the NFC payments opportunity

Last week MEF launched its annual Global Mobile Money report, which studied 15,000 mobile users across 15 countries.  The headline statistic is that mobile banking and mobile commerce continues to engage consumers - especially in mobile first markets. 69% of mobile media users globally carried out a banking activity via mobile whilst 66% have carried out a transaction. In tandem this year has seen the launch of Samsung Pay and more recently Android...

Industry Views: Will Yahoo’s Flurry acquisition help it face down competition from Google and Facebook?

Last week's news that Yahoo has acquired mobile advertising and analytics firm, Flurry (rumoured to be somewhere between $200 and $300 million) sharpened the focus on the mobile advertising space, which, according to figures from eMarketer is set to reach $32.71bn in 2014, up 85% from 2013’s total.  No doubt Yahoo is keen to achieve a bigger slice of the advertising pie.  Indeed, with Yahoo's CEO, Marissa Mayer, continually referring to the company...

The Next Mobile Frontier: Global Vs Local Brands [Infographic]

Amazon is rumoured to be planning extensions to its existing mobile content offering that could include a music streaming service and even a dedicated Amazon smartphone. However, the global online retailer is losing ground to its 'Big 3’ key competitors Apple, Google and Microsoft in emerging markets, according to research from mobile marketing expert and MEF member Upstream. The latest installment in the ‘The Next Mobile Frontier’ report shows that over...

The Next Mobile Frontier [Infographic]

With 5.2 billion of the world’s 6.8 billion mobile subscribers in the developing world, handset manufacturers and developers such as Nokia, Ericsson, Facebook and Mozilla, are renewing their efforts to…

[Infographic] Preferred mobile brands & content in emerging markets

Mobile marketing company, Upstream, has put together this interesting infographic about mobile preferences in emerging markets based on their recent Emerging Markets Mobile Attitudes Report. Don’t forget, MEF Africa is currently…