Mobile Entertainment Forum (MEF) Expands to Latin America With Launch in Brazil

Ron Czerny to serve as Acting Chair & Filipe Roup Rosa joins as General
Manager for MEF LATAM

LOS ANGELES, Nov 25 /PRNewswire/ -- Mobile Entertainment Forum (MEF), the
global trade association of the mobile media industry, has announced the
launch of its Latin America chapter (MEF LATAM) with an inaugural meeting in
Sao Paulo that attracted over 100 companies across the value-chain last week.
MEF LATAM's mission will be to foster an environment conducive to driving
mobile entertainment development across the region, by creating dialogue
between the industry and regulators, as well as driving initiatives that
promote best practices and sustainable business solutions.

MEF LATAM has already attracted 24 major companies as founding members,
including 2ergo, Binbit, Blink, Boltcel, Comfone, Dada, Flycell, Fox Mobile
Distribution, Getjar, Impact Mobile, KPMG, Masurlaw, NeoMobile, Nokia,
Omnifone, PlayPhone, RIM, Silverstreet, Sony Music, Sony Pictures, SPB
Software, Telefonica, TIM and Zed.

Ron Czerny, Acting Chair of MEF LATAM and CEO of Playphone said, "MEF provides
a strong vehicle for the mobile entertainment industry as a whole to represent
its interests through one coherent voice. The quality of the founding members
is a great achievement for MEF LATAM which will serve as a source of strength
for achieving solutions and clear results in the region." During the meeting,
Filipe Roup Rosa was announced as General Manager, MEF LATAM. He is based in
Sao Paulo which will serve as the regional headquarters. Rosa highlighted
that "the growth of mobile media in Latin America is exponential, but that
speed has created gaps in regulation. MEF's intention is to act strongly to
address regulatory issues and tackle problems such as the tax burden on our
industry with effective measures. We will also act quickly to elect the first
regional board of MEF LATAM and implement the action plan set out by members."

Rimma Perelmuter, MEF Executive Director stated that "MEF's international
expertise in working with regulators, identifying sustainable business models
and accelerating market entry opportunities will foster the growth of the
industry and deliver competitive advantage to our members. These tools have
made MEF successful worldwide and will form the core aspects of our work in
LATAM."

Suhail Bhat, MEF Policy and Initiatives Director, reinforced the importance of
achieving progress through self and co-regulation: "Our goal is to foster
collaboration between local regulators and our members. Underpinning the
phenomenal growth in Brazil and the future success of the mobile entertainment
industry is consumer trust in mobile media. Growth comes from having
regulatory frameworks or Codes that are transparent, consistent in their
application and proportionate to the harm they are trying to prevent." Bhat
also stressed the need to educate regulators on the developments in the
industry and to ensure they understand the complex nature of mobile content
and service delivery.

Notes to editors:

About Mobile Entertainment Forum (MEF)
The Mobile Entertainment Forum was formed in 2000 to represent companies
throughout the entire mobile entertainment value chain. As the global trade
association of the mobile media industry, MEF works on behalf of its diverse
membership to drive mobile entertainment adoption, shape regulation and
deliver competitive advantage to its members.

With global headquarters in London, a Hollywood-based Americas secretariat, an
Asian chapter in Singapore and the newly expanded EMEA branch, MEF's network
of members represents a veritable 'Who's Who' of mobile entertainment
businesses and entrepreneurs.

On 17 November, MEF took another important step by launching the Mobile
Entertainment Forum - Latin America (LATAM-MEF), based in Brazil, to establish
strong representation and local business development initiatives for the
companies at the forefront of industry development in Latin America.

For more information, please visit: www.m-e-f.org or www.m-e-f.blogspot.com

LATAM-MEF Founding Members
The MEF-LATAM group founding are: 2ergo, Binbit, Blink, Boltcel, Comfone,
Dada, Flycell, Fox Mobile Distribution, Getjar, Impact Mobile, KPMG, Masurlaw,
NeoMobile, Nokia, Omnifone, PlayPhone, RIM, Silverstreet, Sony Music, Sony
Pictures, SPB Software, Telefonica, TIM and Zed.

Founding member status open until January 31, 2010.

Companies interested in becoming members should contact Filipe@m-e-f.org

For press enquiries, please contact:

LATAM:
Lucia Faria Comunicacao
Claudio Garcia
assessoria01@luciafaria.com.br
+ 55 (11) 3277-8891 xtn 23

Europe:
Hotwire PR
Alexis Dalrymple / Kirstyn Langford
Alexis.Dalrymple@hotwirepr.com / kirstyn.langford@hotwirepr.com
+44 (0) 20 7608 4685 / 4628

North America:
Nadel Phelan, Inc
Katie Mason
katie.mason@nadelphelan.com
+1 831-440-2407

SOURCE Mobile Entertainment Forum

Latin America, Claudio Garcia of Lucia Faria Comunicacao, + 55 (11) 3277-8891,
ext. 23, assessoria01@luciafaria.com.br; or Europe, Alexis Dalrymple, +44 (0)
20 7608 4685, Alexis.Dalrymple@hotwirepr.com or Kirstyn Langford, +44 (0) 20
7608 4628, kirstyn.langford@hotwirepr.com, both of Hotwire PR; or North
America, Katie Mason of Nadel Phelan, Inc, +1-831-440-2407,
katie.mason@nadelphelan.com, all for Mobile Entertainment Forum