Not just about entertainment any more.
The industry trade body unveiled its new remit at its first MEF Global conference last week.
After ten years of representing the mobile entertainment space, the MEF is now officially focused on content and commerce.
Indeed, it has a new strapline now – 'the global community for mobile content and commerce'. However, it has decided to keep the name MEF even though the 'e' stands for entertainment.
It's not wildly surprising. Although the personalisation boom that inspired the founding of the MEF is now in decline, there is still a buoyant market in apps.
However, the real action – and possibly the money – lies in mobile as a payments channel, whether for mobile, digital or physical goods.
The MEF clearly sees its role in supporting the expansion of this space.
Rimma Perelmuter, executive director of the MEF, said: “As a global organisation with strong local representation, MEF is ideally placed to shape the industry, connect thought leaders, drive monetisation opportunities and provide competitive advantage for mobile content and commerce leaders."
To support this, the MEF has published research, which shows that 91 per cent of UK users and 79 per cent in Brazilians have used mobile to engage in commerce.
The level did not dip below 72 per cent in any of the markets surveyed.
Meanwhile in Latin America, 20 per cent of consumers are prepared to spend over £200/200 Reais on mobile purchases, double the next closest region (India at ten per cent).