Wants to help brands use mobile for payments of 'real' goods.
The first phase of the initiative will produce an educational and informative webinar and 'M-Commerce Guide' that will contain commercial best practices, benefits, and case studies.
“There is no more timely and definitive resource,” said Gary Schwartz, CEO of Impact Mobile and vice chairman of MEF North America. “Across the US, brands, retailers, and content owners are exploring ways to effectively reach their mobile shopper.
"The MEF M-Commerce Guide will help these stakeholders to identify ways to drive revenue on the phone or via the phone. This resource will be a good first step to simplify the myriad of options in-market.”
The idea is to address the growth in micro-payments on the purchase of items like car parking and cinema tickets – and also the incentive and m-couponing programmes driving sales and customer retention.
There's a MEF webinar on 'Demystifying the World of M-Commerce' scheduled for April 27
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