25 April 2012

MEF launches App Privacy Initiative

MEF has officially launched its Privacy in Mobile Applications Initiative at its inaugural Privacy Summit in Washington D.C. with the goal to help the global mobile industry build consumer trust when interacting with mobile apps that collect user data.

The initiative has been formalised by the creation of the Privacy in Mobile Applications Working Group representing stakeholders from across the value chain to actively champion the groups’ objectives throughout the mobile ecosystem - the initial founding members include Impact Mobile, InMobi, mBlox, SNR Denton and Vodafone, with additional members to be announced shortly.

Yesterday’s Privacy Summit was attended by members, Government Agencies and other guests including CTIA, Federal Trade Commission, Federal Reserve Board, Future of Privacy Forum, KPMG, Truste, Turner Broadcasting and Verifone.

MEF Global Chair, Andrew Bud said: “Mobile applications can use consumer data such as user location and address books to create great consumer value, but raise privacy concerns which we must address as an industry. Transparency and informed consent are key to consumer trust, and whilst apps stores can make a great contribution, it’s essential the total mobile value-chain is engaged and empowered. MEF’s Privacy in Mobile Applications Initiative will ensure both a holistic view is taken and practical tools delivered.”

The D.C. summit and initiative follow previous focus by MEF on privacy as a key issue - privacy and security were identified as a concern by 27 per cent of the respondents in MEF’s Global Consumer Survey late last year, and at MWC 2012 members met to debate the issue at a dedicated roundtable session - you can listen to the podcast here.

Head over to the MEF website for the full press release, and let us know what you think of the initiative in the comments.

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