"The GSMA Mobile Media & Entertainment Programme has been created to facilitate interaction between the mobile, media and entertainment industries. Our initiatives are focused on the development of mutually beneficial market opportunities for all players in the value chain that create, develop and deliver media rich content based services such as advertising, music, film and gaming over the mobile medium. Ultimately, our aim is to create compelling, seamless and intuitive experiences for mobile users globally."

The GSMA's Media & Entertainment initiatives are focused on the following streams each with its own objectives:

• Mobile Advertising - accelerate the development of mobile advertising, and builds trust and confidence in mobile as an effective advertising medium
• Mobile Film - stimulate supply and demand of "made for mobile" film globally
• Mobile Music - investigate new and alternative business models to enhance the role of mobile as an effective distribution and reporting channel for music
• Mobile Gaming - investigate new business models, opportunities for games and potential cross-operator gaming platform

Read the recent developments from the Mobile Advertising Programme.