MEF, the mobile content and commerce community, has launched a privacy in mobile applications initiative in a bid to build consumer trust when interacting with mobile apps that handle personal data.
A Privacy in Mobile Applications working group will oversee the implementation of these strands, whose members include Impact Mobile, InMobi, mBlox, SNR Denton and Vodafone.
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."