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RELEASE: Meffys awards shortlist underlines mobile entertainment’s evolution and global reach

· Meffys applications covering 60 countries highlights awards’ international stature and breadth
· New Business Intelligence category and finalists reflect industry’s coming of age
· Winners to be announced in London on 23rd June
· Meffys to be hosted by TV presenter and comedian Hardeep Singh Kohli

27 May 2009, London – The Mobile Entertainment Forum (MEF) today announces the shortlist for the 2009 Meffys Mobile Entertainment Awards which were selected after three days of judging involving 43 international press and analysts. Now in their sixth year, the 180+ submissions reflected innovative content, services, applications and handsets deployed across more than 60 countries, intensifying the level of international competition and prestige.

The categories cover virtually every aspect of mobile entertainment and media, and for the first time included the Business Intelligence Award to recognise companies which are helping the mobile media industry better track, quantify and analyse data to support continued investment. For the second year running, the categories also included the Quality of Experience Award, judged by the end-users themselves through we are:London, an innovative user-centred design agency who are experts in multivariate testing and behavioural targeting.

The Meffys shortlist demonstrates the unprecedented evolution and highlights unique trends in mobile media and entertainment. For instance, emerging markets (in which mobile has overtaken internet penetration) are driving innovation and fuelling growth with a range of simple and practical solutions for overcoming economic, technological and commercial barriers and driving mass adoption.

Rimma Perelmuter, Executive Director of MEF, said: “From the meteoric rise of apps-inspired vendors and content owners in driving consumer engagement to the remarkable growth achieved in emerging markets and the evolution of transparent, user-friendly business models, the 2009 entries provide a window to all the latest trends and innovations. More than ever, the Meffys reflect the increasing importance of mobile as a key engagement and entertainment channel for consumers.”

This year’s winners will be unveiled on 23rd June at a special gala awards dinner in London to an audience of 300 key industry players. Hosted by leading social commentator, BBC presenter and comedian Hardeep Singh Kohli, the gala evening is set to be the most exciting Meffys to date. As every year, the event takes place on the first evening of MEF’s official annual conference, Mobile Entertainment Market (

To read more insights from the judging sessions, please visit the MEF Blog

For a full list of previous Meffys winners, please visit:

The Meffys are supported by an impressive array of media partners covering the mobile, entertainment and advertising industries (see notes below).

Meffys 2009 Shortlist (alphabetical)
Bolt Creative for ‘Pocket God’
Gameloft for ‘Real Football 2008’
Nokia for ‘ONE’
RealNetworks for ‘Tropical Towers’
Twistbox Entertainment for ‘Play for Prizes’

Music Service

24-7 Entertainment for ‘TDC Play’
Dada & Dada Entertainment for ‘Dada Music Service’
Gracenote & Gravity Mobile for ‘MusicID 2’
IMImobile for the ‘IMImobile Full Track Music Download’
Shazam Entertainment for ‘Shazam on iPhone’
Vodafone Group for ‘Vodafone Music’

TV & Video Service
BBC for ‘BBC iPlayer on mobile’
MobiTV for ‘MobiTV’
PacketVideo for ‘Orange World TV for iPhone’
Rubberduck Media Lab for ‘Sonofon Mobile TV’
Telegent Systems for ‘TLG1100/1120’

2020 London for ‘Thmbnls – Interactive Mobile Drama’
MOFILM for ‘Talk to the Hand’
Trixcell for ‘Mobile Magic’
Xs2TheWorld and OgilvyOne for ‘Kodak Snow Stories’
Zed for its ‘NBA Mobile Offering’

Technology Innovation

AdMob for ‘AdMob for iPhone’
Gracenote and Omnifone for the ‘Gracenote and Omnifone Solution’
Kyte for the ‘Kyte iPhone Applications Framework’
Nokia for ‘Nokia Ovi Store’
Saffron Digital for ‘Rapivo’
United Fun Traders for ‘JAM4ME’

Social Networking
Handmade Mobile Entertainment for ‘Flirtomatic’
MTS for ‘MTS City’
Nimbuzz for ‘Nimbuzz’
Vodacom for ‘The Grid’
Zero9 for ‘Club KdVc’

Search & Discovery
Handmark for ‘Pocket Express’
MTS for ‘MTS Super Search’
SurfKitchen for ‘Orange Downloads v1.0R’
Telecom Italia for ‘Next Open Innovation’
uLocate for ‘WHERE’

Ad Campaign
2020 London for ‘Thmbnls – Interactive Mobile Drama’
Inside Mobile for ‘Reebok – You Got Rondo’d’
Ogilvy Advertising London for ‘Fanta Stealth Sound System’
Pontomobi Interactive for ‘Skol Beats 2008 – It’s Up to You’
TURKCELL for ‘Tone&Win’

D2C Service
Binbit for ‘Binbit’
GetJar for ‘GetJar’
Thumbplay for ‘Thumbplay ’
Sony Pictures Television Int’l & Sony Ericsson for the ‘PlayNowTM Kiosk’
Volantis Systems for ‘’

CBS Mobile for ‘NCAA® March Madness On Demand®’
Open Software for ‘Opera Mini 4.2’
Orange for ‘GlastoNav’
Pelephone Communications for ‘SuperTV’
Social Gaming Network for ‘iFun’

Quality of Experience
Dolby Laboratories for ‘Dolby Mobile’
Skyfire for ‘Skyfire’
Telenor Pakistan for ‘Telenor PhotoExpress’
Thumbplay for ‘Thumbplay OPEN’
Telefonica for the‘O2 mobile internet portal’

Mobile First Innovation
Hungama Digital Media for ‘Tata Sky’
MXit Lifestyle for ‘MXit IM Book’
Sony Pictures Television Int’l & Sony Ericsson for the ‘PlayNowTM Kiosk’
Telenor Pakistan for ‘Telenor PhotoExpress’
Vodacom for ‘The Grid’
Zain for ‘Zain Create’

Business Intelligence
Bango for ‘Bango Analytics v3’
comScore for ‘GSMA Proof of Concept’
Flurry for ‘Flurry Analytics’
Informate Mobile Intelligence for their ‘On-device metering technology’
Openwave Systems for ‘Openwave Mobile Analytics’

Innovative Business Model
mBlox for ‘Sender-Pays Data’’
Orange for ‘Dolphin Pay-As-You-Go package’
Telefonica for the ‘Global Mobile Ad Server’
The Orchard for ‘Mobile Roadie’
WDSGlobal for ‘configuremyphone’

INQ Mobile for the ‘INQ¹- the world’s first social mobile’
LG & Dolby for the ‘LG Arena (KM900)’
Nokia for the ‘Nokia 5800 XPRESSMUSIC’
Research In Motion for the ‘Blackberry Storm’
Samsung for the ‘Samsung Tocco Ultra Edition’


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