MOFILM Nominated for MEFFY 2009 Award


Meffys 2009 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 ( read more insights from the judging sessions, please visit the MEF Blog. See a full list of previous Meffys winners here. 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):

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’

Meffys 2009 Judges: A special thank you to all who took part in our judging sessions representing the following organisations: Analysis Mason, Beep Marketing, Billboard, Bnet, Cnet, CCS Insight, Daily Telegraph, Five Eight, Forrester, Financial Times, Frukt, GoMo News, Guardian, IDC, IMA, Informa, Juniper, KPMG, Media & Marketing, MMA, Mobile Marketing, MobiAdNews, Mobile Choice, Mobile Communications International, Mobile Entertainment, Mobile Game Faqs, Mobile Industry Review, Mobile Insight, Musically, Msearch Groove, NMA, Ogilvy, Ovum, Pocket-lint, PocketGamer, Politecnico di Milano, Really Mobile Project, Recombu, Register, Screen Digest, Strategy Analytics, Stuff, TelecomTV, Trusted Reviews


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