Record level of entrants for 2012 Meffys as finalists announced

This week, the finalists for the 2012 Meffys were revealed, with MEF noting that that entries were from 35 countries with 25% of them coming from start up companies.

Amongst the lucky finalists, shortlisted by an international panel of over 30 journalists, academics, analysts and VCs, are entrants in six new categories including Consumer Trust and Social Responsibility & Development Awards. Other new categories this year include Publisher on Mobile, Life Tools App, Discovery and Engagement and Social Entertainment App.

The winners of the 2012 Meffys are set to be announced on 12th September 2012 at the Park Lane Hotel in Mayfair at the annual Meffys Gala Awards Dinner, which last year boasted sell out attendance and was hosted by international comedienne Ruby Wax. This year’s presenter remains a closely guarded secret, but with tickets selling fast be sure to book yours now.

Rimma Perelmuter, Executive Director at MEF said: “Congratulations to all the companies that have made the shortlist and thank you to everyone participated in Meffys 2012. This year it’s really exciting to see the democratisation of the mobile ecosystem with companies from start-ups, digital agencies, brands and established mobile giants sharing the limelight. We are also delighted to celebrate the pioneering services committed to building consumer transparency as well as sustainability in growth markets with the introduction of new award categories that mark key focus areas for MEF initiatives in 2012.”

For the first time this year, nominees in the four Innovation categories will be given the opportunity to pitch to the C-level executives at the MEF CEO Summit to be held at City Hall, on the day before the Meffys. Guest speakers include executives from companies including Mozilla and Kaspersky as well as the EU Commission. The assembled international CEOs will then vote to determine the most innovative mobile product or service and reward the winner with the CEO Summit Award for Innovation.

Hit the break for the full list of 2012 finalists in the 13 categories, congratulation to all of them, we’re looking forward to seeing you in London!

The 2012 Meffys Shortlist

Brand on Mobile Award:

  • Crispin Porter & Bogusky for Just Dance 3 – Autodance
  • Crispin Porter & Bogusky for Pringles Crunch Band
  • Grupo.Mobi for Augmented Carnival
  • Millennial Media for Activision Modern Warfare 3
  • Prezence Digital for Ster Kinekor Mobi

Content Service Award:

  • Hungama Mobile for Sanjeev Kapoor on Mobile
  • Nazara Technologies for Games Club
  • PERFORM for Al Jazeera Sport Mobile Apps
  • Voddler for Voddler Lumia Movie Night
  • Yala Music for Yala

Consumer Trust Award:

  • Kaspersky Labs for Kaspersky Mobile Security
  • Lookout for Lookout Mobile Security
  • nFluence Media for nFluence ‘Brand Sorting’ Technology
  • NQ Mobile for NQ Mobile Security
  • Vodafone Group Services for Vodafone Guardian

Discovery & Engagement Award:

  • mBlox for Rio #5
  • Millennial Media for Activision Modern Warfare 3
  • Movellas for Movellas on iOS and Android
  • Rancard for Rendezvous
  • Yala Music for Yala

Innovation Award for App:

  • Bardowl
  • Digicave, International Celebrity Networks, Plum
  • Pictures and Qualcomm for James May’s Science Stories
  • Citibank Tablet App
  • Mapfia
  • Shhmooze

Innovation Award for Growth Markets:

  • biNu for biNu Social Network and Content Platform Comviva for Lend Me Balance
  • Digital Craft Studios for Prowork
  • Twinpine for Twinpine Mobile Advertising Network

Innovation Award for Monetization:

  • adaffix GmbH for adaffix Caller Lookup App
  • Digital Foodie for
  • GamesAnalytics for Predict™ Platform
  • GetJar for GetJar Gold Virtual Currency
  • Zed for Quiz Challenge

Innovation Award for Technology:

  • Bolser for Bringing the Museum of London to life with NFC
  • Calltrunk
  • O2 for JetSetMe
  • PlayPhone for PlayPhone Social Gaming Network featuring POP TIMWE for NFC Launcher

Life Tools App Award:

  • 3 Sided Cube for First Aid for British and American Red Cross
  • Bloomberg LP for Bloomberg TV+ app
  • Editora Abril S/A for VEJA Comer & Beber 2012 (VEJA Eat & Drink 2012)
  • NQ Mobile for NQ Mobile Vault
  • The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer

m-commerce Award:

  • Barclays Bank Plc for Barclays Pingit
  • Comviva for mobiquity mPayments
  • Ericsson IPX and ATAF for Italy’s First Mobile Ticketing System
  • iZettle
  • Two Bulls for CatchOfTheDay

Publisher on Mobile Award:

  • Editora Abril S/A for 24 horas
  • Financial Times for FT Web App
  • Metro for Metro Tablet Edition
  • Polar Mobile for talkSPORT mobile app
  • The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer

Social & Entertainment App Award:

  • Bolser for V Festival mobile app
  • CBS Interactive for GRAMMYs Live App
  • Electronic Arts for The Sims Freeplay on iOS and Android
  • Planet Rackus Ltd for Ma3Racer
  • Yala Music for Yala

Social Responsibility and Development Award:

  • Afroes for Moraba
  • Arogya World for mDiabetes with Nokia Life
  • Apps for Good
  • eLimu
  • Indosat & Nokia Life for Info Wanita

Congratulations to all the finalists!

The 2012 Meffys are supported by an international group of media partners from trade magazines to national newspapers including: The Guardian Media Network (as Platinum Media Partner), ArabNet, 12Ahead, Mobile Industry Review, MobileGroove, TechnoKitten, MusicAlly, The App Side, PocketGamer, Monty’s Outlook, MobiAdNews, Bnet TV, Digital Market Asia, Recombu,, Variety, Wireless Watch Japan.

The following organisations are also supporters of the 2012 Meffys: NATPE, UCL, Apps Tech, CDG, Centurions, Politecnico di Milano, DMA, The Frankfurt Book Fair, Apps Circus, Mobile Entertainment Africa, Osservatori, seed camp, Strategy Eye, UCL, Wireless Industry Partnership, Mobile Monday Sao Paolo, Mobile Monday Shoreditch, The Mobile Leaders Alliance, gugst, Apps Circus, CMA.

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