MEF Unveils Winners for the 9th Annual Meffys Award

- established mobile players, hot start-ups and growth market trailblazers mark a year of innovation in the mobile content and commerce

MEF, the global community for mobile content and commerce, last night unveiled the winners of its 9th annual Meffys Awards at a gala dinner at London’s Park Lane Hotel.  Attended by an international audience of top industry executives and press, the Meffys are the annual benchmark for for measuring success and rewarding innovation and honour the Industry’s influential global players from around the world.

Over 35 countries were represented in the 2012 Meffys and new categories included the Consumer Trust and Social Responsibility & Development Awards, reflecting key focus areas for MEF in 2012.  Other new categories include Publisher on Mobile, Life Tools App and Brand on Mobile, highlighting the maturity of mobile content and commerce as a primary digital touch-point for consumers. 

More Information

The Meffys Outstanding Contribution Award 2012 was given to Hannes Van Rensburg, CEO Fundamo a Visa company, for his pioneering work acknowledged as paving the way for mobile banking in developing countries. Awarded by the MEF Global Board the accolade recognises an industry pioneer and visionary who has had a seminal impact on mobile content and commerce and is awarded by the MEF Global Board. This year’s winner reflects MEF’s expanded focus to support growth and innovation within mobile across developed and growth markets.

Innovation in business models and technologies also received additional high-level recognition, with eight start-up companies afforded the opportunity to pitch to C-level executives at the MEF CEO Summit on the evening preceding the Meffys.  Congratulations to Bardowl for winning this year’s CEO Summit Award for Innovation as well as Calltrunk and Shhmooze who received honourable mentions. 

Core Facts

  1. Social & Entertainment App Award Electronic Arts for The Sims Freeplay on iOS and Android

  2. Life Tools App Award The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer

  3. m-commerce Award Barclays Bank for Barclays Pingit

  4. Discovery & Engagement Award Yala Music for Yala

  5. Content Service Award PERFORM for Al Jazeera Sport Mobile Apps

  6. Brand on Mobile Award Crispin Porter & Bogusky for Just Dance 3 - Autodance

  7. Publisher on Mobile Award Financial Times for FT Web App

  8. Consumer Trust Award Lookout for Lookout Mobile Security

  9. Social Responsibility and Development Award Afroes for Moraba

  10. Innovation Award for App Citibank for Citibank Tablet App

  11. Innovation Award for Technology Calltrunk for Calltrunk

  12. Innovation Award for Monetization GetJar for GetJar Gold Virtual Currency

  13. Innovation Award for Growth Markets biNu for biNu Social Network and Content Platform

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Quotes

The 2012 Meffys once again has marked an amazing year of mobile success and innovation from across the globe. The diversity and quality of this year’s entrants also reflect the changing nature of the mobile content and commerce ecosystem with banks, brands, developers, publishers and exciting new start-ups taking centre stage alongside established mobile players. This year the awards also enjoyed another milestone in recognising the industry’s commitment to building growth markets and consumer trust, reflecting MEF’s key focus areas for 2012.

Rimma Perelmuter, Executive Director, MEF

Company information

MEF is the global community for mobile content and commerce. It is the leading trade organisation for companies wishing to monetize their goods, services and digital products via the mobile connected device. MEF provides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders and spearheads groundbreaking initiatives which explore and promote monetization opportunities.

With global headquarters in London and operational chapters and offices in Asia, EMEA, Latin America, Middle East and North America, MEF is a member network with global reach and strong local representation, ideally placed to drive market growth. Established in 2000, MEF provides an impartial, consistent and powerful voice for the foremost companies and entrepreneurs from across the mobile content and commerce value chain.

www.mefmobile.org

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13th September 2012

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