The 2011 Effective Mobile Marketing Awards Ceremony, headline-sponsored by Upstream, takes place tomorrow evening. So today, we conclude our daily preview of the finalists in each category with a look at the entries shortlisted for the Most Effective Mobile Payment Solution award. So lets take a look at the nominees in this category, in alphabetical order.

Bango – Bango Payment
Bango provides mobile billing for app stores, mobile apps and websites, delivering everything from simple pay-to-download solutions through to advanced subscription services. The company provides the latest direct operator billing technology worldwide, along with credit card, debit card and PayPal connections, designed to meet the most demanding, large-scale app store, in-app and web payment requirements.

The company provides an open, industry-standard web-based platform that can be used by any mobile merchant, regardless of size or scale. It delivers global billing coverage, including direct connections to over 40 operators – millions of consumers pay for mobile apps, content and services through Bango every month, and Bango is also behind the app store payment framework for the BlackBerry App World store.

Flexion – Flexion Wrapper
Flexion’s Wrapper technology is a way of adding billing and other services to downloadable content. The technology works by creating a small amount of code that is ‘wrapped’ around mobile content such as games or apps. This wrapped code enables a range of additional services, such as in-app billing, Digital Rights Management (DRM), content discovery, and on-device retailing.

Content owners can create customised pricing options and promotional models, such as free trials, rentals, bundles and discount and loyalty schemes. They can also offer additional content to their customers through Discovery, a dynamic storefront delivered with every wrapped game. This enables further up-selling of content.
A free trial is enabled by a Flexion Wrapper every second, with 4m wrapped products activated every month. It has reached a total of 40m customers so far.

Payment One – AnyPhone
PaymentOne’s flagship AnyPhone service offers simple and secure options for online and mobile consumers to pay for their virtual currency, digital subscriptions, mobile applications and other electronic services from virtually any connected device. The PaymentOne AnyPhone Network enables over 2bn consumers worldwide to easily charge their common digital transactions to their existing mobile, broadband or home phone bill.

PaymentOne enables publishers, app developers, and digital merchants to sell more virtual goods, online and mobile services. The company’s clients include AOL, Blizzard Entertainment, and Gaia Online. With a customer retention rate of almost 100 per cent, PaymentOne has processed $5bn in micro payments and incremental revenue generation for its clients.

Safaricom M-Pesa/Redsky – M-Pesa Buy Goods
M-PESA is a Kenyan mobile money solution used by over 14m people and over 30,000 agent outlets in Kenya. It provides financial solutions to unbanked Kenyans, and allows people to make payments and transfer money via their mobile phone.
M-PESA Buy Goods is a value-added service under the M-PESA umbrella. It is a mass market merchant service that allows registered M-PESA users to purchase goods or services through their M-PESA-enabled Safaricom lines. Known as “Nunua na M-PESA” in Kenya, the solution started in supermarkets but has since spread to other retail outlets such as restaurants, and shoe and clothing stores.

Txtnation – JunglePay
Mobile payment and billing company txtNation’s JunglePay service makes it easy for businesses to charge for services via SMS, credit card, and landline phone by dropping a customisable widget into their websites, apps, and mobile sites. The JunglePay widget can be created step-by-step using a simple wizard provided by txtNation. The widget can then be deployed simply by dragging and dropping it onto a site.

txtNation identified a gap in the market for a true plug-and-play mobile payment service, and created JunglePay in response. With its pre-built functionality, businesses can implement a JunglePay system without wrestling with complex APIs or long-winded support and approval processes.

JunglePay has now been deployed in over 800 web and mobile sites, and on over 100 apps.

The  Awards Ceremony is a sell-out, but for more information on all the finalists, theres a native iOS app, a hybrid Android app, and a web app for other platforms, for the event. More details on that here.