The Mobile Entertainment Forum (MEF) has announced the call for entries for the sixth international Meffys Mobile Entertainment Awards. The awards will be presented at a Gala dinner in London on 23 June.
The Meffys recognise outstanding achievements from across the mobile entertainment value chain around the globe. The entries will be judged by leading journalists, analysts and VCs.
This years awards include a new category, The Business Intelligence Award, that will recognise the industrys continued need for comprehensive data and definitive metrics. It rewards companies who are helping the mobile media industry to better track, quantify and analyse data to support continued investment.
The Meffys also feature the consumer-judged Quality of Experience Award celebrating projects that provide the most intuitive and engaging consumer experience. Judged by end-users themselves, the judging process for this Award will be run by we are: London, a user-centred design agency which specialises in multivariate testing and behavioural targeting.
In addition, the MEF board will once again present the Outstanding Contribution Award to a talented individual whose work has had a seminal impact on the growth of the mobile entertainment industry. Previous winners of this award include: Vesa-Matti Paananen, who won the inaugural prize in 2004 for his pioneering work commercialising the ringtone; Taneli Armanto who received the accolade in 2005 for bringing the game 'Snake' to the mobile phone; Jim Brailean in 2006 for his ground-breaking work to make mobile TV a reality; the trio Alain Rossman, Chuck Parrish and Bruce Martin, creators of the mobile Internet in 2007; and Greg Clayman, Gordon Gould and Alex LeVine (founders of Upoc) in 2008, for the creation of the first mobile communities.
Companies wishing to enter the awards can do so via the MEF website.
Entry costs have been frozen from last year and are as follows: 100 per entry for MEF members, 200 for members of supporting organisations, and 300 for non-members. The deadline for submissions is 17 April.
The full list of awards categories is as follows:
- Games
- Music Service
- TV & Video Service
- Technology Innovation
- Content
- Social Networking
- Search & Discovery
- Ad Campaign
- Application
- Quality of Experience
- D2C
- Mobile First Innovation
- Business Intelligence
- Innovative Business Model
- Handset
From the heightened participation of handset manufacturers and the proliferation of widgets and app stores, to the emergence of multi-platform services and the meteoric rise of mobile social networking, over the last year the industry has risen to the challenge of revamping its business models and setting a new standard for mobile entertainment, says MEF Executive Director, Rimma Perelmuter. The Meffys present an ideal idea opportunity for the visionaries and leaders driving this remarkable evolution to showcase successes and compete to be recognised as the industrys best. 
