The Mobile Entertainment Forum (MEF) has announced the finalists for the 2010 Meffys Awards. The finalists were selected after four days of judging by representatives from over 45 companies, publications and analyst houses (including MMM ed David Murphy). Now in their seventh year, the Meffys 2010 submissions highlight innovative apps, services and mobile connected devices from across the globe, with increasing representation from emerging markets such as Latin America.
This year, seven new categories were added to reflect the industry’s evolution, spurred on in part by the explosion of mobile apps, mobile commerce, new device formats, and the escalation of cross-platform content and technology.
Dolby Laboratories has signed up as the Gold sponsor for this year’s Meffys Awards. Winners of the Quality of Experience award in 2009, Dolby will be showcasing how its audio technologies are bringing the cinematic surround sound experience to entertainment on the go. Other Meffys 2010 sponsors include 7Digital, Buongiorno and Vodafone.
This year’s winners will be unveiled on 21 June at a special gala awards dinner at the Grand Connaught Rooms in London’s Covent Garden to an audience of 400 key industry players, taking place on the eve of MEF’s official annual conference, Mobile Entertainment Market
The full shortlist is as follows:
Ad Campaign
Admob and RingRing Media for ‘Nokia Ovi Store Campaign’
Fancharge for ‘Go! Go! Lions Baseball’
Hungama Mobile for ‘MixBacardi’
4th Screen Advertising for ‘O2 Priority on Shazam’
Orange for ‘Orange Shots Leap Year film campaign’
TIM w.e. for ‘UNICEF Mexico’
App Store Blockbuster
CBS Mobile for ‘NCAA March Madness on Demand’
Multiplied Media for ‘Poynt ‘
Orange for ‘Mobile TV Player’
Research in Motion for ‘BlackBerry Messenger 5.0’
Shazam for ‘Shazam Encore’
Business Intelligence
Carrier IQ for ‘Insight to Mobile User Experience’
comScore, GSMA and UK Operators for ‘Launch of GSMA/comScore Mobile Media Metrics’
Distimo for ‘Distimo’
Informate Mobile Intelligence for ‘Metering the Third Screen’
Motally for‘Motally’
Consumer Experience
FindaProperty.com for ‘FindaProperty’
Interactive Networks for ‘Windows Live J2ME client’
Multiplied Media for ‘Poynt’
Nokia for ‘S40 Messaging: email for everyone’
SPB Software for ‘SPB Mobile Shell’
Content Discovery & Personalisation
Ambient Industries for ‘Flook’
Amdocs for ‘CSL MyNet Personalised Mobile Internet Service’
Hungama Mobile for ‘Regional News Pack’
Taptu for ‘Touch Search’
Vodafone Group and Xiam Technologies for ‘Vodafone 360 Shop’
Cross-platform Content
CBS Mobile for ‘NCAA March Madness on Demand’
Fun Little Movies for ‘Mr. Wrong’
Hungama Mobile for ‘Digital Promotions Campaign for Love Aaj Kal’
The Walt Disney Company for ‘Disney Digicomics’
Zed Group for ‘Planet 51’
Cross-platform Technology
Gracenote for ‘MediaLink’
Hungama Mobile for ‘Hungama.com’
IMImobile for ‘DaVinci Platform’
Infrared5 for ‘Brass Monkey’
MTS for ‘Omlet.ru’ 
Games
GameHouse for ‘Doodle Jump’
Iricom for ‘The Last City’
Jump Games for ‘Bloons’
Nokia for ‘Ovi Maps Racing’
PopCap for ‘Plant vs Zombies’
Innovative App
CBS Mobile for ‘CNet Scan and Shop’
CBS Mobile for ‘CW City-Wize iPhone App’
Fox Digital Entertainment for ‘Glee’
Hullomail for ‘Hullomail’
Nokia for ‘Ovi Maps ‘
Innovative Business Model
Getjar for ‘Pay Per Download’
Hungama Mobile for ‘Full Songs @ 1’
mBlox and Shorthand for ‘mShorthand’
Mob4Hire for ‘Crowd-Sourced Mobile Testing ‘
Openwave for ‘Openwave Passport 2.0’
M-commerce
CBS Mobile for ‘CNet Scan and Shop’
Ericsson IPX for ‘Vending Machine SMS Purchase System’
mBlox and Arriva for ‘mBlox/Arriva M-Commerce ‘
Wau Movil for ‘First Gateway service offer in Latin America’
Zong for ‘Mobile Payments to the next degree’
Mobile Connected Device
Nokia for ‘N900’
Novatel Wireless for ‘MiFi Intelligent Mobile Hotspot’
Research in Motion for ‘Blackberry Curve 8520’
Sony Ericsson for ‘XPERIA X10’
Mobile First Innovation
Dada Brasil for ‘Nokia Waala’
Hungama Mobile for ‘Social Music 2.0’
Tata Teleservices for ‘English Seekho’
PontoMobi for ‘Interactive Carnival Poster ‘
Maxis Communications for ‘MAXIS FINDER301’
MTS for ‘Omlet.ru’
Music Service
Aspiro for ‘WIMP’
Hungama Mobile for ‘Full Songs @ 1’
Nokia for ‘All You Can Eat’ Music
Shazam for ‘Shazam Encore’
Thumbplay for ‘Thumbplay Music’
Social Media
Agency Mobile for ‘Stuck’
eBuddy for ‘eBuddy’
Handmade Mobile for ‘Flirtomatic’
Fring for ‘fring’
Nimbuzz for ‘Nimbuzz’
Technology Innovation
Layar for ‘Layar Reality Browser’
Movidius for ‘Spielbergs on the move’
NetBiscuits for ‘Hybrid Apps’
Nokia for ‘Ovi Maps Launch’
SPB Software for ‘SPB TV’
TV & Video Service
CBS Mobile for ‘TV.com Android & iPhone Mobile’
MTS for ‘Omlet.ru’
Orange for ‘Mobile TV Player ‘
Rubberduck Media Lab for ‘T-Mobile Mobile TV’
T-Mobile and Saffron Digital for ‘Video-on-Demand Plus’
