Meffys Shortlist Unveiled

The Mobile Entertainment Forum (MEF) has announced the shortlist for the 2009 Meffys Mobile Entertainment Awards, which were selected after three days of judging involving 43 international press and analysts, including our own Editor, David Murphy.
Now in their sixth year, the 180+ submissions reflect innovative content, services, applications and handsets deployed across more than 60 countries.?The categories cover virtually every aspect of mobile entertainment and media, and for the first time include the Business Intelligence Award, which recognises companies that are helping the mobile media industry to track, quantify and analyse data more effectively, to support continued investment. For the second year running, the categories also included the Quality of Experience Award, judged by end-users themselves through we are:London, a user-centred design agency specializing in multivariate testing and behavioural targeting.
 This years winners will be unveiled on 23rd June at a gala awards dinner in London on the first evening of the MEFs official annual conference, Mobile Entertainment Market.
The full shortlist is as follows:


  • Bolt Creative for Pocket God
  • Gameloft for Real Football 2008
  • Nokia for ONE
  • RealNetworks for Tropical Towers
  • Twistbox Entertainment for Play for Prizes

Music Service:

  • 24-7 Entertainment for  TDC Play
  • Dada & Dada Entertainment for Dada Music Service
  • Gracenote & Gravity Mobile for MusicID 2
  • IMImobile for the IMImobile Full Track Music Download
  • Shazam Entertainment for Shazam on iPhone
  • Vodafone Group for Vodafone Music

TV & Video Service:

  • BBC for BBC iPlayer on mobile
  • MobiTV for MobiTV
  • PacketVideo for Orange World TV for iPhone
  • Rubberduck Media Lab for Sonofon Mobile TV
  • Telegent Systems for TLG1100/1120


  • 2020 London for Thmbnls Interactive Mobile Drama
  • MOFILM for Talk to the Hand
  • Trixcell for Mobile Magic
  • Xs2TheWorld and OgilvyOne for Kodak Snow Stories
  • Zed for its NBA Mobile Offering

Technology Innovation:

  • AdMob for AdMob for iPhone
  • Gracenote and Omnifone for the Gracenote and Omnifone Solution
  • Kyte for the Kyte iPhone Applications Framework
  • Nokia for Nokia Ovi Store
  • Saffron Digital for Rapivo
  • United Fun Traders for JAM4ME

Social Networking:

  • Handmade Mobile Entertainment for Flirtomatic
  • MTS for MTS City
  • Nimbuzz for Nimbuzz
  • Vodacom SA / Vodafone for The Grid
  • Zero9 for Club KdVc

Search & Discovery:

  • Handmark for Pocket Express
  • MTS for MTS Super Search
  • SurfKitchen for Orange Downloads v1.0R
  • Telecom Italia for Next Open Innovation
  • uLocate for WHERE

Ad Campaign:

  • 2020 London for Thmbnls Interactive Mobile Drama
  • Inside Mobile for Reebok You Got Rondod
  • Ogilvy Advertising London for Fanta Stealth Sound System
  • Pontomobi Interactive for Skol Beats 2008 Its Up to You
  • TURKCELL for Tone&Win

D2C Service:

  • Binbit for Binbit
  • GetJar for GetJar
  • Thumbplay for Thumbplay
  • Sony Pictures Television Intl & Sony Ericsson for the PlayNowTM Kiosk
  • Volantis Systems for


  • CBS Mobile for NCAA March Madness On Demand
  • Open Software for Opera Mini 4.2
  • Orange for GlastoNav
  • Pelephone Communications for SuperTV
  • Social Gaming Network for iFun

Quality of Experience:

  • Dolby Laboratories for Dolby Mobile
  • Skyfire for Skyfire
  • Telenor Pakistan for Telenor PhotoExpress
  • Thumbplay for Thumbplay OPEN
  • Telefonica for theO2 mobile internet portal

Mobile First Innovation:

  • Hungama Digital Media for Tata Sky
  • MXit Lifestyle for MXit IM Book
  • Sony Pictures Television Intl & Sony Ericsson for the PlayNowTM Kiosk
  • Telenor Pakistan for Telenor PhotoExpress
  • Vodacom SA / Vodafone for The Grid
  • Zain for Zain Create

Business Intelligence:

  • Bango for Bango Analytics v3
  • comScore for GSMA Proof of Concept
  • Flurry for Flurry Analytics
  • Informate Mobile Intelligence for their On-device metering technology
  • Openwave Systems for Openwave Mobile Analytics

Innovative Business Model:

  • mBlox for Sender-Pays Data
  • Orange for Dolphin Pay-As-You-Go package
  • Telefonica for the Global Mobile Ad Server
  • The Orchard for Mobile Roadie
  • WDSGlobal for configuremyphone


  • INQ Mobile for the INQ- the worlds first social mobile
  • LG & Dolby for the LG Arena (KM900)
  • Nokia for the Nokia 5800 XPRESSMUSIC
  • Research In Motion for the Blackberry Storm
  • Samsung for the Samsung Tocco Ultra Edition