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MEF, the Global Community for Mobile Content and Commerce has revealed the finalists for the ninth annual Meffys Awards with entries in 13 categories from over 35 countries across all five continents. The entries were judged by an international panel of over 30 journalists, academics, analysts and VCs, the awards are acknowledged as the global benchmark for measuring success and rewarding innovation in content and commerce. 

“This year it’s really exciting to see the democratisation of the mobile ecosystem with companies from start-ups, digital agencies, brands and established mobile giants sharing the limelight. We are also delighted to celebrate the pioneering services committed to building consumer transparency as well as sustainability in growth markets with the introduction of new award categories that mark key focus areas for MEF initiatives in 2012.” - Rimma Perelmuter, Executive Director at MEF

2012 Meffys Shortlist

Brand on Mobile Award:

• Crispin Porter & Bogusky for Just Dance 3 - Autodance
  
• Crispin Porter & Bogusky for Pringles Crunch Band
  
• Grupo.Mobi for Augmented Carnival
  
• Millennial Media for Activision Modern Warfare 3
  
• Prezence Digital for Ster Kinekor Mobi
  

Content Service Award:

• Hungama Mobile for Sanjeev Kapoor on Mobile
  
• Nazara Technologies for Games Club
  
• PERFORM for Al Jazeera Sport Mobile Apps
  
• Voddler for Voddler Lumia Movie Night
  
• Yala Music for Yala
  

Consumer Trust Award:

• Kaspersky Labs for Kaspersky Mobile Security
  
• Lookout for Lookout Mobile Security
  
• nFluence Media for nFluence ‘Brand Sorting’ Technology
  
• NQ Mobile for NQ Mobile Security
  
• Vodafone Group Services for Vodafone Guardian

Discovery & Engagement Award:

• mBlox for Rio #5
  
• Millennial Media for Activision Modern Warfare 3
  
• Movellas for Movellas on iOS and Android
  
• Rancard for Rendezvous
  
• Yala Music for Yala
  

Innovation Award for App:

• Bardowl
  
• Digicave, International Celebrity Networks, Plum Pictures and Qualcomm for James May’s Science Stories
  
• Citibank Tablet App
  
• Mapfia
  
• Shhmooze

Innovation Award for Growth Markets:

• biNu for biNu Social Network and Content Platform
  
• Comviva for Lend Me Balance
  
• DOTGO
  
• Digital Craft Studios for Prowork
  
• Twinpine for Twinpine Mobile Advertising Network

Innovation Award for Monetization:

• adaffix GmbH for adaffix Caller Lookup App 
  
• Digital Foodie for Foodie.fm 
  
• GamesAnalytics for Predict™ Platform  
  
• GetJar for GetJar Gold Virtual Currency
  
• Zed for Quiz Challenge

Innovation Award for Technology: 

• Bolser for Bringing the Museum of London to life with NFC
  
• Calltrunk
  
• O2 for JetSetMe
  
• PlayPhone for PlayPhone Social Gaming Network featuring POP
  
• TIMWE for NFC Launcher

Life Tools App Award:

• 3 Sided Cube for First Aid for British and American Red Cross
  
• Bloomberg LP for Bloomberg TV+ app
  
• Editora Abril S/A for VEJA Comer & Beber 2012 (VEJA Eat & Drink 2012)
  
• NQ Mobile for NQ Mobile Vault
  
• The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer
  

m-commerce Award:

• Barclays Bank Plc for Barclays Pingit
  
• Comviva for mobiquity mPayments
  
• Ericsson IPX and ATAF for Italy’s First Mobile Ticketing System
  
• iZettle
  
• Two Bulls for CatchOfTheDay
  

Publisher on Mobile Award:

• Editora Abril S/A for 24 horas Veja.com
  
• Financial Times for FT Web App
  
• Metro for Metro Tablet Edition
  
• Polar Mobile for talkSPORT mobile app
  
• The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer 

Social & Entertainment App Award:

• Bolser for V Festival mobile app
  
• CBS Interactive for GRAMMYs Live App
  
• Electronic Arts for The Sims Freeplay on iOS and Android
  
• Planet Rackus Ltd for Ma3Racer
  
• Yala Music for Yala

Social Responsibility and Development Award:

• Afroes for Moraba
  
• Arogya World for mDiabetes with Nokia Life
  
• Apps for Good
  
• eLimu
  
• Indosat & Nokia Life for Info Wanita
  

The winners of the 2012 Meffys will be announced on 12th September 2012 at the annual Meffys Gala Awards Dinner.

In addition to the new awards, all nominees in the four Innovation categories will be given the opportunity to pitch to the C-level executives at the MEF CEO Summit to be held at City Hall, on the day preceding the Meffys. Guest speakers at the event include executives from companies including Mozilla and Kaspersky as well as the EU Commission. The assembled international CEOs will then vote to determine the most innovative mobile product or service and reward the winner with the CEO Summit Award for Innovation.