08 July 2011

MEF Unveils Meffys 2011 Winners

Leading industry awards honour the very best in mobile content and commerce
New categories reflect MEF’s expanded mission to represent evolving ecosystem

8th July 2011 – MEF, the global community for mobile content and commerce, last night unveiled the winners of its coveted Meffys awards at a sold-out gala dinner in London. The eighth edition of the industry-leading awards were held in association with Dolby and hosted by international TV personality, comedienne and author, Ruby Wax.

Reflecting the evolving nature of the industry, this year’s Meffys honoured leading innovations from across the expanding mobile content and commerce universe. In recognition of the growing commitment of brands, retailers and enterprises to mobile as the platform of choice for consumer engagement and monetisation, new categories such as Best Mobile Website and Best Brand on Mobile were added, alongside existing categories such as Best M-Commerce and Best Mobile Connected Device.

Rimma Perelmuter, Executive Director, MEF commented: “MEF’s recent Global Consumer Survey demonstrates how consumers across the globe are increasingly embracing mobile for their content and commerce needs. The Meffys is the most significant annual competition for mobile content and commerce leaders to highlight their success and be celebrated as the industry’s best. This year’s winners reinforce MEF’s expanded mission to represent the diversifying mobile ecosystem and facilitate new entrants and established players to capitalise on the commercial potential of the mobile channel for commerce and content consumption.”

Meffys 2011 Winners

Best Ad Campaign
The Coca Cola Company for Sprite Slam Dunk 2011

Best Blockbuster App
Research In Motion for BlackBerry Travel

Best Brand on Mobile
Velti and Ericsson IPX for A&N Mobile CRM

Best Content
AKQA and Random House for Nigella Quick Collection

Best Content Discovery & Personalisation
Shazam for Shazam for TV

Best Game
Electronic Arts for Dead Space on iPad, iPhone and iPod touch

Best Innovation in a Mobile First Market
ForgetMeNot Africa for their Message Optimiser

Best Innovative App
Onavo for Onava Data Shrinking App for iPhone and iPad

Best Innovative Business Model
Hungama Mobile for Vishal & Shekhar Mobile Music Concert

Best M-Commerce Service
Eagle Eye Solutions for Karen Millen Mobile Gift Vouchers

Best Mobile Connected Device
Apple for iPad2

Best Mobile Website
CBS Interactive for CBS.com

Best Music Service
Aspiro Music for WiMP

Best Social Media Service
Movellas for Movellas

Best Technology Innovation
OnStar for Onstar Mobile App

Best TV & Video Service
Saffron Digital for Media Hub