The Meffy Awards (Meffys) 2013: the winners with videos

Awards: Meffy Awards
Organized by: Mobile Entertainment Forum (MEF)
Founded: 2004
Deadline for entries: July (often extended).
Entry fee: US$399 per submission; US$199.00 for MEF members; Start-up/NGO US$75.
Number of entries: N/A.
Finalists announced: October.
Winners announced: November at the Meffys Awards Ceremony and Gala Dinner, 2013, in San Francisco (previously always held in London).
Prizes: Meffy Award trophy.
Categories in 2013: Brand on Mobile; Consumer Trust; Content Service Award; Discovery & Engagement Award; Games; Life Tools; Mobile Money; Social & Entertainment App Award; Social Responsibility & Development Award; Innovation in Apps; Innovative Business Model; Innovation in Growth Markets; Innovation in Technology; Outstanding Contribution.
mobiThinking verdict: The Meffys has been running for ten years, making it one of the more established mobile award ceremonies. In that time it has celebrated some of the greats in mobile entertainment.
It would be useful, for the winners and observers alike, if the Meffys would publish descriptions of each entry and/or video case studies (or links to them), as it’s important to know why each won.
Judges: Analysts, journalists, VCs, academics and other industry experts, including mobiThinking’s Andy Favell.
Previous winners with videos and case studies: 2012 winners.

Guide to mobile awardsWorld Summit Mobile AwardsEMMAsSmarties (MMA Awards)Global Mobile AwardsCannes LionsMeffysME Awards

• Congratulations finalists – please send a link to your video case study to: editor (at), if you wish it to be included here.

Meffys 2013 Finalists

Brand on Mobile Award

Winner: Brandtone and Pepsico for Credito Para Torcida
Hungama for Vivel Face Wash Presents Mobi-sur
Netshoes for Netshoes Click
Red Bull Media House for World of Red Bull
Somo for Audi A3 iPad App

Consumer Trust Award

Winner: NQ Mobile for NQ Mobile Security
Drawbridge for Universal Opt-out
Ensygnia for Ensygnia Onescan App
Kaspersky Lab for Kaspersky Internet Security for Android

Content Service Award

Winner: Maluuba for Maluuba
3plet Publishing for 3plet Publishing
Mobiles Republic for Mobiles Republic
Nazara Technologies for Games Club
Nokia for Vyclone

Discovery & Engagement Award

Winner: Everything Me for Everything Home
gamesGRABR for gamesGRABR
Hungama for The Hungama Music App
Maluuba for Maluuba
PlayPhone for PlayPhone


Winner: ZeptoLab for Cut The Rope Cheese Box
Electronic Arts for The Simpsons Tapped Out
Electronic Arts for Real Racing 3
Future Games of London for Hungry Shark Evolution
Playrise for Table Top Racing

Life Tools App Award

Winner: Tile for Tile
Box for Box OneCloud on Android
conVISUAL for Bosch Toolbox App
Movile for Healthy Living with Dr Drauzio Varella
Pearson for GlobalEnglish LinGo Pro 2.0

Mobile Money

Winner: Barclays for Pingit: Picture Payments
Etisalat for Flous Etisalat Commerce Service
Mahindra Comviva for Ecocash powered by Mobiquity
Monitise for RBS P2P Payments Visa Europe and Monitise

Social & Entertainment App Award

Winner: Shazam for Shazam for TV
3plet Publishing for 3plet Publishing
Egos Ventures for Cycloramic
Hungama for The Hungama App
Movile for Play Kids TV

Social Responsibility and Development Award

Winner: Mahindra Comviva for Ecocash powered by Mobiquity
3Sided Cube for Hurricane America Red Cross
Eneza Education for Eneza Education
PlayMob for PlayMob Monetization Platform
Real Networks for Dead Tone

Innovation Award for App

Winner: SwiftKey for SwiftKey 4
Egos Ventures for Cycloramic
Everything Me for Everything Home
F Secure for Safe Profile Beta
Lively LLC for Lively Mobile App

Innovative Business Model

Winner: Fortumo for Android App Distribution
3plet Publishing for 3plet Publishing
Appia for Appia
Design for Social Change for Changify
PlayMob for PlayMob Monetization Platform

Innovation Award for Growth Markets

Winner: moWoza for moWoza
Clickatell for Global Fluency
Etisalat for Flous Etisalat Commerce Service
Mahindra Comviva for Ecocash powered by Mobiquity for AudiencePro

Innovation Award for Technology

Winner: Mozilla for Firefox OS
Layar for Layar Creator
Localytics for Localytics App Marketing & Analytics Platform
Qualcomm for Vuforia
Smaato for Smaato RTB Experience

Past Winners of the Meffys:

2012 Award Winners

Social & Entertainment App Electronic Arts for The Sims Freeplay on iOS and Android
Life Tools App The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer
m-commerce Barclays Bank for Barclays Pingit
Discovery & Engagement Yala Music for Yala
Content Service PERFORM for Al Jazeera Sport Mobile Apps
Brand on Mobile Crispin Porter & Bogusky for Just Dance 3 – Autodance
Publisher on Mobile Financial Times for FT Web App
Consumer Trust Lookout for Lookout Mobile Security
Social Responsibility & Development Afroes for Moraba
Innovation for App Citibank for Citibank Tablet App
Innovation for Technology Calltrunk for Calltrunk
Innovation for Monetization GetJar for GetJar Gold Virtual Currency
Innovation for Growth Markets biNu for biNu Social Network and Content Platform

2011 Award Winners

Ad Campaign The Coca Cola Company for Sprite Slam Dunk 2011
Blockbuster App Research In Motion for BlackBerry Travel
Brand on Mobile Velti and Ericsson IPX for A&N Mobile CRM
Content AKQA for Nigella Quick Collection
Content Discovery & Personalisation Shazam for Shazam for TV
Game Electronic Arts for Dead Space
Innovation in a Mobile First Market ForgetMeNot Africa for their Message Optimiser
Innovative App Onavo for Onava Data Shrinking App for iPhone and iPad
Innovative Business Model Hungama Mobile for Vishal & Shekhar Mobile Music Concert
M-Commerce Service Eagle Eye Solutions for Karen Millen Mobile Gift Vouchers
Mobile Connected Device Apple for iPad2
Mobile Website CBS Interactive for
Music Service Aspiro Music for WiMP
Social Media Service Movellas for Movellas
Technology Innovation OnStar for Onstar Mobile App
TV & Video Service Saffron Digital for Media Hub

2010 Award Winners

Ad Campaign: Fancharge for Go! Go! Lions Baseball
App Store Blockbuster: CBS Mobile for NCAA March Madness on Demand
Business Intelligence: Motally for Motally
Consumer Experience: for FindaProperty
Content Discovery and Personalization: Taptu for Touch Search
Cross Platform Content: Zed Group for Planet 51
Cross-Platform Technology: MTS for
Games: PopCap for Plants vs Zombies
Innovative App: CBS Mobile for CW City-Wize iPhone App
Innovative Business Model: Mob4Hire for Crowd Sourced Mobile Testing
M-Commerce: Wau Movil for First Gateway Service Offer in Latin America
Mobile Connected Device: Novatel Wireless for MiFi Intelligent Mobile Hotspot
Mobile First Innovation: Tata Teleservices for English Seekho
Music Service: Shazam for Shazam Encore
Social Media: Handmade Mobile for Flirtomatic
Technology Innovation: Layar for Layar Reality Browser
TV and Video Service: CBS Mobile for Android; iPhone Mobile

2009 Award Winners

Games: Gameloft for "Real Football 2009"
Music Service: 24-7 Entertainment for "TDC Play"
TV & Video Service: BBC for "BBC iPlayer on mobile"
Content: 20:20 London for "Thmbnls Interactive Mobile Drama"
Social Networking: Handmade Mobile Entertainment for "Flirtomatic"
Search & Discovery: MTS for "MTS Super Search"
Ad Campaign Award: TURKCELL for "Tone&Win"
D2C Service: GetJar for "GetJar"
Application: Opera Software for "Opera Mini 4.2"
Technology Innovation: Nokia for "Nokia Ovi Store"
'Mobile First' Innovation: Hungama Digital Media for "Tata Sky"
Business Intelligence: comScore for "GSMA Proof of Concept"
Innovative Business Model: Orange for "Dolphin Pay-As-You-Go package"
Quality of Experience: Dolby Laboratories for "Dolby Mobile"
Handset: INQ Mobile for "INQ – The World's First Social Mobile"
Outstanding Contribution: Dr. Antero Taivalsaari – Principal Investigator, Sun Microsystems Laboratories; Mark VandenBrink – Motorola Fellow & VP

2008 Award Winners

Games: Nokia for "Hooked on: Creatures of the Deep"
Music Service: mBlox & Myxer for “Myxer Mobile Music”
Artist Campaign: Absolute Marketing & Distribution for “Wet Wet Wet SMS Pre-order Campaign”
TV & Video Service: Rhythm NewMedia and 3UK for “Free Video on 3UK”
Technology Innovation: Zeemote® for “Zeemote JS1 Controller”
Content: Fun Little Movies Channel
Communities & UGC: Flirtomatic
Search & Discovery: Gracenote for “Gracenote Mobile Music Platform”
Marketing Campaign: Orange for “Frank TV”
Handset Application: fring
Quality of Experience: Zeemote® – “Zeemote JS1 Controller”
Off-Deck Services: Thumbplay
Innovative Business Model: MMcast for "MMCast"
Handset: Nokia N95 8GB
Operator: Orange

2007 Award Winners

Games: Gameloft for “Miami Nights: Singles in the City”
Music Service: Omnifone for “MusicStation”
Artist Campaign: Parlophone/New Visions for “Lily Allen Mobile Site”
TV & Video Service: QUALCOMM for “MediaFLO” System
Technology Innovation: Alltel Wireless for “Celltop”
Content: Endemol Digital Media for “Get Close to…Sugababes”
Innovative Business Model: AdMob for “AdMob Marketplace”
Communities & UGC: Loop Mobile for “MOKO”
Search & Discovery: MCN for “DoCoMo D903i FM Radio Search”
Handset Application: ShoZu for ShoZu
Marketing Campaign: Hungama Mobile for “Hutch & Casino Royale Campaign”
Handset: Nokia for “N95”
Operator: Telenor Norway

2006 Award Winners

Games: Digital Chocolate for “Tower Bloxx”
Music: Warner Music for WAMO Packs
Content: Chooz Active Content for “Foreplay”
Services: Bango for “The Bango Service”
Innovation: 3 UK and Yospace for “SeeMeTV”
Operator: 3 UK
Handset: Nokia for the “N70”
Marketing Campaign: France Telecom/Orange and Warner Music for Madonna: Confessions on a Dance Floor”

2005 Award Winners

Games: Nokia N-Gage for ‘Pathway to Glory’
Music: Vodafone, for its ‘Vodafone live!’ Full Track Music Download Service
Content: Endemol UK with Victoria Real, for ‘Celebrity Big Brother 3’
Services: Orange France for ‘Video Universe’
Innovation: Vodafone and Twentieth Century Fox TV for ‘24: Conspiracy’

2004 Award Winners

Games: IN-FUSIO – IN-FUSIO Mobile Games Services
Chaoticom with Eurotel Praha – Eurotel Jukebox
Ki-Bi Mobile Technologies represented by Icon mSolutions – “Ki-Bi™”
Best in Show:
Chaoticom with Eurotel Praha for Eurotel Jukebox
(voted for by the audience at the awards using SMS)

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