MEFFYs 2010


Meffys winners showcase dynamic mobile media industry


At a sold out gala dinner in London on 21 June, the Mobile Entertainment Forum (MEF) unveiled the winners of the coveted Meffys


The Meffys are now part of the mobile entertainment’s calendar, honouring the most influential players in the mobile entertainment industry from across the world. The seventh Meffys—supported by Dolby, Buongiorno, Symbian, 7digital, MTS, Quickplay Media and Vodafone, and for which C2M was a media partner—provided an insight into the wide range of innovative products, services, applications and projects which are shaping and defining the evolution of the mobile media industry.


This year’s awards saw seven new categories added to reflect industry trends and developments such as mobile applications, mobile commerce, new device formats and the escalation of cross-platform content and technology.


Commented Rimma


Perelmuter, Executive Director of MEF, “[We are] proud to celebrate a diverse $36 billion mobile media industry which continues to innovate and thrive. This year’s Meffys winners highlight the industry’s true coming of age with an array of content-focused applications, cross-platform media and mobile commerce offerings. The Meffys have become the global standard for measuring success and serve as a window to the industry’s future.” Among the winners in the key awards categories were CBS Mobile for both its TV.com Android and iPhone Mobile in


september 2010


the Best TV & Video Service and its NCAA March Madness on Demand for Best App Store Blockbuster categories; Zed Group for ‘Planet 51’ in Cross Platform Content; MTS for Omlet.ru in Cross-Platform Technology; Taptu for Touch Search in Content Discovery & Personalisation.


MEF also presented its Meffys Outstanding Contribution award to Dr. Andrew Hsu, the inventor of modern touch-screen technology for mobile handsets. The Outstanding Contribution award recognises the individuals behind the scenes responsible for exceptional innovation in business models or special breakthroughs in mobile media technology. The 2009 winners of the Award were Dr Antero Taivalsaari and Mark VandenBrink, pioneers of mobile applications business


Dr Hsu created the complex technology “Transparent Projected Capacitive Touch Screen” which is the basis for the modern touch-screen handset and the reward reflects the notion that such groundbreaking technology has revolutionised the mobile media landscape, turning the modern day smartphone into a key media discovery and consumption touch point. Dr Hsu filed his ground-breaking patent in 1999 and spent the next seven years trying to convince the industry to adopt the technology. In 2006, handset manufacturer LG trialled it for the first time on


its Prada phone, predating the iPhone. Dr Hsu’s employer since 1996, Synaptics, in Silicon Valley, is one of the leading suppliers of Projected Capacitive Touch technology to handset commented manufacturers worldwide. Said Dr. Hsu,”It is a great honour to accept this year’s Meffy for Outstanding Contribution. The ClearPad


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 FindaProperty.com for FindaProperty


Content Discovery & Personalisation Taptu fro ‘Touch Search’ Cross Platform Content Zed Group for ‘Planet 51’ Cross-Platform Technology MTS for ‘Omlet.ru’ Games PopCap for ‘Plants vs Zombies’ Innovative App


CBS Mobile for ‘CW City-Wize iPhone App’


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capacitive touch screen technology, beyond its ability to improve industrial design, enables users to interact with their handset in ways not possible with earlier technologies. This use of touch gestures now enables all of us to quickly and intuitively interact with mobile content and cloud computing services with our mobile handsets.”


Meffys 2010 Winners


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 & Video Service CBS Mobile for ‘TV.com Android & iPhone Mobile’


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