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Meffys Open for Business - Three new categories highlight key industry trends

Written by Niki Hutchinson

Tuesday, 19 February 2008

The Mobile Entertainment Forum (MEF) is accepting entries for their fifth annual awards, the Meffys, from today. As the industry’s recognised benchmark for measuring success and rewarding innovation, the Meffys will once again honour the most influential players from around the world. This year’s winners will be celebrated at an exclusive awards ceremony and dinner on 8 May at the Carlton Hotel in Cannes, alongside MEF’s official event, Mobile Entertainment Market (MeM) on 8 and 9 May. The Mobile Entertainment Forum (MEF) is accepting entries for their fifth annual awards, the Meffys, from today. As the industry’s recognised benchmark for measuring success and rewarding innovation, the Meffys will once again honour the most influential players from around the world. This year’s winners will be celebrated at an exclusive awards ceremony and dinner on 8 May at the Carlton Hotel in Cannes, alongside MEF’s official event, Mobile Entertainment Market (MeM) on 8 and 9 May.

For 2008, three new award categories have been introduced (see below for full list):· Quality of Experience Award· Off Deck Service Award· Emerging Markets Award Rimma Perelmuter, MEF Executive Director, commented, “The Meffys have developed into a truly international showcase for the industry’s best mobile entertainment offerings. The new categories highlight the importance of putting the consumer first and will shine the spotlight on innovation in emerging markets.” In addition, the MEF board will once again present the Outstanding Contribution Award to a talented individual whose work has had a seminal impact on the growth of the mobile entertainment industry. Previous winners of the coveted Outstanding Contribution Award include: Vesa-Matti Paananen who won the inaugural prize in 2004 for his pioneering work commercialising the ringtone; Taneli Armanto who received the accolade in 2005 for bringing the game 'Snake' to the mobile phone; Jim Brailean in 2006 for his ground-breaking work to make mobile TV a reality; and last year’s trio of recipients Alain Rossman, Chuck Parrish and Bruce Martin, creators of the mobile internet.Companies interested in entering the awards should go to www.m-e-f.org for full details. Entry costs have been frozen for MEF members and are as follows: £100 per entry for MEF members, £175 for members of supporting organisations and £250 for non-members.The deadline for applications is 17 March 2008. -Ends-Note to editors:Meffys 2008 Categories in full:

Games Award
Music Service Award
Artist Campaign Award
TV & Video Service Award
Technology Innovation Award
Content Award
Communities & UGC Award
Search & Discovery Award
Marketing Campaign Award
Handset Application Award
Quality of Experience Award (new)
Off Deck Service Award (new)
Emerging Markets Award (new)
Innovative Business Model Award
Handset Award

· Operator Award About MEFMEF exists to represent the interests of its global membership across the mobile entertainment value chain. Our goals are to build awareness, create business development opportunities and facilitate the development of commercial guidelines and best practices to promote a healthy and profitable industry. With global headquarters in London, a Hollywood-based Americas secretariat, an Asian chapter in Hong Kong and the newly expanded EMEA branch, MEF’s network of members represents a veritable “Who’s Who” of mobile entertainment businesses and entrepreneurs. For more information and a full list of members, please visit www.m-e-f.org.

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