Meffys 2012 - Just 2 weeks to go to enter!

With less than two weeks to go to submit entries for the 9th annual Meffys awards, MEFTV took to the streets of London to find out what consumers are doing with their phones, and what they think is best in mobile content and commerce.

How will these views compare with those of the Meffys’ international panel of journalists, analysts and other independent industry experts? Will it be your company everyone is talking about on September 12th at the Meffys Gala Awards Dinner?

Find out more about the 2012 Meffys Award Categories and how to enter today - Deadline for entries is Monday the 9th of July - Good Luck!

MEF Mobile Content and Commerce Village announced at Apps World

Apps World today announced the Mobile Content and Commerce Village supported by MEF. The focal point will be one of four key areas within the Apps World exhibition. Designed to showcase companies specialising in products and services across the mobile value chain including mobile content and payment providers, aggregators and platform providers, the village will support those looking to curate, create, promote and monetise content within the mobile space.

Apps World is taking place on 2-3 October at Earl’s Court 2, and will be hosting a free to attend exhibition alongside 10 different niche workshop tracks covering the entire mobile app ecosystem. We have some great exclusive benefits for MEF members, including 25% discount on conference passes and special exhibition packages - download the pack from the MEF website.


MEF will be hosting a half day Summit at Apps World as part of the programme presenting its latest analytics and initiatives activities and engaging in lively debate on business critical issues facing the mobile industry with a particular emphasis on Consumer Trust. The MEF Mobile Content and Commerce Village will be adjacent to the MEF members-only lounge, creating a unique networking environment within the event for visitors meet MEF members to discuss key content, monetization, privacy, VAS and emerging commerce models.

Meffys 2012 now open for entries!

The mobile industry's most coveted awards are back! MEF has officially opened submissions for this year's Meffys, with a host of new categories to reflect the ever expanding mobile ecosystem, and indeed its own work and priorities, with categories for 2012 including the Consumer Trust and Social Responsibility & Development Awards.

Other new categories include Publisher on Mobile, Life Tools App and Brand on Mobile.. head over to the Meffys website to see all of the categories.

Judged by an independent and uniquely international panel of journalists, academics, analysts and VCs, the Meffys are the global benchmark for measuring success and rewarding innovation in mobile content and commerce. Last year, more than 350 industry leaders from over 30 countries gathered in London to attend the Meffys, and it was quite a show.

From 29th May, companies are invited to submit entries in 13 categories until the deadline of July 9th. The 2012 winners will be announced at a gala dinner on 12th September 2012 at the prestigious Park Lane Hotel in Mayfair - so you'll need to get your submissions together and complete the on line entry form quick-smart.

Rimma Perelmuter, MEF Executive Director commented: “Now in their 9th year, the Meffys enjoy an unrivalled heritage as the global awards for mobile content and commerce. MEF reviews the categories on an annual basis to reflect the industry’s evolution and this year, we are recognising the profound impact of mobile on key verticals and consumers around the world. The new Meffys Consumer Trust Award will also honour those companies at the forefront of creating best practise in privacy and security, key to creating a sustainable ecosystem in 2012 and beyond.”

In addition to the new awards, all nominees in each of 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 evening preceding the Meffys. The CEOs will then vote to determine the most innovative mobile product or service and the winner of this “CEO Summit Award for Innovation” will be honoured at the Meffys Gala Awards Dinner.

Opportunities for sponsorships are still available - If you want to showcase your brand to the most influential audience in mobile media, contact us today!

Guest Blog - Privacy vs. Data & Building Consumer - Gary Schwartz



MEF North America
Chairman Gary Schwartz



MEF North America Chair Gary Schwartz talks privacy..


The way we define the term privacy is subjective. In the US, we police privacy based on a very broad definition under Section 5 of the Federal Trade Commission Act that prohibits “unfair or deceptive acts or practices in or affecting commerce.” The devil is in the policy details.

If the news headlines over the past few months are any indication, we are mighty confused with what to call private and what to call public, what to sanction and what not to sanction. How can we start to solve small-screen privacy when we have not solved our digital angst on the desktop?

Jules Polonetsky, Director of the Future of Privacy Forum says that when the browser invariably crashes it pops up a commiserating dialogue box asking you permission to send the diagnostic report to the browser company anonymously to help them fix bugs and build a better browser.

Faced with this privacy brief only three per cent of users click “yes”.