Industry trade body MEF adds six new categories for its ninth annual awards event.
The MEF has moved the ceremony this year from its usual mid-summer slot to September 12, with the venue confirmed as the Park Lane Hotel in Mayfair.
New categories for 2012 include Consumer Trust and Social Responsibility & Development, Publisher on Mobile, Life Tools App and Brand on Mobile.
Also all nominees in each of the four innovation categories will be given the opportunity to pitch to the MEF CEO Summit on the evening preceding the Meffys. The CEOs will then vote for an overall “CEO Summit Award for Innovation” prize.
Overall, the categories more closely reflect the MEF's wider focus on commerce and new markets in addition to entertainment.
Rimma Perelmuter, MEF executive director, said: “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 practice in privacy and security, key to creating a sustainable ecosystem in 2012 and beyond.”
From today companies can submit entries in 13 categories until the deadline of July 9th at www.meffys.com
The 2012 Meffys categories are:
1. Social & Entertainment App - NEW
2. Life tools App - NEW
3. Brand on Mobile
4. Publisher on Mobile - NEW
5. Content Service
6. m-Commerce Service
7. Consumer Trust - NEW
8. Discovery & Engagement - NEW
9. Social Responsibility & Development - NEW
10. Innovation Award for Apps
11. Innovation Award for Technology
12. Innovation Award for Growth Markets
13. Innovation Award for Monetization