65 incredible examples of mobile innovation: Meffy finalists announced

Innovation, tech and the best in mobile development from 5 continents. Sixty five nominees in 13 categories from 25 countries around the world. Yep, the shortlist for this year’s Meffy Awards is out.

The tenth iteration of MEF‘s Awards, which recognise the best in mobile content and commerce around the world, highlights everything from security apps to personal assistant app Maluuba, popular keyboard alternative SwiftKey and Mozilla’s new take on an operating system for your smart device. They’ll be joined by the likes of augmented reality app Layar and one of Red Bull’s digital campaigns in their quest to home an award after a gala dinner in San Francisco in November, as part of the MEF Global Forum 2013.

The Meffys, which are judged by an independent and international panel of over 40 journalists, academics, analysts and VCs, are considered to be the global benchmark for measuring success and rewarding innovation in the mobile sphere. They show off the serious growth in the mobile industry, as big name brands and notable startups continue to innovate and push the boundaries of what can be done with devices on the move. Whether it’s offering an alternative to NFC (like Ensygnia’s Onescan app) or another level in hit game Cut the Rope, this year’s shortlist is an interesting mix of creativity in categories ranging from games to social responsibility and development and mobile money.

Brand on mobile
Brandtone for Pepsico / 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
Drawbridge for Universal Opt-out
Ensygnia for Ensygnia Onescan App
Kaspersky Lab for Kaspersky Internet Security for Android
NQ Mobile for NQ Mobile Security
TRUSTe for TRUSTe

Content services
3plet Publishing for 3plet Publishing
Maluuba for Maluuba
Mobiles Republic for Mobiles Republic
Nazara Technologies for Games Club
Nokia for Vyclone

Discovery and engagement
Everything Me for Everything Home
gamesGRABR for gamesGRABR
Hungama for The Hungama Music App
Maluuba for Maluuba
PlayPhone for PlayPhone

Games
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
ZeptoLab for Cut The Rope Cheese Box

Life tools app
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
Tile for Tile

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

Social and entertainment app
3plet Publishing for 3plet Publishing
Egos Ventures for Cycloramic
Hungama for The Hungama App
Movile for Play Kids TV
Shazam for Shazam for TV Service

Social responsibility and development
3Sided Cube for Hurricane America Red Cross
Eneza Education for Eneza Education
Mahindra Comviva for Ecocash powered by Mobiquity
PlayMob for PlayMob Monetization Platform
Real Networks for Dead Tone

Innovation in apps
Egos Ventures for Cycloramic
Everything Me for Everything Home
F Secure for Safe Profile Beta
Lively LLC for Lively Mobile App
SwiftKey for SwiftKey

Innovative business model
3plet Publishing for 3plet Publishing
Appia for Appia
Design for Social Change for Changify
Fortumo for Fortumo
PlayMob for PlayMob Monetization Platform

Innovation in a growth market initiative
Clickatell for Global Fluency
Etisalat for Flous Etisalat Commerce Service
Mahindra Comviva for Ecocash powered by Mobiquity
moWoza for moWoza
Vserv.mobi for AudiencePro

Innovation in technology
Layar for Layar Creator
Localytics for Localytics App Marketing & Analytics Platform
Mozilla for Mozilla for Firefox OS
Qualcomm for Vuforia
Smaato for Smaato RTB Experience