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All Amber, organiser of the leading mobile focused events in Africa, today officially announced details of an ongoing partnership with MEF, the global community for mobile content and commerce. The partnership commences with All Amber’s support of the Meffys, MEF’s annual award ceremony honouring global innovators in the mobile content and commerce industry, and will continue with MEF’s support of All Amber’s conferences across sub-Saharan Africa.

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, reflecting their stature as the premier global awards for the industry. The 13 award categories reflect mobile’s ever-expanding role in consumers’ lives and entries are being accepted until July 19^th. All entries, and particularly the winners, will receive global exposure. All Amber has also agreed to sponsor the Meffys and as part of the agreement will cover the fees for 10 cutting-edge African mobile start-ups to enter themselves for the awards. Rimma Perelmuter, MEF Executive Director commented: “Now in their 9^th 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 exciting mobile innovations taking place in Africa are a perfect example of the mobile successes the Meffys recognises and we are looking forward to working with All Amber to raise awareness in sub-Saharan Africa.” Matthew Dawes, Managing Director of All Amber observed: “We’re delighted to be working with MEF in promoting African mobile innovators to a global audience as a sponsor of the Meffys and appreciate their ongoing support of our conferences. It has been my primary aim since I founded this company to assist in facilitating the growth of the mobile sector on the continent. I believe that the innovations, products and services need to be recognised as being of an international standard and that’s why we’re happy to fund 10 Africa start-ups to enter the Meffys. We would strongly encourage anyone involved in mobile on the continent to carefully review the categories and submit an entry. The brand new Social Responsibility & Development Award will be of specific interest to African mobile developers, as will the Innovation Award for Growth Markets.” Furthermore, MEF will be utilising All Amber’s high calibre events in South, West and East Africa to expand its global presence into sub-Saharan Africa. MEF’s participation at the conferences will allow All Amber to bring MEF’s international members, knowledge, analytics and best practice to the proceedings. Together, the organisations will work to support the mobile ecosystem across the continent and bolster the African presence within MEF’s global community. This will commence with MEF’s role as an official Supporting Organisation at All Amber’s Mobile Entertainment Africa conference, which takes place in Cape Town on August 29^th and 30^th. For further details please contact: All Amber: Andrew Mowbray, Communications Director; comms@allamber.co.uk MEF: Media enquiries please contact tim@infomob.co.uk or For more information on the awards visit www.meffys.com or contact events@mefmobile.org