CAMBOURNE technology firm Nujira has been named as a finalist in the "Most Promising New Technology" category at a prestigious international competition. The company's Coolteq.L power modules for cellular handsets have been nominated in TechInsight's EE Times Annual Creativity in Electronics Awards. The Coolteq.L technology was selected as a finalist due to its impact on the cost and power consumption of handsets. Running at up to double the efficiency of standard modules, Nujira's technology needs fewer power amplifiers and therefore reduces the unit's material costs. Jeremy Hendy, Nujira's vice president of sales and marketing, said: "EE Times ACE awards are regarded as the Oscars of our industry and we are delighted to have been shortlisted as one of the most promising new technologies of 2010." EE Times editor-in-chief Junko Yoshida said: "The 2010 finalists represent the execution of forward-thinking technologies and creativity that captures the imagination of consumers, illustrating the influence that electronics and embedded design professionals have on today's culture." The EE Times Annual Creativity in Electronics (ACE) Awards celebrates the creators of technology who demonstrate leadership and innovation in the global industry. The awards will be presented on April 27 at a conference in Silicon Valley. Awards are presented in 11 categories and are judged by the editors and a panel of industry experts, academics, and Wall Street executives.