2011 Awards - Winners Supplement

News | Views | Analysis

3 November 2011

AWARDS SPECIAL

www.mobilemarketingmagazine.com www.mobilemarketingmagazine.com Awards Special 3 November 2011

Mobile Marketing. It’s All About Measurable Success.

C O N G R A T U L A T I O N STo all of tonight’s winners!

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CELEBRATING EXCELLENCEWhat an incredible Awards

Program this has been. We are all so caught up in the frantic pace of the mobile marketing business that it takes something like an Awards Program to give you time to pause for thought, deliberate, and really get under the bonnet of some the fantastic work being done in this industry.

We had a record 154 entries for this year’s Awards, and judging them was both an inspiring task, and a thankless one. Inspiring because you can’t fail to be inspired when you see the quality of the work submitted. And thankless because, when the standard is so high, separating the great from the merely good becomes incredibly difficult.

That task fell to our judging panel, to whom we owe a debt of gratitude for the time taken to get to know the campaigns they were presented with, and identify the ones worthy of the highest honour.

Everyone who made it on to the shortlist for this year’s Awards can be proud of their achievements. The winners set the standards for others to aspire to. We are proud to celebrate their success over the next 11 pages, and we are already eagerly anticipating the entries for next year’s Awards.

David MurphyEditor

Sponsor’s Statement

As in 2010, the Effective Mobile Marketing Awards have done a fantastic job in unearthing some great campaigns, platforms and technologies, from brands, agencies and technology providers, large and small, from around the world.

When these Awards launched in 2010, we had no hesitation in backing them, because effectiveness is the mantra that underpins everything we do here at Upstream. It’s why we operate on a revenue share business model that means we can run campaigns and deploy our platform for brands and mobile operators at no risk to themselves. Because we know, from our 10 years’ experience in the mobile marketing technology business, what works, how to do it, and how often to do it.

Over the following pages, you’ll find examples of companies who have mastered the art and science of creating and executing effective mobile marketing campaigns. It’s right that we should celebrate these companies’ achievements, because nothing will convince the mobile marketing refuseniks – few though they may be - more than hard evidence that marketing to mobile consumers with the right technology, consumer insight and creativity delivers exceptional results.

The time that we, as consumers, spend interacting with brands via our phones and other mobile devices, is increasing. The money that brands and organisations are putting into their mobile marketing budgets is also rising – right across the board, across all industry verticals, and among public sector institutions and charities as well. Finally, the level of engagement that brands are able to create with their customers and prospects on

mobile is also growing, thanks to the ever-increasing sophistication of the smartphones and tablets that we all now take for granted.

But mobile marketing has the potential to mean a lot more than just marketing over phones and tablets. As consumers increasingly communicate, shop, read and live ‘on the go’, mobile marketing is perhaps a new way of marketing to these consumers altogether – irrespective of the particular medium they might be using. It represents a new marketing philosophy and practice that works.

Looking to the future, all the projections seem to point to the conclusion that consumers will become even more ‘mobile’. Yet few companies in the mobile marketing space have achieved critical mass. As all forms of digital marketing converge, irrespective of the medium used, a significant threat and opportunity arises. Mobile marketers must search for the wider application of the unique insights and technologies that they are capturing, and not remain restricted to any one particular medium. They must remember that ‘mobile’ is more about consumer mindsets, and less about the latest handset or tablet.

The challenge ahead is for capable mobile marketing companies to become significant players in the overall marketing space and not to be pigeon-holed as strictly phone, SMS or apps marketers.

But tonight, as the headline sponsor of the Effective Mobile Marketing Awards, we offer our congratulations to all the shortlisted and winning companies.

Marco Veremis, President, Upstream

best practice

Awards Special - 3 November 2011www.mobilemarketingmagazine.com www.mobilemarketingmagazine.com

Mobile Marketing. It’s All About Measurable Success.

C O N G R A T U L A T I O N STo all of tonight’s winners!





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BSkyB’s aims in developing the Sky News iPad app were to support Sky’s reputation for innovation; drive usage and advocacy towards Sky News; and to get non-Sky and non-Sky News consumers engaged with the brand.

The Sky News for iPad app achieves all these goals, and more. It provides an original way to experience the day’s news, delivering an immersive news environment with video at its centre. The app aims to play to the strengths of the Sky News brand - breaking news, live video, and rich content.

The app centres around a ‘timeline’ that is updated as the day’s news unfolds. New technology developed by Sky lets users rewind live video to the start - even if the app was not active when the event commenced.

Each news story has a ‘module’ that includes extra content such as interactive images, stills galleries, graphs, and bespoke HTML content.

For its innovation, design, and the immersive, interactive experience it delivers, the Sky News for iPad app takes the award for Most Effective Tablet Application.

WINNERBSKYB - SKY NEWS FOR IPAD

FINALISTSAuto Trader – Auto Trader iPad AppFinancial Times/Assanka FT Web AppSomo/Audi – Audi UK’s Guide to Le Mans 2011Tigerspike/Telegraph Media Group – TMG iPad App

HIGHLY COMMENDED DK/AKQA – THE HUMAN BODY APP

AKQA and publisher DK adapted the Human Body Book for iPad to wide acclaim. The app covers 12 systems of the body, with over 200 images, annotations, illustrations, and four CGI videos showing key processes in the body. There is also a rotatable 3D model of the human body, with removable layers.

The app also features haptic feedback to illustrate processes such as heartbeats and breathing. It reached 500 daily downloads within two weeks of launch, and looks set to break even within three months of launch.

Most Effective Tablet Application

www.mobilemarketingmagazine.com www.mobilemarketingmagazine.com Awards Special - 3 November 2011

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Most Effective Mobile Sales Promotion/Direct Response Campaign

WINNERPEPSICO/RABARBA – PEPSI CONTENT IN A BOTTLE

Pepsi has run a number of text-and-win campaigns in the Turkish market, and having seen their success, other brands have adopted similar tactics, giving away free talk time and text messages to encourage consumer engagement.

So with its ‘Content in a Bottle’ campaign, Pepsi knew it had to break the mould, and come up with a new twist on the text-and-win concept. The twist came in the shape of a whole raft of new incentives. Pepsi researched its target audience to find out what would appeal to them before creating the promotion, and then offered prizes including pop music ringback tones, and free Premier League Football highlights subscriptions from mobile operator Turkcell. Consumers just had to text unique codes found under Pepsi can lids to stand a chance of winning.

The range of content meant the campaign appealed to a wide demographic, and each participant also received 12 hours of free airtime from Turkcell. The promotion was supported by celebrity endorsements in TV commercials to raise awareness.

The promotion ran for four months, and helped Pepsi to reach its highest market share in the country in eight years, with 3m people participating in the campaign, on average, four times each.

FINALISTSOpenMarket – Disasters Emergency Committee East Africa Drought AppealPharos Mobile – Burger King Monopoly MadnessSaudi Telecom Company/Upstream – 100 BMW X5 *100 DaysTurkcell/Aerodeon/Shell Turcas – Shell FuelSave Fuels

HIGHLY COMMENDED FOUND/AUTOGLASS - SMASHING THE GLASS REPAIR MARKET ON MOBILE

Following successful campaigns for Premier Inn and Flybe, Found turned its hand to windscreens with a mobile strategy designed to provide Autoglass with an optimised presence across mobile search, and incorporate click-to-call functionality to capture motorists who need immediate roadside assistance.

The project combined simple, conversion-focused mobile web landing pages with a highly targeted mobile PPC campaign, including dynamic insertion of different click-to-call phone numbers, according to the referring search terms, and geo-targeting of ads for location-based searches.

The campaign delivered excellent click-to-call conversion rates, right from launch.


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WINNERTRIPADVISOR – TRIPADVISOR APP

Travel website TripAdvisor responded to the increase in the dynamic use of mobile devices in consumer travel with its smartphone app, which is available for iOS, Android, Nokia, Windows Phone, and Palm devices.

The app offers a ‘Near Me Now’ feature that allows travellers to find nearby hotels, eateries and attractions wherever they are in the world. On the iPad 2 and iPhone, the app has a ‘Live View’ feature, which uses Augmented Reality to bring up TripAdvisor reviews, laid over the image from the device’s camera. Travellers can simply point their device at establishments to easily access TripAdvisor’s wealth of trusted reviews and opinions in real-time while they’re in their travel destination.

Other features that impressed the judges included the ‘My Saves’ option that enables users to save their favourite restaurants, hotels and attractions so they can be found easily again, enabling travellers to create their own mini-guide to a destination; the ‘Virtual Tours’ feature that allows travellers to take a virtual walk through their travel destination with TripAdvisor reviews and opinions superimposed over Street View from Google; and the facility to find cheap flights using the award-winning TripAdvisor Flights search engine, and to compare airline fees using its Fees Estimator. Don’t leave home without it.

FINALISTSIncentivated/British Airways – British Airways SMS Customer Service MessagingRedFish Media – MGM Luxor Las Vegas Mobile Alerts

HIGHLY COMMENDED CRAFTED MEDIA/COLCHESTER ZOO – COLCHESTER ZOO MOBILE APP

Available on iPhone and Android, the Colchester Zoo mobile app is a great example of a tourist attraction app that goes the extra mile to help consumers make the most of their day out. With a zoomable map and What’s On Guide, visitors can choose from over 50 displays, add them to their personalised schedule and even receive reminders 10 minutes before each show starts.

Created by digital agency Crafted Media, the app is also educational, offering information about the animals at the zoo, and has seen strong download numbers.

Most Effective Travel & Tourism Solution


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The Third Sector is beginning to embrace mobile as a donation mechanism, and the SMS-based donation platform that OpenMarket created for the Disasters and Emergencies Committee (DEC) following the drought in East Africa that left 10m people in need of food, water and emergency healthcare, is a prime example.

The solution that OpenMarket created allows consumers to donate £5 in response to the humanitarian crisis in East Africa by texting one of the keywords - ‘HELP’, ‘CRISIS’, ‘AID’, ‘DONATE’, ‘HELP’, ‘SUPPORT’ or ‘AFRICA’ - to the shortcode, 70000.

The 70000 shortcode has been developed specifically for charity appeals by OpenMarket and the company has worked with all UK mobile network operators to facilitate rapid and VAT-free outpayments by linking directly to operator billing APIs. The shortcode can be rapidly launched across all networks in less than 24 hours, allowing charities to reach the UK’s 50m mobile users.

At the point of the OpenMarket/DEC entry submission, more than £1.2m had been raised via SMS donations, since the DEC launched the Appeal in late June 2011. OpenMarket’s CMX2 platform also allows donors to opt into Gift Aid when making donations, boosting the value of those donations by 25 per cent.

WINNEROPENMARKET - DISASTERS EMERGENCY COMMITTEE EAST AFRICA DROUGHT APPEAL

FINALISTSbemoko/Macmillan Cancer Support – Macmillan Mobile SiteDIDMO/Salvation Army/GetJar – Salvation Army Daily Cup Social JusticeNational Geographic/Velti – The Last LionsSafaricom M-Pesa/Redsky – Kenyans for Kenya

HIGHLY COMMENDED M&S/OXFAM/PROFERO – ONE-DAY WARDROBE CLEAROUT

This campaign aimed to encourage people to donate the clothes that they no longer wear to Oxfam. The mobile activity aimed to engage with iPhone-using mums. Consumers were sent an ad in the form of a calendar entry, which could be saved to the handset to remind them to take part in the event. M&S offered a £5 discount at their stores for anyone donating an item of clothing or soft furnishing.

In a week-long campaign, 24,534 women added the event to their calendar. 400,000 items of clothing were donated, and £1m was raised for Oxfam.

Most Effective Mobile Charity Campaign/Solution


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Most Effective Mobile CRM/Enterprise Messaging Campaign

WINNERINCENTIVATED/BRITISH AIRWAYS - BRITISH AIRWAYS SMS CUSTOMER SERVICE MESSAGINGBA’s text service, powered by Incentivated on its SMS platform, is deployed in a number of ways. Most of these are customer-facing, but the airline also uses the platform to manage its internal processes more efficiently.

Automated outbound messages are sent to customers who have registered for the service, to alert them to any disruption to their flight. Another outbound text alerts the passenger that they can now check in, and includes their booking reference and flight information. Family members and taxi drivers can also send a text to BA to request an update on the performance of a given flight in order to check that it is due to arrive at the scheduled time.

The platform is also used to send an SMS confirmation to BA staff travelling “standby” when required seats become available. BA’s Logistics team also use it to facilitate repairs, avoid delays, or just to ensure that routine maintenance of a landed aircraft, including re-fuelling and cleaning, happens on time and at the right place.

The judges were impressed by the many ways in which BA has put the Incentivated platform to work, for the benefit of its customers, and the business. They were impressed, too, by the commercially- sensitive numbers supplied in support of the entry. It’s a worthy winner.

FINALISTSMePlease – MePlease SmartLinksNokia/JWT/bemoko – Nokia Source

HIGHLY COMMENDED ERICSSON IPX/VELTI - A&N MOBILE CRM

Ericsson IPX and Velti jointly deliver a range of opt-in advertising programmes and Premium-SMS services to the readers of A&N Media’s various publications.

The schemes encourage customer engagement via SMS, inviting readers to text in to get hints for puzzles, submit competition entries, or provide feedback. Ericsson IPX manages operator billing payment services, while Velti handles the collection of customer information

The activity has helped A&N Media to build an opt-in mobile database in excess of 1.5m unique mobile numbers.


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GeoWave was born out of Rippll founder Doug Chisholm’s frustrations with mobile advertising in 2007, when, as digital account director for Burger King and Tesco at Initiative Media, he had a brief – and a budget - for more engaging mobile advertising that the incumbent players could not deliver.

Chisholm wanted to engage the Burger King audience on mobile, using apps, location targeting and mobile vouchers, and when the iPhone launched, it was the prompt he was looking for to form Rippll and create a technology platform to do just that.

GeoWave provides advertisers and agencies with an ad-server that can tell where a consumer is, and serve an ad for a nearby business; ad serving tags to enable any mobile publisher or developer to run a campaign; a user-friendly interface for uploading campaigns, plus a reporting interface including maps to show where ads are performing best; and rich ad creative, including maps and vouchers

GeoWave allows for ads to be served in specific regions, or even around the advertiser’s stores, or their competitors’.

The first GeoWave-powered, location-based ad campaign was delivered for TGI Fridays in partnership with 4th Screen Advertising in 2010. Since then, GeoWave has delivered campaigns for brands including McDonalds, Vodafone, HMV, IKEA, and Dove, and we expect to see lots more in the future.

WINNERRIPPLL – RIPPLL GEOWAVE

FINALISTSFound/Autoglass – Smashing the Glass Repair Market on MobileMazda/Joule/Mindshare – Mazda MX5 Facebook DealsNAVTEQ Media Solutions/Peugeot – Peugeot Hyper-local Advertising CampaignNAVTEQ Media Solutions/ Spur Restaurants/ Wand – Spur Restaurants Location-aware Mobile Ads

HIGHLY COMMENDED GRAPPLE – FABLE III KINGMAKER

This iPhone/Android app was created by Grapple Mobile for the launch of the Fable III Kingmaker game, to generate buzz, and drive sales. The app challenged players to battle across the ‘Kingdom of Europa’, an imaginary kingdom plotted over the real map of Europe. Players could plant ‘flags’ using GPS technology, and collect Kingmaker gold by visiting GAME shops. By the time the game launched, there were over 93,000 active users of Fable III Kingmaker, who had cumulatively planted over 5m flags and collected more than 5bn gold coins.

Most Effective Location-based Service/Campaign


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Recharge and Win is a fully managed revenue stimulation and loyalty proposition for operators from Buongiorno. It is designed to boost ARPU (Average Revenue Per User) by delivering an increase in top-up frequency and amount. It also reduces churn and increases customer loyalty, using a gamification mechanic to offer consumers relevant and valuable rewards. Finally, it enables the operator to collect customer data to assist them in targeting their customers more precisely in future marketing campaigns.

Recharge and Win rewards prepay customers in real time as they transact with the network. When the customer buys top-up credit, a code is sent to their phone, which is entered into a fun web or mobile web game. Upon entering the code and playing the game, the customer receives a prize, such as free texts or talk time, physical prizes, or entries into a grand prize draw.

The scheme is currently deployed with six major operators worldwide, including O2 UK and O2 Germany, Optus Australia and TIM Italy. It is delivering an average 30 per cent redemption rate; 9 per cent average increase in redeemer monthly spend; and 25 per cent average decrease in redeemer churn.

For stats like these, Recharge & Win takes the award for Best Campaign from a Mobile Operator.

WINNERBUONGIORNO - RECHARGE & WIN

HIGHLY COMMENDED SAUDI TELECOM COMPANY/UPSTREAM – 100 BMW X5 *100 DAYS

FINALISTSBigTime/MTN Zambia Mega Millions PromotionFuture Platforms/Orange – Official Glastonbury AppOrange Romania/Velti – A New Day, a New Life

The ‘100 BMW X5 *100 Days’ promotion was devised and executed by Upstream.

It gave Saudi Telecom Company’s entire wireless subscriber base of 22m consumers the chance to opt into a trivia-based mobile marketing promotion, in which correct answers garnered credits towards digital content, and further opportunities to enter a daily draw to win a BMW X5. Consumers were engaged via messages sent to their mobile phone. The campaign ran for 100 days, with a new car given away every day, for the duration of the campaign. Results are confidential, but hugely impressive.

Most Effective Campaign from a Mobile Operator


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WINNERDEBENHAMS – DEBENHAMS IPHONE, NOKIA AND ANDROID APP

Debenhams drew on the collective wisdom of the Debenhams Design Team – an online panel of over 15,000 customers – to create the Debenhams app, which enables customers to shop the retailer’s complete range, for delivery to their door or collection from store. Customers looking for inspiration can watch and shop videos from Debenhams TV and share Wish or Gift Lists with friends and family for a second opinion.

Using the barcode scanner, customers can check pricing and reviews and buy larger items in store for home delivery, while time-poor customers can use it to quickly look up products on their phone and add them to their Wish or Gift List.

Location also features heavily, with a store locator, store layout guides, and the ability to send push notifications to app users within a certain radius of a Debenhams store to drive footfall.

The judges loved this app for the quality of its design, the user experience, and for some hugely impressive results that accompanied it. In the six months since launch, the iPhone version of the app achieved over 500,000 downloads, and generated over £1.5m in sales, across a total of 2.4m shopping sessions. A very worthy winner.

Most Effective Mobile Couponing or Barcode Campaign

Sainsbury’s mobile app, created by Groupe Aeroplan, enhances the retailer’s much-used Nectar points loyalty scheme. The app is available on iOS, Android, and Nokia devices, and allows Sainsbury’s to engage with and reward its customers, drive store traffic, and generate return on investment.

It provides Nectar members with their points balance, and with exclusive offers that consistently generate significantly higher response rates than any other Sainsbury’s direct marketing channel; Offers can be targeted to customers that shop in certain aisles, and can also include recipes, or even TV and radio ads to drive brand engagement and purchase. Aside from Nectar points and discounts, the app also offers aisle and shelf store navigation, a searchable store locator, and the ability to shop online. It also integrates with the Sainsbury’s ‘Feed Your Family for £50’ campaign, via a meal planner for recipe inspiration.

The judges were impressed by the degree of integration with the Nectar loyalty scheme, and while the stats relating to the app are commercially sensitive and confidential, they were impressed too by download numbers, average offer opt-in and redemption rates, and total offer opt-ins.

FINALISTSAKQA/Random House – Nigella Quick Collection iPhone AppFuture Platforms/Orange – Official Glastonbury AppGrapple – Premier Inn MobilePizza Express/2ergo – Pizza Express iPhone AppPoynt – The Poynt App

WINNERSAINSBURY’S/GROUPE AEROPLAN – SAINSBURY’S MOBILE APPS

FINALISTSIncentivated/M&S – M&S Mobile Loyalty Program – Redemption CouponsScanBuy/Taco Bell – Unlock the Box

Most Effective Mobile Application – b2c


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WINNERTXTLOCAL – TXTLOCAL

You don’t attract brands the likes of Google and Manchester United without good reason, and Txtlocal’s platform has done just that, not to mention another 75,000 other clients, who use it to keep customers engaged, drive sales, and, in the case of charity clients, solicit donations.

Clients manage their messaging campaigns through the Txtlocal Control Panel, an intuitive self-service platform where users can manage the campaign creative, develop messages, and pay for the service.

Additional services include the ability to deploy shortcodes for lead generation and payments; mobile web building services; an email-to-SMS Gateway that allows businesses to send and receive text messages from any email program; and sophisticated campaign measurement and analysis tools.

In 2006 Txtlocal’s platform delivered 245,000 messages. The projection for 2011 is in excess of 300m. Messaging may not be as cool or as fashionable as some of the rich media advertising formats now available to brands, but for its sheer effectiveness, Txtlocal takes the award.

WINNERFETCH MEDIA/SONY COLUMBIA MUSIC - CALVIN HARRIS & KELIS, BOUNCE: SINGLE LAUNCH

Calvin Harris doesn’t release albums, focusing instead on three big summer anthems each year. For this song, Bounce, a collaboration with Kelis, mobile was the only advertising vehicle.

The campaign objective was to drive sales, in order to move the single up the charts, and drive radio play, to establish the track as the big hit for summer 2011.

Fetch carried out creative design and media buying for the campaign, which targeted Shazam and Ministry of Sound users. The HTML5 banner ad featured a bouncing ball animation. When the ad was tapped, it delivered a full-screen, expandable ad with two calls to action, to watch the music video, or buy the song.

The campaign generated more than 8m impressions within 10 days, with 30 per cent of users watching the video or clicking through to iTunes to buy the song. The single went straight into Radio 1’s A List and charted at No.2 within its first week in the iTunes chart. Music to anyone’s ears.

FINALISTSAdfonic – AdfonicBlismobile – Blis App Zonemadvertise – madvertise Mobile Advertising MarketplacePlacecast – ShopAlerts by PlacecastSmaato – Smaato Open Mobile Advertising Platform (SOMA)

FINALISTSFound/Autoglass – Smashing the Glass Repair Market on MobileNAVTEQ Media Solutions/Peugeot – Peugeot Hyper-local Advertising CampaignNokia/Pring – Nokia Eidi on PringVogue Turkey/Rabara – Vogue Turkey’s 1st Year Anniversary CampaignWarner Bros/Millennial Media/ Odyssey Mobile Interaction – Green Lantern

Most Effective Mobile Advertising Campaign


Most Effective Mobile Advertising Platform/Network

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The Dealer Portal Mobile app enables car dealers to set up and manage ads for their stock via their iPhone. The app also includes a Profit Indicator feature that allows dealers to understand the margin they’d make on a given car, and gives a suggested price before they buy, based on real-time, market-based intelligence.

For the ability it offers car dealers, not only to run their business remotely, but actually to develop it by adding and displaying new stock to their inventory instantly, Auto Trader’s Dealer Portal Mobile app takes the award.

WINNERTHE GUARDIAN – THE GUARDIAN MOBILE SITE

WINNERMASABI/CHILTERN RAILWAYS – TICKET MACHINE IN YOUR POCKET

FINALISTSMovement/Virgin Media – mTicketing at V Festival: Our GardenSafaricom M-Pesa/Redsky – Safaricom M-Pesa Ticketing

FINALISTSbemoko/Macmillan Cancer Support – Macmillan Mobile SiteFound/AutoglassIncentivated/Centaur – Marketing Week Live!New Look/MIG – New Look’s Mobile Commerce SiteSomo/Audi – Audi Mobile Site

WINNERAUTO TRADER – DEALER PORTAL MOBILE IPHONE APP

FINALISTSEgencia – Egencia Mobile iPhone AppGlobal Bay – iPad Retail AppO2 Media/Golden Gekko – O2 Media AppIDG Global Solutions/OMG/HP – IDG/HP ROI Resource CentresSafaricom M-Pesa/Redsky – M-Pesa Buy Goods

Most Effective Mobile Application – b2b

Most Effective Mobile Site

Most Effective Mobile Ticketing Solution

The judges loved this free, ad-supported site for the clarity of presentation, ease of navigation, the quality of the content, and the impressive user and advertising numbers. The site carries all the content from the newspaper’s website, including live football scores, favourites, top stories, and new navigation features.

The site attracts over 7m unique browsers and more than 36m page views per month, and accounts for around 12 per cent of the Guardian’s total digital traffic. By combining targeted advertising solutions with rich media creative formats, the Guardian’s mobile site has also delivered a significant increase in ad revenues.

Masabi, and its ticketing services provider, Atos, developed a complete, end-to-end mobile rail ticketing system for Chiltern Railways, powered by the Atos rail booking engine and using EncryptME, the world’s first NIST-certified mobile security software. The system turns the humble mobile phone into both a ticket machine and the ticket itself. This implementation marks the first time in the UK that rail passengers can use both smartphones and everyday handsets to buy and receive mobile rail tickets, and customer feedback on the app has been overwhelmingly positive.


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Designed and built by Mobile Interactive Group (MIG), New Look’s transactional mobile site utilises Javascript, CSS3 and HTML5. It offers ‘One Click’ checkout for registered users, and “Accordion” navigation to minimise the number of page refreshes required.

The site has exceeded targets - since it launched, New Look has reported a 24 per cent increase in mobile visits, and a 33 per cent increase in page views. Between the launch of the site in April, and the end of July, there has also been a 60 per cent increase in orders, and a 45 per cent increase in revenues.

WINNERMIPPIN APP FACTORY

WINNERFLEXION – FLEXION WRAPPER

FINALISTSBango – Bango PaymentPayment One – AnyphoneSafaricom/M-Pesa – M-Pesa Buy GoodsTxtnation – JunglePay

FINALISTSRippll – AppsplashVodafone/AMVG – vReadWapple – Canvas, Architect and ExhibitWoodwing - Tablet Publishing Solution

WINNERNEW LOOK/MIG – NEW LOOK’S MOBILE COMMERCE SITE

FINALISTSPizza Express/2ergo – Pizza Express iPhone AppUsablenet/JD Sports – JD Sports Fashion Mobile

Most Effective mCommerce Solution

Most Effective Mobile Publishing Solution

Most Effective Mobile Payment Solution

The Mippin App Factory aims to give anyone the tools to build an app in just five minutes. The culmination of six years and $12m worth of investment, the Mippin App Factory is an app creation platform that creates simple native mobile and web apps, and is available at low cost to businesses large and small.

The judges were impressed by the ease with which apps can be created by the App Factory, and by the download numbers. Dennis Publishing’s Auto Express app, for example, built using the Mippin App Factory, has been downloaded more than 250,000 times.

Flexion’s Wrapper technology is a neat, sophisticated way of adding billing and other services to downloadable content. It works by creating a small amount of code that is ‘wrapped’ around mobile content such as games or apps, and enables a range of additional services, such as in-app billing, content discovery, and on-device retailing.

Content owners can create customised pricing options and promotional models, such as free trials, rentals and loyalty schemes. They can also offer additional content to their customers through Discovery, a dynamic storefront delivered with every wrapped game. A free trial is enabled by a Flexion Wrapper every second, with 4m wrapped products activated every month. It has reached a total of 40m customers so far.


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Awards Special 3 November 2011www.mobilemarketingmagazine.com www.mobilemarketingmagazine.com

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Here’s to mobile.Innovative. Fast-moving. Cutting-edge.

Just some of the words we’ve heard used to describe the booming mobile industry lately.

It’s an exciting time to be a part of the mobile space, as the Effective Mobile

Marketing Awards has shown. But all that innovation and cutting-edge thinking has to

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2011 Awards - Winners Supplement