Category 2: Best Mobile Services

2 b) Best Mobile Internet Service

The Mobile Internet is the intersection between the promise of broadband and the convenience of mobility. Today, users are able to take their broadband connection with them anywhere they go. Driven by ubiquitous access to an always-on, high speed, high bandwidth connection, mobile is changing the way we work, play, and communicate - and creating a market for a host of new on-line services, applications and content.

This Best Mobile Internet Service category aims to highlight services that enable users to access the web and related services using mobile devices, such as Mobile Search, Social and Business Networking, E-Mail, Instant Messaging, Multimedia Messaging, News, Information, shopping and content sharing portals, for example.

Please Note: Mobile Advertising, Music and Video and gaming related services using the mobile platform should enter relevant categories within the Mobile Entertainment Awards Categories, such as (1a) Best Mobile Game (1b) Best Mobile Music, TV or Video Service or (1c) Best Mobile Advertising.

Eligibility

This award is open to all organisations involved in serving Asia's mobile industry, including mobile operators, internet service providers, content owners and Internet/application developers in the mobile eco-system. The service or content entered must have been launched or available in at least one named Asian market up to 28 September 2008.

Judging criteria

Services entered should have been available on the market by the closing date of the GSMA's Mobile Asia Awards - 3rd October 2008 - and be available in at least one or more Asian market. Please provide evidence to support this such as launch date, including details of Asian countries or regions where the service is available.

The judges will be looking at how well entries meet the key criteria, as follows:

How well has the entry met the stated objectives
Focus to user experience rather than focusing on user interface alone
How the entry demonstrates creative, compelling networking, messaging, news, information commerce, search or other Internet features relative to the mobile platform
Innovation in terms of breakthrough appeal, marketing or user interfaces
Brand and 'cool' appeal
Peer to peer interaction
How viral is the service
Responsible approaches to protecting users from unwanted, obtrusive or offensive content
Evidence of user take up

Entry forms:

In order to ensure a consistent approach for our judges, entries must be submitted using the Best Mobile Internet entry form. All entries to the Best Mobile Services categories must be submitted by 3rd October 2008 (5pm Hong Kong Time).

In addition to completing the online entry form, it is strongly recommended that you submit an illustration or demonstration of your service/url so that our judges can see your submitted entry either online or downloaded to a mobile device. You can do this in the following ways:

Provide a website link, or URL of your demo:

Upload screen shots. An upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to upload a maximum of 3 files to accompany your entry up to a maximum file size of 10MB each.

Specific entry form Questions:

What is the brand name of your Mobile Internet service? (i.e. the entry)
Is this a joint entry? If so. Who are the partnering organisations?
Please describe as simply as possible, the nature of the service and the user proposition i.e. how does the service work? Please describe it as accurately as possible (1000 characters = approx 170 words)
Which Asian markets is the service commercially available in today? (1000 characters = approx 170 words)
When was the service launched? What are the objectives? (1000 characters = approx 170 words)
How does the service provide a good user experience? (1000 characters = approx 170 words)
How does your entry demonstrate creative, compelling networking, messaging, news, information commerce, search or other Internet features relative to the mobile platform? (1000 characters = approx 170 words)
Please explain what is Innovative in terms of breakthrough appeal, marketing or user interfaces (1000 characters = approx 170 words)
What would you describe as it's brand and 'cool' appeal? Why is it sticky, and how has it proven to be 'viral' in terms of sign up? (1000 characters = approx 170 words)
How vast is the community of interest? (1000 characters = approx 170 words)
Are users protected from unwanted, obtrusive or offensive content? How is this service monitored to ensure best regulatory practice? (1000 characters = approx 170 words)
Please provide evidence of user take up, or income achieved from the service since the launch period against objectives? (1000 characters = approx 170 words)
Please provide a url for your service