Category 2: Best Mobile Services

2 b) Best Mobile Internet Service

The Best Mobile Internet Service category aims to highlight the wealth of services that enable users to access the Internet using mobile devices, including Application Stores, Mobile Search engines, Social & Business Networking sites, Messaging, E-Learning, Location Based Services, news, information, commerce, content sharing portals and more.

(Please note Mobile Advertising, Music and Game related services should be entered into relevant categories within the Mobile Entertainment category, such as Best Mobile Game, Best Mobile Music and Best Mobile Advertising awards).

The judges will shortlist three to five entries in this category, with one winner announced at the Mobile Asia Congress in Hong Kong on Wednesday 18th November 2009.

This year's winners in the Asia Mobile Awards will gain an automatic nomination (short listing) for the GSMA's Global Mobile Awards in 2010.

The Global Mobile Awards will be presented at the world's leading mobile communications event, the Mobile World Congress in Barcelona, Spain in February 2010.

Eligibility

This award is open to all organisations involved in serving Asia's mobile industry with mobile internet services, including mobile operators, content and brand owners and Internet/application developers in the mobile eco-system. The service or content entered must have been commercially available in at least one named Asian market* between 30th November 2008 and 15th September 2009. The deadline for entries is Tuesday 15th September 2009 (5pm Hong Kong time).

*See Rules of entry for description of Asian region

Eligible entrants include:

• Mobile operators
• Internet service providers and portal developers
• Content owners & providers such as retailers and service providers
• Internet developers and aggregators
• Media organisations
• Internet/application developers
• Vendors

Judging criteria

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

• How well has the service met the stated objectives?
• How easy is it to use? (focus on the user experience rather than the 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 technical, marketing, features design and usability
• Brand appeal
• Use of Web 2.0 technologies and applications
• How viral is the service?
• Responsible approaches to protecting users from unwanted, obtrusive or offensive content
• Evidence of user take up

Entry forms, supporting materials & formats:

All entries must be submitted by Tuesday 15th September 2009 (5pm Hong Kong time).

In order to ensure a consistent approach for our judges, entries must be submitted using the Best Mobile Internet Service entry form. Entries not using the web based entry form will not be considered.

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 email upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to attach a maximum of 3 files to accompany your entry up to a maximum file size of 10MB each. Files can be either a jpg, .gif, .tif, .bmp (for pictures), most common video formats or .ppt for powerpoint.

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 markets or regions is the service 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 a creative, compelling Internet service relative to the mobile platform? (1000 characters = approx 170 words)
• Please explain what is Innovative in terms of breakthrough appeal, marketing or user interfaces i.e. use of web 2.0 technologies and applications? (1000 characters = approx 170 words)
• What would you describe as it's brand and 'cool' appeal, what is the USP for users? (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 specific URL for your service.

Please note: Use URLs when they are specific/ relevant to the category and will help judges further understand your entry, but due to the number of entries received, judges will not have time to surf company websites looking for further information on the entered product/service or initiative.