Category 2: Best Mobile Services

2 c) Best Mobile Money Service

Asia is leading the world in the evolution of mobile commerce, payment, money transfer services and a host of innovative cashless mobile services such as ticketing, parking, bill payment, banking services and others that are available on the market and being trialled today.

The opportunities for the financial service industry, in partnership with the mobile industry and an emerging eco-system are limitless, as are the benefits of convenience and value for users. The Best Mobile Money Service award aims to recognise and reflect the rapid emergence of this new sector - in all its varied forms. (Note: For mobile money transfer and banking services targeted at low income groups, please see category 2d) the Mobile Money for the Unbanked Award 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.

Note! 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:

Entry is open to all players in the 'mobile money' eco-system as below, that are developing a wide range of advanced mobile commerce, payment & financial services on the mobile platform.

Entry is open to:

Mobile Network Operators
Banking organisations
Credit/Debit Solutions Organisations
Retail and other Commercial Organisations
Financial Application Developers
Mobile Device and Point of Sale/Terminal Manufacturers
Entries that have been developed as a result of partnerships between Operators & financial institutions are welcomed as joint entries.

The service or product entered must have been commercially available between 30th November 2008 and 15th September 2009, and be available on at least one Asian market*. Please provide evidence to support this such as launch date of the service, including details of countries or regions where the service is available. The closing date of the GSMA's Asia Mobile Awards on Tuesday 15th September 2009 (5pm Hong Kong time).

* See rules of entry for definition of Asia region for purposes of the awards

Judging criteria:

Entries for the Best Mobile Money category will be judged on the following main criteria:

Entry provides a seamless, simple commerce, transfer or payment experience for users

The product or service is reliable, consistent and provides value to the user

The product or service entered is available in at least one Asian market today

Judges will expect to see evidence of user take up

How unique is the product or service? For example, what is new or innovative from other similar services deployed in the market today?

Judges will be looking for entries that demonstrate user interest and, as well as best practice in the areas of quality and regulation

Products or services that are backed by a simple and compelling user proposition

Products and services that can contribute to top line growth and economic development

Product or services conform to global standards and regulatory codes of practice

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 Money Service entry form.

Please also provide ONE website URL where specific information regarding your product or service can be found.

An additional 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 3 additional files to accompany your entry up to a maximum file size of 10MB each.

Specific Entry Form Questions:

On the entry form, in addition to submitting contact and company information, you will be asked to answer the following questions (maximum text/character length for your answers also shown in brackets below):

What is the brand name of your Mobile Money product or 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 product or service and the user proposition i.e. how does the service work? Please describe it as accurately as possible (1000 characters = approx 170 words)
Is your product or service commercially available in the market today? If so, which Asian markets? When was the service launched, and how many active customers do you have today? (1000 characters = approx 170 words)
What are the key, unique benefits for mobile users? How is it seamless, simple and reliable for users? (1000 characters = approx 170 words)
Please describe what is unique, new or innovative about your product or service? (1000 characters = approx 170 words)
Please give additional information to support your entry. For example, why is it good value for customers and, specifically, what evidence is there that a large user following has been established (1000 characters = approx 170 words)
Please provide any other information that you feel necessary to support the strength of your entry i.e. how does it conform to best regulatory practice, what quality of service measurements are in place, what international standards and regulatory codes does it comply with? (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.