Category 3: Best Mobile Broadband Handset or Device

Innovation in the design and functionality of mobile handsets, devices, terminals and smart phones is driving tremendous take up of mobile services and applications around the world. New form factors, innovative design and rapid feature, functionality and interface evolution are all part of the formula for a worldwide winner in the Best Mobile Handset or Device category.

This award aims to highlight and showcase industry leadership in Mobile Broadband enabled handsets, devices, smart phones and notebooks, recognising the importance of handsets and devices in driving market take up and use of mobile services and applications. The Best Mobile Handset or Device award recognises the combination of design, technical excellence and functionality that comes together to position a product at the top of its market.

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:

The category is open to all global manufacturers and own branded Mobile Broadband (HSPA) enabled handsets, devices, smartphones and notebooks that are sold into Asian markets*. Entry is open to manufacturers of products including handsets, Smart-phones, feature phones, embedded notebooks, wireless enabled Personal Digital Assistants (PDA's), and wireless plug and play devices (such as data cards), camera and video phones.

*See Rules of entry for description of Asian region. Entries can only be submitted for products that have been commercially available on at least one Asian market between 30th November 2008 and 15th September 2009.

Please ensure that you send 5 fully functional, working handsets/ devices that you enter to the GSMA Awards Administrator (see below) so that our expert judges can each be provided with a working model.

The handset/devices/notebooks should also include a working SIM UNLOCKED for judges to fully access and test the applications and features of the phone.

Judging criteria:

The judges will be looking for products that demonstrate rich functionality, innovative design and user friendly capabilities, in other words products that combine great looks and form factors with value for money, simplicity/ ease of use, integral intelligence and offer rapid access to multimedia content and services on the move.

Specifically, the judges will be considering the following product attributes:

Functional and physical design innovation
Product performance
Simplicity of use – such as an intuitive user interface
Wide range of applications and features supported
Unique attributes (i.e. key market differentiators or Unique Selling Points)
Value for money

In addition, the judges will require some feedback on customer acceptance, such as volumes shipped over a specified period.

Entry forms, supporting materials & formats:

All entry forms must be submitted by Tuesday 15th September 2009 (5pm Hong Kong time). Supporting handsets /devices must arrive no later than 18th September 2008.

Please ensure that you send 5 working, fully functional handsets for each model entered (to enable our judges to review each product entered in detail) by the deadline date, to the GSMA's Awards Administrator. It is essential you include 5 x commercial invoices with your devices; these can be obtained from your preferred shipping/courier company.

The handset/device entered must also include a fully working UNLOCKED SIM card for our judges to fully access and test the applications and features of the phone.

Following your web entry, you will be allocated a unique reference number by email. Please send your handset clearly marked with the unique reference number you are allocated after submitting your web entry to:

FAO Awards Administrator
GSMC Limited
12/F The Pemberton
22-26 Bonham Strand
Sheung Wan, Hong Kong

Handsets/devices can be returned upon request to the awards administrator, following completion of the judging process. Please contact awards@asiamobileawards.com

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 and model number of your handset or device? (100 characters = approx 20 words)
Is this a joint entry? If so. Who are the partnering organisations? (100 characters = approx 20 words)
Entries for this award category must have been launched between 30th November 2008 and 15th September2009 and be commercially available IN AT LEAST ONE Asian market. Please provide evidence to support this such as launch date of the product, including details of markets where it is available. Which mobile operators offer the product today? (1000 characters = approx 170 words)
What is specifically innovative about this handset/device? Please describe the new and unique functional or physical features of your handset or device? i.e. what features would you highlight that no other device manufacturer or model offers? (1500 characters = approx 250 words)
Please describe what you consider to be the outstanding elements of the product's performance i.e. what is its USP? (1500 characters = approx 250 words)
What new multimedia applications and services are supported? (1000 characters = approx 170 words)
Why is the product easy to use from the user perspective? What makes it an intuitive and compelling experience? (1000 characters = approx 170 words)
What is the current retail price point (without subsidies) in either Euros or US dollars, and why in your opinion is this good value for money? (1000 characters = approx 170 words)
Please provide customer testimonials or media reviews for your product or supply URLs* to media coverage or customer testimonials. (1500 characters = approx 250 words)
Please give evidence of customer acceptance, including volumes shipped or market share achieved. (1000 characters = approx 170 words)
*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.