Entrants from across the EMEA region and as diverse as Adrian Belew, telcos, a police force and the Centre for Domestic Violence were among the winners of this year's Mobile Innovations Awards.


With a 100% increase in entries, and fierce competition at the judging stage, the Mobile Innovations Awards have established themselves as a major barometer of emerging technological excellence.

Despite unforeseen circumstances leading to the cancellation of the gala dinner, the Mobile Innovations Awards winners have been announced with due pomp and ceremony to receive the credit they so justifiably deserve.

The Winners:
Effective Integration of Mobile in an OmniChannel Strategy
Winner: The Mediae Company for the iShamba mobile info service for farmers

Best Use of Gamification on Mobile
Winner: Dubai Police for Training through Visualisation in virtual applications

Best Use of CRM on Mobile
Winner: Turkcell for its customer early warning Call to Action Button

Best Use of Coupons and/or Vouchers via a Mobile Device
Winner: Spar with i-movo for high redemption in its Shop & Win campaign

Best Marketing Campaign Using Mobile
Winner: Red Bull with Mobitainment, for its Kas'Lami Festival campaign

Most Impressive Agency
Winner: Mubaloo – solving business challenges and disrupting industries through the power of mobile

Best Use of Mobile for Customer Loyalty
Winner: Idea Bank for its Mobile CDM fleet which takes services to the customers

Best Wallet Innovation
Winner: BKM Express for mobile payment in gas stations

Best Mobile mPOS Solution
Winner: Spire Payments for its feature-rich merchant offering of an innovative mPOS API

Best Use of Mobile for Money Transfer or Remittance
Winner: World Remit – Serving the under-served with mobile money transfers

Best Use of Mobile for Payment
Winner: Harris + Hoole for its frictionless payments that improve on Starbucks

Best Management of Mobile Security Issues – Technology
Winner: Arxan Technologies – Security from payments to loyalty

Best Management of Mobile Security Issues – Consumer Confidence and Trust
Winner: Lloyds Bank with Golden Gekko for integrating emerging technology

Outstanding Achievement in the Collecting and Use of Data
Winner: Itemize for its mobile expense management which achieves receipt data extraction in 15 seconds

Most Innovative Development – Information
Winner: London Air Ambulance with Mubaloo for its 'Life Saving' co-pilot app

Most Innovative Development – Entertainment
Winner: Thomas Cook Group for Virtual Holiday, 'try before you buy'

Best Retail Innovation Using Mobile
Winner: St Pancras with Paythru for the StP App

The Travel and Hospitality Award
Winner: MTT for MTT Concierge Live

Most Innovative Use of Creative on Mobile
Winner: Adrian Belew with Mobgen for Flux by belew – never the same twice

Best User Experience on Mobile
Winner: National Centre for Domestic Violence for its Refer Direct app

The Regional Awards were won by:
London Air Ambulance with Mubaloo (Europe)
Dubai Police for Virtual Applications (Middle East)
The Mediae Company for Shamba Shape-Up (Africa)