Awards: Smaato Mobile Advertising Awards
Founded: 2008
Deadline for entries: September 3, 2010
Entry fee: free
2010 Winners announced: October 5-8, 2010
Prizes (2010):
• Mobile World Congress 2011: one free booth participation
• Grand Prize Winner meets top venture capital partners (TBA)
• Booth at M-Publishing, New York City, November 2010
• Booth at M-Days, Germany, January 2011
Entry categories (2010): Mobile Website; Mobile Campaign; Branded Games & Apps; Applications for Apple, Android, Windows, Samsung, Symbian, RIM
Advantages: (for winners) free entry; great prizes; and newer award ceremonies often mean less competition. (For the rest of us) third parties can nominate entries (as all awards should be…) and there are descriptions of the winning entries that we can all learn from.
Disadvantages: the awards seem to be more about mobile applications than mobile advertising. mobiThinking would prefer to celebrate cross-platform applications, than those that work on one type of handset.
Winners 2009 include: Flirtomatic, Waze, Aloqa, Yoose, SPB TV
P.S. mobiThinking is a member of the judging panel.

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Smaato Mobile Advertising Award Winners 2009

Winner: Flirtomatic
Award: Best Mobile Website
Prize: Free booth at M-Days, Munich, Germany, January 2010
Summary: Flirtomatic is a real time, high capacity, multimedia, messaging platform that currently has more than 1m registered users with more mobile than Web-specific users, making it Europe's leading flirting service on the mobile and Web.
Flirtomatic has operations in UK, US, Germany and Australia. Targeted at young adults (75percent of users are 18 – 30 years old), Flirtomatic operates a free and uninterrupted service across the Web and mobile, that enables users to flirt, meet new people and have fun online.
Users have the ability to discover members on the basis of their preferences, interests, location and other information stored in their multimedia user profile.

Winner: Aloqa
Award: Best Mobile Apps and Games; Winner Motorola Android Category
Summary: Once you download and start Aloqa, you need to just look at your phone and it shows you constantly refreshed, live information about people, places and events based on your location, profile, preferences and social relationships.
When you change locations, Aloqa refreshes itself automatically and notifies you of the relevant set of services, points of interest, events, and friends close to your new location. Wherever you are, whenever you go.
Aloqa therefore allows users to discover friends and favorites around them without every having to search, browse, or type into their phone.
It also gives advertisers, coupons providers and anyone with location-relevant content to reach their target audience with the right, relevant promotion in real time.
Publishers can also create their own channels on Aloqa to get distribution of their content across multiple platforms for free.

Winner: Yoose
Prize: Free booth at M-Days, Munich, Germany, January 2010
Summary: YOOSE is an affiliation platform for mobile location based couponing. YOOSE replaces paper coupons from brick & mortar retailers and delivers them directly to the mobile phone of the consumer through any mobile Website or application. YOOSE helps retailers to generate more revenue through successful local client acquisition and greater client retention.
With YOOSE mobile application developers (including mobile navigation and location based offerings) can monetize their applications through location relevant coupons for their end-users. The consumer benefits from greater savings and personalized offers, which she has always with her and without cluttering up her wallet. None of our mobile couponing competitors is extending the reach of their coupon offering to the consumers through affiliation partners.
YOOSE will be able to offer the advertisers global reach for local offers. The platform is live in Berlin/Germany. We seek now nationwide advertisers to extend the reach of the coupon offer. In parallel we create publishing partnerships with our affiliate partners to ensure broad reach of the coupon to the consumers. Once up and running in Germany, we will deploy YOOSE in some Asian markets to gain traction for further expansion in Europe and US.

Winner: Waze
Award: Best iPhone application
Summary: Waze is the first free crowd-sourced navigation software. A mobile navigation application that allows drivers to build and use live maps, real-time traffic updates and turn-by-turn navigation to improve their daily commute.
Waze also has a social element that gives drivers the ability to actively update one other on traffic, police traps, construction, speed cams and more - and because it’s 100percent user-generated, the more people who use Waze, the better (and more fun) it gets!
Waze launched in Israel in January 2009 and in 9 months reached 20percent smart phones users, 91percent map coverage and best real-time traffic with 180,000 active drivers.

Winner: SPB TV
Award: Best Windows Phone
Summary: Unlike most of other existing TV services, the use of SPB TV can almost replace a common TV service. It is designed to make watching TV on the mobile device as simple and comfortable as on TV. Just like in a TV-watching process once a user have a channel playing, he can bring up more player options by single-tapping on the screen: change the playback quality; set sound and screen brightness, exit a channel.
It’s also possible to use picture-in-picture mode. Moreover, a user of mobile device can always keep his finger on the pulse using the daily and weekly view of the scheduled upcoming broadcasts and setting the Outlook calendar reminders. It is also possible to switch your device to TV by using the TV-out function in order to watch a variety of channels from a mobile device on a big screen. Solutions for carriers also make this service unique.
For example in 2008 Skylink carrier released its new device AnyData ASP-505, where SPB Spb Mobile Shell and Spb Online were already installed. SPB TV is available on Windows Mobile, Android, Symbian and Blackberry.