1.
TheWinners
The Mobile Innovation Awards
Who won, and why
Rising Star
Sharing skills with
tomorrow’s winners
A new title from the McIntosh Media Group supporting the Mobile Innovations Awards
MAG
The Mobile Innovation Awards
Who won, and why
TheWinners
Comment / 3 TheJudges / 5 Future Gazing /31
Rising Star
Sharing skills with
tomorrow’s winners

2.
empowering
people
lasting
relationship
being
proactive
empowering
people
lasting
relationships
being
proactive
But she’ll only remember this one — the purchase that
showed he’d been thinking of her from half a world away.
Get to know us.
+1.706.649.2307
sales@tsys.com
www.tsys.com
From the ordinary to the extraordinary to the moments they’ll remember
for the rest of their lives, we realise it’s the little things that can make a
big difference to consumers.
Offering products to meet the needs of modern lifestyles, TSYS knows
that behind each and every transaction is a person — and that payments
have the power to change lives.
At TSYS, we believe payments should revolve around people,
not the other way around.SM
© 2014 Total System Services, Inc.®
All rights reserved worldwide.
TSYS®
is a federally registered service mark of Total System Services, Inc.
TSYS processes
an average of
44 million
transactions a day.

3.
A warm welcome to the
Mobile Innovations Awards
Winners Edition
This is the inaugural year for the Mobile Innovations Awards
as well as the Mobile Innovations Magazine. Both titles are new
kids on the block and it has been a very exciting time.
Few would fail to be engaged by the way mobile is changing
the way we live our lives. We discuss wearables, we use phrases
like the Internet of Things and M2M. There is virtual reality in
a store near you and beacons make it possible for retailers to
communicate while you shop.
We no longer hail a black cab, we Hailo via our smart phone app,
or Uber one (Future GazingI31). Cabbies may strike in anger as
their business is diluted, but this use of mobile to simplify everyday
life is an unstoppable phenomenon.
The Mobile Innovations Awards (The WinnersI7) were created
to pay tribute to those who are pushing the boundaries of what
is possible with mobile and who are succeeding in a business and
commercial setting. This is important. Billions of dollars, pounds,
euros, and most other currencies have been poured into mobile
startups and ventures. Some of it will pay off, but the skill is in
knowing which horse to back – and when.
The mobile world is one of constant change. It is inevitable
that some of the categories for the Mobile Innovations
Awards will have to change next year to keep them
relevant. And the next, and the next. That is what these
awards are about. Innovation, change and pushing the
boundaries.
Congratulations to all the winners, and commiserations to
those who narrowly missed glory. And thanks to our worthy
panel of hardworking judges (The JudgesI5).
It was a tough competition.
@Mobile_Awards
The Mobile Innovations
Awards 2014 (EMEA)
Tell us what
you think...
Comment I 3

4.
Sandra Quinn (chair)
Sandra worked for over 20 years at
the heart of the payments industry,
ensuring that innovative products are
there for us all to use. She is currently
Financial Ombudsman - banking and
credit and before that she was the
Director of Communications at the Payments Council
developing and executing communication strategies.
Annich McIntosh (non-voting)
Annich is joint CEO of The Mobile
Innovation Awards and managing
editor of McIntosh Media and C&M
Publications. International publications
include Mobile Innovations Magazine,
Card & Payments World, Fraud Watch
and Loyalty Magazine.
Charlie Hunter-Schyff
Charlie is the UK-based Global Head of
Ad Sales Effectiveness for Telefónica
Digital and leads the team responsible
for the sales effectiveness, marketing
and best practices that drive the
local Telefónica ad businesses across
Europe and Latin America. He was part of the
founding team that established the company’s UK
and European mobile ad business.
David Birch
David is a director of Consult Hyperion,
an IT management consultancy that
specialises in electronic transactions.
Clients include all the leading payment
brands, major telecommunications
providers, government bodies and
international organisations including the OECD.
Mark Cody
Mark joined Tesco as senior marketing
manager Mobile in February 2012 to
shape and lead the Mobile Marketing
strategy across the business.
Sitting within the Group Digital &
Personalised Marketing team, Mark is
responsible for building a new channel that Tesco can
use for custoemr engagement. Prior to joining Tesco,
Mark was at O2
.
Michael Padmanathan
Michael has a history of pioneering
disruptive business models to
established brand names, delivering
increases in shareholder value for start
up technology companies. Michael has
worked for Phone.com, OpenWave
Systems, Alcatel and WDS, enabling brands including
Vodafone, Amazon, Google and BT Infonet to launch
new mobile propositions.
Mike Cowen
Mike is MasterCard’s Head of
Emerging Payments Products for the
UK & Ireland responsible for Digital
& Remote Payments, Contactless &
Proximity Payments and Enhanced
Issuer Processing Solutions.
Prior to his current role Mike was recognised as one
of the payments industry’s leading global experts in
the field of transit fare collection.
Neira Jones
With more than 20 years in financial
services, Neira has directed global
change programmes, launched new
products/services & managed process
reengineering practices.
Currently responsible for the Risk &
Digital practice Partner at Accourt Ltd, she is also
Chairman of the Advisory Board for mobile payments
company Ensygnia & Chairman of the Cybercrime
Advisory Board for the Centre for Strategic
Cyberspace + Security Science.
Paul Bridgewater
Paul is group executive for global
product at TSYS. He is responsible
for product strategy, product
delivery, product marketing and TSYS
Innovation across the company. A
25 year veteran of the payments and
financial services industry, he previously served as
senior vice president for payments at Digital River,
where he managed all aspects of its multi-million
dollar internal payment services business unit.
Simon Westcott
Simon specialises in consumer finance
and retail banking strategy and has
advised some of the largest banks in
the UK and across Europe. He is ead
author of PwC’s thought leadership
publication on payments and
consumer credit: “Precious Plastic”, which explores
the latest trends and future direction of the industry.
Prior to joining PwC, Simon spent 10 yearsin the
consumer finance business, GE Money.
Stéphanie Griffiths
Stéphanie has over 14 years’
experience in marketing, business
development and trends analysis
with a key focus on digital and
telecommunications.
While working at Vodafone and Iconmobile, she
developed a deep interest in mobile-led innovations.
Her own consultancy Alienor helps agencies and
brands (Nokia, Microsoft, Ford, Shell…) grasp the
business opportunity of mobile.
The Judges I 5
Director of Communications at the Payments Council
and Loyalty Magazine.
Europe and Latin America. He was part of the
financial services industry, he previously served as
consumer credit: “Precious Plastic”, which explores
TheJudges
international organisations including the OECD.
Systems, Alcatel and WDS, enabling brands including

5.
The Winners 2014 I 7
TheCategories
Best integration of Mobile in an OmniChannel Strategy 8
Best use of Gamification on Mobile 9
Best Use of Mobile within a CRM Strategy 11
Best Use of Coupons and/or Vouchers via a Mobile Device 12
Best use of Creative on Mobile 13
(including advertising, marketing and brand campaigns)
Best Use of Mobile for Customer Loyalty 14
Best Mobile Wallet 15
Best Mobile mPOS Solution 16
Best Use of Mobile for P2P Payments 17
Most Innovative App for Payments 18
Best Management of Mobile Security Issues 19
Best Use of an App to Collect Data and Information 20
Most Innovative App for Entertainment 21
Most Innovative App for Loyalty 22
Innovation in Mobile by a Retailer 23
Best Integration of Mobile into Payments Infrastructure 24
Most Innovative Use of M2M Technology using Mobile 25
Best Use of Mobile for Customer Service 26
Judges’ Award 27
Mobile Innovations Magazine Award 27
TheWinners
Lead sponsor
Congratulations to the companies and
individuals on the following pages for
demonstrating their excellence, innovation,
creativity, and imaginative thinking.
What an achievement in such a crowded
and confused market! We salute you!
Award sponsor
Award sponsor, and
Charity raffle co sponsor
Charity raffle co sponsor

6.
BP
BP set 2013 BP Club strategy as “Better Rewards” and focused on
exclusive partnerships to extend its reach and offer capabilities. The
most effective campaign installation was with Turkey’s leading GSM
operator Turkcell. The approach was to create a campaign calendar
that gives a message aligned with “Better Rewards”: “BP always
offers the best benefit throughout the year”. This long-term calendar
gave BP a chance to capture new customers, create up- or cross-sell
opportunities, and to retain customers.
Coca Cola
The Red Vault Loyalty Program provides a consumer-centric
approach, where members are able to collect reward points through
products they consume and select from a variety of products within
the reward catalogue based on their needs. They can redeem these
rewards on the medium of their choice such as website, mobile site
and mobile app.
Dansk Supermarked by MEC Global
Dansk Supermarked, the largest Danish retail company, used
mobile based gamification in “the big Christmas game” to enrich its
omnichannel offering, close the gap between digital marketing and
physical retail sales, and to drive short and long term loyalty. The
game drove approximately 1 in 10 players directly to the store.
Mudo and Shopamani with Paythru
Paythru, Shopamani and Mudo have worked together to implement
a new revolutionary mobile checkout solution, allowing Mudo’s
customers to scan items as they shop, checkout without queuing
and pay & collect loyalty points using their mobile phone as a self-
checkout device.
8 I The Winners 2014
Best Integration of Mobile in an OmniChannel Strategy
WINNER > De Beers with Somo
De Beers and Somo created an elegant mobile strategy
suitable for the luxury brand.
To promote the new ‘For you, forever’ service they developed
a stunning responsive website. They also designed a striking
iPad application as a sales tool for brand ambassadors
in-store. The app allows clients to create their own De Beers
ring. The beautifully curated mobile tools enhance the
consumer experience both on-the-go and in-store, showcasing
the diamond range in an elegant and inspiring manner while
driving appointments and ultimately sales.
What the judges said:
“De Beers demonstrated a truly enriching
customer experience showing integration
and the ability to move between customer
benefit and experience across traditional
and mobile channels.”

7.
Category
WINNER > Dansk Supermarked by MEC Global
Dansk Supermarked, the largest Danish retail company, used
mobile based gamification in “the big Christmas game” to
close the gap between digital marketing and physical retail
sales, and to drive short and long term loyalty.
The game drove approximately 1 in 10 players directly to the
store. The game was a true multichannel initiative across the
four brands of Dansk Supermarked and across online and
offline, primarily driven by own media.
The Winners 2014 I 9
Best Use of Gamification on Mobile
Revista Don by Aquafadas
Revista Don is a monthly Spanish magazine designed specifically for
smartphones and tablets. It is the first digital publication in Spain to
be available on both the AppStore and Google Play. After only two
months on the market, the sleek Spanish publication was selected as
one of the App Store’s “Best of 2013.” Created using the Aquafadas
Digital Publishing System, it has since developed into a globally
enjoyed digital magazine with thousands of downloads a month and
is a great example of innovation.
What the judges said:
“There is the sense that they created
a buzz with this and showed true
engagement with their market. It was
very topical and fun.”

8.
Category
Ericsson and Tunisiana
Tunisiana needed to differentiate its 3G service by providing
subscribers with a self-care portal to ensure spending control.
Tunisiana’s chosen solution was a self-care portal based on the
Ericsson Multiscreen Self-care business solution – the first such
service to be launched in the Tunisian market.
KLM Royal Dutch Airlines
The CRM department of KLM aims to provide a higher quality
of service and personalise the relationship with the customer to
increase loyalty. With the introduction of iPad on Board, KLM’s
service professionals are able to use, forward and reply their
action(s) on important customer feedback to their colleagues at
other customer touch points. They can use this information
(pro-actively) during their customer interaction.
Movitel
Movitel’s strategy in Mozambique has and will positively impact long-
term customer value. By deploying mobile network infrastructure in
rural and remote areas; by providing free internet to 2,500 schools;
by creating nearly 20,000 jobs in rural areas; by uplifting the
telecommunication status of the country and by creating the field
for e-commerce in Mozambique, Movitel has instilled the “mobile
operator of choice” culture in its current customer base.
Paythru Ignite
Paythru, Match2Blue and Javelin Group partnered to bring an
innovative and adaptable next generation contextual mobile
marketing platform to the global retail sector delivering the right
offer, to the right customer, in the right place, at the right time.
Best Use of Mobile within a CRM Strategy
WINNER > Mobile by Sainsbury’s with IMImobile
In partnership with Mobile by Sainsbury’s – a 50/50 joint
venture between Sainsbury’s – IMImobile built a solution that
allowed Mobile by Sainsbury’s customers to link their Nectar
Card accounts to their mobile identity, allowing them to earn
points through topping up, purchasing bundles and using
their mobile. Integrated into the customer journey via an
SMS welcome campaign and forming part of a new customer
loyalty strategy, the solution enables Mobile by Sainsbury’s to
offer value that cannot be matched by competitors and links
the mobile and in-store experience through cross channel
promotions.
The Winners 2014 I 11
What the judges said:
“This CRM project is taking mobility
truly into account with a bold
connection between the mobile
number and the card number. It is
freeing the customer from plastic.”

9.
12 I The Winners 2014
What the judges said:
“i-movo stands on its merits. It is a truly
seamless and ubiquitous end-to-end solution
that makes it easy for brands to use multiple
methods of communication, with security a
prime consideration from the outset.”
WINNER > i-movo
i-movo is a ‘Secure Digital Voucher’ service that replaces
paper vouchers with a digital version. Examples include
vouchers distributed by mobile devices using text message,
email and web. All vouchers are checked in real time using
existing retailer technology to prevent overuse and fraud. In
March, PayPoint launched their QCV (Quick Credit Voucher)
service using the i-movo platform to allow local authorities to
make crisis payments to citizens in need.
Best Use of Coupons and/or Vouchers Via a Mobile Device
Azbuka Vkusa with IceMobile
Azbuka Vkusa launched a company-wide loyalty programme with
the option to collect digital stamps next to paper ones. IceMobile
– a BrandLoyalty subsidiary – developed Bright Stamps with the
objective of making participating in a loyalty programme easier,
more engaging and especially more personal. Bright Stamps made
it possible to see stamp balance, check reward overview, receive
personal messages and find out about supplier-funded promotions.
bluesource – mobile solutions
With mobile-pocket users can mobilise their loyalty programme
without any investment or restructuring costs. It offers a direct and
absolutely personal connection to customers. The ability for retailers
to provide individual coupons and offers in the app makes it the
modern art of customer relationship management. Furthermore
small businesses can create their own loyalty programme using the
implemented CRM solution.
Jamie Oliver with Paythru
Paythru was commissioned by Jamie Oliver’s company to deliver a
payment solution for its restaurants, allowing customers to purchase
and pay for ‘eVouchers’ via their mobile, tablet or desktop. One of
the first restaurant chains to implement this was Jamie’s Italian.
Sainsbury’s with Aimia
The Sainsbury’s mobile app launched in 2010. The content is
designed to engage and reward customers on the move and at
point-of-sale. The app provides Sainsbury’s Nectar collectors with
their up-to-date Nectar points balance and exclusive bonus offers.

10.
Category
The Winners 2014 I 13
What the judges said:
“Shop Direct has taken a traditional
catalogue business into the 21st
century. It has taken full advantage of
a second screen which is a concept
marketers are using increasingly.”
WINNER > Shop Direct with Somo
Very.co.uk, one of the UK’s fastest-growing digital department
stores and part of the Shop Direct group of brands, briefed
Somo to generate sales using mobile, while adhering to a
return on investment of 7:1.
Somo planned and implemented a multi-faceted mobile
campaign based on the two core strategies of understanding
how consumers switch between different devices and second-
screening – aligning mobile marketing with Very.co.uk’s online
and TV activity to amplify effectiveness.
Best Use of Creative on Mobile
(including advertising, marketing and brand campaigns)
Bank of Ireland with Fiserv Mobiliti
In 2013, a real-time mobile messaging and advertising capability was
added to Bank of Ireland’s mobile banking service, based on Fiserv
Mobiliti which serves dynamic messaging to customers, with in-app
calls to action that can be modified in real-time.
Coca-Cola
The Red Vault Loyalty Program provides a consumer-centric
approach, where members are able to collect reward points through
products they consume and select from a variety of products within
the reward catalogue based on their needs.
Dansk Supermarked by MEC Global
Dansk Supermarked used mobile based gamification in “the big
Christmas game” to close the gap between digital marketing and
physical retail sales and to drive short and long term loyalty. The
game drove approximately 1 in 10 players directly to the store.
De Beers with Somo
De Beers and Somo created an elegant mobile strategy suitable for
the luxury brand. To promote the new ‘For you, forever’ service they
developed a stunning website and a striking iPad application as a
sales tool for brand ambassadors in-store. The app allows clients to
create their own De Beers ring.
Paythru Ignite
Paythru, Match2Blue and Javelin Group partnered to bring an
innovative and adaptable next generation contextual mobile
marketing platform to the global retail sector delivering the right
offer, to the right customer, in the right place, at the right time.
Sponsored
by

11.
14 I The Winners 2014
What the judges said:
“Amazingly, this is the first time we have
seen a card based stamp programme
transferred to mobile in a simple,
straightforward and familiar way using
mobile as innovation.”
bluesource – mobile solutions
With mobile-pocket users can mobilise their loyalty programme
without any investment or restructuring costs. It offers a direct and
absolutely personal connection to customers. The ability for retailers
to provide individual coupons and offers in the app makes it the
modern art of customer relationship management. Furthermore
small businesses can create their own loyalty programme using the
implemented CRM solution.
Ericsson and Tunisiana
Tunisiana needed to differentiate its 3G service by providing
subscribers with a self-care portal to ensure spending control.
Tunisiana’s chosen solution was a self-care portal based on the
Ericsson Multiscreen Self-care business solution – the first such
service to be launched in the Tunisian market.
M&S with Eagle Eye Solutions
As part of its 2013 marketing strategy, leading UK retailer M&S
introduced an innovative new voucher issuing and campaign
management feature, ‘My Offers’, for its ‘Your M&S’ mobile application.
Mobile by Sainsbury’s and Vodafone with IMImobile
In partnership with Mobile by Sainsbury’s – a 50/50 joint venture
between Sainsbury’s and Vodafone – IMImobile built a solution
that allowed Mobile by Sainsbury’s customers to link their Nectar
Card accounts to their mobile identity, allowing them to earn points
through topping up, purchasing bundles and using their mobile.
Best Use of Mobile for Customer Loyalty
WINNER > Azbuka Vkusa with IceMobile
Azbuka Vkusa launched a company-wide loyalty programme
with the option to collect digital stamps next to paper
ones. IceMobile – a BrandLoyalty subsidiary – developed
Bright Stamps with the objective of making participating in
a loyalty programme easier, more engaging and especially
more personal. Bright Stamps made it possible to see stamp
balance, check reward overview, receive personal messages
and find out about supplier-funded promotions.

12.
Category
The Winners 2014 I 15
What the judges said:
“PayPal uses a test and learn approach
to investigate what is the right product
for our digital and mobile world
and it is quite brave in pushing the
boundaries and not afraid to fail.”
bluesource – mobile solutions
With mobile-pocket users can mobilise their loyalty programme
without any investment or restructuring costs. It offers a direct and
absolutely personal connection to customers. The ability for retailers
to provide individual coupons and offers in the app makes it the
modern art of customer relationship management. Furthermore
small businesses can create their own loyalty programme using the
implemented CRM solution.
iPay International
iPayWallet is a convenient, cost-effective and secure digital wallet
platform for multicurrency electronic money. Users may think of
it as an efficient alternative to their online banking services with
pay-in and pay-out options, designed to serve individuals, SMEs
and corporate clients. It is the perfect combination between various
payment options.
Skrill
The Skrill Mobile App was launched in 2013 to allow customers
to manage their Skrill Digital Wallet account to send and receive
instant payments to anyone, anywhere and at any time. The future
of payments is mobile and Skrill’s app delivers an enhanced, more
convenient experience for customers wanting to do more on the
move.
Best Mobile Wallet
WINNER > PayPal
PayPal understands that ‘experience’ is the currency that
drives a best-in-class mobile wallet. Its entire proposition is
built around this understanding and providing consumers
with the best possible experience, from speed and security of
transactions to customer service and loyalty.
HIGH COMMENDATION > EE
Cash on Tap is the new, secure, contactless payment service for EE
phones. Users tap their phone on any contactless card reader in over
230,000 places to pay for anything under £20. Coffees, lunch, taxis…
Tap, done - even when the phone is off.
The Winners 2014 I 13
Sponsored
by

13.
16 I The Winners 2014
What the judges said:
“People have been talking about paying
by mobile for a number of years but
now it exists. This innovative new
product opens up a new market.”
bluesource – mobile solutions
mobile-pocket is a smart mobile based loyalty solution that allows
businesses to create their own loyalty programme in an easy and
cost efficient way. It gives retailers the tools they need to engage
and retain customers. The business portal provides retailers with all
relevant data to manage their customer relation activities and all
consumer promotions.
iPay International
iPayWallet is a convenient, cost-effective and secure digital wallet
platform for multicurrency electronic money. Users may think of
it as an efficient alternative to their online banking services with
pay-in and pay-out options, designed to serve individuals, SMEs
and corporate clients. It is the perfect combination between various
payment options.
Mudo and Shopamani with Paythru
Paythru, Shopamani and Mudo have worked together to implement
a new revolutionary mobile checkout solution, allowing Mudo’s
customers to scan items as they shop, checkout without queuing
and pay & collect loyalty points using their mobile phone as a self-
checkout device.
WorldPay Zinc
WorldPay Zinc is a revolutionary service which enables
microbusinesses to take secure mobile card payments wherever
they are in the UK, using a Chip & PIN keypad and free app. It’s fast,
simple, secure and affordable with pay-as-you-go pricing and no
ongoing financial commitment, thereby providing microbusinesses
with the opportunity to grow and increase their sales.
Best Mobile mPOS Solution
WINNER > JUSP
JUSP is an innovative Italian company offering mobile POS
solutions and value-added services for merchants, small
businesses and large corporates in need of accepting secure
card payments in mobility. JUSP is the first proprietary
Chip&PIN mobile POS using audio jack which can be easily
plugged into smartphone, tablet or personal computer, and
the JUSP payment application is available for different mobile
platforms (iOS, Android, Windows Phone), offering several
degrees of customisation to include customer brand, look &
feel and integration with their applications.

14.
Category
The Winners 2014 I 17
What the judges said:
“It was one of the first and it is still
the one that impresses with the most
convincing and comprehensive P2P
solution in the market.”
iPay International
iPayWallet is a convenient, cost-effective and secure digital wallet
platform for multicurrency electronic money. Users may think of
it as an efficient alternative to their online banking services with
pay-in and pay-out options, designed to serve individuals, SMEs
and corporate clients. It is the perfect combination between various
payment options.
PayPal
PayPal understands that ‘experience’ is the currency that drives
a best-in-class mobile wallet. Its entire proposition is built around
this understanding and providing consumers with the best possible
experience, from speed and security of transactions to customer
service and loyalty.
RBS with Visa Europe and Monitise
RBS Group’s Pay Your Contacts service – created with Visa Europe
and Monitise for its mobile banking app – enables users to make
a payment to any of their contacts with a UK registered Visa card,
instantly, on the go. All they need is the recipient’s mobile phone
number.
Best Use of Mobile for P2P Payments
WINNER > Barclays
Barclays Pingit enables users to pay a person, business,
corporate or charity. Making payments is convenient and
instant – users simply pay by selecting a mobile number or, for
business-related payments, scanning a QR code or selecting
from the in-app business directory. Additionally, Barclays Pingit
has now expanded allowing users in the UK to send money
internationally, free of charge. Barclays Pingit was launched
in 2012 focusing on person-to-person mobile payments. With
Pingit’s constant drive to offer more innovative frictionless
payment solutions, the evolution of its services is ongoing.

15.
18 I The Winners 2014
What the judges said:
“Jumio has taken existing
processes and reinvented them
from the ground floor up.”
Barclays
Barclays Pingit enables users to pay a person, business, corporate
or charity. Making payments is convenient and instant – users simply
pay by selecting a mobile number or, for business-related payments,
scanning a QR code or selecting from the in-app business directory.
Additionally, Barclays Pingit has now expanded allowing users in the
UK to send money internationally, free of charge. Barclays Pingit was
launched in 2012 focussing on person to person mobile payments.
iPay International
iPayWallet is a convenient, cost-effective and secure digital wallet
platform for multicurrency electronic money. Users may think of
it as an efficient alternative to their online banking services with
pay-in and pay-out options, designed to serve individuals, SMEs
and corporate clients. It is the perfect combination between various
payment options.
Paythru Ignite
Paythru, Match2Blue and Javelin Group have partnered to bring
an innovative and adaptable next generation contextual mobile
marketing platform to the global retail sector delivering the right
offer, to the right customer, in the right place, at the right time.
Way2ride by VeriFone
Getting in and out of taxis and paying fares as quickly as possible
is critical in any large city that thrives on speed. Way2ride from
VeriFone solves this problem by enabling passengers to quickly and
easily pay for rides using smartphones. In October 2013, following
extensive testing in select London black cabs, VeriFone began
launching Way2ride in several major US cities.
Most Innovative App for Payments
WINNER > Jumio
We all take pictures with our smartphones – now you can
pay for things that way, too. Jumio’s Netswipe offers serious
business benefits – truly innovating the mobile payments
industry. One of the users, Travelocity, saw massive ROI
improvements including: higher conversion rates; increased
loyalty; brand enhancement; superior customer experience;
cost-effectiveness; fraud prevention.

16.
The Winners 2014 I 19
What the judges said:
“In an increasingly important segment
of the market, Arxan manages to be
relevant. Its entry displays a security
infrastructure for the digital future.”
i-movo
i-movo is a ‘Secure Digital Voucher’ service that replaces paper
vouchers with a digital version. Examples include vouchers
distributed by mobile devices using text message, email and web. All
vouchers are checked in real-time using existing retailer technology
to prevent over-use and fraud.
Jumio and Travelocity
We all take pictures with our smartphones – now you can pay for
things that way, too. Jumio’s Netswipe offers serious business
benefits – truly innovating the mobile payments industry. One of the
users Travelocity saw massive ROI improvements including: higher
conversion rates; increased loyalty; brand enhancement; superior
customer experience; cost-effectiveness; fraud prevention
Safecharge
The mobile version of SafeCharge’s end-to-end payment
management system, Cashier, comes in two flavours to offer the
ultimate user experience for mobile checkouts: mobile web, and a
mobile native inApp payments module.
•The mobile web payment page supports automatic device
detection and displays a responsive theme of the payment page
according to the device that has been recognised.
•The inApp module is a unique piece of technology that allows for
a payment page to be embedded straight into an Android or iOS
device so that end users can transact without leaving the app to
open a web browser and complete the payment there.
Best Management of Mobile Security Issues
WINNER > Arxan Technologies
As enterprises continue to accelerate innovation on mobile
platforms, and the App Economy is increasingly subject to
widespread hacking attacks, the application layer demands
more powerful security. Arxan enables mobile strategies by
providing proven security solutions that prevent organisations
from experiencing brand loss, legal liability, unsatisfactory
customer experience, or revenue loss; some of the many
consequences stemming from a mobile application compromise.

17.
20 I The Winners 2014
What the judges said:
“Top Image Systems is easing the
transition from old methods to the digital
world, and the problems of bringing
documentation to the consumer sector. It
is freeing us from the shackles of paper.”
Burn the Miles by BalticMiles
This innovation is a programme campaign where members were
challenged to burn calories by using the Baltic Miles fitness app.
Members who exceeded at least 1,000 calories during the challenge
got a chance to win 10,000 loyalty points.
Jumio and Travelocity
We all take pictures with our smartphones – now you can pay for
things that way, too. Jumio’s Netswipe offers serious business
benefits – truly innovating the mobile payments industry. One of the
users Travelocity saw massive ROI improvements including: higher
conversion rates; increased loyalty; brand enhancement; superior
customer experience; cost-effectiveness; fraud prevention
KLM Royal Dutch Airlines
The CRM department of KLM aims to provide a higher quality
of service and personalise the relationship with the customer to
increase loyalty.
With the introduction of iPad on Board, KLM’s service professionals
are able to use, forward and reply their action(s) on important
customer feedback to their colleagues at other customer touch
points. They can use this information (pro-actively) during their
customer interaction.
Best Use of an App to Collect Data and Information
WINNER > Top Image Systems – MobiFLOW platform
The MobiFLOW platform drives optimised self-service
processes via mobile devices. The MobiFLOW mobile imaging
platform enables companies to offer consumers self-service
applications, including MobiCHECK to deposit checks,
MobiPAY to capture biller info and pay bills, MobiENROLL
to open accounts and execute many other document driven
processes via mobile device, and more. MobiFLOW offers
highest quality mobile capture and recognition of any size,
any format documents, combining technical superiority with
quality assurance, security and optimal user experience.

18.
The Winners 2014 I 21
What the judges said:
“The Kleek answers a need for a
mobile music capability in Africa,
and is applauded for its promotion
of unknown and local artists.”
Revista Don by Aquafadas
Revista Don is a monthly Spanish magazine designed specifically for
smartphones and tablets. It is the first digital publication in Spain to
be available on both the AppStore and Google Play. After only two
months on the market, the sleek Spanish publication was selected as
one of the App Store’s “Best of 2013.” Created using the Aquafadas
Digital Publishing System, it has since developed into a globally
enjoyed digital magazine with thousands of downloads each month
and is a great example of innovation for entertainment.
Universal Music with Nimbletank
The world’s first Augmented Reality album launch for The Rolling
Stones’ 50th anniversary album, GRRR! The result was uView, an
app that allows UMG to create integrated campaigns. Over 3,000
locations, from the Eiffel Tower to Big Ben, were ‘tagged’ to release
the virtual gorillas featured on the album artwork.
Most Innovative App for Entertainment
WINNER > Universal Music with BBH and IMImobile
The Kleek is an Android music streaming app designed for the
African market.
It allows users to stream thousands of tracks from Universal
Music Group, Sony Music, EMI and local African studios’ music
catalogues, as well as access exclusive interviews, playlists,
previews, artist diaries and utilise an offline mode feature.
Available on Google Play and in partnership with Samsung
Electronics Africa, pre-installed on every Samsung S3 in Africa,
The Kleek is bringing music to mobile Africa.

19.
22 I The Winners 2014
What the judges said:
“This is an innovative approach
to customer engagement which
energises the brand through
encouraging customers to sweat.”
Azbuka Vkusa with IceMobile
Azbuka Vkusa launched a company-wide loyalty programme with
the option to collect digital stamps next to paper ones. IceMobile
– a BrandLoyalty subsidiary – developed Bright Stamps with the
objective of making participating in a loyalty programme easier,
more engaging and especially more personal. Bright Stamps made
it possible to see stamp balance, check reward overview, receive
personal messages and find out about supplier-funded promotions.
bluesource – mobile solutions
With mobile-pocket users can mobilise their loyalty programme
without any investment or restructuring costs. It offers a direct and
absolutely personal connection to customers. The ability for retailers
to provide individual coupons and offers in the app makes it the
modern art of customer relationship management. Furthermore
small businesses can create their own loyalty programme using the
implemented CRM solution.
mobile-pocket gives retailers the tools they need to engage and
retain loyal customers.
Most Innovative App for Loyalty
WINNER > Burn the Miles by BalticMiles
This innovation is a programme campaign where members
were challenged to burn calories by using the BalticMiles fitness
app. Members who burned at least 1,000 fitness calories
during the challenge got a chance to win 10,000 loyalty
points.

20.
Category
The Winners 2014 I 23
What the judges said:
“Mudo and Shapamani with Paythru
have not just produced a product,
they have produced a solution
AND they kept it simple.”
Dansk Supermarked by MEC Global
Dansk Supermarked, the largest Danish retail company, used mobile
based gamification in “the big Christmas game” to close the gap
between digital marketing and physical retail sales and to drive short
and long term loyalty. The game drove approximately 1 in 10 players
directly to the store.
De Beers by Somo
De Beers and Somo created an elegant mobile strategy suitable
for the luxury brand. To promote the new ‘For you, forever’ service
they developed a stunning responsive website. They also designed
a striking iPad application as a sales tool for brand ambassadors in-
store. The app allows clients to create their own De Beers ring. The
beautifully curated mobile tools enhance the consumer experience
both on-the-go and in-store, showcasing the diamond range in
an elegant and inspiring manner while driving appointments and
ultimately sales.
Ellis Brigham
Following the successful launch of the new Ellis Brigham website
in 2012, the next big step in the world of ecommerce was to create
a website optimised for mobile phone visitors. Like many other
retailers, recent months have seen a substantial increase in the
volume of people using their phone to view products online, but the
volume of sales to these visitors was not increasing in proportion
to visits and bounce rates were high. Ellis Brigham’s new mobile
optimised site is changing all that.
Innovation in Mobile by a Retailer
WINNER > Mudo and Shopamani with Paythru
Paythru, Shopamani and Mudo have worked together to
implement a new revolutionary mobile checkout solution,
allowing Mudo’s customers to scan items as they shop,
checkout without queuing and pay & collect loyalty points
using their mobile phone as a self-checkout device.

21.
24 I The Winners 2014
What the judges said:
“This is a very bold move because EE has
taken away a lot of the security to speed
up the customer journey. The result is
that mobile simplifies and integrates into
the user experience and delivers what
everyone else has promised.”
RBS with Visa Europe and Monitise
RBS Group’s Pay Your Contacts service – created with Visa Europe
and Monitise for its mobile banking app – enables users to make
a payment to any of their contacts with a UK registered Visa card,
instantly, on the go. All they need is the recipient’s mobile phone
number.
Roads & Transport Authority – Dubai
Smart NOL is a new NFC (Near Field Communication) based NOL
service that enables people to use their handset as a NOL card to
pay for public transport fares. They can use their handset to check in
& check out of the metro, bus, water bus & metro parking as well as
check their NOL balance & last transaction.
Safecharge
The mobile version of SafeCharge’s end-to-end payment
management system, Cashier, comes in two flavours to offer the
ultimate user experience for mobile checkouts: mobile web, and a
mobile native inApp payments module.
•The mobile web payment page supports automatic device
detection and displays a responsive theme of the payment page
according to the device that has been recognised.
•The inApp module is a unique piece of technology that allows for
a payment page to be embedded straight into an Android or iOS
device so that end users can transact without leaving the app to
open a web browser and complete the payment there.
Best Integration of Mobile into Payments Infrastructure
WINNER > EE
Cash on Tap is the new, secure, contactless payment service
for EE phones. Users tap their phone on any contactless card
reader in over 230,000 places to pay for anything under £20.
Coffees, lunch, taxis… Tap, done – even when the phone is off.

22.
Category
The Winners 2014 I 25
What the judges said:
“The car is almost as central to our daily
lives as the mobile phone and so advances
in machine-to-machine communications in
this area are crucial. Ericsson demonstrated
a good understanding of how to turn these
various functions into a networked service.”
Giant iTab and TagPoints
The combined solution has enabled the Swan Shopping Centre to
communicate with shoppers within the centre for marketing and
promotional activities using a Swan Centre branded smartphone
app which gives points for various location-triggered activities and
rewards with offers and freebies. They have also installed a Giant
iTab (Giant iPhone) in the shopping centre which is connected to the
mobile app through its bespoke showcasing software solution.
A pop-up promotional area has been set-up to invite users to
download the app themselves but also to engage with passing
customers. On promotional days, the app is loaded onto the Giant
iTab and users can see a real-life giant example of how the app
works, what offers are in their app and how they can earn points.
Way2ride by VeriFone
Getting in and out of taxis and paying fares as quickly as possible
is critical in any large city that thrives on speed. Way2ride from
VeriFone solves this problem by enabling passengers to quickly and
easily pay for rides using smartphones. In October 2013, following
extensive testing in select London black cabs, VeriFone began
launching Way2ride in several major US cities.
This mobile app allows passengers quickly and easily to pay for cab
rides and receive emailed receipts within minutes of the transaction.
Passengers can easily download Way2ride to their smartphone –
even during their ride.
Most Innovative Use of M2M Technology using Mobile
WINNER > Ericsson
CVC targets the automotive industry´s demands for scalability,
security and flexibility of connected car services to reach
cars, drivers and owners in new ways. The car detects vehicle
repair issues and automatically books service appointments.
The driver accesses on-demand info-tainment and the car
becomes a part of the Networked Society.

23.
Buy As You View
The online journey for BAYV began in December 2009 with the
launch of a new website and for the first time, tentative steps in to
the world of SEO and PPC. Immediate cost gains were made and
within 6-8 months the marketing cost of a new customer reduced
by two thirds. Having realised the impact this had, BAYV continued
to develop and enhance the site, develop its PPC strategy and
utilising GA as the measurement, it reached a peak of 3.5% visitor
to application conversion rate. Lead volumes also increased by 20%
across the board annually.
Fast forward to 2013, having gained four years’ experience and
quickly realising that access to smart phones for its customers was
now a reality. BAYV’s mobile website traffic moved from 5% in 2011
to over 60% today. The current breakdown is 56% mobile, 13% tablet
and the remainder from a desktop PC.
Best Use of Mobile for Customer Service
26 I The Winners 2014
What the judges said:
“Social media has revolutionised the way
people communicate, and #TweetServe
enables self-care customer service where
the customer is most receptive to receiving
it. A very forward thinking project.”
WINNER > O2 with IMImobile
#TweetServe is the world’s first social self-care customer
service, developed and launched in partnership by IMImobile,
O2 and Twitter. Forming part of O2’s digitally-led customer
service strategy, #TweetServe lets O2 customers manage their
customer accounts and gain information instantly via Twitter
using direct messaging and hashtags. #TweetServe is the
first of its kind, and is set to revolutionise how businesses can
use Twitter to deliver customer service. It can be used by any
device that can access Twitter and has been well received by
technology experts, the public and media publications.

24.
The Winners 2014 I 27
Judges’ Award
WINNER > Movitel
For its social inclusion and responsibility
Movitel’s strategy in Mozambique involves deploying mobile
network infrastructure in rural and remote areas. It provides
free internet to 2,500 schools and has created nearly
20,000 jobs in rural areas in the course of uplifting the
telecommunication status of the country and creating the field
for e-commerce in Mozambique.
What the judges said:
“Bluesource mobile pocket shows ingenuity in
empowering both big and small retailers to
run their own mobile loyalty programmes. It
is an inclusive service that provides retailers
with all the tools they need including the
capability to offer coupons, offers and
promotions and to capture data.”
Mobile Innovations Magazine Award
WINNER > bluesource – mobile solutions
With mobile-pocket users can mobilise their loyalty
programme without any investment or restructuring costs.
It offers a direct and absolutely personal connection to
customers. The ability for retailers to provide individual
coupons and offers in the app makes it the modern art of
customer relationship management. Furthermore small
businesses can create their own loyalty programme using the
implemented CRM solution. mobile-pocket gives retailers the
tools they need to engage and retain loyal customers.
What the judges said:
“This is a unique strategy of investing
in large, greenfield networks to cover
the entire country, including rural
and remote areas which will lead to
sustainable social development that not
only benefits the community but also
widens Movitel’s customer base.”

25.
The next generation of game-changers
The Rising Star Award was created to pay tribute to someone who is doing great
things and of whom more is expected in the coming years.
This year, for the inaugural Mobile Innovations
Awards, we pay tribute with this award to
literally dozens of potential ground breakers and
game-changers.
The recipient of the Rising Star Award 2014
goes to Apps for Good which helps young people
with the skills they need to make technology
personal by building their own apps to solve
problems within their communities. With the
knowledge of how mobile technology works, these
young people are enabled and empowered not
only to help their own communities, but also to be
tomorrow’s technology innovators.
Apps for Good is not just about students who
can code; it’s about students who can code for a
purpose and who learn vital entrepreneurial skills
to market and launch their digital products.
Apps for Good is an open-source education
movement that aims to build the next generation
of problems-solvers and digital makers. One of the
fastest growing charities disrupting technology
education today, Apps for Good has a clear vision
to empower students through technology.
How it works
Educators within schools are trained to deliver the
Apps for Good course to their students for free;
teaching young people how to solve problems
within their communities through building
web, social and mobile applications. An online
community of over 750 industry professionals
support educators and mentor students on all
aspects of the product development course,
helping to bridge the gap between education and
employment. Apps for Good has a bold aim to
be present within 40% of all secondary schools in
the UK by 2016 as well as embark on international
expansion. Through scaling, they will be able to
achieve their mission of transforming technology
education forever.
Apps for Good are also committed to developing
long-term and mutually beneficial partnerships
with companies and foundations who share
their vision of improving technology education.
Corporate partners and sponsors include
technology leaders Google, Facebook, Nominet
Trust, Thomson Reuters, Barclaycard and Samsung.
28 I The Rising Star Award 2014

26.
Why was Apps for Good created?
Traditional education systems are wasting
talent. Many young people are de-motivated by
traditional teaching methods that leave them
ill-prepared for the real world. Technology is
advancing apace, exciting the imagination of
young people, who want to use it to make, play
and share. Yet traditional schooling lags well
behind, missing this opportunity to engage,
especially those students most disaffected with
standard lessons. Teachers who want to use
technology to create more exciting ways to learn
feel frustrated they cannot do more.
“We want to build a new global generation of
problem solvers and makers: students who can
create, launch and market new products that
change the world. We believe that technology can
be a great equaliser and a massive force for good
to transform lives and communities around the
world,” said Debbie Forster, MD of Apps for Good.
The target audience
Apps for Good targets young people aged
between 10 and 18. It is an open-source technology
education movement that partners with educators
in schools and learning centres. Expert volunteers,
(people like you) are encouraged to help with the
programme by going into schools to explain how
mobile technology can be used.
In the course, students work together as teams
to find real issues they care about and learn
to build a mobile, web or social app to solve
them. Like professional entrepreneurs, students
go through all key aspects of new product
development, from idea generation, technical
feasibility and programming to product design,
deciding on business models and marketing.
“Our course teaches coding and the
fundamentals of the digital world, while also
developing skills in problem solving, creativity,
communication and teamwork,” said Debbie Forster.
With a focus on solving real issues that matter to
young people, our students learn the full software
product development process in a hands-on way.”
Expert Volunteers
Throughout the course, experts mentor
the student teams in one-hour sessions via
videoconference or in person. They help the
students to progress or pivot their ideas and
provide inspiration and motivation. Experts
also give teachers a hand in tackling the more
challenging areas of the course and making
computing education more relevant to industry.
The prizes
At the end of the academic year, Apps for Good
hosts their own awards which consist of a nation-
wide competition in which the top student app
teams compete to have their apps launched
commercially with the support of Apps for Good
and their sponsors.
The Rising Star Award 2014 I 29
What students learn
From 2013/2014 onwards, there are four
prototyping tiers for educators and students:
Tier 1 – Basic
Balsamiq click-through wireframes/ POP app
Tier 2 – Building blocks
AppInventor 1 & 2 plus AppShed
Tier 3 – Web
starting with Blockly (show Javascript)
and HTML+CSS (including code in JSBin
or Thimble), then moving to plug-ins,
framework and libraries and APIs
Tier 4 – Social
Javascript, social Plug-ins and Facebook API
(public & private) including JSBin, but also
Facebook developer account
Apps for Good is
currently working
with 17,000 students
in 220 schools across
the whole of the UK –
growing by 10,000%
since 2010.

27.
X I Section
the best way to predict the future/
create it.
bit.ly/withusoragainstus

28.
X I Section Future Gazing I 31
FUTURE
GAZING
Coming soon to a mobile near you!
Only the foolhardy are embarking on much prediction of the future these days and it is not
surprising. Hardly a month goes by without something completely changing our expectations
of what the future will look like from a mobile device.
There are plenty of examples. Who would have thought that a mobile app would have caused
a multi-city taxi strike? Who would have expected internet criticism to lead to the demise of a
highly worthy mobile phone designer because of his use of plastic? On the other side of the
equation, did you think mobile payments would take this long?
On the next few pages we discuss a few of the latest and most significant mobile innovation
developments,that may help you chart tomorrow’s choppy waters. Until the next big thing changes
everything of course. But we have come to expect that now. It is just a little difficult to plan for.
Samsung mobile design
leader Chang Dong-hoon
has been “let go” after praise for
the record breaking Galaxy S4
turned to criticism of the design
when someone pointed out the
cover was... plastic.
Growing criticism on internet
blogs was too much for
Samsung’s executives to bear,
and a head had to roll, despite
comments after the Mobile
World Congress in Barcelona,
which included “the response
to the Galaxy S5 and our new
wearables line since Mobile
World Congress has been
phenomenal.
“Samsung Galaxy S5 is a
miraculous technical power
house. It has been described as
having ‘more processing power
than the world’s most powerful
Cray super-computer of 1982
which weighed more than five
tons. Its camera surpasses
the first digital SLRs from
Canon and Nikon. It can record
near-broadcast quality high-
definition video of a standard
unmatched by a £2,500-plus
HD camcorder of five years
ago.” Yet design head Mr Chang
Dong-hoon has lost his job
because of the plastic case.
Now the internet blogging
geek fraternity is rallying behind
Mr Chang Dong-hoon, arguing
that Samsung was unfair,
and that plastic can be good.
Apple’s 4S glass case is ‘cool’
but it has been pointed out that
it also “breaks”.
So what will prevail?
Praise for the technology,
or the fashion derision that
questions whether anyone could
possibly walk around with a
plastic phone. Could Mr Chang
Dong-hoon and the Samsung
executives perhaps launch a
designer version in a glass case
or is there some reason why this
can’t happen?
Plastic
isNOT
COOL

29.
It has caused #Ubergeddon,
it doesn’t exist, but is valued
at US$17 billion, which makes
it the world’s most valuable
transportation company. Oh yes,
and it doesn’t own any vehicles.
Yet Uber is bringing capital
cities London, Madrid and Paris
to a gridlocked standstill because
traditional cabbies says this
ephemeral system is “unfair” and
breaks the rules on meters in cabs
other than black cabs.
The innovation they are
objecting to is the use of a
smartphone app to “hail” the cab.
Existing companies operating in
London already offer this facility,
including Computer Cab, Dial ‘a’
Cab and of course Hailo but these
work with the black cab drivers
rather than in competition to
them.
Above all, Uber doesn’t really
exist. It has no fleet. It employs
no drivers. There is no dispatch
hub. There is no dispatcher at
all. It is a system based entirely
on mutual and convenient
availability and trust. Uber’s
software automatically provides
a connection between people
who want a ride and people in
the business of providing one.
Uber itself has no real relationship
or, even, actual interaction with
either party.
What’s more, it’s not fancy.
It’s neat – you know where
your car is, you watch
your car come, no money
changes hands.
Almost anybody could do it.
The technological barrier to entry
is small which is probably the
black cab driver’s fear.
Hailo, one of its competitors,
uses basically the same software
but unlike Uber, is partnering with
taxi companies and complying
with local regulations. And yet
the Uber valuation and its media
reception suggest that it is, like
Google and Amazon, on its way to
creating a one-company market.
Even the EU’s Neelie Kroes
has pitched in on the debate.
According to her, “the debate
about taxi apps is really a
debate about the wider sharing
economy.”She is right, but this
32 I Future Gazing
is not about sharing, it is about
doing something traditional in
a different way, and completely
changing the game forever. This
is what mobile innovation does.
Try it, and you are likely to
become a convert. The results
are little short of miraculous.
You push a button on a mobile
app, and minutes later, without
any negotiation or logistical
discussion, an exceedingly polite
driver is at your service.
Uber could change more than
just the fortunes of black cab
drivers. It is predicted that it will
convince more people who live in
cities that it would be easy and
economical to do without their
own cars. (The urban young are
already demonstrating a marked
resistance to car ownership.)
That potential makes Uber the
biggest business story of the day,
and a massive economic disrupter,
too.
And Uber has ambitions well
beyond this. It proposes to be
the Internet of the actual world.
Uber’s biggest investor is Google.
Can they both have that job?
#Ubergeddon
Cabbies
say virtual
is unfair.

30.
Future Gazing I 33
Beacons. Why are they
important for loyalty?
Q > What’s a beacon?
A > BLE stands for Bluetooth Low Energy.
Q > Do I need to know that?
A > Yes. Beacons (or iBeacons if you want the Apple
version rather than the Android one) will enable
merchants to communicate with customers even
when there is a poor mobile signal inside a store.
Q > Is this a widespread problem?
A > Actually yes. The biggest offenders are the
massive steel framed buildings favoured by the
large retailers. They completely kill mobile signals.
Q > What will the merchants communicate?
A > Hopefully really useful stuff, otherwise consumers
are going to switch off. No-one wants to be
bombarded by marketing messages every time
they enter a store.
Q > So that’s where loyalty comes in?
A > Exactly. If there is a benefit to consumers, such as
extra reward points, special offers only if you are
switched on, really useful product information,
or other stuff, such as ‘go now to the restaurant
as the queue is low’, or even, ‘we have your lost
child’ then there is a definite benefit.
Q > Any problems?
A > Potentially, if the interoperability issues are
not sorted out, merchants will have to have
multiple beacons. Also, there are a few issues
over the positioning of beacons to guarantee the
customer really is where the merchant thinks they
are, or there could be some confusing messages
being received.
Basically the system needs some work to make
sure it is fully operational. However, with a big
rush for implementation there are bound to be
some teething problems.
10% and
growing
Mobile channels are now a significant
source of revenue for retailers.
According to a study by the Centre
for Economics and Business Research
(CEBR) and NetSuite, mobile now
accounts for 10% of UK High Street
spend, with mobile-optimised commerce
sites and smartphone apps expected to
generate sales totalling £56bn in 2012.
According to an IMRG CapGemini report,
payments via smartphones and tablets
leapt 356%
in June 2012
compared
to the same
month last
year, against
online payment
growth of
12.5%. Average
order values for
mobile and online are now comparable.
These figures prove what most
smartphone users already know: it’s
convenient and easy to research product
information and buy on mobile devices.
In one IAB study, 42% of shoppers
interviewed said they use mobile because
it’s the easiest way to research and buy,
and 49% of those who did not currently
engage in mCommerce said they planned
to do so.
Many believe the banks and credit card
providers have had it their way for too
long, and it’s no surprise to see multiple
mobile payment models and consortium
partners jostling for position in the race to
develop convenient, secure, and trusted
mobile payment solutions.
Rivals
providing on-
device b2b and
b2c payments
include Square
and PayPal
Here, iZettle,
Payleven and
more than 200 other contenders keenly
fighting –with venture capital help – for a
place in the market.

31.
Working
out the rules
In 2011, Gartner
predicted that
by 2015 more
than 50 percent
of organizations
that generate
new ideas and
methods for
products and
services will
gamify their
innovation
processes, and that
by 2014 the gamification
of consumer goods marketing
and customer retention will
become as important as social
media and e-commerce.
They probably got the dates
wrong, but gamification is definitely
a trend, even if there is a confusion
over what it actually means.
As for the intersection of
gamification and mobile, it’s all
about making the smartphone
smarter through gamifying its
user interface (UI).
“The most disruptive
development that I have seen
most recently in the gamification
space is Sony’s EvolutionUI,”
comments Mario Herger, founder
of Enterprise Gamification
Consultancy. “It’s a gamified
onboarding experience on their
Android phones. Instead of
reading a manual you start off
as a beginner with only a few
functionalities turned on. The
more you use the phone, the
more features are unlocked,
and you level up from rookie to
intermediate to master.” Sort of
play and learn then.
Herger explains that the system
works like a game (think Candy
Crush or Angry Birds), where the
system slowly brings the user
more complex game play.
“That basically will replace
many areas of training and you
are productive right from the
beginning,” says Herger.
34 I Mobile Innovations
Wearables are such fun, and
offer amazing potential, but
several years after the first payment
by Swatch experiment, no-one has
quite nailed wearables, but it is
very very close.
There is a great deal in the
category, which includes everything from smart glasses that
record video to watches that answer phone calls.
There is good reason why wearables are generating such
a buzz in the tech industry. Wearables are a long way from
overtaking smartphones, but the market is expected to grow at a
fast pace over the next few years.
Among the companies supplying the critical components
are ARM Holdings, Broadcom, Freescale, Intel, Mediatek,
and Qualcomm. These technology
companies, that provide all the
component parts that make mobile
phones work securely, will supply the
brains and wireless chips for these
devices
As with most things mobile,
there is no clear winner running away with the market, and there
is unlikely to be one.
In front though are some
unexpected names. Nike, Fitbit, and
other fitness bands dominate about
90 percent of wearables sales,
according to Accenture. But Sony,
Pebble, and others have also built devices with more features,
including notifications and the ability to snap photos and
access apps. Samsung has tried to position itself as a leader in
wearables with its smartwatch and a strong marketing campaign,
but it’s unclear just how well Gear is selling. Google, meanwhile,
is going after smart eyewear with Glass.
What does this mean? Anyone could emerge a winner, even
if it’s not a big name. There is also still plenty of opportunity for
something amazing to turn up that alters everything yet again.
There are plenty of really cool ideas, but we are still waiting for
that gamechanger that attracts the masses.
Currently health and fitness devices make up
the vast majority of wearables sales and that
is likely to continue. Other devices have to find
a way to appeal to a specific consumer need
before they really take off. Right now, many are
too complicated to be useful.
Nothing to wear?
Mobile is the new black.

32.
Mobile Innovations I 35
Mobile Innovations Magazine
is published by McIntosh Media
Group Ltd to support The Mobile
Innovations Awards. The magazine
will be produced three times a
year and will contain The Mobile
Innovations Awards Call for Entries,
The Finalists and The Winners.
Who will receive it?
A worldwide audience of: Decision
makers, high level executives, innovative
new entrepreneurs, start-ups, established payments and mobile
industry leaders, investors and angels, movers and shakers, policy
makers, retailers, hotel and travel industry executives – if you saw our
database you would be amazed!
To advertise
Contact Maxine Wernick
maxine@cm-media.net
+44 (0)1572 820088
For editorial queries
Contact Liam McLoughlin
liam@cm-media.net
+44 (0)1572 820088
Postal address
McIntosh Media Group Ltd
3a Market Place, Uppingham
Rutland, LE15 9QH
Design
Sally Marshall
sallyathome01@btinternet.com
Thank you
Thank you to our entrants for providing such an exciting view
into the mobile innovations that are working in a business and
commercial setting today.
And thank you to all our attendees at the first ever Mobile
Innovations Awards.
Make a suggestion
During the summer we will be reviewing both the categories and the
criteria to make sure they keep up with developments in the use of
mobile devices. If you have any suggestions, please send them to
info@themobileinnovationsawards.com.
Diary dates
The Call for Entries for The Mobile Innovations Awards 2015 will be
launched in October.
Look our for the date for the very first Lessons from the Mobile
Innovations Awards Winners Conference, to be held in 2015.
The date for The Mobile Innovations Awards 2015 will be announced
in October when we launch the Call for Entries.
Sponsor The Mobile Innovations Awards
Would you like to promote your company by sponsoring The Mobile
Innovations Awards, and the associated conference events?
Contact Annich McIntosh, Joint CEO
amcintosh@themobileinnovationsawards.com / +44 (0)1572 820088
or Sasha Blackwood Event Manager
info@themobileinnovationsawards.com) / +44 (0)1572 820088
to discuss sponsorship opportunities and potential.
Thank you to our sponsors for
making the inaugural Mobile
Innovations Awards possible
They are:
Lead sponsor
Award sponsor
Award sponsor, and
Charity raffle co sponsor
Charity raffle co sponsor
Innovations Awards. The magazine
Innovations Awards Call for Entries,
A worldwide audience of: Decision
makers, high level executives, innovative
new entrepreneurs, start-ups, established payments and mobile
to discuss sponsorship opportunities and potential.
The Mobile Innovation Awards
Who won, and why
Rising Star
Sharing skills with
tomorrow’s winners
TheWinners
A new title from
the McIntosh Media Group
supporting the Mobile Innovations Awards
M
A
G
The Mobile Innovation Awards
Who won, and why
TheWinners
Comment / 3
TheJudges / 5
Future Gazing /31
Rising Star
Sharing skills with
tomorrow’s winners
MobInn_mag_26Jun
e.in
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1
26/06/2014
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Do you want to subscribe to Mobile Innovations Magazine?
Contact Maxine Wernick / maxine@cm-media.net / +44 (0)1572 820088

33.
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