Awards Preview – Most Effective Mobile-first Service

Last week, we announced the shortlist for our 2015 Effective Mobile Marketing Awards. Were just over a month away from the ceremony, which takes place on 26 November in London, and were using the time between now and then to highlight some of the finalists in each of our 32 categories. Today, well be putting the spotlight on the nominees for Most Effective Mobile-first Service

3Suisses France – Press Day

eCommerce brand 3Suisses wanted to go the extra mile on its annual press day, and created a augmented reality and video app for bloggers and journalists that would enable them to discover its new fashion collection, which covered both apparel and homewear.

Using the app, visitors were able to scan products they liked to get information about them, receiving detailed descriptions via email as well as adding products to a board which could then be shared via social media. In addition, some of the tags directed users not just to product info, but to video and augmented reality experiences which added fun and engagement to the day.

Affiliate Window – The Cross-device Challenge
The growth of mobile has led to huge problems in capturing customer journeys across devices, leaving marketers scratching their heads when it comes to accurately tracking what effect their efforts are having.

Affiliate Windows cross-device tracking solution is a first for an affiliate network, and enables publishers to track users as they switch between mobile, tablet and desktop. The data has transformed how brands interpret and act on affiliate data, demonstrating the importance of early funnel influence and how certain devices have favour research or conversion.

Bravofly Group with Jumio
With half of all UK travellers wanting to book holidays via their mobile device, poor customer experience and slow purchase journeys can be devastating to brands. Booking a holiday requires large amounts of personal information to be entered, but on a mobile this can be a frustrating experience.

Bravofly teamed with computer vision firm Jumio to enable customers to scan their passport and payment card within their app and automatically fill out their booking forms, shaving almost two minutes off transaction time and boosting conversion by 10 per cent.

Future Platforms and EE – 2015 Glastonbury Festival Official App
EE and Future Platforms have been working together on the official Glastonbury app since 2011, and have seen customer expectations and app usage skyrocket with each passing year. In 2015, the team wanted to redefine the UX and add new features while also maintaining the apps robustness and scalability.

The addition of a line-up planner which could be used offline saw page loads up 168 per cent on  the previous year, with the 4.1m sessions representing growth of  more than 40 per cent on 2014s figures.

Nimbletank and Minicabit – Minicabit iOS and Android Mobile Apps
Competition is fierce in the taxi app market, but Minicabit is no stranger to competition, having secured backing as part of Dragons Den. The companys new mobile product, launched on both iOS and Android, included unique features such as multi-destination booking, location-aware user generated tips and even a luggage selector.

The new apps launched to great acclaim, with the Apple apps rating increasing by two stars compared to the previous version, and the Android version launching to an average five star rating. More importantly, sales conversions increased by 40 per cent, and active monthly users climbed by over 50 per cent.

OpenMarket Mobile Engagement Platform
OpenMarkets MEP is a comprehensive tool and workflow engine that enables enterprises to engage customers, employees and stakeholders, providing businesses with not only the ability to communicate, but also capture business data, process payments and boost security through mobile.

The platform features a mobile-friendly, streamlined UI that enables users to quickly design both simple and complex services and communicate via a wide variety of mobile channels, engaging with both staff and customers regardless of location, device or channel.

Premier Inn and Monitise Create – Hub by Premier Inn
Hub by Premier Inn aims to set the standard for tech hotels, and the mobile integration created by the company in partnership with Monitise Create is truly impressive. Guests can customise every aspect of their stay from their smartphone, from booking and checking-in to adjusting the lighting, temperature and TV channel in their room.

The app has been downloaded almost 40,000 times across iOS and Android, and thanks to the platform, the companys hotel in Covent Garden has also become the first hotel in the world where guests can control their room settings using the Apple Watch.

Safaricom – Lipa Stima, Okoa Stima
A huge number of houses in Kenya rely on power tokens for their electricity supply, and Safaricom saw the opportunity to massively simplify this often complex and unreliable system using mobile phones. Lipa Stima, Okoa Stima, which means Pay power bills, emergency power top up in Swahili, was launched in April in partnership with power vendor Lexco and Kenya Power.

Using the service, customers can set up accounts, purchase power, check and pay their electricity bills and access emergency power tops ups which can be paid back later. The service uses the popular MPesa service, which over 700,000 Kenya Power customers already use to pay for their power supply.