Winners at the Mobile World Congress

Several challenges and competitions were held to identify the best mobile apps, designs and more, with the winners being announced during the Mobile World Congress. Here is a summary of the awards, winners and their work.


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The objective of the GSMA mWomen Design Challenge was to Redefine the User Experience to meet the needs of resource-poor women by improving the smartphone user experience.

Designers, programmers and innovators of all kinds were invited to consider the user experience of resource-poor women to reimagine a smartphone’s core user interface to be more intuitive and accessible. The more a woman can use her phone, the more value she’ll be able to realize from the pre-installed apps, widgets, and other functionality that can enhance her and her family’s lives.

The winners and finalists include:

Grand Prize Winner: Sahel Shake 

homescreen-bigSahel Shake seeks to alleviate barriers to mobile phone ownership and use for women in low and middle income markets. A phone without battery charge or airtime, far from available top up credit is not only useless, it undermines the value proposition of mobile ownership by reducing confidence in the technology and mobile network operator. Sahel Shake gives women control over their phone resources, providing prominent airtime and battery management widgets along with cost-conscious phone sharing and emergency SMS features.

Second Prize Winner: mpower

HomeScreen-smallmpower was designed by York Sheridan Design Program. It’s aim was to humanize the user experience while providing powerful information.

“I wanted to create a bond of trust between the user and the concept of ‘technology’. This idea involved trying to prolong battery life with a darker screen and presenting all key information whenever needed using a consistent bar of icons. The interface had to be both realiable and useful, so that that user becomes comfortable with a smartphone.”

There are more finalists to be discovered here.



The Mobile Premier Awards is the largest cross-platform app showcase in the mobile industry, providing a point of reference for the startup and app community during the Mobile World Congress. The 7th edition of the Mobile Premier Awards took place in Barcelona on February 25th 2013 and featured winning apps from Appcircus events and challenges from 2012.

The MPA2013 Winner is… Atooma!

Screen Shot 2013-02-27 at 2.04.51 PMAtooma offers complete control over your Android phone, and gives you a wonderfully simple interface to program activities that you do manually, like switching to Wi-Fi when you get home, silencing notifications when you get to the office, or even read incoming SMS messages aloud when you’re driving. No matter what needs to be done – Atooma is there to automate it all. Atooma allows your smartphone to perform actions when certain conditions are fulfilled. Shape your phone for your everyday life. You can set up conditional events (IF) that automatically trigger simple actions (DO), based on things like time of day, location, your favourite apps, email, battery levels and much more.



The GSMA’s Global Mobile Awards offer organisations across the global mobile eco-system (including all converging vertical sectors) the opportunity to showcase the latest and best mobile products, apps, services and initiatives to the world. Many interesting categories were created for this year’s Global Mobile Awards. Some of the winners that caught our eye were…

Best Mobile Innovation for ‘Smart Cities’

Streetline for Parker

Parker-Reservations3.01-379x730Telefónica and Streetline’s smart parking solution features vehicle detection sensors, networks, and real-time applications for cities and motorists. Parker™ by Streetline aims to make the idea of searching for parking a thing of the past. The app features real time parking availability via Streetline’s vehicle detection sensors, as well as parking locations,

hours, rates, mobile payments, and searching by a point of interest or a particular kind of space such as electric vehicle charging stations. Parker is currently

supported on smartphones, compatible tablets, the web, and soon will be featured in in-car navigation systems.


“Smart parking is a good example of how new services are evolving for cities based on sensor technologies and mobile communications. This innovative application addresses a complex area and allows for interesting new business models”

GSMA mWomen Best Mobile Product or Service for Women in Emerging Markets

Asiacell for Almas Line

almas_logo_english“Almas Line” is the name of the offer by Asiacell (Iraq’s second largest operator) conceived for, and sold exclusively to, Iraqi women. It consists of a SIM embedded with specifically designed features addressing the main barriers to women mobile usage in Iraq (price, harassment, cultural issues, concerns with technology, and technical illiteracy). Results have been spectacular: Asiacell now has 3.5 million female subscribers, half of which have joined since the launch of Almas line. Put differently, since Almas was launched Asiacell has acquired as many women subscribers as it had acquired in its first 11 years of operations!


“Very smart, well thought out approach with measurable large scale impact directly to women. The idea of marketing the SIM as a premier line is brilliant. Appeals to deep traditional values, aspirational but not elitist”

Find out more about all the winners on winners announcement website.

GSMA mWomen Seminar at MWC — Increasing Women’s Access to Mobile Phones in Emerging Markets


Today from 12:00-15:00 at the Mobile World Congress, the GSMA mWomen Programme will host a seminar on Mobile Women called ‘Unlocking the Potential’. The panel discussion will emphasize how women in developing countries can play a greater role in mobile financial services and explore the critical role women play in household financial management, including panelists:

  • Dr. Maura O’Neill, Chief Innovation Officer, U.S. Agency for International Development (USAID)
  • Cherie Blair, Founder, Cherie Blair Foundation
  • Dr. Nasser Marafih, CEO, Qtel Group
  • and others…

The winners of the GSMA mWomen Design Challenge, launched by USAID, GSMA, AusAID and Qtel Group at the Social Good Summit in September 2012, will also be announced at the Seminar. The objective of the Design Challenge is to meet the needs of resource-poor women in emerging markets by redesigning and improving the smartphone user experience. In addition, a new study will be released called “Unlocking the Potential: Women and Mobile Financial Services in Emerging Markets.

“Co-hosted by Visa Inc. and Qtel Group, this event features opportunities for achieving commercial and social objectives by meeting women’s needs for mobile. The keynote session, introduced by Cherie Blair, Founder, Cherie Blair Foundation for Women, focuses on opportunities for industry to serve the women’s market with mobile financial services, thereby helping to increase women’s financial inclusion in emerging markets.  Visa and GSMA mWomen will release new research by Bankable Frontier Associates on women’s wants and needs for mobile financial services.   We’ll also discuss the power of mobile user experience design for women and announce the winners of the GSMA mWomen Design Challenge, sponsored by Qtel Group in partnership with USAID and AusAID.  Finally, we’ll share mobile industry partners’ experiences serving women to create commercial and social value.”

A networking lunch, sponsored by Visa, will be offered to attendees of the event, which is open to all MWC pass-holders.

While registration to Elisa Minischetti at: is required, this event is open to the public, so if you’d like to invite colleagues, please feel free.

Our Jordi Serrano Pons will be there to discuss UniversalWomen Speaker and UniversalWomen Project. We hope to see you there!

UniversalWomen Speaker

Our UniversalWomen Speaker tool, part of the UniversalWomen Project, will facilitate multilingual communication between women and any healthcare personnel during pregnancy, childbirth and other maternal and women’s health issues. Whether you are traveling or working abroad, UniversalWomen aims to support any woman in need throughout the world.

For more info:

Partnership Launched for UniversalWomen Speaker

GSMA mWomen Seminar: Unlocking the Potential – 26 February, Mobile World Congress, 12:00 to 15:00, Room CC1-1.5

Update 12:16 CET – PICTURES!

Pictures from the live event, thanks to Jordi:

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Cherie Blair speaking at the GSMA mWomen Seminar at the MWC


The GSMA mWomen Programme aims to increase women’s access to and use of mobile phones and life-enhancing mobile services in developing markets. Launched by U.S. Secretary of State Hillary Rodham Clinton in October 2010, the GSMA mWomen Global Development Alliance is a programme in partnership with USAID, AusAID, GSMA and Visa.

GSMA mWomen’s objectives are to:

  • Encourage industry to serve resource-poor women
  • Increase availability of life-enhancing value-added services
  • Promote solutions to women’s barriers to usage.

The programme aims to achieve these objectives by working with mobile operators, value-added service providers, and other mobile industry members, as well as non-governmental organisations (NGOs) and other international development partners.

Visit each partner below:

mwomen_logo             qtel  us-aid aus-aidCBFW-logo

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