Cherrypicks Ltd. / MTR Corporation Ltd.
MTR Mobile iPhone and iPad App
Embarking on a mission to create the best user experience, they developed an award-winning application. It features a finger-friendly Journey Planner tool customised for both iPhone and iPad usability. Other practical tools to consumers in Hong Kong and visitors includes: MTR Club (loyalty club access), MTR Shops, Station Info and Search en Route. In addition, they have created the largest Augmented Reality (AR) browser experience for users to “visualise and search through” over 20,000 exit signage landmarks and point-ofinterests (food, shopping and entertainment) conveniently along the 84 MTR stations in Hong Kong. They have successfully unleashed the value of MTR Mobile beyond just a transportation service provider. The application also provides offline mode for visitor’s convenience.
The app has over 1 million downloads and has received international awards including ‘Winner of 2010 Global MMA Award’ from Mobile Marketing Association for ‘Best Use of Mobile for Customer Relationship Building in Asia-Pacific region’ (Nov 17, 2010, Los Angeles) and ‘Winner of 2010 Bronze Digital Media Award’ from DMA for ‘Transportation and Travel Sector in Asia-Pacific region’ (Nov 16, Beijing).
Comments from Judging Panel
This is an innovative iPhone App with a good utilisation of Augmented Reality (AR) and other advanced features of iPhone platform for advertising and promotion. It has a good user-base in mass market with visible social impact to the general public. With the brand of MTRC, and the great quantity of POIs, the App is potentially a good App that can represent Hong Kong’s vibrant lifestyle. The App can provide good value add for overseas tourists too.
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