MTR Mobile represents one of the best user experience and innovative iPhone and iPad Apps in Hong Kong. Within a few days after launch, it has become the most popular free App in Hong Kong and number one transportation-related iPhone and iPad App for consumers. MTR Mobile’s sustaining success has inspired MTR to provide more convenience to consumers by increasing investment to cover other mobile platforms (Android) and turn the MTR Mobile App into an advertising platform for merchants.
Central to the MTR Mobile App design is a set of user-friendly, practical and convenient tools to consumers in Hong Kong and visitors overseas. These tools include a journey planner, MTR loyalty club access and station information search. In addition, for such established brand as MTR, we believe that an innovative user experience would strengthen the caring image. Hence, we aim high by setting out to build the largest Augmented Reality (AR) browser App experience in HK , potentially in Asia, with over 20,000 points of interests (POIs).
We tossed away the website design conventions and embraced the station theme that is closer to users' heart and everyday experience. Our design introduces a brand new user experience to customers who are frequent users of iPhone apps and offers a delightful experience to first time users within just a few touches.
Our creative yet meticulous design offers intuitive usability in journey planner where users can search for info on fare, time and details on any route going from one station to another as well as in-station facilities and shops. MTR Club offers login access for 1.1million MTR Club members.
With the latest AR technology, users can "visualize and search through" exit signage landmarks and over 20,000 points of interest (POIs) along the 84 MTR stations. AR browser enables users to use iPhones to search for POIs in their surroundings conveniently and visually (by specifying distance and category). Looking through their iPhone cameras, the POIs nearby are shown in form of icons and are clickable for viewing multimedia information or advertising contents. We have successfully unleash the value of MTR Mobile beyond just a dominant transportation service provider.
-Winner of WTIA 2011 Hong Kong Marketing Smartphone Apps Popularity Contest for 10 Most Popular Marketing Smartphone App Awards (Aug 17, Hong Kong)
-Winner of on.cc for My Top 10 Favorite Hong Kong Apps Awards 2011 (Jun 18, Hong Kong)
-Winner of ICT Award 2011 for Best Lifestyle Grand Award, Best Lifestyle (Green, Healthy & Creative Living) Gold Award and Best Ubiquitous Networking (Mobile Infotainment Application) Gold Award (Apr 15, Hong Kong)
-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)
-Winner of 2010 Bronze Digital Media Award from DMA for Transportation and Travel Sector in Asia-Pacific region (Nov 16, Beijing)