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Smarties Awards 2016


Press Release December 2016


MOBGEN is proud to announce that we took home two Gold awards from the MMA Smarties 2016 in London this November. The joint effort with Shell drove the Motorist App to the top spot, achieving gold for both Best App in Europe, and Best Mobile Payments.


The Shell Motorist App is available in 35 countries globally, 6 continents, in 18 languages, and connects to 15 back-end systems. The app keeps the user up-to-date with Shell loyalty offers, rewards, on site promotions, and the latest news and product information. The app makes it easier for users to collect points, receive personalised offers, find the nearest stations, and maintain their vehicles. The Shell Motorist platform was designed and created as a package of different business modules. The centralised content management system allows Shell to easily tailor the available content and answer to the different requirements of each market. It also connects the needs of each consumer to their unique environment without the need for App Store submissions.

“This is a great achievement as it recognises the significant team effort on Mobile over the last 5 years. The big benefactor here is our digital brand reputation. As we move our focus into enabling services like mobile payment onto Connected Car platforms, we give our OEM partners the confidence that we are the leader on Digital in our sector. With our partnership approach with PayPal, Apple Pay for B2C and our forthcoming Digital Euroshell API for B2B, it is proof that we can do big things together for our partners programmes.”

Stuart Blyde
Senior Innovation Manager – Shell

“This is great recognition for the persistence, hard work, and amazing teamwork of everyone in our great Shell/MOBGEN Motorist team. Mobile platforms will lead the future of relevant digital services and engagement for retail clients, and the Shell Mobile Motorist Program is one of the leading global platforms in that respect. We’re confident we’re able to further improve, together with the Shell team, relevant mobile services and engagement for Shell’s customers the coming years.”

Ron Vrijmoet
CEO & Founder – MOBGEN


MOBGEN delivers mobile platforms that strengthen the relationship between customers and brands or companies and employees. We aim to make mobile interaction easy, engaging and rewarding, so that users become loyal and life-long brand-ambassadors. We do this by striking the right balance between strategy, creativity and technology.

With more than 190 mobile specialists working from 4 locations, Amsterdam, London, A Coruña and Malaga, MOBGEN helps companies to become more efficient, customer oriented and competitive by making the best use of the mobile channel in the B2C, B2E and B2B area. We work for global clients like Shell International, Inditex and ABN AMRO, Van Lanschot Bankiers / Evi, Persgroep / Autotrack, Aegon, VVV, Stage Entertaiment, NCOI / NIBE-SVV, TOTO, Bouwfonds, Boskalis, Uniekaas, PON, ANWB and PLUS. The services that MOBGEN provides include: Mobile strategy, UI/UX design, usability testing, system architecture & integration, mobile portal development (native, hybrid, html5), quality assurance and run, maintain and analytics of mobile platforms.

For further information please contact: Michiel Ebeling, CCO MOBGEN, +31(0)621275923 or

Access the MOBGEN Press Kit here