Europe : In the biggest ever reader-led awards in the mobile industry, 3's "Football at 5.15" has been voted the UK's best mobile service in the "What Mobile Awards"2004/5, beating off the other mobile operators with its innovative and popular service.

On 3 video mobile, all of the season's Barclays Premiership goals can be seen minutes after the final whistle thanks to the production and technology expertise of TWI. In recognition of 3's market-leading service, "What Mobile" said: "3 has raised the bar for football highlights - beating Match of The Day and the other networks to Best Mobile service."

Gareth Jones, COO, 3 said: "The award comes at the end of a great year for 3, which saw over 2.5 million customers on the 3 network and 100,000 customer activations on Christmas Day alone. Football fans can watch video action before Match of the Day - on their 3 video mobile. 3's football at 5.15 is just one of many innovative video services, including the world's first pop gig streamed lived to mobile and all the latest news from the Celebrity Big Brother House. We're leading the agenda for 3G services and this award shows we're a tough act to beat."

"What Mobile" readers vote for the awards over a 3-month period for the best products and services in fifteen different categories. The winners feature in the February issue of "What Mobile".