3G Mobile network operator Three and On Demand Group have won a telco industry honors for their collaboration to develop and launch “TV on Demand”, Europe’s first mobile subscription video-on-demand (SVOD) service.

The companies accepted their Consumer Service Innovation award during Global Telecoms Business Innovation Awards 2010 ceremony in London this week.

With appealing subscription packaging and pricing, Three’s TV On Demand today features programs from HBO, Walt Disney and Warner Television. More than 3 million subscribers using virtually any 3G mobile phone can immediately access the service, an exclusive advantage of the SeaChange Adrenalin™ mobile video system.

“Our subscribers are tremendously enthusiastic about subscription packaging of the best video programming, to the point where we’ve seen views double in the six months since we launched,” said Neil Andrews, Three’s Head of Media Sales and Content Services. “Three and On Demand Group are showing that high quality video services with very flexible pricing does attract more people to mobile internet content services.”

Global Telecoms Business magazine, which is read by the industry leaders in the telecommunications industry worldwide, is part of the Euromoney Institutional Investor PLC group. Hundreds of nominations for the industry’s innovative projects were received from the readers of Global Telecoms Business since early in 2010 in a number of categories.