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This category is for new initiatives that deliver tangible added value to mail users. It could, for example, deliver new or improved services or make existing services easier to use or access. Innovations leading to cost reduction can also be included, if it can be demonstrated that the benefits are shared with mail users. The judging panel is looking for innovation in terms of breadth (i.e. quantity of customers), depth (i.e. magnitude or impact), its transferability and the likelihood that measurable long-term benefits will be realised.

Last year there were a number of submissions in this category. However, InPost finally caught the judges’ eye in 2011 by combining existing ideas and creating new opportunities with fresh platforms, partners and technology. The company had consistently innovated in a way that was entirely customer driven and reached out for new markets and demographics.