Full Breakdown
Cherrypicks' MTR • Care App 2.0 Wins IAB Hong Kong Digital Award for Inclusive Travel
3/20/2026, 6:42:54 AM
Award Recognition and Campaign Overview
Cherrypicks Limited has been awarded the Bronze Award in the Best Use of AI & Technology category at the IAB Hong Kong Digital Awards 2025 for its innovative campaign, "MTR • Care App 2.0 — Revolutionizing Inclusive Travel for Customers with Special Needs." This initiative, developed in collaboration with MTR Corporation, aims to enhance the travel experience for elderly passengers and individuals with special needs through the integration of advanced technologies. The award highlights Cherrypicks' commitment to leveraging artificial intelligence (AI) to create impactful, inclusive solutions within Hong Kong's public transport ecosystem.
Features of the MTR • Care App 2.0
The MTR • Care App 2.0 incorporates a variety of technologies, including geofencing, Bluetooth beacons, Wi-Fi signals, and voice assistance, to offer a seamless and personalized travel experience. Key features of the app include:
- Trip Planner (Simplified Version): Assists users in planning their journeys.
- Barrier-free Facilities Information: Provides details on accessible facilities.
- In-Station Navigation (for Visually Impaired): Expanded to more stations to aid visually impaired passengers.
- Wheelchair Portable Ramp Booking: Facilitates easier access for wheelchair users.
- Non-emergency In-station Assistance (for Hearing Impaired): Offers support for hearing-impaired passengers.
- Online Application for Government Public Transport Fare Concession Scheme: Simplifies the process for eligible elderly and disabled individuals.
Official Statements & Responses
Kenny Chien, CEO of Cherrypicks, expressed gratitude for the recognition, stating, "This recognition reflects our longstanding partnership with MTR Corporation and our shared commitment to leveraging AI to build a more inclusive society." Annie Leung, General Manager of Marketing & Customer Experience at MTR Corporation, emphasized the importance of creating a barrier-free travel environment, noting that the award reaffirms their efforts in advancing smart mobility through technology.
Strategic Growth and Partnerships
Cherrypicks, a subsidiary of NetDragon Websoft Holdings Limited, has established itself as a leader in AI solutions in the Asia-Pacific region. The company continues to expand its capabilities, recently forming a strategic alliance with Zhongke WengAI to enhance the integration of core AI technologies into global markets. This partnership is expected to inject momentum into Hong Kong's AI ecosystem and further solidify Cherrypicks' position as a trusted technology partner.
Criticism & Opposition
While the campaign has been recognized for its innovative approach, some critics argue that the implementation of such technologies may not fully address the diverse needs of all users, particularly those with varying levels of technological proficiency. Concerns have also been raised regarding the accessibility of the app for users who may not have access to smartphones or the internet.
Verbatim Quotes
- “We are deeply honoured to receive the IAB Hong Kong Digital Awards 2025 — Best Use of AI & Technology for the” — Kenny Chien, CEO of Cherrypicks
Cherrypicks' recognition at the IAB Hong Kong Digital Awards 2025 underscores its dedication to innovation and inclusivity in public transport, marking a significant step towards enhancing mobility for all passengers in Hong Kong.
