It's Apple Vs. Microsoft (Again) As The British Technology Awards Unveils Inaugural Shortlist

The shortlist for the inaugural British Technology Awards has been unveiled, confirming the British public’s love for all things Apple.

In total, the firm has bagged 11 nominations across the event’s 13 award categories– though Microsoft is close behind with nine.

The iPhone, iPod Touch, iTunes and Macbook Air all feature heavily, whilst Microsoft technologies such as Xbox 360, Windows Live, Windows Vista and Windows Media Player 11 also vie for attention.

The British Technology Awards will also pit three of the Internet’s heavyweights against each other, as the public decides which is more popular: Facebook, YouTube or the BBC iPlayer.

Following weeks of intensive open nominations, organiser Incisive Media– publisher of ComputerActive, Personal Computer World and Gizmodo– now bracing itself for thousands of votes, as Britain’s gadget fans declare their loyalties.

Thanks to the unique way the awards are structured, the British Technology Awards will see some interesting battles. iTunes is up against Audacity and Guitar Hero in the Music Technology category. The BBC iPlayer takes on the Sony PlayStation 3 and Sky in the Home Entertainment Technology category. And who can predict the winner of Most Indispensable Technology, when the nominations include Google Maps, the Appile iPod, Virgin Media, Sky and Facebook?

Paul Allen, editor of ComputerActive comments:“The British Technology Awards have been designed to be the most mainstream awards of their kind. This isn’t the place for a‘Best Flastcreen TV’ category– we want to know what the man, woman, young, old on the street thinks. These awards aren’t the preserve of audiovisual nerds– they’re real people who use and enjoy technology on a day to day basis, and we can’t wait to find out how they vote.”

No other technology accolades have the scope and scale of the British Technology Awards. Consumers are the primary focus, with all categories voted for exclusively by the public.

13 awards will be won, across diverse categories as Best Kids Technology, Most Indispensable Technology and Technological Innovation of the year. Rather than restrict the awards to a narrow shortlist, the BTAs should see some interesting battles, as technologies from different sectors compete for the ultimate goal.

Voting on the shortlist is taking place now. The winners will be announced in October 2008.

The shortlist in full:

Gadget of the Year

Apple iPhone

Apple iPod Touch

TomTom Go 720

Nokia N95

Blackberry Curve

Fujifilm F100fd

Archos 605


Music Technology

Apple iTunes

Windows Media Player 11


Guitar Hero

Ion USB turntable

Creative X-Fi


Business Technology of the Year

Asus Eee PC

3 3G USB Modem

RIM Blackberry Curve

Panasonic Toughbook

Vodafone USB 3G modem

Intel low-power Xeon quad-core processor

HP Compaq ultra-slim dc7800 PC

Microsoft Windows Server 2008

Best Home Entertainment Technology

BBC iPlayer

Nintendo Wii



Panasonic Viera HDTV series

Sony Bravia HD LCD TVs

Sony PS3

Microsoft Xbox 360

Best Kids Technology

Nintendo DS

Windows Vista parental controls

Advent Kids laptop

Scalextric Digital

Hornby DCC trainsets

Lego Mindstorms NXT

Fisher Price Kid Tough digital camera


Most Stylish Technology

Apple iPhone

Apple Macbook Air

Sony Vaio TZ

Acer Ferrari ultraportable laptop

Canon SX100 IS camera

LG Viewty

Dell XPS One

Samsung LE series LCD TVs

Best Gaming Technology

Nintendo Wii

Nintendo Wii Fit

Sony PS3

Microsoft Xbox 360

Microsoft Flight Simulator X

Nintendo DS

Guitar Hero

Sony PSP

Best Mobile Technology

Apple iPhone

Nintendo DS

RIM Blackberry Curve

Nokia N810

Asus Eee PC

Sony PSP

Google Mobile

Samsung Q1 Ultra

Most Indispensable Technology

Google Maps

BT Broadband

Apple iPod

BBC iPlayer


Apple iPhone

Virgin Media


Techn ological Innovation of the Year

Apple iPhone

Windows Vista

Intel Core 2 Quad processors

Apple Macbook Air

Asus Eee PC

Adobe Photoshop Express

Belkin Wireless USB Hub

Google Docs / Apps

Best Online Technology

BBC iPlayer


You Tube


Google Docs

Windows Live

BT Digital Vault

Pinnacle PCTV to go

Retailer of the Year


John Lewis


Tesco Direct

PC World



Greenest Technology of the Year

Bye Bye standby

Toyota Prius

Windows Vista

Lexus LS600H

Fujitsu Siemens Scenicview P22W-5 ECO


Oneclick Intellipanel

Apple OS X

Further details on the event can be found at

Media enquiries should be directed to Simon Byron or Gareth Williams at Barrington Harvey on 01462 456780 or email

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