BuzzCity created a bare-bones social networking system which works even with entry-level mobile phones and pushed it in densely populated countries like India, where Internet access is hard to come by.

The bet paid off and BuzzCity won the award for the most innovative infocomm service this year at the National Infocomm Awards last night.

The awards, dubbed the Oscars of Singapore's infocomm industry, have been a springboard for many major industry players.

BuzzCity's chief executive, Dr Lai Kok Fung, said the win will hopefully 'open doors' for the company and help it attract new customers.

'It should also help us attract and keep talented staff,' he said. The company, which has 39 workers, has an office in Beach Road.

The company's myGamma system, dubbed the 'Facebook for mobile phones', has three million users in countries such as South Africa, India and Indonesia.

It allows them to share pictures, blog and shop on their cellphones. BuzzCity, which expects to become profitable this year, makes money by selling advertisements to about 200 companies.

On Tuesday night, it was one of five winners to receive awards from Senior Minister of State for Education and Information, Communications and the Arts Lui Tuck Yew at a gala dinner at the Ritz Carlton Millenia.

Read the full story in Wednesday's edition of The Straits Times.