Apple and Microsoft prepare to go head-to-head in the first British Technology Awards

Considering the pure power associated with their combined market dominance, it’s perhaps no surprise to note that Apple Inc. and Microsoft Corp. are leading the way on the recently announced shortlist for the inaugural British Technology Awards.

With Apple’s iconic branding attached to hot-selling products such as the iPod music and media player, MacBook Air computer, and the touch-screen iPhone, the Cupertino-based technology specialist looks to be a sure-fire hit with the Brits, bagging a total of 11 nominations across the event’s 13 categories.

Meanwhile, Redmond-based software behemoth Microsoft follows close behind with 9 nominations that reflect a popularity built solidly around the company’s powerhouse Xbox 360 videogames console, its Windows Vista operating system, and Windows Media Player 11.

Organised by publisher Incisive Media, the first ever British Technology Awards will offer a slightly different flavour of content than traditional technology industry bashes.

Specifically, the event will play host to an Internet zeitgeist award that will be decided between social networking phenomenon Facebook, video-sharing Web site YouTube, and online TV content catch-up service the BBC iPlayer.

Similarly, Apple’s iTunes Store will be up against the likes of innovative videogame Guitar Hero for the Music Technology award, while the BBC iPlayer will be taking on Sony’s PlayStation 3 videogames console and Sky for the Home Entertainment award.

Furthermore, all of the event’s gongs will be awarded based on votes cast entirely by Britain’s everyday gadget-lovers. According to Incisive, consumers are the primary focus, which is why all the categories will be voted for exclusively by the general public.

Other categories worth looking out for include Gadget of the Year, which will no-doubt see the Apple iPhone attempting to beat off the likes of the Nokia N95 and BlackBerry Curve for top honours, and Best Gaming Technology, which throws Nintendo’s Wii Fit into the ring alongside Guitar Hero, the Sony PlayStation Portable, and Microsoft Flight Simulator X.


Voting on the shortlist is open now, and the proud winners will be unveiled this coming October. The full list of categories and nominees is as follows:

Gadget of the Year
Apple iPhone
Apple iPod Touch
TomTom Go 720
Nokia N95
BlackBerry Curve
Fujifilm F100fd
Archos 605
Slingbox

Best Music Technology
Apple iTunes
Windows Media Player 11
Audacity
Play.com
Guitar Hero
Ion USB turntable
Creative X-Fi
Napster

Business Technology of the Year
Asus Eee PC
3G USB Modem
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
Freeview
Sky
Panasonic Viera HDTVs
Sony Bravia HD LCD TVs
Sony PlayStation 3
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
Bebo

Most Stylish Technology
Apple iPhone
Apple Macbook Air
Sony Vaio TZ
Acer Ferrari ultra-portable 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
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
Sky
Apple iPhone
Virgin Media
Facebook

Technological 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
Skype
You Tube
Facebook
Google Docs
Windows Live
BT Digital Vault
Pinnacle PCTV to go

Retailer of the Year
Amazon
Play.com
John Lewis
Ebuyer
Tesco Direct
PC World
Maplins
Argos

Greenest Technology of the Year
Bye Bye standby
Toyota Prius
Windows Vista
Lexus LS600H
Fujitsu Siemens Scenicview P22W-5 ECO
G-Wizz
Oneclick Intellipanel
Apple OS X

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Updated: And the winners are...