The MicroRead Chip from INSIDE Contactless won the GSM Association's (GSMA) Mobile Innovation Global Award for Most Innovative Device-Centric Technology. INSIDE's third-generation MicroRead RF chip provides a range of Near Field Communication (NFC) options that enable contactless applications. When incorporated into cell phones, PDAs or PCs, MicroRead chips enable these devices to operate like RF readers and contactless smart cards or RFID tags. MicroRead products include the company's multi-host router technology, which allows secure elements, such as SIM, SE, or SD cards, to be incorporated into applications. MicroRead has been adopted by several major handset manufacturers. The NFC chip is a key component of the GSMA's Pay-Buy-Mobile initiative, which is attempting to enable universal adoption of contactless payments using mobile phones. "The MicroRead chip's innovative NFC interface opens a wealth of opportunities for the whole mobile ecosystem to elevate device capabilities and new service offerings so that the consumer can enjoy a much richer mobile experience," Remy de Tonnac, chief executive officer of INSIDE Contactless, said in a statement.