Mobile Citizen Reporter service developed by Fromdistance was voted by the audience of the Forum Nokia Innovation Event, held in Amsterdam 3rd of December, as the most innovative mobile application of the year 2007. Fromdistance competed in the event among 12 carefully pre-selected developer companies which represented the highest peaks of their application areas coming from different parts of the world. Reporter is a service facilitating effortless and reliable sending of images and videos to publisher of choice. The innovativeness of the service unites good usability with efficient delivery of content to content management systems of publishers. Hence, ordinary smartphone users may send content to be used by the publisher of his or her choice. Quality of images and videos is not compromised during sending -- publishers get high quality user generated content.