Mobile music subscription service upstart Mog from Berkeley, Calif. took home a Billboard Music App Award today for 'Best Music Streaming App' for its MOG Mobile app, amid competitors Rhapsody and Thumbplay Mobile.

Mog mobile product lead Anu Kirk said now is the time for mobile music thanks to smartphones and app stores, and the company is focused on rapidly iterating in a crowded mobile environment. Mog costs $9.99 a month on the iPhone and comes with features like music recommendation powered by Echo Nest.

Mog Mobile launched in July and recently linked service with Roku to stream their catalog to living rooms.

FOR FULL COVERAGE of Billboard's Mobile Entertainment Live Music App Summit in San Francisco #MEL2010 click here.