Ahonen Mobile Communities2007

Mobile Communities Everything you ever wanted to know but were afraid to ask.. ie Killer Content for the 7th Mass Media Tomi T Ahonen, MBA Author & Consultant Mobile Monday Amsterdam Netherlands Sept 24, 007 "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005

8 C's of Cellphones..

Need 1 - 1979 - Communication
Voice and SMS
Voicemail, e-mail (Blackberry)
The number keypad is relic from rotary dial
Telecoms (service) industry is worth $1.3 Trillion

Need 2 - 1998 - Consumption
Emerged with ringing tones in Finland in 1998 and i-Mode in Japan in 1999
Now we consume pictures, MP3 music, web content, TV clips, cartoons, horoscopes, jokes, information and on and on and on and on
Consumption added high-resolution color screens, multimedia players, web access
Need higher speed (2.5G, 3G, 3.5G)
For "playback" relatively few controls are needed

Need 3 - 2000 - Charging
Next came digital money..
Smart Money / Philippines etc
NTT DoCoMo (Osaifu Keitai - mobile wallet) with FeliCa - eg Tokyo commuters paying for subway train
2D Barcodes in South Korea
Credit cards into mobile like Visa in South Korea
And SMS based payments like Smart Money in the Philippines
Pearls: Real Mobile Services collected by Tomi T Ahonen

Need 4 - 2000 - Commercials (ads)
Then came advertising..
We get into commercials (advertisements, mobile marketing)
Interactive advertising - opinions, feedback
Engagement marketing - participation, co-creation, viral marketing!
Advertising industry is worth $450 Billion

Need 5 - 2001 - Creation
Then emerged need for content creation, starting with J-Phone (Vodafone KK, Softbank) and its cameraphones and Sha-Mail in 2001
Since then we've added video recording, sound recording (podcasts) and (mobile) blogging abilities to the phone
Now we need to control the the device to gain good creations

Need 6 - 2003 - Community
Now for our industry is Community
MySpace, Flickr, Second Life, YouTube, Mixi, Cyworld, Bebo, World of Warcraft, Friendster...
and here at our conference: Nexgen..
Not only create and consume but also
Share
Rate
Recommend

Need 7 - 2005 - Cool (fashion)
First with Benetton & NTT DoCoMo, now the phone is crossing over seriously to the fashion side, with ever more fashion awareness with the iPhone LG joins with Prada Motorola joins with Dolce & Gabbana And separately Nokia's top- end Vertu jewelry-phone line is on the catwalks around the world

Need 8 - 2006 - (Remote) Control
Now the phone is starting to emerge as the remote control
We already have isolated applications such as SMS controlled tea kettle (I kid you not) and mobile phone controlled air conditioning, saunabath heating, etc
Also remote control of locks, security systems

Our Eight Needs served by phone
Need 1 - Communicate
Need 2 - Consume
Need 3 - Charging (money)
Need 4 - Commercials (advertising)
Need 5 - Create
Need 6 - Community (social networking)
Need 7 - Cool (fashion)
Need 8 - (Remote) Control
Source: TomiAhonen Consulting January 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen

Customer of Mobile Communities?

Discover "it all" - first generation that grew up with internet search: they always knew how to Google
Participate - first generation with reality TV viewer voting. They will expect to participate
Create - first generation where all had digital cameras (camphones) and video
Share - first generation to grow up with Napster, KaZaa etc. They hack, mash
Virtual - this generation had Tamagotchi, Now play in Habbo, 2nd Life, Warcraft,
And texting - creates Gen-C
Source: book Digital Korea , Ahonen & O'Reilly 2007
Youth Today First Generation to... Pearls: Real Mobile Services collected by Tomi T Ahonen

Yes they play multiplayer online games, create profiles in MySpace and spend hours in chat rooms
But Gen-C (Community Generation) needs SMS
They live by the support, the "life-line" to their friends, who are always available via SMS text messaging
Being in school, in a meeting at work, even asleep - is no excuse to ignore a friend asking help via SMS
Texting creates an almost telepathic immediate and permanent connection with closest friends
Never before, has any generation had permanent connectivity to all peers Source: book Digital Korea , Ahonen & O'Reilly 2007
...But Gen-C is defined by SMS Pearls: Real Mobile Services collected by Tomi T Ahonen

Police cars
Fire trucks
Ambulances
Fighter pilots
..in fact all military
Airline pilots
..and radar operators
The government (the hot line between Kremlin and White House)
Imagine how much less power they would have if there was no permanent contact
Permanent communication?

Youth and SMS

Carphone Warehouse / YouGov survey of 1,258 teenagers (age 11-17) who have a mobile phone:
48% send texts while talking to someone
11% of the youth have had their phone stolen
59% say their parents gave them more freedom when they received their phone; 53% are allowed to stay out later because they have a phone
35% communicate via phone with someone their parents would not want to know about; 37% avoid contacts by parents to their phone; 68% will not let parents snoop inside their phone
Source: Carphone Warehouse Mobile Life Youth Report Sept 2006
More on Youth by Carphone W Pearls: Real Mobile Services collected by Tomi T Ahonen

Youth today and SMS..
It is totally common for a youth to be at a party, which is not too loud to talk, be next to the best friend, fully able to talk, but to send a text message to the friend instead
Why? Because it is a secret, shared thought
Messages sent un-obtrusively, often with phone out of site in pocket, behind back; the friend feels the vibration of the message having arrived..
"I think I'm in love, should I ask her out"
Near-Telepathic Connectivity Pearls: Real Mobile Services collected by Tomi T Ahonen

Virgin Mobile study of SMS use in the UK found remarkably high use at the high end of SMS users
10% of UK phone users send 100 SMS per day!
Source: TechnoClicks.com 22 Feb 2006
In South Korea, the Korea Times reports that already one THIRD of the student population send 100 SMS text messages every day!
Source: The Korea Times, 9 Feb 2006
Aching Thumbs? 100 SMS per day Pearls: Real Mobile Services collected by Tomi T Ahonen

Multimedia, multi-platform
If they can IM it, they will
If they can chat inside a multiplayer game, they will
When we offer some bizarred discount scheme, they will find it - and spread the word
But the phone is the preferred media Source: book Digital Korea , Ahonen & O'Reilly 2007
Don't think its only mobile Pearls: Real Mobile Services collected by Tomi T Ahonen

7th Mass Media

1st mass media Print 1500: Buy-to-Own, Advertising, Subscr.
books, pamphlets, newspapers, music scores, magazines
2nd mass media recordings 1900: Sound
vinyl, tape, CD, DVD: music, software, videogames, movies
3rd mass media cinema 1910: Multimedia, Pay per View
silent, b/w sound, color, cinemascope: newsreels, movies
4th mass media radio 1920: Streaming, License
AM, FM, stereo, digital: news, music, sports, drama
5th mass media TV 1950: (no innovation!)
b/w, color, cable/satellite, digital: news, drama, soaps, reality
6th mass media internet 1995: interactive & search
narrowband, broadband: email, search, browsing, downloading
7th mass media mobile 2000: pers./always-on/carried/payment
2G SMS, WAP, 2.5G, 3G: messaging, browsing
The 7 Mass Media Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

1st Mass Media: Print
Printing from late 1400s
First Mass Media
Books, pamphlets, newspapers, music scores, magazines
Buy-to-own; introduced advertising
Long form stories (books), short stories (pamphlets), news, music
Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006

2nd Mass Media: Recordings
Recordings from late 1900
First automated/electric media
clay, tape, vinyl, 8-track, cassette, cartridge, VHS, diskette, CD, DVD
Music, speeches, comedy, computer programs, videogames, movies, TV shows
Buy-to-own; almost no advertising
Slowly cannibalized music from print

Transition Lessons from 1 to 2
From Print to Recordings
Created new industry: music performers (pop artists) like Edith Piaff, Elvis, Beatles etc. Music recording industry itself a $30 B business, other recordings like computer programmes, videogaming, double that
Altered music industry with 3 min pop song (single)
Cannibalized some print totally - ie music printing (music scores)
Grew even though users had to buy expensive player
Did not kill of print even though spoken books and spoken speeches were sold as recordings
Introduced NEW print titles to discuss pop music
Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006 and SMLXL White Paper on 7th Mass Media June 2007

3rd Mass Media: Cinema
Cinema 1910
First multi-media
silent, b/w sound, color, cinemascope
movie, short film, newsreel, serials
"pay per view" and advertising before main feature
major revenue shift for long-form stories from books

From Print and Recordings to Cinema
Created new industry: Hollywood, itself a $30 B business
Many feared it will kill books, didn't
Created global superstars such as Charlie Chaplin
Today major books become movies - AND major original screenplay movies become bestelling books
Was able to reach massive commercial success inspite of pay-per-view model
Recording artists found new opportunity to attempt movie careers successfully such as Elvis and unsuccessfully such as Madonna

4th Mass Media: Radio
Radio 1920
First broadcast media
AM, FM, stereo, digital
music, news, weather, sports, soap opera
license fee and advertising
major revenue shift for news, introduce soap operas

From Print and Recordings to Radio
Many thought it will kill recordings, didn't
Created new media industry: radio
Created yet new performance artists - the radio DJs, news readers, announcers and radio talk show hosts
Became first pervasive and simultaneous mass media (War of the Worlds people thought invaders from Mars had actually landed in America in the 1930s)
Every home (in industrialized world) had to have one, families would sit together to listen to fave comedians, news, dramas, concerts..

5th Mass Media: TV
TV1950
b/w, color, cable/satellite, stereo, digital
news, sports, soap opera, movies, sitcom, talk show, music video, reality TV
license fee, advertising, subscription
major revenue shift for news, sports, music, movies
introduce talk shows, sitcoms, reality TV

From Print, Recordings, Cinema and Radio to TV
Most thought it would kill books, cinema and radio: didn't
Cannibalized some formats such as newsreels from cinema, soap operas from radio
Most strong content such as films, documentaries survived on cinema; news, sports and music survived on radio
Became dominant media inspite of no inherent new advantage
New TV celebrities: News Anchors, Game Show Hosts, Reality TV contestants, MTV video artists

When BBC introduced TV News
Thinking was radio. TV was even called "visual radio"
The BBC news guidelines said you were allowed to show pictures or maps or flags etc of where the news story happened
BUT you were not allowed to show the face of the news anchorman who read the news.
The thinking was a "radio mindset" - that we supposedly connected with a trusted "voice" of news
Only after we started to show the news anchorman, did we discover the appeal of celebrity.
And only after that TV discovered talk shows, gameshows, reality TV formats etc that rely on celeb

6th Mass Media: Internet
Internet 1990
First media that could do everything that the previous five media could do
First interactive media, and Search
narrowband, broadband
e-mail, search, chat, browsing, news, sports, music, software, gaming, movies, TV, radio, blogging
license fee, advertising, subscription
major revenue shift for advertising, news, music
introduce e-mail, search, chat, blogging

Print, Recordings, Cinema, Radio, TV ...to internet
Incredibly rapid cannibalization of content, formats, and audience time
All business models also migrating to internet
Introducing new stars and talent (Baghdad Blogger, YouTube stars, Second Life millionaires etc)
Will probably kill of some content types, the daily newspaper for example and the music CD, very likely other content types will adjust such as TV debates using YouTube content

7th Mass Media: Mobile
mobile phone 2000
Can do everything the previous SIX media can do, including interactivity & search of the internet
Personal mass media, always-on media, always carried media, with built-in payment channel; as creative tool - is always present at point of creative impulse; most accurate audience info 2G, 2.5G, 3G
text messaging, ringtones, logos, news, music, gaming, voting..
subscription, pay-per-view, advertising
major revenue shift for music, gaming, e-mail
introduce text messaging, ringtones, logos, voting, picture messaging

From Print, Recordings, Cinema, Radio, TV and internet to mobile...
Likely to see even more rapid cannibalization than internet did of five legacy media
All business models also migrating to mobile
Will discover its own new stars and talent
Winners likely to be those willing to experiment, who attempt to go beyond the limitations of the six older media

The soul/urban pop band the Fugees has introduced three songs as full-track MP3 downloads on Verizon's service in the USA
It is a 5 year old idea to pre-launch hits as ringing tones, and since 2003 bands have released full-track MP3 songs to mobile before their release on CD
But the Fugees break new ground with these three songs - they are not planned to be released on any other format as of yet. Their hit potential is being trialled on mobile phones! Fugees hope to reach platinum level sales - one million units sold, this way
Source: USA Today 6 Feb 2006
Fugees Trial Hits Through Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen

SeeMeTV launched by Three Italy and Three UK. UK version was launched Oct 2005. Each video clip cost 50p to view and paid 1p to the creator of the clip
By August 2007 the latest 12 months delivered 14.2 Million video clips
Most popular clips were:
Hot dog boy – the quickest frankfurter eater in town!
Pretzel girl – a real-life office contortionist
The World's first wedding proposal over video mobile on Valentine’s day (Dating Game)
Tornado chaos – footage of the aftermath of the tornado that hit Birmingham (24 Hours)
One woman flashed her breasts and had 130,000 downloads, earned 1,300 UKP
Sources: Mobile Marketing Magazine 1 Feb 2006 and Three September 2007
See Me TV - 14 M videos in UK Pearls: Real Mobile Services collected by Tomi T Ahonen

Ministry of Sound is actively pushing the opportunities in convergence and mobile
For the "Put Your Hands Up (for Detroit)" by Fedde Le Grand, Ministry of Sound license for allows any fan to use the music and make their own videos
Ministry of Sound supports rating of the best videos and features those at various opportunities to promote its music
Source: Ministry of Sound Nov 2006
Your Own Music Video Version Pearls: Real Mobile Services collected by Tomi T Ahonen

7 Mass Media / Content Formats Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006 OO OOO O OO Share OOO OO O Vote OO+ OOO Browse OOO OO Messg OO+ OOO Search OO OO OOO Reality OO+ OOO O OO O Game OO+ OO OOO OO O O OO Advg OO+ OO OO OOO O OO XX Music O OO OOO OO X OO Sport O OO OO OO O OOO Info OO+ OO OOO OO XX O News O+ O OO O OOO X OO Story Mobile Internet TV Radio Cinema Record Printing

ITU reports on global media consumption by age & time spent. 18-35 year olds vs over 55 year olds
Media Consumption Pearls: Real Mobile Services collected by Tomi T Ahonen 18-35 Year Olds Over 55 Year Olds TV TV Digital Digital Print Print Radio Radio Source: ITU Digital Life Dec 2006 Note: Both groups consume 40h/week

Launched in 1978, the UK youth/pop mag Smash Hits was a staple for 3 generations of youth, circulations of over million copies
By end of 2005 the sales had tumbled to 120,000, and magazine was discontinued
Its publisher cited mobile phone as the biggest reason for decline. Readers were also playing videogames and online; and advertisers had migrated their spend.
Smash Hits lives still on TV, web, radio
Sources: International Herald Tribune 30 Jan 2006 and Financial Times 3 Feb 2006
Smash Hits - R.I.P Pearls: Real Mobile Services collected by Tomi T Ahonen

The Financial Times reported on the peak consumption times for various media in the UK
TV - one peak ("prime time") 6 - 10:30 PM
Radio - 2 peaks, 7-8 AM and 4:30 - 5:30 PM
eMail - 2 peaks 11 - 11:30 AM and 1:30 - 2 PM
Browsing - 2 peaks 11 AM and 8 PM
Mobile TV - one peak 4-8 PM
SMS - 2 peaks 6 PM and 9 PM
Source: Financial Times 30 October 2006
Peak Times for Media Pearls: Real Mobile Services collected by Tomi T Ahonen

Compare Cinema & TV Content
Cinema, you book time, travel to event, park your car, pay to see, eat before (during) or after the movie etc
Most people attend a couple of movies per year. It is an event
TV is every day, background noise. Movies often repeats, we know the story, we go get food, bathroom etc don't care about the whole thing - but don't want to miss the best part
All kinds of shorter programming, talk shows, game shows, MTV music videos etc that wouldn't work in cinema.. Source: DotMobi presentation on 7th Mass Media at Mobile Web 2.0 London Sept 007

Simpler, more personal, faster
and much much more expensive
eMail to SMS Pearls: Real Mobile Services collected by Tomi T Ahonen

simpler, more personal
and more expensive
MP3 to ring tones Pearls: Real Mobile Services collected by Tomi T Ahonen

Simpler, shorter, more personalized
much more expensive if measured by cost of time spent gaming
Need for Speed to Sudoku Pearls: Real Mobile Services collected by Tomi T Ahonen

HUGE OPPORTUNITY
The Idle Screen...

News Ticker (like on bottom of CNN on TV)
NTT DoCoMo was first to launch ticker tape on its portal. The service has monthly subscription of 200 Yen (1.70 USD/1.34 Euro, 1.00 UKP)
If the customer clicks on a news item, regular news page view or news video clip costs are incurred
18 months after launch, NTT DoCoMo reports that it has already 8 million paying subscribers to the service (16% of all subscribers)
Source: Wireless Watch Japan, January 2007
Ticker Tape on NTT DoCoMo ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo Pearls: Real Mobile Services collected by Tomi T Ahonen

Don't Focus on Limitations

Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25" colour): 38cm x 50cm = 0.19 m ² Size differentials: cinema is 379x larger screen ie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm ² Phone screen 4.2cm x 3.6cm = 15 c m ² Laptop screen is 36x larger than phone ie phone is 2.8% the size of a laptop

What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not type at all.. Why can't the phone read my mind?

2D Barcodes (also known as QR Barcodes for Quick Response) were introduced in Japan by NTT DoCoMo in 2005.
In 18 months, NTT DoCoMo reported that they were extremely positively welcomed by customers and 56% of their subscribers already used the feature
The cameraphone scans the 2D Barcode within a second and displays the full website address or other data, almost magically, with no typing! Source: NTT DoCoMo Oct 2006
2D Barcodes Pearls: Real Mobile Services collected by Tomi T Ahonen

Don't Copy - Create Magic

And the latest gadgetmania continues in Japan
An application by MediaSeek called Kamera Jiten (camera dictionary) now allows cameraphone users to turn their device into a translator
An OCR applications (Optical Character Recognition) will convert pages of written English into data
Then translator utility converts into Japanese
And displays on your phone screen
Almost like using a magnifying glass, but one that translates Source: Wireless Watch Japan 11 Sept 2006
Cameraphone OCR Translator Pearls: Real Mobile Services collected by Tomi T Ahonen

Marketing and Community

"Nobody is as clever as everybody" - Alan Moore CEO of SMLXL in the book Communities Dominate Brands

Q Research has interviewed 1,500 UK youth aged 11 to 20 about willingness to receive ads on their mobile phones
68% said no (32% said yes, surprisingly many?)
But when offered personally targeted ads, 71% were willing to receive them on their phones
If given coupons and discounts, the willingess went up to 76%
And if given the chance to top-up their phones for viewing ads, 82% said yes they would like to go mAd
Source: New Media Age 19 Apr 007
Willing to Receive mAd? Pearls: Real Mobile Services collected by Tomi T Ahonen

Japan is already a country gone mAd (as in mobile advertising)
Wireless Watch Japan reports that 54% of Japanese mobile phone users consume ads .
And survey of 1,083 mobile phone users in Japan by Mobile Research and goo Research found that 44% of Japanese mobile phone customers have clicked on interactive ads on their mobile phones.
Sources: Wireless Watch Japan 11 Sept 2006 and Mobile Research & goo Research July 2006
And remembering the 8 C's Pearls: Real Mobile Services collected by Tomi T Ahonen

The DMA Direct Marketing Assoc has released numbers for 2006 UK marketing eMail
6 billion marketing e-mails were sent. At 38 million internet users, it works out to 13 marketing eMail messages per internet user per month in the UK
Across the whole population that is 8.3 per capita
For contrast, in the UK, on one mobile ad provider's (Admob) network, they deliver 53 million mobile ads per month - ie 0.88 mAd per capita. Mobile ads on Admob's network have already cannibalized 9.5% of all interactive advertising in the UK by end of 2006
Sources: New Media Age, 25 Jan 007 and AdMob 29 Jan 007
AdMob vs eMail Marketing Pearls: Real Mobile Services collected by Tomi T Ahonen

One of the innovators of mobile content - MTV has set up a unit "Mobile Media Group"
MTV already biggest content provider on mobile networks in America, 600 clips and 30 hrs of mobile content/mo, from MTV, Nickelodeon, Comedy Central...
Latest: Mobile Junk 2.0 (Sprint) with user-generated content to mobile. Customers vote: best clipsgo on the air onto TV
Source: Financial Times 18 Dec 2006
Mobile Junk 2.0 - MTV Pearls: Real Mobile Services collected by Tomi T Ahonen

"Think global, act viral" - Rudy De Waele, mTrends

mAd - Value of Recommendation Pearls: Real Mobile Services collected by Tomi T Ahonen "64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends." - Jupiter Research Sept 2006

Mike Beeston the CEO of Fjord the mobile user interface specialist firm, has the absolute fool-proof test for any mobile marketing campaign
It has to be " Sufficiently Contageous "
Sufficiently contageous means that anyone in the target audience will like the ad so much, they feel compelled to forward it to at least one person in their phone book.
It doesn't need to be totally contageous, just sufficiently contageous. But obviously has to have forwarding ability whether coupons, links, SMS, etc Source: upcoming book 7th Mass Media by Tomi Ahonen estimated release late 2007
Make it Sufficiently Contageous Pearls: Real Mobile Services collected by Tomi T Ahonen

From Interactive to Engagement

Pop Idol format (eg American Idol, Indian Idol, Australian Idol, Novelle Star France etc) owned by Freemantle & 19 Managemt First in 2001, had 67 runs in 32 countries. Most markets been the top-watched show, breaking viewing records. Since 2001 total of 3.2 B viewers generating 1.9 B SMS and televotes
In last 12 months about 721 M viewers, and 456 M votes over the various 20+ episode series; the finals had 144 M viewers and 219 M votes
Has copycats such as X-Factor, Fame Academy, Pop Stars, "China Idol" ie Super Girl, etc Source: SMLXL White Paper "Pop Idol" September 2006
Pop Idol Case Pearls: Real Mobile Services collected by Tomi T Ahonen

In Finland Elisa Corporation (known as owners of Radiolinja first GSM operator in world) has been offical sponsor of Finnish Idol TV show
Elisa also ran a mobile-phone Karaoke based "amateur" series to Finnish Idol, generating more traffic than real Finnish Idols
World's first network karaoke Contest "Jokamies- luokan Idols" (The common man's Idols) had 1,682 entries, 150,000 unique visitors and 1,95 M votes
Winner was Mea Karppinen of Espoo Finland
Source: SMLXL White Paper "Pop Idol" September 2006
Peoples Idols - Karaoke Finland Pearls: Real Mobile Services collected by Tomi T Ahonen

Endemol (producer of Big Brother) is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes, on their tour with Robbie Williams
Each episode costs 50 pence (75 Euro cents, 85 US cents)
The TV show will include lots of interactive elements including viewers designing dance moves for the band, sending them in via videoclips
Service set up between Endemol, O2 and Universal Music Source: Moco News 9 May 2006
Sugababes Mobisodes Pearls: Real Mobile Services collected by Tomi T Ahonen

R/GA ad agency from New York presented at Nokia Marketing Forum in Prague and told of Nike engagement marketing campaign
Nike sponsors an American online multiplayer basketball game. Gamers visit Nike website to gain "cheat code" (done with full support of game owners)
After gamer enters cheat code, his game character shoes turn white with Nike "swoosh"
After this - the gamer's character runs 10% faster and jumps 10% higher ! Gains a huge benefit otherwise would take weeks of practise in the game...
Source: R/GA June 2006
Nike inside Video Gaming Pearls: Real Mobile Services collected by Tomi T Ahonen

How? Use Flower Diagramme

So, set the controls for the heart of the 4C’s Connectivity Culture

Robbie Williams is innovating in the mobile space.
To launch his latest album, Robbie played a concert in Berlin to an audience of 7,500.
His concert was simulcast to audiences in movie theatres in several cities, with another 10,000 paid fans
But the majority of his live paid audience, over 100,000 watched via (3G) mobile phones Source: MoCo News, October 12, 2005
Find 10 x Bigger Audience Pearls: Real Mobile Services collected by Tomi T Ahonen

Set the controls for the heart of the 4C’s Commerce Community

Virtual world of Second Life has already 1.3 M users (from 105,000 a year ago) with half USA, half abroad
Now businesses are entering Second Life
Ad agency Leo Burnett uses its facilites in Second Life for virtual meetings of its 2,400 creative staff
UK ad firm BBH (Bartle Bogle Hegarty) showcases their work on their island on Second Life
Major global brands such as Intel and Toyota now use Second Life to promote their goods
The Wall Street Journal reports that it costs about 20,000 USD to maintain a corporate presence in Second Life
Source: Wall Street Journal 14 Nov 2006
Real Business and 2nd Life Pearls: Real Mobile Services collected by Tomi T Ahonen

Set the controls for the heart of the 4C’s Connectivity Commerce Culture Community

Korean online newspaper Ohmy News has rapidly become one of the biggest news sources in Korea
36,000 "citizen reporters" contribute over 90% of the newspaper's content
Is 4th most TRUSTED news source in Korea, ahead of many TV networks
Each writer compensated by money (about 20 USD per article) and by seeing their name in print
Newly elected President Roh Moo-Hyun first interview was on Ohmy News sources: book "Communities Dominate Brands" by Ahonen & Moore, 2005 & CNN May 2005
Ohmy News Pearls: Real Mobile Services collected by Tomi T Ahonen

User Generated Content

Any Question Answered AQA has real people answering questions
Yes, the sports scores and geographical info etc, but also lots of silly questions like
Does triangle bread taste better than square bread
Or "What should I do with my bird tonight?" AQA's answer was "it depends, different birds like different things, a dead bird you want to add stuffing and broil, a caged bird likes you to whistle and a girl will like champagne and a good dinner"
8 million queries already. "the answers are free, sending a question costs 1 UKP"
Source AQA Sept 007
AQA UK already 8 M Queries Pearls: Real Mobile Services collected by Tomi T Ahonen

User-Created Content in South Korea was measured by NIDA National Internet Development Agency June 2007 and found the most popular UCC to be:
Humor, bizarre, fun: 80.4% of users have viewed
Hobby, leisure: 58.1%
Celebrity: 50.7%
Healthcare, living: 34.1%
Jobs, learning: 26.2%
Personals, trivia etc: 25.0%
News, issues: 21.7%
Source NIDA June 007
Most Popular UCC in Korea Pearls: Real Mobile Services collected by Tomi T Ahonen

Asian Mobile Community Examples

Super Stable - Hong Kong
New World Mobility Hong Kong launched networked virtual horse racing game "Super Stable” in 2002.
Users buy a pre-programmed card with racehorse, train and feed the horse via network
Have virtual races, broadcast live; includes trading horses, breeding etc
Now also on FarEasTone Taiwan: is world’s 1st cross-border game;
Next to launch Shanghai and Macau
Delivers higher ARPU than heavy business users !! Source: SMLXL White Paper 2003

Twins Mobile - Hong Kong
Hong Kong pop music duo Twins capitalising on New World Mobility SIM cards, with full services, sold in 7-11 and New World Mobility's own stores. Developed by Cybird In addition to basic services like voice and SMS, also Twins related ringing tones, logos, voting, chat
Also have premium services such as Karaoke, ecards, and Twins “assisted” voice messages
Fans get exclusive content, access to concerts, etc Source: book Mobile is 7th Mass Media Channel by Tomi T Ahonen November 2007

Singapore game developers Nexgen Studio has launched Multiplayer Online Role-Playing Game for 3G and broadband, converged. The game is about elves (dwarfs) called Elven Legends
Has typical multiplayer role playing elements such as customizing the character, challenges and quests, and of course fighting
The game has lots of spells and mystical elements (make your opponent go blind, etc)
Source: book Mobile is 7th Mass Media Channel by Tomi T Ahonen November 2007
Elven Legends Pearls: Real Mobile Services collected by Tomi T Ahonen

Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game by national adoption rate - 25% of all South Koreans have driven Kart Rider
Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc
You can have your rival's car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc
Makes its money on accessories
Source: book Digital Korea , Ahonen & O'Reilly 2007
Kart Rider Pearls: Real Mobile Services collected by Tomi T Ahonen

Innovation Ping Pong..

Habbo Hotel 10 M Users
Sulake Oy, the Finnish company that developed Habbo Hotel reports that it already has 8 Million subscribers around the world with 55 M avatars
Habbo Hotel is a childrens virtual online playground - kids don't have credit cards - payments are by premium SMS. Kids spend over 40 min per session. Sulake earns 29 M Euro (35 M USD) per year
Calculated across its total subscriber base Habbo Hotel earns 5 USD per year per subscriber or 42 cents per month Sources: Kauppalehti 11 July 2006, Sulake January 2007

Sulake, owner of Habbo Hotel, presented at Telco 2.0 in London in March
Habbo has 80 million avatars created or "Habbos"
Active users 7.5 million in over a dozen countries
Sulake earned 51 million USD out of Habbo in 2006. Only 10% is advertising/sponsorship; the remaining 90% is paid by Habbo gamers
Habbo Hotel keeps very actively renewing itself, with a new Habbo environment release every 6-8 weeks
A key element is unique items (eg furniture) which will be sold only once
Source: Sulake/Habbo Hotel presentation at Telco 2.0 in London March 2007
Habbo Renews Every 6 Weeks Pearls: Real Mobile Services collected by Tomi T Ahonen

CyWorld - 43% of South Koreans
Korean CyWorld used by 95% of the 20 year olds
The web and mobile based virtual room, blogsite, mobile blogging, music and community site has 19 M koreans - 43% of the Korean population as users
At 100,000 daily video uploads, Cyworld generates more video traffic than YouTube.
Music 200,000 songs/day, World Nr 2 after iTunes
30,000 businesses active in CyWorld, offer 500,000 items of content for sale. 40% revenue-share
Source: book " Digital Korea " by Ahonen & O'Reilly 2007

Cyworld launched its mobile variant in 2004 as a paid premium service to Cyworld (monthly subscription fees between 1-3 USD per month)
Revenues double annually. In 2007 Cyworld Mobile earns 10 M USD
Cyworld gets 83% through content revenues (gifts, personalization, avatar & room; as well as branded content revenue-sharing)
Only 17% is subscription/service revenues
Source: SK Telecom presentation at iMobicon Seoul 24-25 Aug 007
Mobile Cyworld Economics Pearls: Real Mobile Services collected by Tomi T Ahonen

UK Based converged flirting/dating service Flirtomatic is nearing 2 years of age. Flirtomatic CEO and author Mark Curtis gave numbers at Forum Oxford saying:
Flirtomatic UK has 57,000 UK internet users and 20,000 mobile users
Fixed internet users 22 M web pages during March (ave 12.8 pages per day) mobile 44 M WAP pages (ave 73.3 per day). Note mobile 2:1 over use on web.
Mobile users long in 8.5 times per day !
Flirtomatic offers gifts (from roses and chocolates to lingerie) and even Google Adwords type of personal ads, auctioned for top slots Source: Flirtomatic at Forum Oxford on 20 April 007
Flirtomatic More Mobile than Web Pearls: Real Mobile Services collected by Tomi T Ahonen

UK Based converged flirting/dating service Flirtomatic launched May 2006. Flirtomatic CEO and author Mark Curtis updated at Mobile Web 2.0 in London:
Will sell 3.5 million virtual "Red Roses" in 2007 at 23 pence per rose (earn annually 805,000 UKP / 1.2 M Euro / 1.6 M USD)
Offer branded sponsorship ie Loreal Lip Gloss sponsoring the Flirtomatic "Big Wet Kiss"
Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessary
Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007
Flirtomatic Update 007 Pearls: Real Mobile Services collected by Tomi T Ahonen

Is It Real?

Ratio of Creation to Consumption
Mobile Blogging/User-Generated Video on Orange France, 65,000 blogs viewed 140 million times. For every blog posting created, they are viewed 114 times Source: Lightreading.com 6 June 2006
SeeMeTV on Three/Hutchison UK had received 30,000 clips, these downloaded 4 M times (ratio 1:133). Source: Mobile Marketing Magazine 1 Feb 2006
It seems that for mobile networks and paid social networking access, the ratio of user-generated content to users viewing the content is about 1:100
By contrast on free internet the ratio is about 1:1000 Source: TomiAhonen Consulting March 2006

Informa has measured the size of digital community services on mobile. In 2006 they are worth 3.45 billion dollars.
During 2006 for example, Informa says 46 million people upload videos to YouTube, SeeMeTV etc
Herald Tribune mentioned typical examples of social networking sites for mobile as Cyworld of Korea and SeeMeTV on the 3/Hutchison networks
Note for context: social networking is worth over 10% of all value-add services, and came from nowwhere to be second only to mobile music by value Sources: International Herald Tribune 23 Oct 2006, Informa Mobile Communities & User Generated Content 26 Oct 2006
Mobile Communities: $3.45 B Pearls: Real Mobile Services collected by Tomi T Ahonen

Creating Mobile: 6 M's (5 M's) Movement Moment Me Multi-user Money Machines Source: book m-Profits by Tomi T Ahonen 2002 THIS is your tool to build billable value when creating mobile services

www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford"

Ask Alan Moore for White Paper [email_address]

But wait - There is still More Info ” In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002

Mobile subscribers end June 007 were $3.0 B (2007 Informa)
28.8% with 2+ subscriptions ie 2.1 B unique users (2007 Informa)
Mobile telecoms 2006 total revenues $646B (2007 Informa)
Global ARPU by users $25.51 but by SIMs $19.91 (2007 Informa)
2006 SMS Revenues $80 B (2006 ITU), is 12% of global revenues
2007 Non-SMS mobile data content $45 B (2007 Informa)
MVNO revenues in 2005 $18.4B (2005 Total Telecom)
SMS used by 74% ie (2007 Logica CMG) ie 2 B people EOY 2006. Average price person-to-person SMS globally 3.7 cents (Informa 2007)
28% of users access internet via mobile phone, is 588 million people ( 2005 Ipsos) Note: Most of these also access via PC
Handsets replaced in 18 mo (2006 Semiconductor Industry Assoc.)
2006 Handset sales 1.02 B units (2007 IDC) and $115 B in annual revenues (2005 iSupply)
Mobile Industry Metrics '007

Top 20 Digital Maturity Dec 2006 Familiarity Index (Sweden = 100%) Innovation Index (Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100%
Sweden
20%
Finland
Denmark
USA
Japan
Korea
UK
Hong Kong
Austria
Norway
Canada
Netherlands
Italy
Taiwan
Germany
New Zealand
Australia
Ireland
Singapore
20 Countries with highest penetrations of TV, internet & mobile phone Familiarity Index : The penetration rates of TV, internet & cellphone Innovation Index : The penetration rates of Digi TV, Broadband & 3G Indexes by TomiAhonen Consulting December 2006
Israel

So, here are the popular mobile blog sites, according Technorati.
1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs)
2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs)
3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs)
4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs)
5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs)
6. MobHappy - rank: 4,920 (1,344 links from 390 blogs)
7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs)
8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs)
9. Mopocket rank: N/A (569 links to this URL sorted)
10. Open Gardens - rank: 9,230 (510 links from 232 blogs)
11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs)
12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs)
13. Darla Mack - rank: 13,125 (859 links from 169 blogs)
14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs)
15. m-trends.org - rank: 17,238 (435 links from 132 blogs)
16. mobile jones - rank: 18,012 (343 links from 127 blogs)
17. The 3G Portal - rank: 18,195 (352 links from 126 blogs)
18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs)
19. gotomobile.com - rank: 22,255 (226 links from 106 blogs)
20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs)
Source: M-Trends.org 18 Aug 2006
Top 20 Blogsites on Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen

Good sources of information
Biggest free 3G info site - www.the3Gportal.com sign up for their free daily 3G newsletter !
Free panel on mobile - www.ForumOxford.com passcode forumoxford
Community future blogs - www.communities-dominate.blogs.com
Free site of mobile news and blogs - www.wireless-watch.com
Podcasts on communities and mobile - www.horizonchannel.com
Disruptive and engagement marketing - www.smlxlarge.com
User interfaces and mobile blogging - www.fjord.co.uk
Most advanced Segmentation, Alphas etc - www.xtract.info
3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics
Mobile Data Association - www.mda-mobiledata.org
UMTS Forum Reports - www.umts-forum.org
More free service idea “Pearls” - www.tomiahonen.com
More information send e-mail to [email_address]

Recommended Books
Digital Korea , Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007
Communities Dominate Brands, Tomi T Ahonen & Alan Moore, 274 pages, Futuretext, 2005
Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006
M-Profits , Tomi T Ahonen, 360 pages, Wiley 2002
Distraction, Mark Curtis, 240 pages, Futuretext, 2005
Next Generation Wireless Applications , Paul Golding, 588p, Wiley 2004
3G Marketing , Ahonen, Kasper & Melkko 333 p, Wiley 2004
Mobile Strategy , Tom Weiss, 320 pages, Futuretext 2006
Smart Mobs , Howard Rheingold, 288 p, Basic Books, 2003
The City in Your Pocket , T Kopomaa, 143 p Gaudeamus 2000
...And of course The Dilbert Future by Scott Adams..

Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability
Provides 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc.
The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; his books include 500 service ideas.
Quoted in over 200 press stories in a dozen languages; keynotes/ chaired at over 200 major conferences on six continents; host of Communities Dominate Podcast .
Lectures at Oxford University on 3G and Convergence
Available as a motivational speaker in telecoms marketing, sales, product development and innovation.
Read his books "Digital Korea" , " Communities Dominate Brands ", “ m-Profits ", " 3G Marketing "," Services for UMTS ” website: www.tomiahonen.com e-mail: [email_address] podcast: www.HorizonChannel.com blog: www.CommunitiesDominate.com
Earlier Tomi Ahonen has set up & run Nokia’s 3G Business Consultancy. Previously he worked for 3 operators where he created the world’s first fixed-mobile service bundle and set a world record for taking market share from the incumbent "Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000

Recent Ahonen Articles/Columns
Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1
Mobile as 7th Mass Media - Mobile Handset Analyst , Feb 2007
Mobile Social Networking - Asia Pacific Telecoms , Jan 2007
Celebrating the 1000th Pearl - The 3G Portal , Oct 2006
Hidden Power in Mobile - Mobile Communications June 6, 2006
Second Subscriptions - Wireless Watch June 5, 2006
Operator Customer Service - The 3G Portal , Apr 2006
3G TV Convergence - European Communications Spring, 2006
Seventh Mass Media - The 3G Portal Nov, 2005
Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005
Story of Mobile vs TV - New Media Knowledge Apr 25, 2005
NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com

Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics by Tomi T Ahonen & Jim O'Reilly foreword Dr Hyun-Oh Yoo, CEO SK Communications (284 pages, Hardcover, Futuretext, July 2007) South Korea is the world's highest penetration country for broadband, 3G, digital TV, videogaming etc. This book looks at how that environment spawns innovations and changes society, from mobile commerce to virtual reality to home robotics with resulting cultural changes from education to government to healtcare to crime. Packed with IT statistics and 12 cases. - book website is www.DigitalKorea.info Available now at Futuretext.com, at Amazon and all major booksellers worldwide “ This book really helps the reader understand what makes a winning Digital ecosystem within a Global context” - JaeHong Yoon, Sr VP Korea Telecom “ I recommend this book as an insightful resource base for the near future concept creation. ” - Karri Mikkonen Director of Strategy, TeliaSonera Sweden

Communities Dominate Brands: Business & Marketing Challenges for the 21st Century by Tomi T Ahonen & Alan Moore with foreword by Stephen C Jones of Coca Cola (274 pages, Hardcover, Futuretext, March 2005) - ALREADY INTO ITS SECOND PRINTING !!! - Business book that discusses the emerging power of digitally empowered communities. Discusses virtual worlds, mobile swarms, blogging. Introduces the 4 Cs, Generation-C (Community), and explains how Alpha Users and Reachability impact marketing communications and customer loyalty. With 13 case studies and 100 real business examples, shows how business must move from inter- ruptive advertising to engagement marketing. - book blogsite is www.CommunitiesDominate.com Available now at Futuretext.com and all major booksellers including Amazon "Authors vividly illustrate the rapidly growing power of digital communities." - Harry Dronec, Red Bull UK "Clearly identifies the issues impacting the audio-visual industry. " - John Ranelagh, TV2 Norway "Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan

3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike Short of O2 (333 pages, softcover, John Wiley & Sons, 2004) - ALREADY INTO ITS SECOND PRINTING !!! - World’s first book on the marketing and sales of 3G and other advanced wireless services. Covers Market Intelligence, Segmentation, Service Creation, Distribution Channels, Promotion, Bundling, Tariffing, Billing, and Churn. With up-to-the-minute theories of cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore

M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360 pages, hardcover, John Wiley & Sons, 2002) World’s first business book on mobile telecoms became world's bestselling 3G book Oct & Dec 2003. Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear money focus, m-Profits includes mobile industry issues as Money Migration, Hockey Sticks, and the 5 M’s theory. The book covers service creation, revenue sharing, content partnerships, telecoms economics, and includes contrasts among all major wireless technologies. Available now at all major bookstores and at Amazon.com “ Good read for industry professionals, operators, bankers and analysts.” - Voytek Siewierski NTT DoCoMo “ Only book to give comprehensive view of marketing and revenue.” - Sophie Ghnassia France Telecom “ Great guide to making money in mobile services.” - Joao Baptista Mercer Management Consulting “ Makes complex theories easy to understand.” - Mark Weisleder Bell Canada

Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John Wiley & Sons, 2002) World’s first book on 3G services is also the world's bestselling 3G book in Oct 2002. Covers 200 service ideas with lots of illustrations, statistics, charts. Written by 14 leading 3G experts, for the non-technical reader. Includes the 5 M’s theory, service creation, content partnerships, revenue sharing, marketing and competition in 3G. Covers all major service groupings such as SMS, MMS, m-commerce, mobile advertising, video, music, gaming, infotainment, B2B, B2C, B2E... - also translated to Chinese - Available now at all major bookstores and at Amazon.com “ This book provivdes a framework for launching UMTS.” - Mike Short mmO2 “ A must read.” - Dr Roberto Saracco Telecom Italia Future Lab “ Welcome change from technology led literature.” - Dr Didier Bonnet Cap Gemini Ernst & Young “ Explains some of the compelling services.” Jeff Lawrence Intel

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Ahonen Mobile Communities2007

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