Tomi Ahonen

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Presentation from the Camerjam M-Football conference, 21 January 2010, www.camerjam.com/events/m-football

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Tomi Ahonen

  1. 1. "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 A Look at M-Sports Around the World (keynote address) Tomi T Ahonen, MBA Author and Consultant FIFA 2010 Conference London UK 21 Jan 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  2. 2. At End of 2009 • 470 M daily circulation of all newspapers • 825 M registered automobiles • 950 M total cable/satellite TV subscribers • 1.1 B total fixed landline phones • 1.2 B All types of PCs in use incl laptops, netbooks • 1.6 B total TV sets in use • 1.7 B total internet users incl PC, mobile, web cafe • 1.8 B total unique holders of credit cards • 2.2 B total unique holders of banking accounts • 4.0 B total FM radios in use (excluding phones w FM) • But 4.6 B mobile phone subscriptions globally... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  3. 3. Mobile Subscribers, Phones in Use and Unique Owners 4.6B Subs, 3.9B phones, 3.4B Uniques 4.5 4.6 B subscriptions 4 3.9 B phones 3.5 3.4 B uniques 3 Total Subscribers 2.5 Phones in Use 2 Unique Owners 1.5 1 0.5 0 98 99 00 01 02 03 04 05 06 07 08 19 19 20 20 20 20 20 20 20 20 20 Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  4. 4. Digital Divide, Penetration Rates Industrialized World Developing World 1.2B population 5.6B population 600M cars 50% pene 320M cars, 6% pene 675M PCs 56% pene 425M PCs 8% pene 725M landlines 60% pene 425M landlines 8% pene 950M TVs 79% pene 550M TVs, 10% pene 950M w Bank Acct 79% 1.3B w Bank Acct 22% pene 2.7B FM radio 225% pene 1.2B FM Radio 21% pene 1.6B mobile 133% pene 3.0B mobile 56% pene Source: Tomi Ahonen Amanac 2010 Pearls: Real Mobile Services collected by Tomi T Ahonen - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  5. 5. India 'Mobile Radio' as big as FM • India offers basic streaming radio services, for rural areas that are beyond the reach of FM radio • 750,000 villages in cellular coverage, but no FM • 20M mobile users in India use 'mobile radio' • Services news, weather, sports like cricket scores, music such as Bollywood hits • Wall Street Journal: mobile radio worth $200M ie same as India FM radio industry • Average user of mobile radio pays 0.83 US cents/mo Source: Wall Street Journal 24 Nov 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  6. 6. Fixed Internet vs Mobile Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  7. 7. "Mobile is going to be the next big internet phenomenon." - Eric Schmidt, CEO Google 2005 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  8. 8. "By 2010 the majority of internet access worldwide would be from mobile phones, not PCs" - Terry Semel CEO Yahoo 2006 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  9. 9. "The majority of internet access is from mobile phones." - Olli-Pekka Kallasvuo CEO Nokia, 12 Jan 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  10. 10. Mobile v Fixed Content 2009 Fixed Internet Mobile Internet $27.3 B Content/Services $85.8 B $36.4 B Advertising $3.1 B $63.7 B TOTAL $88.9 B Sources: Morgan Stanley, Portio Research, Reuters 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  11. 11. 7th of the Mass Media ..and the 4th screen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  12. 12. The 7 Mass Media 1st mass medium Print 1500: books, newspapers, magazines 2nd medium Recordings 1890s: music, games, movies 3rd medium Cinema 1910s 4th medium Radio 1920s 5th medium TV 1950s 6th medium Internet 1995s 7th medium Mobile 2000s Source: Ahonen book Mobile as 7th of the Mass Media, 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  13. 13. - Tomi T Ahonen "Mobile is as different from the internet, as TV is different from radio." - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  14. 14. Mobile Has 8 Unique Benefits 1. Mobile is first personal mass medium 2. Permanently Connected 3. Always Carried 4. Built-in Payment Channel 5. Available at Creative Impulse 6. Has Most Accurate Audience Info 7. Captures Social Context of Consumption 8. Enables Augmented Reality Source: Tomi Ahonen book Mobile as 7th of the Mass Media, 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  15. 15. Reaches You When You Sleep • Yes, we've heard that we sleep with mobile phones. • Now latest research by Lightspeed Research reveals that 67% of UK citizens not only take their phones to bed with them (ie use alarm clock) but yes, two out of three actually keep the phone on and connected - to receive SMS or calls at night. • And only 14% will switch the phone to silent. So 53% will sleep with the phone not just on, but so that it will wake you if a message or call arrives at night.. Source Mobile Europe 30 June 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  16. 16. Our Ten Needs served by phone 1 - Communicate (1979 - Japan) 2 - Consume / Media (1998 - Finland) 3 - Charging / Payments (1999 - Philippines) 4 - Commercials / Ads (2000 - Finland) 5 - Create / Cameraphone (2001 - Japan) 6 - Community (2003 - South Korea) 7 - Cool / Fashion (2006 - Japan) 8 - (Remote) Control (2007 - South Korea) 9 - Context / Beyond Reality (2008 - UK) 10 - Cyber / Plants (2009 - Japan) Pearls: Real Mobile Services Source: TomiAhonen Consulting January 2007-09 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  17. 17. About mobile and advertising • Banner ads, spam SMS and pre-roll ads are copies of older ad formats, and are interruptive by nature • Mobile allows us to do 'engagement marketing' so please understand what is interruptive, interactive, viral, and engagment marketing. • Mobile allows us to de-couple advertising from the linear stream of media. We can give uninterrupted movies for example from Monday to Friday, then have our fan view specific ads on Saturday.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  18. 18. Mobile, Sports and Advertising Use 6 M's Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  19. 19. Five M's First five M's discovered by Tomi T Ahonen & Joe Barrett, 2001. Sixth M discovered by Paul Golding in 2004 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  20. 20. What is the Six M's • It is a comprehensive tool to build billable value to mobile services • It shows all areas where any service might be enhanced to deliver billable value • It works with any digital services, existing or hypothetical • It can also be used as a test - if a service cannot benefit from the Six M's, that service will not bring much satisfaction to users on mobile phones • The Six M's is the mobile service development tool by Tomi T Ahonen, with Joe Barrett of Nokia and Paul Golding of Motorola, referenced in over a dozen books and used by most of the industry giants Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  21. 21. The Six M’s • First M: MOVEMENT, escaping the fixed place Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  22. 22. Slovenia - Lenovo and Soccer • Qootia out of Slovenia have developed a platform to enable extempore interactive billboard advertising Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  23. 23. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  24. 24. Italy - CNN iReport - Fanzone • CNN launched iReport citizen journalism 2 years ago. • By the summer of 2008 it had received over 240,000 submitted iReport video clips from over 180 countries • In late 2009 CNN started to seek iReporters to cover specific sports teams. They branded it 'Fanzone' and were recruiting i-Reporters to cover Intern Milan in November Source: CNN 24 Nov 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  25. 25. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  26. 26. USA - Pittsburgh Penguins Mobile • The Pittsburgh Penguins NHL ice hockey team launched a fan video service for mobile in the 2008- 2009 season • The service targeted at season-ticket holding 'VIP' fans • Offered live video feeds during games, and intended to be viewed while sitting in the audience of a live game • Cameras behind goalie, at bench, in locker room, even live on star players, allowed fans to see more of game • Paid premium service adopted Pearls: Real Mobile Services by over half of Penguins fans collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  27. 27. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone • Fourth M: MULTI-USER, extending one's self to one's community Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  28. 28. Canada - The Hockey News Mobile • The Canadian weekly print newsmagazine had been struggling like most print titles with declining sales. • In 2009 The Hockey News launched its mobile version, developed by Toronto based Polar Mobile • It created new sales to new younger customers with 300,000 mobile users • Print edition reversed the trend, and actually grew print sales by 5% • Hockey News mobile edition was totally revised as an improved mobile application four times in its first year Source: Polar Mobile Sept 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  29. 29. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalisting the phone • Fourth M: MULTI-USER, extending one's self to one's community • Fifth M: MONEY, expending financial resources Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  30. 30. Hong Kong - Virtual Racehorse • 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: Tomi Ahonen Pearls Vol 2: Pearls: Real Mobile Services Mobile Social Networking, 2009 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  31. 31. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone • Fourth M: MULTI-USER, extending one's self to one's community • Fifth M: MONEY, expending financial resources • Sixth M: MACHINES, empowering devices, gadgets and automation3G Strategy Consulting Copyright © Tomi T Ahonen 2010 www.tomiahonen.com
  32. 32. Hong Kong Guinness & Rugby • Guinness ran free quide to Hong Kong Sevens rugby tournament in 2008 • Included free tournament guide, who is playing whom, scores, players, stats etc • Was also Hong Kong tourist guide, maps, and pubs serving Guinness • Best feature: included basic translator from English to Cantonese to allow basic tourist phrases • All free on mobile Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  33. 33. Adding value through the 6 M’s Movement Me Moment This is how Multi-user Money you build billable value Machines Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  34. 34. China - Puma and Formula One • At 2008 Shanghai F1 race, Puma created a mobile advergame campaign to engage with its customers. F-Wan (means "play" in Chinese) • The game featured a racetrack in the shape of Puma's logo • Game allowed 4 multiplayer • Top scores and Viral spreading earned Puma merchandise • Footfall to 350 Puma stores by MMS coupon for mobile content Source; MobiAd News 8 January 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  35. 35. If you like my slides... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  36. 36. Join the free expert community of over 2,000 with over 40 of mobile authors and 16 of the 20 best-read bloggers in mobile www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford" Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  37. 37. I am here to meet YOU.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  38. 38. To Follow Tomi's Thoughts.. • Easiest - Twitter Feed is @tomiahonen • Tomi's regular commentary on the mobile industry including tons of his "Pearls", read his blog at www.7thmassmedia.com • For his longer analytical pieces on digital convergence, marketing, media, technology and mobile, his blog with Alan Moore at www.communities-dominate.blogs.com Tomi is on Facebook and Linked In as well And he is a moderator at Forum Oxford All links, all books, visibility etc, is at his company website www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  39. 39. But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  40. 40. Thank you Tomi based in Sao Paulo tomi@tomiahonen.com www.tomiahonen.com Twitter @tomiahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  41. 41. 50 Pearls in eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  42. 42. Some Findings from New Report.. 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  43. 43. 3 B SMS Users, 1.7 B Premium Data 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Subscribers, Messaging Users, Data Users 4.5 4 3.5 3 Total subscribers 2.5 Messaging users 2 1.5 Premium data users 1 0.5 0 99 98 00 01 02 03 04 05 06 07 08 19 19 20 20 20 20 20 20 20 20 20 Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  44. 44. Shift of Mobile Phone Installed Base 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Installed Base of Mobile Phones by Generation 100% 90% 80% 70% 3.5G 60% 3G 50% 2.5G 40% 2G 30% 1G 20% 10% 0% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  45. 45. Regional Split of Mobile Media Income 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Mobile Media Markets Regionally by Revenue 35 30 25 20 15 10 5 0 ed ng a da st t ica st es r ic Ea Ea nc pi na er W Af lo va Ca Am pe e ve pe dl ad ro de id & ro tin Eu AC M Eu A ia La US As AP Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  46. 46. Tomi Ahonen eBooks Tomi Ahonen Almanac 2009 171 pages, eBook format only, February 2009 - Cost 9.99 Euro Chapter 1 - Introduction Chapter 2 - Size of Mobile Industry Chapter 3 - Customers 70 tables and graphs Chapter 4 - Handsets and Smartphones in the eBook Chapter 5 - SMS Text Messaging Chapter 6 - Mobile Internet cost only 9.99 Euros Chapter 7 - Seventh Mass Media Channel order at "Whenever I need a stat, Chapter 8 - Music on Mobile www.tomiahonen.com Tomi seems to have it, I'd highly recommend this." Chapter 9 - Mobile TV and Video - Russell Buckley, MD Chapter 10 - Mobile Gaming Admob, Chairman Mobile Chapter 11 - Mobile Social Networking Marketing Association Chapter 12 - Other Mobile Content "Speaking of statistics, the Chapter 13 - Mobile Advertising and Marketing Tomi Ahonen Almanac is Chapter 14 - Voice Calls an eBook for mobile nuts." - Ricky "The Guru" Cadden Chapter 15 - Business/Enterprise Services at Symbian Guru Chapter 16 - Other Mobile Data "Tomi Ahonen is the king Chatper 17 - Network Infrastructure of mobile statistics." Chapter 18 - Mobile History and Milestones - Paul Poutanen founder APPENDIX and President of Mob4hire Index of Mobile Leadership "The Almanac is full of 60 Major Countries in Mobile hard to find information." - WAP Review 20 Biggest Mobile Operator Groups Bibliography, Good Websites Copyright © Tomi T Ahonen 2010 3G Strategy Consulting www.tomiahonen.com About the Author
  47. 47. Global Users End of 2009 • 4.6 B total mobile phone subscriptions • 77% use SMS text messaging globally = 3.5B • 37% use MMS picture messaging = 1.7B • 32% use browsing services including WAP = 1.5B • 16% access the 'real internet' on phone = 750M • 12% have a smartphone = 550M Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  48. 48. Bonus Info.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  49. 49. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability "Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000 • Provides workshops, training and consulting in how to make money with mobile adn converged services. • The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; he is quoted in 60 books by his peers • Quoted in over 300 press stories in a dozen languages; keynotes at over 200 major conferences on 6 continents; his daily blog is syndicated on CNBC, NY Times, etc • 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” Earlier Tomi Ahonen has set up & website: www.tomiahonen.com run Nokia’s 3G Business e-mail: tomi@tomiahonen.com Consultancy. Previously he worked for 3 operators where he blog: www.7thMassMedia.com created the world’s first fixed- twitter: @tomiahonen mobile service bundle and set a • Tomi's new book "Mobile as 7th of the Mass Media" world record for taking market share from the incumbent Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  50. 50. Tomi Ahonen eBooks eBooks only via tomiahonen.com Pearls Vol 2: Mobile Social Networking Foreword by Mark Curtis, CEO of Flirtomatic, 171 pages, eBook format only, April 2009 - Cost only 9.99 Euro Tomi's second volume of "Pearls", has 50 case studies of real world services around topics of mobile social networking and digital communities covering all biggest stories including Mixi, Mobage, Flirtomatic, Itsmy, Qik, Twitter, Cyworld, Habbo, Mogi, Tohato, MTV, i-Report etc. Pearls Vol 1: Mobile Advertising Foreword by Russell Buckley, SVP Admob, Chairman Mobile Marketing Association 171 pages, eBook format only, January 2009 - Cost only 9.99 Euro Launching an eBook series of Tomi's "Pearls", this first volume has 50 case studies of real world services around topics of mobile advertising and marketing from 19 countries including location-based, coupons, viral, advergaming etc Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  51. 51. Tomi Ahonen eBooks eBooks only via tomiahonen.com Tomi Ahonen Almanac 2009 171 pages, eBook format only, February 2009 - Cost only 9.99 Euro Comprehensive industry review and almanac with 70 tables, charts and diagrams, covering all major aspects of the mobile telecoms industry from handsets to services, from customers to networks, from SMS text messaging to content from mobile internet to mobile advertising. "Whenever I need a stat, Tomi seems to have it, so I'd highly recommend this." - Russell Buckley, MD Admob Europe, Chairman Mobile Marketing Association "Speaking of statistics, Tomi Ahonen has put together the Tomi Ahonen Almanac 2009 as an eBook for mobile nuts. In it, you can quickly find out the mobile penetration of say, Thailand, or that 51% of the Earth's population has at least one cellphone, and one in 8 mobile subscribers usually walks around with 2 phones in their pockets!" - Ricky "The Guru" Cadden at Symbian Guru "Tomi Ahonen is the king of mobile statistics and knows more about the mobile space than any one I know" - Paul Poutanen founder and President of Mob4hire "If you're interested in mobile statistics, you really need to pick up a copy of Tomi Ahonen's Almanac 2009. The Almanac is full of hard to find information." - WAP Review Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  52. 52. Tomi Ahonen six hardcover books all six hardcover books are available at Amazon Mobile as 7th of the Mass Media, 2008 explains the media opportunities in mobile from music and gaming to TV and social networking and even internet and adertising. 322 pages. Digital Korea, 2007 with Jim O'Reilly is case study in digital convergence from the most advanced information society of South Korea. covers internet, TV, mobile, ecash, egoverment, robotics, telematics, virtual reality etc 282 pages. Communities Dominate Brands, 2005 with Alan Moore first business book on social networking 280 pages. 3G Marketing, 2004, with Timo Kasper & Sara Melkko is marketing handbook for mobile operators M-Profits 2002 is only comphrenensive business book for mobile, 360 p Services for UMTS, 2002, with Joe Barrett was first services and applications book for 3G, 373 pages Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  53. 53. Selected TomiAhonen Workshops • Changing Customer Needs in Mobile Most requested workshop currently, includes “steps” to addiction, “split” personalities, time to change.. • Mobile as 7th Mass Media Tomi's latest workshop discussing media convergence and unique aspects of mobile. Also adopted for Oxford Univ. • Social Networking / Mobile Digital Communities based on his book Communities Dominate Brands, may be run with SMLXL. Adopted for Oxford U. • New Mobile Service Creation From ideas to money-making, for mobile and fixed, for operators, vendors, content partners etc, includes 6 M’s and Early 8 • Business of Mobile Telecoms (2G, 2.5G, 3G) Adopted for Oxford U • 3G TV covering video and TV convergence with mobile. Adopted for Oxford U • Mobile Marketing and Advertising featuring "Engagement Marketing" • Segmentation and Customer Understanding may be run with Xtract • Launch Marketing for 2.5G and 3G also adopted for Oxford University • MVNO, Revenue Sharing & Partnerships can include building a model • Forecasting and Business Modelling in Telecoms Popular workshop • Competitiveness in Telecoms Workshop form or competition simulation: • Workshops are very cost-effective ! Write tomi@tomiahonen.com for more. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  54. 54. Tomi Thought Pieces & White Papers • TomiAhonen Thoughts Mobile in Developing World, October 2009 • TomiAhonen Thoughts Evolution of Mobile Phone, June 2009 • TomiAhonen Thoughts Mobile Social Networking, April 2009 • TomiAhonen Thoughts Mobile Internet, February 2009 • TomiAhonen Thoughts Mobile Industry Size 2009, January 2009 • TomiAhonen Thoughts Mobile 7th Mass Media, September 2008 • TomiAhonen Thoughts Mobile Customers, August 2008 • TomiAhonen Thoughts Mobile Advertising, April 2008 • TomiAhonen Thoughts Mobile TV, December 2007 • TomiAhonen Thoughts SMS Text Messaging, October 2007 • TomiAhonen Thoughts Mobile Communities, November 2006 • TomiAhonen Thougths on MVNOs, June 2006 • SMLXL White Paper 7th Mass Media, June 2007* • SMLXL White Paper Pop Idol, June 2006* • * Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL • Write to tomi@tomiahonen.com for your free copy of any of the above Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  55. 55. Recommended Books • Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008 • Communities Dominate Brands Ahonen & Moore, 2005 • Mobile Advertising, Sharma, Herzog & Melfi, 2008 • Digital Korea, Ahonen & O'Reilly, 2007 • Mobile Marketing Handbook, Kim Dushinski, 2009 • Mobile Internet for Dummies, O'Farrell, Levine, Algroy, Pearce & Appelquist, 2008 • Wireless Broadband, Fotheringham & Sharma, 2008 • Mobile Web 2.0, Jaokar & Fish, 2006 • Distraction, Mark Curtis, 2005 • M-Profits, Tomi T Ahonen, 2002 • Next Generation Wireless Apps, Paul Golding, 2004 • 3G Marketing, Ahonen, Kasper & Melkko, 2004 • Mobile Strategy, Tom Weiss, 2006 • ...And of course The Dilbert Future by Scott Adams.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  56. 56. Picnic Prez (everybody has seen) Why 4 Billion is a Relevant Number? Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  57. 57. First 4 ? Why 4 Billion is a Relevant Number? Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  58. 58. Context of First 4 Billion? • 480 M daily circulation of all newspapers • 800 M registered automobiles • 900 M total cable/satellite TV subscribers • 1.1 B All types of PCs in use incl laptops, netbooks • 1.2 B total fixed landlines • 1.4 B total internet users • 1.5 B total TV sets in use • 1.7 B total unique holders of credit cards • 2.1 B total unique holders of banking accounts • 3.9 B total FM radios in use • But 4 B mobile phone subscriptions globally... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  59. 59. Mobile Subscribers, Phones in Use and Unique Owners 4 B Subs, 3.4 B phones, 3.1 B Uniques 4.5 4 3.5 3 Total Subscribers 2.5 Phones in Use 2 Unique Owners 1.5 1 0.5 0 98 99 00 01 02 03 04 05 06 07 08 19 19 20 20 20 20 20 20 20 20 20 Source: Tomi Ahonen Amanac 2009 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  60. 60. The Seven Mass Media Wikipedia page: Seven Mass Media Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  61. 61. The 7 Mass Media 1st mass medium Print 1500: books, newspapers, magazines 2nd medium Recordings 1890s: music, games, movies 3rd medium Cinema 1910s 4th medium Radio 1920s 5th medium TV 1950s 6th medium Internet 1995s 7th medium Mobile 2000s Source: Ahonen book Mobile as 7th of the Mass Media, 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  62. 62. - Tomi T Ahonen "Mobile is as different from the internet, as TV is different from radio." - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  63. 63. Is Not the Dumber PC Nor Is It A Crippled Internet Mobile is Better at inputs, as good in outputs Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  64. 64. If Screen Size Mattered Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  65. 65. Inputs Compared • The basic desktop PC in the 1990s had only two inputs: the 101 key keyboard and the mouse Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  66. 66. Inputs Compared • The basic desktop PC in the 1990s had only two inputs: the 101 key keyboard and the mouse • The modern top-end smartphone has up to seven distinct inputs: a keypad, touch-screen, camera (including video), 2D barcode scanner, microphone, motion sensor, and network input ie GPS positioning • Better yet, mobile is designed to be operated by one hand! Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  67. 67. Don't think its only mobile • In the industrialized world, It will be a Multimedia, multi-platform environment • But the (smart)phone is the preferred media • And mobile will be present when we consume other media Source: book Communities Dominate Brands Ahonen & Moore 2005 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  68. 68. The 7 Benefits of the 7th Medium Better than the internet or television Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  69. 69. Mobile Has 7 Unique Benefits 1. Mobile is first personal mass medium 2. Permanently Connected 3. Always Carried 4. Built-in Payment Channel 5. Available at Creative Impulse 6. Has Most Accurate Audience Info 7. Captures Social Context of Consumption Source: Tomi Ahonen book Mobile as 7th of the Mass Media, 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  70. 70. Much Much More than Media Not just a consumption device Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  71. 71. Our Ten Needs served by phone 1 - Communicate (1979 - Japan) 2 - Consume / Media (1998 - Finland) 3 - Charging / Payments (1999 - Philippines) 4 - Commercials / Ads (2000 - Finland) 5 - Create / Cameraphone (2001 - Japan) 6 - Community (2003 - S Korea) 7 - Cool / Fashion (2006 - Japan) 8 - (Remote) Control / Robots (2007 - S Korea) 9 - Context / Beyond Reality (2008 - UK) 10 - Cyber / Now Plants (2009 - Japan) Pearls: Real Mobile Services Source: TomiAhonen Consulting January 2007 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  72. 72. What of Magic? Beyond Copying Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  73. 73. Five M's First five M's discovered by Tomi T Ahonen & Joe Barrett, 2001. Sixth M discovered by Paul Golding in 2004 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  74. 74. What is the Six M's • It is a comprehensive tool to build billable value to mobile services • It shows all areas where any service might be enhanced to deliver billable value • It works with any digital services, existing or hypothetical • It can also be used as a test - if a service cannot benefit from the Six M's, that service will not bring much satisfaction to users on mobile phones • The Six M's is the mobile service development tool by Tomi T Ahonen, with Joe Barrett of Nokia and Paul Golding of Motorola, referenced in over a dozen books and used by most of the industry giants Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  75. 75. The Six M’s • First M: MOVEMENT, escaping the fixed place Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  76. 76. Carbon Diem • Location-Based mobile service that tracks how your mobile phone moves. • If it moves at walking speeds, you are walking and not creating a carbon footprint. Same for bicycling. • If you move at the speed of traffic, you're in a car or taxi, and your carbon footprint is charged. • It knows if the travel pattern is stop-and-go on bus routes or train routes, and charges you less as you share the costs travelling by public transportation Pearls: Real Mobile Services Source: Springwise 13 Oct 2008 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  77. 77. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  78. 78. Your Flower says: I Need Water.. • Now AgriHouse in Japan offers the latest in communications beyond the human race - your houseplants! A device attached to the plant will send SMS to you when the plant needs to be watered Source: Cellular News 1 June 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  79. 79. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  80. 80. Mobile Love Detector ! • Yes, we've had the mobile lie detector for some years now, but the latest innovation from South Korea.. • The Love Detector ! • KTF has launched a service that measures voice patterns and gives an on-screen measure of how much affection (and how honestly) the person is talking • Also summary data can be provided after a discussion via SMS Source: Forum Oxford 15 Feb 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  81. 81. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone • Fourth M: MULTI-USER, extending one's self to one's community Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  82. 82. Mood Music • More music formats to 7th mass media: Mood music? • Dada from Italy now with 12 M users across 18 countries, offers “how do you feel right now” type of text-based messages and updates like on Facebook and Twitter, with a song of mood music. • How do you feel right now? Your friends understand Source: Netsize Guide 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  83. 83. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalisting the phone • Fourth M: MULTI-USER, extending one's self to one's community • Fifth M: MONEY, expending financial resources Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  84. 84. M-Books $435 M in Japan • In Japan m-Books worth 435 million dollars (40B Yen) in 2008 says Impress R&D. Contrast with e- Books worth 67 M dollars. • In 2007 reveal 5 out of 10 best- selling printed books in Japan were originally mobile books • M-books written often on phones, by young authors, using text messaging grammar, spelling & style (C U L8R "see you later") • Best m-books are released in print versions, even made to movies Sources: TMC Net 9 July 2009, Ahonen Pearls: Real Mobile Services book Mobile as 7th of the Mass Media 2008 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  85. 85. The Six M’s • First M: MOVEMENT, escaping the fixed place • Second M: MOMENT, expanding the concept of time • Third M: ME, expressing oneself and personalising the phone • Fourth M: MULTI-USER, extending one's self to one's community • Fifth M: MONEY, expending financial resources • Sixth M: MACHINES, empowering devices, gadgets and automation3G Strategy Consulting Copyright © Tomi T Ahonen 2010 www.tomiahonen.com
  86. 86. Layar Augmented Reality Browser • Layar had released the world's first augmented reality browser, for the mobile phone. It uses real-time location information and positions itself, then super- impoises virtual reality information onto the live image seen on the cameraphone viewfinder • Truly magical! Like science fiction, today... Source: Layar June 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  87. 87. Adding value through the 6 M’s Movement Me Moment This is how Multi-user Money you build billable value Machines Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  88. 88. Next 4 Billion ? The greatest economic opportunity of the next decade Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  89. 89. Planet has 6.7 B people • So if it is not the "next 2.7B mobile subscribers" • ...Then Tomi is suggesting 8 B mobile subscribers • World, total world population? to reach 120% per- capita subscriptions to mobile? • Africa, India, Latin America to reach over 100% ? • Literacy ? • Electricity ? • Extreme poverty ? • Is this viable ? Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  90. 90. Some Developing World Markets.. • Ukraine is at 140% mobile subscriptions per capita • Russia 130% • Chile at 120% • Argentina 110% • Malaysia 100%, Colombia 100%, South Africa 100% • All of these growing at 5% - 12% per year Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  91. 91. Some Developing World Markets.. • Ukraine is at 140% mobile subscriptions per capita • Russia 130% • Chile at 120% • Argentina 110% • Malaysia 100%, Colombia 100%, South Africa 100% • All of these growing at 5% - 12% per year • Other "BRICs" - Brazil 80%, China 60%, India 40% • Other biggest countries with over 100M population by size: Indonesia 60%, Pakistan 60%, Bangladesh 30% Nigeria 40%, Mexico 80% • All of these growing at 15% - 20% per year Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  92. 92. 120% penetration = dual phones • It means two subscriptions for most employed people • Many who have two subscriptions, will have two phones • That means users with two hands, two phones, two networks, dual usage • That means promiscuous behavior, no more absolute loyalty to just one network • Also big market for dual SIM card phones Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  93. 93. Literacy impacts? • Opportunities for the youth, who go to school, to get jobs due to their literacy, to help read and write text messages for their parents, uncles and aunts, grandparents etc • Buying a simple ringing tone, and going through phone menu to install it, is too much to ask an illiterate person • A banking service on SMS has to be ultra-simple • Printed user guides for phones are pretty useless in illiterate markets, phone makers install user guides as videos permanently encoded onto the phones Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  94. 94. Effect of Replacement Cycle • Most do not understand the power of the replacement cycle • Mobile phone average replacement cycle globally is under 18 months. Compare to 3.5 years for average personal computer • Next year's superphone, the next gen iPhone or super-Blackberry or N-series or Samsung or Android • Will be given to teenagers as the hand-me-down phone two years later • And will be passed on to 9 year olds two years after that. Yes, phones more powerful than best today, will be toys for 9 year olds in 2013.... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  95. 95. Second Hand Phones.. • And the developing world? Will increasingly see advanced featurephones and smartphones and 3G phones, shipped as second hand phones to Africa, South America and developing parts of Asia • There will be a thriving smartphone and powerful featurephone market in Africa for example, but the average age of popular smartphones will be 3 years older generations than currently in the industrialized world, very strongly skewing to Nokia and Symbian, with Blackberry the only viable second option Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  96. 96. Digital Divide / Only Mobile • The next 4 billion will NOT be connected to the legacy sixth mass media internet, on personal computers, laptops, notebooks or even netbooks • The mass market in the developing world will connect to the internet on their phones, not smartphones. These are featurephones and basic WAP browsers • If you build services for this market, designed for use on WAP, SMS, MMS, you will be successful • But the emerging middle class want netbooks, and will be big consumers of smartphones • The wealthy class will have best Apples and Lenovos and broadband - and latest 3G smartphones Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  97. 97. Next 4 B will be addicted to SMS • I cannot stress this enough • SMS is the only mobile service, proven to be addictive, in university studies conducted around the world, from Belgium to Australia • SMS was worth 130 Billion dollars in 2008. User base grew 20%. SMS traffic grew 50% SMS revenues grew 25% • People prefer using SMS to making phone calls, is a global trend, proven from New Zealand to the USA • The biggest data opportunity for the next 4 Billion is SMS, basic person-to-person, and premium SMS Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  98. 98. Some Glimpses Into Near Future • Finland became first country to eliminate public payphones • Over 60% of Finnish homes have abandoned landline phone • And mobile voice? Lightspeed Research found that in 2009 already 13% of the planet mobile phone users do not originate voice calls - SMS will cannibalize voice! - don't call it a mobile phone Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  99. 99. Some Glimpses Into Near Future • 46% of bank accounts in Kenya are mobile banking • Over 50% of airline check-in on Finnair is mobile • Spain SMS authorization contractually binding • Estonia to have first national elections via mobile • Lightspeed Research found 67% of UK citizens sleep with phone, and two out of three actually keep the phone on and connected - to receive SMS or calls at night. Only 14% switch the phone to silent. 53% will receive communications while asleep Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  100. 100. Some Glimpses Into Near Future • 46% of bank accounts in Kenya are mobile banking • Over 50% of airline check-in on Finnair is mobile • Spain SMS authorization contractually binding • Estonia to have first national elections via mobile • Lightspeed Research found 67% of UK citizens sleep with phone, and two out of three actually keep the phone on and connected - to receive SMS or calls at night. Only 14% switch the phone to silent. 53% will receive communications while asleep Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  101. 101. And the biggest media opportunity • ...is NOT apps stores, is BY FAR bigger • It is also NOT putting the "real internet" onto phones • and it is not "mobile TV" • It is not even browsing on a phone • The biggest media opportunity on the planet, for mobile for the next decade is... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  102. 102. And the biggest media opportunity • ...is NOT apps stores, is BY FAR bigger • It is also NOT putting the "real internet" onto phones • and it is not "mobile TV" • It is not even browsing on a phone • The biggest media opportunity on the planet, for mobile for the next decade is... • ...MMS !!!!!!! • Yes, picture messages and short MMS video clips • In particular it is a compelling advertising platform Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  103. 103. BMW Snow Tyres via MMS • BMW ran a very precisely targeted and timed MMS campaign to sell new car buyers snow tyres. • Target: those who bought a BMW in Germany between spring and autumn (when snow tyres are not required). • Timing: the MMS campaign went out on the first day of snowfall • Personalization: Each BMW owner got customized ad with their car and color. • Engagement: customers could link back and check different tyres and wheels. • Result: 30% conversion rate! Pearls: Real Mobile Services Source: MobiAd News 17 Sept 2008 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  104. 104. BMW Snow Tyres via MMS • BMW ran a very precisely targeted and timed MMS campaign to sell new car buyers snow tyres. • Cost of tyres $700 Cost of tyres & rims $2500. Average $1300 • Total sales of BMW in summer 2008: 297,000 Those sold to hire/fleet: 180,000 Total customers: 117,000 received MMS • Cost of the MMS air-time approx $60,000 and cost of creating campaign another $60,000, total costs $120,000: • 30% response rate = 35,000 customers at $1300 each = BMW made $45,500,000 • average return on investment $378 per MMS. Sources: Open Gardens 12 Dec 2008 and Forum Oxford 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  105. 105. If you like my slides... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  106. 106. Join the free expert community of over 2,000 with over 40 of mobile authors and 16 of the 20 best-read bloggers in mobile www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford" Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  107. 107. I am here to meet YOU.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  108. 108. To Follow Tomi's Thoughts.. • Easiest - Twitter Feed is @tomiahonen • Tomi's regular commentary on the mobile industry including tons of his "Pearls", read his blog at www.7thmassmedia.com • For his longer analytical pieces on digital convergence, marketing, media, technology and mobile, his blog with Alan Moore at www.communities-dominate.blogs.com Tomi is on Facebook and Linked In as well And he is a moderator at Forum Oxford All links, all books, visibility etc, is at his company website www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  109. 109. But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  110. 110. Started with a joke about SMS • First 4 Billion took 30 years, made mobile the widest reaching technology on the planet • Mobile is the 7th mass medium, it has 7 unique benefits, that cannot be replicated by older media • Building services for mobile, use 6 Ms • Next 4 Billion come from the developing world, their mobile opportunities will be radically different from what we now know Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  111. 111. Thank you Tomi based in Sao Paulo tomi@tomiahonen.com www.tomiahonen.com Twitter @tomiahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  112. 112. 50 Pearls in eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  113. 113. Some Findings from New Report.. 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  114. 114. Shift of Mobile Phone Installed Base Installed Base of Mobile Phones by Generation 100% 90% 80% 70% 3.5G 60% 3G 50% 2.5G 40% 2G 30% 1G 20% 10% 0% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  115. 115. Regional Split of Mobile Media Income Mobile Media Markets Regionally by Revenue 35 30 25 20 15 10 5 0 ed ng a da st t ica st es r ic Ea Ea nc pi na er W Af lo va Ca Am pe e ve pe dl ad ro de id & ro tin Eu AC M Eu A ia La US As AP Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  116. 116. Bonus Info.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  117. 117. Compare 7 Mass Media Print Static page No inputs Recordings Depends on player dozen controls Cinema Giant screen/sound No inputs Radio Sound only dozen controls TV Medium screen/sound dozen controls Internet Medium screen/sound keyboard, mouse Mobile Small screen/sound keypad, touch, vibration microphone, camera, 2D bar- code, motion, network input Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  118. 118. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability "Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000 • Provides workshops, training and consulting in how to make money with mobile adn converged services. • 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 300 press stories in a dozen languages; keynotes at over 200 major conferences on 6 continents; his daily blog is syndicated on CNBC, NY Times, etc • 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” Earlier Tomi Ahonen has set up & website: www.tomiahonen.com run Nokia’s 3G Business e-mail: tomi@tomiahonen.com Consultancy. Previously he worked for 3 operators where he blog: www.7thMassMedia.com created the world’s first fixed- twitter: @tomiahonen mobile service bundle and set a • Tomi's new book "Mobile as 7th of the Mass Media" world record for taking market share from the incumbent Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  119. 119. Tomi Ahonen eBooks eBooks only via tomiahonen.com Pearls Vol 2: Mobile Social Networking Foreword by Mark Curtis, CEO of Flirtomatic, 171 pages, eBook format only, April 2009 - Cost only 9.99 Euro Tomi's second volume of "Pearls", has 50 case studies of real world services around topics of mobile social networking and digital communities covering all biggest stories including Mixi, Mobage, Flirtomatic, Itsmy, Qik, Twitter, Cyworld, Habbo, Mogi, Tohato, MTV, i-Report etc. Pearls Vol 1: Mobile Advertising Foreword by Russell Buckley, SVP Admob, Chairman Mobile Marketing Association 171 pages, eBook format only, January 2009 - Cost only 9.99 Euro Launching an eBook series of Tomi's "Pearls", this first volume has 50 case studies of real world services around topics of mobile advertising and marketing from 19 countries including location-based, coupons, viral, advergaming etc Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  120. 120. Tomi Ahonen eBooks eBooks only via tomiahonen.com Tomi Ahonen Almanac 2009 171 pages, eBook format only, February 2009 - Cost only 9.99 Euro Comprehensive industry review and almanac with 70 tables, charts and diagrams, covering all major aspects of the mobile telecoms industry from handsets to services, from customers to networks, from SMS text messaging to content from mobile internet to mobile advertising. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  121. 121. Tomi Ahonen six hardcover books all are available at Amazon Mobile as 7th of the Mass Media, 2008 explains the media opportunities in mobile from music and gaming to TV and social networking and even internet and adertising. 322 pages. Digital Korea, 2007 with Jim O'Reilly is case study in digital convergence from the most advanced information society of South Korea. covers internet, TV, mobile, ecash, egoverment, robotics, telematics, virtual reality etc 282 pages. Communities Dominate Brands, 2005 with Alan Moore first business book on social networking 280 pages. 3G Marketing, 2004, with Timo Kasper & Sara Melkko is marketing handbook for mobile operators M-Profits 2002 is only comphrenensive business book for mobile, 360 p Services for UMTS, 2002, with Joe Barrett was first services and applications book for 3G, 373 pages Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  122. 122. Selected TomiAhonen Workshops • Changing Customer Needs in Mobile Most requested workshop currently, includes “steps” to addiction, “split” personalities, time to change.. • Mobile as 7th Mass Media Tomi's latest workshop discussing media convergence and unique aspects of mobile. Also adopted for Oxford Univ. • Social Networking / Mobile Digital Communities based on his book Communities Dominate Brands, may be run with SMLXL. Adopted for Oxford U. • New Mobile Service Creation From ideas to money-making, for mobile and fixed, for operators, vendors, content partners etc, includes 6 M’s and Early 8 • Business of Mobile Telecoms (2G, 2.5G, 3G) Adopted for Oxford U • 3G TV covering video and TV convergence with mobile. Adopted for Oxford U • Mobile Marketing and Advertising featuring "Engagement Marketing" • Segmentation and Customer Understanding may be run with Xtract • Launch Marketing for 2.5G and 3G also adopted for Oxford University • MVNO, Revenue Sharing & Partnerships can include building a model • Forecasting and Business Modelling in Telecoms Popular workshop • Competitiveness in Telecoms Workshop form or competition simulation: • Workshops are very cost-effective ! Write tomi@tomiahonen.com for more. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  123. 123. Recommended Books • Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008 • Communities Dominate Brands Ahonen & Moore, 2005 • Mobile Advertising, Sharma, Herzog & Melfi, 2008 • Digital Korea, Ahonen & O'Reilly, 2007 • Mobile Marketing Handbook, Kim Dushinski, 2008 • Mobile Internet for Dummies, O'Farrell, Levine, Algroy, Pearce & Appelquist, 2008 • Wireless Broadband, Fotheringham & Sharma, 2008 • Mobile Web 2.0, Jaokar & Fish, 2006 • Distraction, Mark Curtis, 2005 • M-Profits, Tomi T Ahonen, 2002 • Next Generation Wireless Apps, Paul Golding, 2004 • 3G Marketing, Ahonen, Kasper & Melkko, 2004 • Mobile Strategy, Tom Weiss, 2006 • ...And of course The Dilbert Future by Scott Adams.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  124. 124. Tomi Thought Pieces & White Papers TomiAhonen Thoughts Mobile Internet, February 2009 TomiAhonen Thoughts Mobile Industry in 2009, January 2009 TomiAhonen Thoughts Mobile Customers, August 2008 TomiAhonen Thoughts Mobile Advertising, April 2008 TomiAhonen Thoughts Mobile TV, December 2007 TomiAhonen Thoughts SMS Text Messaging, October 2007 TomiAhonen Thoughts Mobile 7th Mass Media, December 2006 TomiAhonen Thoughts Mobile Communities, November 2006 TomiAhonen Thougths on MVNOs, June 2006 SMLXL White Paper 7th Mass Media, June 2007* SMLXL White Paper Pop Idol, June 2006* * Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL Write to tomi@tomiahonen.com for your free copy of any of the above Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting

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