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Сommunities are mobile future

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Томи Ахонен о будущем телекомов

Томи Ахонен о будущем телекомов

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  • 1. "The mobile phone is the only device that 30% of the worlds population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 "Old World, New World: How Communities, Culture, Connectivity, and Commerce are Changing How We Create Culture, Media, Education and Politics" (Keynote) Tomi T Ahonen, MBA Author & Consultant Symbian 2007 London UK Oct 18, 2007Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 2. "Old World, New World: How Communities, Culture,Connectivity, and Commerce are Changing How We Create Culture, Media, Education and Politics"• - Generation C is different from you and me (why because it relies on its community)• - Media experimenting in interactivity, barely grasping the concept of engagement• - Education and learning in a 7th Mass Media world• - The Flower Diagramme: Four Cs to the Heart of Community Services• - Learning, copying, adopting across continents: Habbo to Cyworld to Flirtomatic• - Case studies from Asia and USA: Ohmy News, Elven Legends, MyNuMo, Kart RiderCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 3. 7th Mass MediaCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 4. The 7 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, browsingSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 5. 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 celebSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 6. 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, bloggingSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 7. 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 messagingSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 8. 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 Five absolute competitive creative impulse; most accurate audience info• 2G, 2.5G, 3G advantages of mobile: 1 - Personal• text messaging, ringtones, logos, news, music, gaming, voting..• subscription, pay-per-view, advertising 2 - Always-on 3 - Always carried• major revenue shift for music, gaming, e-mail 4 - Built-in payment channel• introduce text messaging, ringtones, logos, voting, picture messaging 5 - Present at creative impulseSource: Tomi Ahonen upcoming book Mobileis 7th Mass Media Channel, 2008 6 - Most accurate audienceCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 9. 63% Will Not Share Phone• Recent article by Wired reported that 63% of Americans will not be willing to share their mobile phone with anyone.• Mobile search 20% is for adult entertainment. These two may be related.• Corresponds with similar findings earlier that users are very secretive about the stored messages, images, and phone numbers on their phones.• Also corresponds with findings that infidelity in relationships is increasingly uncovered by partners snooping inside the phones of their partners Source: MobHappy.com 25 Apr, 2006 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 10. Cannot live without phone• BDDO survey of 3,000 customers around the world found 60% of mobile phone users take the phone to bed with them Source BDDO April 2005• A Nokia survey of 5,500 people a year later found 72% of phone owners use the phone as the alarm clock.• Same study: 73% use phone in place of wristwatch, 33% would rather lose wallet than phone Source Nokia June 2006 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 11. Customer Data Accuracy• AMF Ventures has measured the accuracy of the three biggest media• On TV audience accuracy is of the magnitude of 1% of total customer data captured• On the internet accuracy is about ten times better, with about 10% of customer data currently captured• But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured• TOMI NOTE: prepaid (voucher/top-up/pay-as-you-go) customers NOT obstacle to actionable customer data Pearls: Real Mobile Services Source: AMF Ventures May 007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 12. See Me TV paid 100,000 UKP• 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 March received 30,000 clips, these downloaded 4 M times, and Three paid out 100,000 UKP• Most popular clips were: – Hot dog boy – the quickest frankfurter eater in town! – Pretzel girl – a real-life office contortionist – The Worlds 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: www.3G.co.uk, 9 March 2006, Mobile Pearls: Real Mobile Services Marketing Magazine 1 Feb 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 13. SeeMeTV Update 007• 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• In Sept 007, Three gave latest 12 month data at Mobile Web 2.0 in London:• 14.2 million videos downloaded past 12 months• 6 million games downloaded in past 12 months• Three has about 4 M subscribers (5% market share) Source: Three at Mobile Web 2.0 in London 20 Sep 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 14. YouTube does SeeMeTV Fees• We loved this innovation by SeeMeTV (on Three/Hutchison networks) - of paying the original content creator for content on video sharing sites• Now YouTube is joining in this idea• As YouTube videos are not charged, YouTube is planning to use a share of the advertising revenue to reward original creators of User-Generated Content on YouTube Source: Financial Times 29 January 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 15. Self Central - Vodafone "Cyworld"• Vodafone in New Zealand has launched a mobile social networking service similar to Cyworld branded Self Central• Users have rooms and avatars• Part of Self Centrals attraction is a user-generated content revenue-sharing model similar to SeeMeTV, but Self Central gives back 20% of UGC content revenues to original creator Source: Mobile Monday Amsterdam 24 Sept 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 16. Your Own Music Video Version• 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 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 17. 7 Mass Media / Content Formats Printing Record Cinema Radio TV Internet Mobile Story OO X OOO O OO O O+ News O XX OO OOO OO OO+ Info OOO O OO OO OO O Sport OO X OO OOO OO O Music XX OO O OOO OO OO OO+ Advg OO O O OO OOO OO OO+ Game O OO O OOO OO+ Reality OOO OO OO Search OOO OO+ Messg OO OOO Browse OOO OO+ Vote O OO OOO Share OO O OOO OO Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy ConsultingSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
  • 18. Peak Times for Media Pearls: Real Mobile ServicesSource: book Digital Korea, Ahonen & OReilly 2007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 19. Quotes• "We see the mobile phone as a ubiquitous necessity and people using it in more and more ways." Rahul Khosla Executive Vice President Visa Asia Pacific Wall Street Journal 27 July 007• "Customers use multiple networks but mobile is the indispensible channel" - Ted Matsumoto, Executive VP Softbank Japan, iMobicon Seoul 23 Aug 007• "Mobile is a very close personal playground" - BJ Yang, CEO Aircross South Korea August 007• Think global, act viral - Rudy De Waele, mTrends Mobile Web 2.0 London 19 Sept 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 20. Dont Fixate on LimitationsCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 21. What of keyboard vs keypad? And mouse vs stylus etc Actually, Id rather not type at all.. Why cant the phone read my mind?Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy ConsultingSource: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
  • 22. 2D Barcodes• 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 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 23. Huge opportunity is idle screen..Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 24. Ticker Tape on NTT DoCoMo • 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 2007ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 25. Dont Copy - Create MagicCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 26. Cameraphone OCR Translator• 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 Pearls: Real Mobile Services 11 Sept 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 27. Flower DiagrammeCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 28. So, set the controls for the heart of the 4C’s Connectivity Culture Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 29. M-Books $82 M in Japan• The global 100 billion dollar book-publishing industry seemed to be very safe from the digital revolution• Amazons book ratings and Googles interest to scan all books are making small digital dents into the book world, but still most of it seems "insulated"...• Now in Japan the Economist reports that digital books sold straight to mobile phones have suddenly exploded to an 82 million dollar industry, or about 90 cents per mobile subscriber per year.• The early part of 5 years of m-books in Japan were lost attempting to convert exising bestsellers into m- books. But now Japan learned to create original Services Pearls: Real Mobile titles for m-books and suddenly it is exploding.by Tomi T Ahonen collected Source: Economist 26 May, 007Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 30. Set the controls for the heart of the 4C’s Commerce Community Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 31. Real Business and 2nd Life• 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 Pearls: Real Mobile Services Source: Wall Street Journal 14 Nov 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 32. Set the controls for the heart of the 4C’s Connectivity Commerce Community Culture Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 33. Ohmy News• Korean online newspaper Ohmy News has rapidly become one of the biggest news sources in Korea• 51,000 "citizen reporters" contribute over 90% of the newspapers 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 Pearls: Real Mobile Services sources: book "Communities Dominate Brands" collected by Tomi T Ahonen by Ahonen & Moore, 2005 & CNN May 2005Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 34. User Generated ContentCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 35. AQA UK already 8 M Queries• 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?" AQAs 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" Pearls: Real Mobile Services Source AQA Sept 007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 36. Most Popular UCC in Korea• 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 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 37. 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 2006Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 38. Lets go mAdCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 39. mAd? - Value of Recommendation "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 2006Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 40. Japan Going mAd• 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 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 41. Make it Sufficiently Contageous• 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 doesnt need to be totally contageous, just sufficiently contageous. But obviously has to have forwarding ability whether coupons, links, SMS, etc Source: Tomi Ahonen upcoming book Mobile is Pearls: Real Mobile Services 7th Mass Media Channel, 2008 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 42. Inteactive vs EngagementCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 43. "Nobody is as clever as everybody" - Alan Moore CEO of SMLXL in the book Communities Dominate BrandsCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 44. Pop Idol Case• 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 Pearls: Real Mobile Services "Pop Idol" September 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 45. Peoples Idols - Karaoke Finland• 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• Worlds first network karaoke Contest "Jokamies- luokan Idols" (The common mans 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 Pearls: Real Mobile Services "Pop Idol" September 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 46. Pop Idol meets Tamagotchi• Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept around TV-broadband-mobile convergence called Pop Kids• Two real humans become parents to a virtual kid which needs to be trained for "18 years" (18 days)• "DNA" of parents is merged in kid. Parents music tastes, selections of the virtual kids education etc will reflect how kid evolves in music, singing, dancing etc• Along the way, youth contests against other kids• At 18 years, Pop Kid enters reality TV contest similar to Pop Idol against other virtuals Pearls: Real Mobile Services Source Ex Machina at MoMo San Francisco 15 Oct 007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 47. Sugababes Mobisodes• 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 Pearls: Real Mobile Services Source: Moco News 9 May 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 48. Copying Across BordersCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 49. Habbo Hotel 7 M Users• Sulake has Habbo Hotel in 30 countries with 76 M avatars, 40 M rooms and 7 M active users. Average session is 30 min• Habbo Hotel is a childrens virtual online playground - kids dont 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 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 50. 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 Pearls: Real Mobile Services collected by Tomi T Ahonen Source: book "Digital Korea" by Ahonen & OReilly 2007Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 51. Self Central - Vodafone "Cyworld"• Vodafone in New Zealand has launched a mobile social networking service similar to Cyworld branded Self Central• Users have rooms and avatars• Part of Self Centrals attraction is a user-generated content revenue-sharing model similar to SeeMeTV, but Self Central gives back 20% of UCG content revenues to original creator Source: Mobile Monday Amsterdam 24 Sept 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 52. Flirtomatic Update 007• UK flirting service Flirtomatic from May 2006. CEO Mark Curtis says:• Today 60,000 web users, 20,000 WAP users, WAP users active twice as much as web users• 3.5 million virtual "Red Roses" in 2007 at 23 pence per rose (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 Pearls: Real Mobile Services in London 20 Sept 007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 53. Flirtomatic version of Adwords• UK Based converged flirting/dating service Flirtomatic launched May 2006. Flirtomatic CEO and author Mark Curtis updated at Mobile Web 2.0 in London:• A new concept among the 80,000 users (60K on Web and 20K on WAP) is the personal ad• Active flirters can get more traffic by being more visible on the front page• Principle is location auction ie select which slot you want and bid for it - like Adwords auctions on Google• Current top slot bid costs about 8 UKP for 6 hours as first face of Flirtomatic Source: Flirtomatic at Mobile Web 2.0 Pearls: Real Mobile Services in London 20 Sept 007 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 54. Best Examples..Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 55. Elven Legends• 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: Nexgen Studio June 007 Pearls: Real Mobile Services collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 56. Kart Rider• Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the worlds 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 rivals car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc• Makes its money on accessories Pearls: Real Mobile Services Source: book Digital Korea, collected by Tomi T Ahonen Ahonen & OReilly 2007Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 57. Kart Rider uses "Cartoon Logic"..• Kart Rider, a multiplayer cartoon-crazy car racing game developed by Nexon, has become worlds most successful multiplayer game by national adoption: 25% of all South Koreans have driven Kart Rider• Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc• Real world rules, such as gravity etc are modified by "cartoon logic" to make it more fun. You can have your rivals car spin on a banana peel, or shoot a rocket at your rival, or fly above with a balloon etc• Is free, makes all of its money on accessories. 2 TV channels are devoted to the game Pearls: Real Mobile Services Source: book Digital Korea, collected by Tomi T Ahonen Ahonen & OReilly 2007Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 58. But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 59. Top 20 Digital Maturity Dec 2006 20 Countries with highest penetrations of TV, internet & mobile phoneFamiliarity Index(Sweden = 100%) Familiarity Index: The penetration rates of TV, internet100% • Sweden & cellphone • Finland • Denmark Innovation Index: 80% • Hong Kong The penetration • UK rates of Digi TV, • Norway • Japan • Germany • USA Broadband & 3G 60% • Austria • Taiwan • Netherlands • New Zealand • Canada • Korea • Italy 40% • Singapore • Australia • Israel • Ireland 20% Innovation Index 20% 40% 60% 80% 100% (Korea 100%) Indexes by TomiAhonen Consulting December 2006 Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 60. Top 20 Digital Maturity Dec 2006 20 Countries with highest penetrations of TV, internet & mobile phoneFamiliarity Index(Sweden = 100%) Familiarity Index: The penetration rates of TV, internet100% • Sweden & cellphone • Finland • Denmark Innovation Index: 80% • Hong Kong The penetration • UK rates of Digi TV, • Norway • Japan • Germany • USA Broadband & 3G 60% • Austria • Taiwan • Netherlands • New Zealand • Canada • Korea • Italy 40% • Singapore • Australia • Israel • Ireland 20% Innovation Index 20% 40% 60% 80% 100% (Korea 100%) Indexes by TomiAhonen Consulting December 2006 Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 61. Started with a joke about SMS• Young Generation wants to co-create the future• Make your services viral and sufficiently contageous• And use social networking to build a virtual futureCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 62. Forum Oxford!Tomi is now based in Hong Konge-mail tomi@tomiahonen.comwebsite www.tomiahonen.comblogsite www.CommunitiesDominate.compodcast www.HorizonChannel.com Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 63. Top 20 Blogsites on Mobile• 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) Pearls: Real Mobile Services Source: M-Trends.org 18 Aug 2006 collected by Tomi T AhonenCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 64. 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 tomi@tomiahonen.comCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 65. Recommended Books• Digital Korea, Tomi T Ahonen & Jim OReilly, 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..Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 66. 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 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc.• The worlds 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” Earlier Tomi Ahonen has set up & run Nokia’s 3G Business website: www.tomiahonen.com Consultancy. Previously he e-mail: tomi@tomiahonen.com worked for 3 operators where he created the world’s first fixed- podcast: www.HorizonChannel.com mobile service bundle and set a blog: www.CommunitiesDominate.com world record for taking market share from the incumbent Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 67. Recent Ahonen Articles/ColumnsMobile the Ubiquitous Technology Forum Oxford Journal Vol 1Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007Mobile Social Networking - Asia Pacific Telecoms, Jan 2007Celebrating the 1000th Pearl - The 3G Portal, Oct 2006Hidden Power in Mobile - Mobile Communications June 6, 2006Second Subscriptions - Wireless Watch June 5, 2006Operator Customer Service - The 3G Portal, Apr 20063G TV Convergence - European Communications Spring, 2006Seventh Mass Media - The 3G Portal Nov, 2005Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005Story of Mobile vs TV - New Media Knowledge Apr 25, 2005NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.comCopyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 68. Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics by Tomi T Ahonen & Jim OReilly foreword Dr Hyun-Oh Yoo, CEO SK Communications (284 pages, Hardcover, Futuretext, July 2007) South Korea is the worlds 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“This book really helps the reader understandwhat makes a winning Digital ecosystem to home robotics with resulting cultural changeswithin a Global context” from education to government to healtcare to - JaeHong Yoon, Sr VP Korea Telecom crime. Packed with IT statistics and 12 cases.“I recommend this book as an insightful - book website is www.DigitalKorea.inforesource base for the near future conceptcreation.” Available now at Futuretext.com, at Amazon and - Karri Mikkonen Director of Strategy, all major booksellers worldwide TeliaSonera Sweden Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 69. 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"Authors vividly illustrate the rapidly growing and Reachability impact marketingpower of digital communities." - Harry Dronec, Red Bull UK communications and customer loyalty. With 13"Clearly identifies the issues impacting the case studies and 100 real business examples,audio-visual industry. " shows how business must move from inter- - John Ranelagh, TV2 Norway ruptive advertising to engagement marketing."Authors show how living in a converging - book blogsite is www.CommunitiesDominate.commobile world introduces threats to your Available now at Futuretext.com and all majorbusiness model. - Kazutomo Robert Hori, Cybird Japan booksellers including Amazon Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 70. 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, andOnly book on winning in 3G Churn. With up-to-the-minute theories of cellular telecoms including Reachability, the 5"Insightful look into capitalising on customerdata and developing targetted marketing M’s, Murfing, Alpha Users, Omega Customerspropositions." and the Early Eight, this book covers the “how” - Jan-Anders Dalenstam, Ericsson of new wirless services."Packed with useful and practical techniquesto achieve success in competitive Available now at all major bookstores and atmarketplace" Amazon.com - Steven S K Chan, MobileOne Singapore Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 71. 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 worlds 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“Good read for industry professionals, money focus, m-Profits includes mobile industryoperators, bankers and analysts.” - VoytekSiewierski NTT DoCoMo issues as Money Migration, Hockey Sticks, and“Only book to give comprehensive view of the 5 M’s theory. The book covers servicemarketing and revenue.” - Sophie Ghnassia creation, revenue sharing, content partnerships,France Telecom“Great guide to making money in mobile telecoms economics, and includes contrastsservices.” - Joao Baptista Mercer among all major wireless technologies.Management Consulting Available now at all major bookstores and at“Makes complex theories easy tounderstand.” - Mark Weisleder Bell Canada Amazon.com Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting
  • 72. 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 worlds 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“This book provivdes a framework for groupings such as SMS, MMS,launching UMTS.” - Mike Short mmO2 m-commerce, mobile adver-“A must read.” - Dr Roberto Saracco TelecomItalia Future Lab tising, video, music, gaming,“Welcome change from technology led infotainment, B2B, B2C, B2E...literature.” - Dr Didier Bonnet Cap GeminiErnst & Young - also translated to Chinese -“Explains some of the compelling services.” Available now at all majorJeff Lawrence Intel bookstores and at Amazon.com Copyright © Tomi T Ahonen 2007 www.tomiahonen.com 3G Strategy Consulting