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Tomi Ahonen at MoMoSlo S02E05
 

Tomi Ahonen at MoMoSlo S02E05

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    Tomi Ahonen at MoMoSlo S02E05 Tomi Ahonen at MoMoSlo S02E05 Presentation Transcript

    • "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 Mobile Social Networking? How do we make money with it? Tomi T Ahonen, MBA Author and Consultant Mobile Monday Slovenia Ljubljana Slovenia 18 Jan 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 "Generation-C for Community: the Emerging Customer Type" Tomi T Ahonen, M.B.A. 3G Author and Strategy Consultant Mobinet Conference Portoroz Slovenia November 8-9, 2005 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Cannot live without phone •  BDDO the third largest ad agency group in the world ran a survey of 3,000 customers around the world •  One of the findings is that already 60% of mobile phone users take their phone to bed with them (BDDO April 2005) •  Meanwhile in China it has become tradition to burn a paper-mache effigy of a mobile phone at funerals, so that the dearly departed can bring their mobile phone with them to the afterlife Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • No more alarm clock.. •  Yeah, this was coming •  UK newspaper Birmingham Post reports a study that 71% of British citizens feel the alarm clock is obsolete. The most common use of wake up is now the alarm on the mobile phone Source: Birmingham Post 19 May 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Habbo Hotel spreading fast •  A Virtual Web Game with Mobile Payment •  Finnish fixed internet network game has users build personal rooms, decorate those; and then visit rooms of friends, while all have personal avatars •  The gimmick is that you pay for your virtual furnishings by mobile phone •  In December 2003 real police officer investigated theft of virtual property after someone broke a password and removed the possessions from a room •  Spreading fast, UK reports in Spring 2005 Habbo has already over 1 million users Source: book Distraction Mark Curtis, 2005 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Habbo Hotel Update 2009 •  Habbo Hotel reached 130 M avatars "Habbos" •  90% are teenagers, from 31 countries •  Sulake earned 50 M Euro out of Habbo in 2008 and 4.8 M Euros of profit for the year •  Only 10% is advertising/sponsorship; rest paid by gaming kids •  Habbo Hotel keeps actively renewing itself, with a new Habbo environment release every 6-8 weeks •  Now offer unique items (eg furniture) made available only once •  And now Habbo has recycling Pearls: Real Mobile Services Sources: Sulake/Habbo Hotel April 2009 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 Mobile Social Networking? How do we make money with it? Tomi T Ahonen, MBA Author and Consultant Mobile Monday Slovenia Ljubljana Slovenia 18 Jan 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Happy Birthday Mobile: 30 Years •  December 1 in 1979, the world's first commercial mobile (cellular) network went live in Tokyo with NTT Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • 4.6B Subs, 3.9B phones, 3.4B Uniques 4.6 B subscriptions 3.9 B phones 3.4 B uniques Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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: TomiAhonen Consulting Estimates '09 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Bye-bye Phone Booth... •  Finland became first country to decommission public payphones as no longer of use, all have mobile phones •  Take a loving look at that phone booth, maybe take a picture of ourself in it - soon they will be gone •  and your grandchildren will laugh at the stories of these strange one-person-sized houses.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • m-Banking 46% of Kenya Banking •  M-Pesa is now 2 years old. In Kenya (pop 38 M) only one in five people have a traditional bank account. •  But now 6.5 M Kenyans already use M-Pesa mobile phone banking •  Yes, so out of total 14.1 M banking accounts, now M-Pesa m-banking has 46% of Kenyan banking •  Source: Reuters 31 May 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Fixed Internet vs Mobile Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • "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
    • "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
    • "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
    • 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
    • Internet: Fixed vs Mobile 2009 Devices 1.2 B PCs 3.9 B phones (half laptops) (half GPRS 2.5G) Ave cost/device $750 $150 ($50 if subsidy) Replacement 3.5 years 18 months Content revenue $27 B $86 B Messaging users 1.4 B 3.4 B Messaging revs $10 B $130 B Content mostly free always costs Billing difficult built-in User preference expect free willing to pay User age adult youth Sources: Book Communities Dominate Brands, Ahonen & Moore, 2005 & TomiAhonen Consulting 2006. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Do not misunderstand me.. BOTH will Co-Exist ! BOTH will GROW ! Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 30 minute / 30 second tasks Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Contrast Mobile Phone & PC •  30 minute tasks 30 second tasks •  Using PCs/Laptops Using Mobile Phone •  Planned use Unplanned use •  Sitting Standing/walking •  Have time In Hurry •  e-mail SMS •  Creating info Consuming info •  Focused attention Multi-tasking Pearls: Real Mobile Services collected by Tomi T Ahonen Source:
Book
Digital
Korea,
Tomi
T
Ahonen,
2007
 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 7th of the Mass Media ..and the 4th screen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • "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
    • 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
    • Mobile many ways better than PC •  The mobile has several outputs not just screen and sound like laptop - your phone vibration for example •  Mobile has six inputs vs the keyboard and mouse on a laptop - eg phone can take network location data •  Phone screen can be rotated in the hand •  Mobile can be used single-handedly - and we can use two phones in two hands simultaneously •  Mobile is consumed parallel with other media, even in cinema... Source: Tomi Ahonen ebook Pearls: Real Mobile Services Tomi Ahonen Almanac 2009 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • Newer Business Models "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Primary Business Models •  Mobile social networking has expanded to offer five valid business models - and any combination of them •  1 - User pays •  2 - Advertising •  3 - Personalization •  4 - Pay-per-view with revenue share •  5 - Gifting •  6 - Ego-services Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • User Pays Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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: book Mobile is 7th Mass Media Channel by Tomi T Ahonen November 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Texas Hold-em Poker •  Zed CEO Javier Perez Dolset discussed one of their 200 gaming titles, Texas Hold-em Poker in the Netsize Guide 2009. •  He said that a particularly well suited multiplayer game format for mobile is the "simple social game" like poker. •  Tomi's comment - similar to simple music, ringing tones, simple messages SMS etc.. Source: Netsize Guide 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Advertising in Social Networks "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Mixi Mobile Japan •  Mixi is to Japan what MySpace is in the USA, the primary social networking site. Mixi has 10 million users in Japan •  Mixi has a mobile version, available as official sites on both NTT DoCoMo and KDDI networks, and as an unofficial site on Softbank (ex Vodafone KK) •  Generates most of its revenue from advertising •  Mixi Mobile generated about 35% of Mixi's total traffic Source: Mobikyo Japan Mobile Internet Report Sept 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Tohato World's Worst War •  Japanese snack brand, Tohato, launched 2 new snacks in Oct 07, Habanero, and Satan Jorquia. •  Massive multiplayer online game on mobile phones for total victory in World's Worst War. Habanero Evil Army vs Satan Jorquia Evil Army: 31 battlefields. •  Gamers joined either army by scanning 2D barcode in a bag. Recruiting friends earned gamer promotion in the army. All via mobile phones. The battles were scheduled at 4 AM. 24 hours of gaming news Source: WirelessWatch Japan, 21 May 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Personalization "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Habbo Hotel Update 2009 •  Habbo Hotel reached 130 M avatars "Habbos" •  90% are teenagers, from 31 countries •  Sulake earned 50 M Euro out of Habbo in 2008 and 4.8 M Euros of profit for the year •  Only 10% is advertising/sponsorship; rest paid by gaming kids •  Habbo Hotel keeps actively renewing itself, with a new Habbo environment release every 6-8 weeks •  Now offer unique items (eg furniture) made available only once •  And now Habbo has recycling Pearls: Real Mobile Services Sources: Sulake/Habbo Hotel April 2009 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Revenue-Sharing with User- Generated Content "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • MeTV Singapore •  Mobile One M1 in Singapore has launched MeTV as mobile video sharing service •  Gimmick is that for every video that is viewed the original creator gets a revenue-share •  Copycats include SeeMeTV on Three and lookAtMe on O2 Sources: MobileOne, Three and O2 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • SeeMeTV Economics •  SeeMeTV launched in October 2005 in Italy and UK on Three networks, copying idea from Singapore's M1 network: MeTV. •  3G mobile video sharing service each clip costs 50p to view, but original content creator is awarded 1p every time the video is viewed. •  Forum Oxford reports that by Feb 2008 in the UK, there had have been 32M paid video downloads, paying over £800,000 ($1.6M) to content creators, for 60,000 clips submitted •  (average creator earned £13.33 per clip) Source: Forum Oxford, Feb 19, 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • AQA Update 2009 •  Any Question Answered AQA has real people answering questions •  In five years, 18 M answers (at 1 UKP each) AQA made 4 M UKP in 2008 alone. Like I say, this industry is a "Magical Money Making Machine..." •  Or "What should I do with my bird tonight?" AQA's answer was "it depends, different birds like different things, a dead bird you want to add stuffing and broil, a caged bird likes you to whistle and a girl will like champagne and a good dinner" •  "the answers are free, sending a question costs 1 UKP" Pearls: Real Mobile Services Source Guardian 23 April 2009 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Virtual Gifts "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • CyWorld in 2007 •  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 23 M koreans - 50% of the Korean population as users •  100,000 daily video uploads, more than YouTube. •  Gifts of virtual properties, music, decorations etc •  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 Source: book "Digital Korea" by Ahonen & O'Reilly 2007 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Mobile Cyworld Economics •  Cyworld launched its mobile variant in 2004 as a paid premium service to Cyworld (monthly subscription fees between 1-3 USD per month) •  Revenues double annually. In 2007 Cyworld Mobile earns 10 M USD •  Cyworld gets 83% through content revenues (gifts, personalization, avatar & room; as well as branded content revenue-sharing) •  Only 17% is subscription/service revenues Source: SK Telecom presentation at iMobicon Seoul 24-25 Aug 007 Tomi adds: They would still beServices Pearls: Real Mobile happily collected by Tomi T Ahonen profitable even if they had no Copyright © Tomi T Ahonen 2010 www.tomiahonen.com subscription fees... 3G Strategy Consulting
    • Ego Services "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Flirtomatic 2007 •  UK flirting service Flirtomatic has 87,000 users, 3x more in mobile •  CEO Mark Curtis says mobile users deliver 8x more traffic than web based users. •  Fixed internet users 22 M web pages during March (ave 12.8 pages per day) mobile 44 M WAP pages (ave 73.3 per day). Note mobile 2:1 over use on web. •  All content is moderated by humans. •  No pornographic content, have to pass 'BBC broadcast TV' test •  Flirtomatic offers virtual gifts •  Sold 3.5 million virtual "Red Roses" in 2007 at 23 pence each (805,000 UKP / 1.2 M Euro / 1.6 M USD) Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Flirtomatic Update '008 •  UK flirting service Flirtomatic from May 2006, now has over half million users and spreading to Germany. •  CEO Mark Curtis says: •  Mobile users long in 8.5 times per day ! •  Have Google Adwords type of personal ads, auctioned for top slots - First Face currently goes for about 8 UKP for hours •  Gets only a quarter of its income from advertising •  Personaization and virtual gifts spreading •  Flirtomatic stopped subscription totally in April 2007 as unnecessary Source: Flirtomatic 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Flirtomatic 2009 •  UK flirting service Flirtomatic now 2M users, spread to USA •  Germany & Australia •  Offered virtual boob jobs in summer of 2008, sold 10,000 of them for 1 UKP each •  Now offers virtual 'melting ice cubes' that melt away upon arrival, sold 2,500 in first weekend •  Newest concept: "ego services". If you don't like your rating (5 stars etc), can now eliminate worst rating but pay for it. Or find out who gave you that rating (pay..) •  "Our customers buy extra fun from us." says Mark Curtis •  Flirtomatic is now profitable Source: Tomi Ahonen Pearls Vol 2: Mobile Social Networking, 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Primary Business Models •  Fixed internet has two primary business models for social networks (Pay, or Advertising) •  Mobile social networking has expanded to offer six valid business models - and any combination of them •  1 - Pay (Subscriptions, Per-Use, or mixture) •  2 - Advertising •  3 - Personalization •  4 - Revenue share with user-generated content •  5 - Gifting •  6 - Ego-services Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • A License to Print Money? Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Virtual Goods: $15B market •  The Guardian reported on virtual world economics, and said the global value of virtual properties is 15 billion dollars in 2009. The virtual content ranges from Second Life to Flirtomatic to World of Warcraft and so forth •  About 400,000 people are employed as 'Gold Farmers' mostly in China making a living and earning about 700 dollars per year (a good salary in China) Sources: IT Facts 22 Aug 2008, Guardian 17 Dec 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Money, Real Money and Almost.. •  What is the value of 'having a license to print money' •  There is real money and some have a license to print it. And to be allowed to process real money means having a banking license •  Then there is virtual money.. Habbo Hotel, Cyworld, Flirtomatic etc proving that a license to print virtual money, is a licence to print profits •  But for our industry.. there is the 'de facto' money, a new currency is being born. Transferring voice minutes and SMS text messages across borders, is creating a new global currency. Who 'prints' that currency? mobile operators.. Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • And on the Money? "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • Mobage Town: $360M Revenues •  Japanese mobile social networking site, Mobage Town (Mobile Game Town) owned by DeNa has accumulated over 14 million users in Japan (11% of Japanese mobile subscribers) and generates $360M annual revenues •  Has avatars, virtual currency, advertising; plus flash based mobile gaming and mobile story-writing •  Now expanding internationally as Mobamingle •  Roughly half of income is from advertising. Rest split on virtual gifts and personalization Sources: Infinita Dec 2009, Morgan Stanley Dec 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • MoSoSo 100 M users 6.2 B dollars •  Informa's latest study of Mobile Social Networking for 2008 reports that in 2008 there will be 100 million people subscribing to mobile social networking services •  They generated ARPU contributions $5.10 US dollars per person so at 100 million paying users, the total value of mobile social networking will reach about 6.2 B dollars in 2008 Source: Informa Mobile Social Networking Report, Feb 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • 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
    • 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
    • 50 Pearls in eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • 3 B SMS Users, 1.7 B Premium Data 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com 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
    • Shift of Mobile Phone Installed Base 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com 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
    • Regional Split of Mobile Media Income 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com 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
    • 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 Chapter 9 - Mobile TV and Video highly recommend this." - 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." 20 Biggest Mobile Operator Groups - WAP Review Bibliography, Good Websites Copyright © Tomi T Ahonen 2010 3G Strategy Consulting www.tomiahonen.com About the Author
    • 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 world record for taking market •  Tomi's new book "Mobile as 7th of the Mass Media" share from the incumbent Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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