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  • 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 Making Money with Mobile Services (keynote address) Tomi T Ahonen, MBA Author and Consultant Mobile Squared Camerjam Singapore 5 May 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 2. 4.2 B people have toothbrush • Yes, we've run out of technologies to compare mobile phones. Its been said more people have a mobile phone subscription than have access to running water or a toilet. • At the MMA Forum Asia conference it was said 4.2 Billion people have a tootbrush but 4.6 Billion people have a mobile phone subscription.. Source: MMA Forum Asia 12-14 Apr 2010 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 3. 4.6B Subs, 3.9B phones, 3.4B Uniques Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 4. The 8 Benefits of the 7th Medium Better than the internet or television Wikipedia page: Seven Mass Media Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 5. 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
  • 6. 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
  • 7. Unique benefit number 1 of 8: Mobile is first personal mass medium First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 8. One in Four Snoop Your Phone • Similar to the finding from Australia.. • Best Buy Mobile ran survey of 1,000 US consumers and found one in four will snoop inside the phones of spouces, partners or children without their permission • 51% read messages while driving and 34% have sent text messages while driving • 23% have sent text messages while drunk Source Wall Street Journal 24 June 2009 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 9. AXE Wake Up Girl • AXE deodorant brand offered personalized wake-up for mobile phone users in Japan • Featured 1 of 14 avatars made based on real girls • Wake-up girl also to laptop PC. Collect all 14 girls, featured videogame where object to discover hidden treasures. • 200,000 unique users • Created by Bascule for Unilever Japan Source: Infinita Japan November 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 10. Unique benefit number 2 of 8: Mobile is permanently connected First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 11. 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
  • 12. M-Newspapers Eat 39% of China • Morgan Stanley measured mobile newspapers in China. China Mobile has 40M paying users, on SMS and MMS based twice-daily 'headlines' services of branded newspapers' mobile versions • Note China daily circulation of newspapers is 109 million. So paid mobile phone newspapers have cannibalized 39% of Chinese newspaper market Source: Morgan Stanley Mobile Internet Report Dec 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 13. Unique benefit number 3 of 8: Only mobile is always carried First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 14. Evolution since - Mobile Check In • Finnair started mobile check-in late in 2001. • Initially offered to frequent fliers, now for all. Check-in is offered often on the night before. • 2% of global air travel uses it (IATA 2008) • By 2008 - over 50% of Finnair passengers on some short haul business flights use mobile check-in • Lufthansa 10% of total passengers use Sources: Book It 2008 and Paul Pearls: Real Mobile Services Berney MMA 2010 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 15. Babajob India • As cities expand and become more congested, the poor have ever less ability to seek work and are forced to explore opportunities in ever smaller areas • But Babajob offers mobile phone based work search, using basic phone services, SMS, WAP and IVR • 100,000 already signed up to find work in Bengaluru • Won jury's award at MoMo Global awards 2009. Source: Mobhappy 24 February 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 16. Unique benefit number 4 of 8: Mobile has built-in payment channel First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 17. m-Banking 49% of Kenya Banking • M-Pesa by Safaricom is now 3 years old. Rival Zain's Zap is also widely used in Kenya • In Kenya (pop 38 M) only 7.6M people have a 'real' bank account. But 7.4M people have transferred money using a mobile phone. 49% is now mobile • Transactions 1.4 per active user per month • Central Bank of Kenya says daily transaction value is 1B Kenya Shillings ($10M) ie average transfer $29 Sources: Reuters 31 May 2009, AllAfrica.com 8 Jan 2010 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 18. Real Madrid Fan Club • Real Madrid the soccer/football club has launched a mobile fan club • It has typical fan club elements, club news, stats, pictures, video clips, player biographies etc • Also has fan chat, various offers like buying club jerseys etc • Has 100,000 subscribers, earns 12 Euros per month 14.4 M Euro/year • Fan club gets new members at 6% per month, and sees 1.5% churn of members not renewing Source: Real Madrid presentation to FIFA Pearls: Real Mobile Services 2010 Conference London 21 Jan 2010 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 19. Unique benefit number 5 of 8: Mobile is available at creative impulse Thank you Tony Fish for discovering this fifth benefit in 2007 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 20. Mobile as Addictive as Smoking • An Australian study of addiction at Queensland University finds that mobile phones are as addictive as smoking cigarettes. This follows up on similar findings by research at Catholic University of Leuwen in Belgium first proving mobile phone addiction • Also removing mobile phones produces similar withdrawal pains as attempting to stop smoking • A fascinating comparison in findings - mobile phones MORE addictive than personal computers Source: Tomi Ahonen book Mobile as 7th of the Mass Media, 2008 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 21. 400K m-Study in Bangladesh • Financial Times reported that m-learning offering English via mobile, cost less than a cup of tea, was targeted for 25,000, but achieved over 300,000 Source: Financial Times 13 Nov 2009 • UDDATE - by Dec 13 the number is 400,000. Daily 3 minute lessons cost 4 cents; basic speaking course runs 78 lessons ($3.12 total). Advanced lessons also available. If Bangladeshi gets English speaking job, gets 20X better salary in country where minimum wage = 25 dollars/month Source: AFP 13 Dec 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 22. Unique benefit number 6 of 8: Mobile measures audience accurately Thank you AMF Ventures for discovering this sixth benefit in 2007 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 23. 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 Pearls: Real Mobile Services collected by Tomi T Ahonen Source: Copyright © Tomi T Ahonen 2010 007 AMF Ventures May www.tomiahonen.com 3G Strategy Consulting
  • 24. 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 Pearls: Real Mobile Services collected by Tomi T Ahonen Source: Copyright © Tomi T Ahonen 2010 007 AMF Ventures May www.tomiahonen.com 3G Strategy Consulting
  • 25. 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 Pearls: Real Mobile Services collected by Tomi T Ahonen Source: Copyright © Tomi T Ahonen 2010 007 AMF Ventures May www.tomiahonen.com 3G Strategy Consulting
  • 26. Hong Kong Guinness & Rugby • Guinness adver-app Guide to HK Sevens rugby trmnt • Included free tournament guide, players, stats etc • Was also Hong Kong tourist guide, maps, etc including of course pubs serving Guinness • Translator English to Cantonese basic tourist phrases • Generated 25% more Guinness sales, said Sean Rach of Ogilvy (2010) Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 27. Unique benefit number 7 of 8: Only mobile captures social context Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 28. 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 2006 Source: Xtract 2008 Used with Permission Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 29. 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
  • 30. Unique benefit number 8 of 8: Mobile enables augmented reality Thank you Raimo van der Klein of Layar for discovering this 8th benefit in '09 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 31. Mobile Virtual Worth $2B • Morgan Stanley measured the total value of virtual goods (avatars, etc) worth 2 Billion dollars in 2009 • The world's largest provider of mobile virtual goods is China's TenCent (as QQ brand) • Similar to Habbo Hotel, Cyworld, Flirtomatic etc, only 9% of TenCent virtual services users are paying users, yet generated 725 Million dollars Source: Morgan Stanley Mobile Internet Report Dec 2009 Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 32. Vesseltracker • German company Vesseltracker offers augmented reality view of ships and boats in harbor, to let mobile phone be used as a radar replacement. Uses Layar for AR overlay, and collects harbormaster's radar data for ship positions and directions of movement Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 33. Newer Business Models "Mobile is the magical money-making machine" - Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 34. 6 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
  • 35. If you like my slides... Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 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. I am here to meet YOU.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 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. 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. Some Findings from New Report.. Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 41. 4.6B Subs, 3.9B phones, 3.4B Uniques Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 42. Mobile Industry Revenues 2009 & 2008 2009 2008 Growth Mobile Services $ 865 B $ 810 B 7% Voice $ 615 B $ 602 B 2% Data $ 251 B $ 208 B 21% Messaging $ 153 B $ 137 B 12% SMS $ 113 B $ 106 B 7% MMS $ 29 B $ 26 B 12% VAS Data $ 98 B $ 71 B 38% Mobile Advertising $ 6B $ 3B 85% Handset Sales $ 160 B $ 155 B 3% Network Infrastructure $ 45 B $ 45 B 0% TOTAL $1,070 B $1,005 B 7% Source: TomiAhonen Almanac 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 43. 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 - sample pages at: www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 44. Started with joke on Phone Booth • Mobile is most widely spread technology • Mobile is the 7th mass medium - it is as different from older media like the internet, as TV is different from radio • Mobile has 8 unique benefits that cannot be replicated in older media • We can make new, magical and money-making services with mobile Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 45. Thank you Follow Tomi on Twitter and his blog.. Twitter @tomiahonen communities-dominate.blogs.com tomi@tomiahonen.com www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 46. 50 Pearls in eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 47. Some Findings from New Report.. 84 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 48. 4.6B Subs, 3.9B phones, 3.4B Uniques 84 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 49. Mobile Industry Revenues 2009 & 2008 84 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com 2009 2008 Growth Mobile Services $ 865 B $ 810 B 7% Voice $ 615 B $ 602 B 2% Data $ 251 B $ 208 B 21% Messaging $ 153 B $ 137 B 12% SMS $ 113 B $ 106 B 7% MMS $ 29 B $ 26 B 12% VAS Data $ 98 B $ 71 B 38% Mobile Advertising $ 6B $ 3B 85% Handset Sales $ 160 B $ 155 B 3% Network Infrastructure $ 45 B $ 45 B 0% TOTAL $1,070 B $1,005 B 7% Source: TomiAhonen Almanac 2010 Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting
  • 50. Digital Divide, Penetration Rates 84 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com 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
  • 51. 3 B SMS Users, 1.7 B Premium Data 84 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 01 02 04 05 07 08 00 03 06 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
  • 52. Shift of Mobile Phone Installed Base 84 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
  • 53. Regional Split of Mobile Media Income 84 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
  • 54. Tomi Ahonen Almanac 2010 Table of Contents 171 pages, eBook format only, February 2009 - Cost 9.99 Euro Chapter 1 - Introduction Chapter 2 - Size of Mobile Industry Chapter 3 - Customers 84 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
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. 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
  • 61. 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

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