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quot;The mobile phone is the only device that 30% of the world's population carryquot;
                                      says Tomi Ahonen The Financial Times 1 Sept 2005


                                             quot;Old World, New World: How
                                                Communities, Culture,
                                             Connectivity, and Commerce
                                                are Changing How We
                                                Create Culture, Media,
                                               Education and Politicsquot;
                                                                (Keynote)




                                                        Tomi T Ahonen, MBA
                                                        Author & Consultant

                                                              Symbian 2007
                                                               London UK
                                                                Oct 18, 2007
Copyright © Tomi T Ahonen 2007                                         3G Strategy Consulting
                                 www.tomiahonen.com
quot;Old World, New World: How Communities, Culture,
Connectivity, and Commerce are Changing How We
  Create Culture, Media, Education and Politicsquot;

• - 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 C's 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 Rider
Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
7th Mass Media




Copyright © Tomi T Ahonen 2007                         3G Strategy Consulting
                                  www.tomiahonen.com
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, browsing
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
When BBC introduced TV News
• Thinking was radio. TV was even called quot;visual radioquot;
• 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 quot;radio mindsetquot; - that we
  supposedly connected with a trusted quot;voicequot; of news
• Only after we started to show the news anchorman,
  did we discover the appeal of celebrity.
• And only after that TV discovered talk shows,
  gameshows, reality TV formats etc that rely on celeb
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
6th Mass Media: Internet
• Internet 1990
• First media that could do everything that the
  previous five media could do
• First interactive media, and Search
• narrowband, broadband
• e-mail, search, chat, browsing, news, sports, music,
  software, gaming, movies, TV, radio, blogging
• license fee, advertising, subscription
• major revenue shift for advertising, news, music
• introduce e-mail, search, chat, blogging


Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
7th Mass Media: Mobile
• mobile phone 2000
• Can do everything the previous SIX media can do,
  including interactivity & search of the internet
• Personal mass media, always-on media, always
  carried media, with built-in payment channel; as
  creative tool - is always present at point of
  creative impulse; most accurate audience info
•   2G, 2.5G, 3G
•   text messaging, ringtones, logos, news, music, gaming, voting..
•   subscription, pay-per-view, advertising
•   major revenue shift for music, gaming, e-mail
•   introduce text messaging, ringtones, logos, voting, picture
    messaging
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
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
                                         advantages of mobile:
• 2G, 2.5G, 3G
                                          1 - Personal
• text messaging, ringtones, logos, news, music, gaming, voting..
                                          2 - Always-on
• subscription, pay-per-view, advertising
                                          3 - Always carried
• major revenue shift for music, gaming, e-mail
                                          4 - Built-in payment channel
• introduce text messaging, ringtones, logos, voting, picture
                                          5 - Present at creative impulse
     messaging
Source: Tomi Ahonen upcoming book Mobile
                                          6 - Most accurate audience
is 7th Mass Media Channel, 2008
Copyright © Tomi T Ahonen 2007                         3G Strategy Consulting
                                 www.tomiahonen.com
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
                                                      Pearls: Real Mobile Services
    Source: MobHappy.com 25 Apr, 2006
                                                      collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 World's first wedding proposal over video mobile
        on Valentine’s day (Dating Game)
      – Tornado chaos – footage of the aftermath of
        the tornado that hit Birmingham (24 Hours)
•   One woman flashed her breasts and had 130,000 downloads,
    earned 1,300 UKP
                                                      Pearls: Real Mobile Services
    Sources: www.3G.co.uk, 9 March 2006, Mobile
                                                      collected by Tomi T Ahonen
    Marketing Magazine 1 Feb 2006
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Self Central - Vodafone quot;Cyworldquot;
• 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 Central's 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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Your Own Music Video Version
• Ministry of Sound is actively pushing the
  opportunities in convergence and mobile
• For the quot;Put Your Hands Up (for Detroit)quot; 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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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                                     3G Strategy Consulting
                                      www.tomiahonen.com
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
Peak Times for Media




                                                       Pearls: Real Mobile Services
                                                       collected by Tomi T Ahonen
Source: book Digital Korea, Ahonen & O'Reilly 2007
Copyright © Tomi T Ahonen 2007                                   3G Strategy Consulting
                                  www.tomiahonen.com
Quotes
• quot;We see the mobile phone as a ubiquitous necessity
  and people using it in more and more ways.quot; Rahul
  Khosla Executive Vice President Visa Asia Pacific
    Wall Street Journal 27 July 007
• quot;Customers use multiple networks but mobile is the
  indispensible channelquot; - Ted Matsumoto, Executive
  VP Softbank Japan, iMobicon Seoul 23 Aug 007
• quot;Mobile is a very close personal playgroundquot; - 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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Don't Fixate on Limitations




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
What of keyboard vs keypad?
   And mouse vs stylus etc
                                                   Actually, I'd rather not
                                                   type at all.. Why can't the
                                                   phone read my mind?




Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Huge opportunity is idle screen..




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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 2007

ust 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                                  3G Strategy Consulting
                                      www.tomiahonen.com
Don't Copy - Create Magic




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Flower Diagramme




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
So, set the controls for the heart of the 4C’s



                                  Connectivity




                                     Culture



 Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                  www.tomiahonen.com
M-Books $82 M in Japan
• The global 100 billion dollar book-publishing industry
  seemed to be very safe from the digital revolution
• Amazon's book ratings and Google's interest to scan
  all books are making small digital dents into the book
  world, but still most of it seems quot;insulatedquot;...
• 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 titles
                                       Pearls: Real Mobile
  for m-books and suddenly it is exploding.by Tomi T Ahonen
                                       collected
    Source: Economist 26 May, 007
Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
Set the controls for the heart of the 4C’s




                Commerce                           Community




 Copyright © Tomi T Ahonen 2007                          3G Strategy Consulting
                                  www.tomiahonen.com
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
                                                      collected by Tomi T Ahonen
    Source: Wall Street Journal 14 Nov 2006
Copyright © Tomi T Ahonen 2007                                 3G Strategy Consulting
                                 www.tomiahonen.com
Set the controls for the heart of the 4C’s



                                  Connectivity



                Commerce                           Community



                                     Culture



 Copyright © Tomi T Ahonen 2007                          3G Strategy Consulting
                                  www.tomiahonen.com
Ohmy News
• Korean online newspaper Ohmy News has rapidly
  become one of the biggest news sources in Korea
• 51,000 quot;citizen reportersquot; contribute
  over 90% of the newspaper's content
• Is 4th most TRUSTED news source
  in Korea, ahead of many TV networks
• Each writer compensated by money
  (about 20 USD per article) and by
  seeing their name in print
• Newly elected President Roh
  Moo-Hyun first interview was on
  Ohmy News                         Pearls: Real Mobile Services
    sources: book quot;Communities Dominate Brandsquot;   collected by Tomi T Ahonen
    by Ahonen & Moore, 2005 & CNN May 2005
Copyright © Tomi T Ahonen 2007                               3G Strategy Consulting
                               www.tomiahonen.com
User Generated Content




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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 quot;What should I do with my bird tonight?quot; AQA's
  answer was quot;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 dinnerquot;
• 8 million queries already. quot;the answers are free,
  sending a question costs 1 UKPquot; Pearls: Real Mobile Services
    Source AQA Sept 007                               collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                 3G Strategy Consulting
                                 www.tomiahonen.com
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%
                                                      Pearls: Real Mobile Services
    Source NIDA June 007
                                                      collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Ratio of Creation to Consumption
• Mobile Blogging/User-Generated Video on Orange
  France, 65,000 blogs viewed 140 million times. For
  every blog posting created, they are viewed 114
  times Source: Lightreading.com 6 June 2006
• SeeMeTV on Three/Hutchison UK had received
  30,000 clips, these downloaded 4 M times (ratio
  1:133). Source: Mobile Marketing Magazine 1 Feb 2006
• It seems that for mobile networks and paid social
  networking access, the ratio of user-generated
  content to users viewing the content is about 1:100
• By contrast on free internet the ratio is about 1:1000

    Source: TomiAhonen Consulting March 2006

Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
Lets go mAd




Copyright © Tomi T Ahonen 2007                         3G Strategy Consulting
                                  www.tomiahonen.com
mAd? - Value of Recommendation



    quot;64% of consumers will try something recommended by a friend.
      69% of will forward something they like to from 2 to 6 friends.quot;
                        - Jupiter Research Sept 2006




Copyright © Tomi T Ahonen 2007                         3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 quot;Sufficiently Contageousquot;
• Sufficiently contageous means that anyone in the
  target audience will like the ad so much, they feel
  compelled to forward it to at least one person in their
  phone book.
• It doesn't need to be totally contageous, just
  sufficiently contageous. But obviously has to have
  forwarding ability whether coupons, links, SMS, etc
    Source: Tomi Ahonen upcoming book Mobile is       Pearls: Real Mobile Services
    7th Mass Media Channel, 2008
                                                      collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Inteactive vs Engagement




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
quot;Nobody is as clever as
                     everybodyquot;
     - Alan Moore CEO of SMLXL in the book
          Communities Dominate Brands




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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, quot;China Idolquot; ie Super Girl, etc
                                                       Pearls: Real Mobile Services
    Source: SMLXL White Paper
                                                       collected by Tomi T Ahonen
    quot;Pop Idolquot; September 2006
Copyright © Tomi T Ahonen 2007                                   3G Strategy Consulting
                                  www.tomiahonen.com
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 quot;amateurquot; series to Finnish Idol,
  generating more traffic than real Finnish Idols
• World's first network karaoke Contest quot;Jokamies-
  luokan Idolsquot; (The common man's Idols) had 1,682
  entries, 150,000 unique visitors and 1,95 M votes
• Winner was Mea Karppinen of Espoo Finland
    Source: SMLXL White Paper
                                                      Pearls: Real Mobile Services
    quot;Pop Idolquot; September 2006
                                                      collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 quot;18 yearsquot; (18 days)
• quot;DNAquot; of parents is merged in kid. Parents' music
  tastes, selections of the virtual kid's 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 Ahonen
Copyright © Tomi T Ahonen 2007                                    3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Copying Across Borders




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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 don't have
  credit cards - payments are by premium SMS. Kids
  spend over 40 min per session. Sulake earns 29 M
  Euro (35 M USD) per year
• Calculated across its total subscriber base Habbo
  Hotel earns 5 USD per year per subscriber or 42
  cents per month
    Sources: Kauppalehti 11 July 2006,
                                                      Pearls: Real Mobile Services
    Sulake January 2007
                                                      collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 quot;Digital Koreaquot; by Ahonen & O'Reilly 2007
Copyright © Tomi T Ahonen 2007                                         3G Strategy Consulting
                                 www.tomiahonen.com
Self Central - Vodafone quot;Cyworldquot;
• 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 Central's 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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 quot;Red Rosesquot; 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 quot;Big Wet Kissquot;
•   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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Best Examples..




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
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 Ahonen
Copyright © Tomi T Ahonen 2007                                  3G Strategy Consulting
                                 www.tomiahonen.com
Kart Rider
• Kart Rider in South Korea, a
  multiplayer cartoon-crazy car
  racing game by Nexon, has
  become the world's most
  successful multiplayer game by
  national adoption rate - 25% of
  all South Koreans have driven Kart Rider
• Game combines car racing with crazy and violent
  cartoon behaviour from Tom & Jerry etc
• You can have your rival's car spin on a banana peel,
  or shoot a rocket at it, or fly above with a balloon etc
• Makes its money on accessories Pearls: Real Mobile Services
    Source: book Digital Korea,                       collected by Tomi T Ahonen
    Ahonen & O'Reilly 2007
Copyright © Tomi T Ahonen 2007                                 3G Strategy Consulting
                                 www.tomiahonen.com
Kart Rider uses quot;Cartoon Logicquot;..
• Kart Rider, a multiplayer cartoon-crazy car racing
  game developed by Nexon, has become world's 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
  quot;cartoon logicquot; to make it more fun. You can have
  your rival's 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 & O'Reilly 2007
Copyright © Tomi T Ahonen 2007                                 3G Strategy Consulting
                                 www.tomiahonen.com
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 2007                                   3G Strategy Consulting
                                 www.tomiahonen.com
Top 20 Digital Maturity Dec 2006
        20 Countries with highest penetrations of TV, internet & mobile phone
Familiarity Index
                                                                        Familiarity Index:
(Sweden = 100%)
                                                                        The penetration
                                                                        rates of TV, internet
100%                                    • 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
                                                                    • Korea
               • New Zealand             • Canada
                                 • 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                                  3G Strategy Consulting
                                     www.tomiahonen.com
Top 20 Digital Maturity Dec 2006
        20 Countries with highest penetrations of TV, internet & mobile phone
Familiarity Index
                                                                        Familiarity Index:
(Sweden = 100%)
                                                                        The penetration
                                                                        rates of TV, internet
100%                                    • 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
                                                                    • Korea
               • New Zealand             • Canada
                                 • 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                                  3G Strategy Consulting
                                     www.tomiahonen.com
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 future




Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
Forum Oxford!




Tomi is now based in Hong Kong
e-mail           tomi@tomiahonen.com
website          www.tomiahonen.com
blogsite          www.CommunitiesDominate.com
podcast           www.HorizonChannel.com
  Copyright © Tomi T Ahonen 2007                            3G Strategy Consulting
                                   www.tomiahonen.com
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)
                                                                        Pearls: Real Mobile Services
•   20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs)
                                                                        collected by Tomi T Ahonen
    Source: M-Trends.org 18 Aug 2006

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

Copyright © Tomi T Ahonen 2007                        3G Strategy Consulting
                                 www.tomiahonen.com
Tomi T Ahonen, Author & Consultant
     Competitiveness, Business Case, Marketing, and Profitability
      quot;Service creation and marketing will be key to 3G,quot; 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 world's most prolific new mobile service evangelist,
    has introduced over 1,000 new service concepts at
    public conferences; his books include 500 service ideas.
•   Quoted in over 200 press stories in a dozen languages;
    keynotes/ chaired at over 200 major conferences on six
    continents; host of Communities Dominate Podcast.
•   Lectures at Oxford University on 3G and Convergence
•   Available as a motivational speaker in telecoms
    marketing, sales, product development and innovation.
•   Read his books quot;Digital Koreaquot;, quot;Communities Dominate
                                                                     Earlier Tomi Ahonen has set up &
    Brandsquot;, “m-Profitsquot;, quot;3G Marketingquot;,quot;Services for UMTS”
                                                                     run Nokia’s 3G Business
          website: www.tomiahonen.com                                Consultancy. Previously he
                    tomi@tomiahonen.com                              worked for 3 operators where he
          e-mail:
                                                                     created the world’s first fixed-
           podcast: www.HorizonChannel.com                           mobile service bundle and set a
                                                                     world record for taking market
          blog:        www.CommunitiesDominate.com
                                                                     share from the incumbent
    Copyright © Tomi T Ahonen 2007                                         3G Strategy Consulting
                                     www.tomiahonen.com
Recent Ahonen Articles/Columns
Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1
Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007
Mobile Social Networking - Asia Pacific Telecoms, Jan 2007
Celebrating the 1000th Pearl - The 3G Portal, Oct 2006
Hidden Power in Mobile - Mobile Communications June 6, 2006
Second Subscriptions - Wireless Watch June 5, 2006
Operator Customer Service - The 3G Portal, Apr 2006
3G TV Convergence - European Communications Spring, 2006
Seventh Mass Media - The 3G Portal Nov, 2005
Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005
Story of Mobile vs TV - New Media Knowledge Apr 25, 2005
NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the
  host of Communities Dominate Podcast on HorizonChannel.com


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




   Copyright © Tomi T Ahonen 2007                                                   3G Strategy Consulting
                                                www.tomiahonen.com
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
quot;Authors vividly illustrate the rapidly growing    and Reachability impact marketing
power of digital communities.quot;
                                                   communications and customer loyalty. With 13
  - Harry Dronec, Red Bull UK
                                                   case studies and 100 real business examples,
quot;Clearly identifies the issues impacting the
                                                   shows how business must move from inter-
audio-visual industry. quot;
 - John Ranelagh, TV2 Norway                       ruptive advertising to engagement marketing.
                                                   - book blogsite is www.CommunitiesDominate.com
quot;Authors show how living in a converging
                                                   Available now at Futuretext.com and all major
mobile world introduces threats to your
business model.
                                                   booksellers including Amazon
 - Kazutomo Robert Hori, Cybird Japan


   Copyright © Tomi T Ahonen 2007                                                  3G Strategy Consulting
                                                  www.tomiahonen.com
3G Marketing: Communities and
                                                  Strategic Relationships
                                                  by Tomi T Ahonen, Timo Kasper and Sara
                                                  Melkko, with foreword by Mike Short of O2
                                                  (333 pages, softcover, John Wiley & Sons, 2004)
                                                   - ALREADY INTO ITS SECOND PRINTING !!! -
                                                  World’s first book on the marketing and sales of
                                                  3G and other advanced wireless services.
                                                  Covers Market Intelligence, Segmentation,
                                                  Service Creation, Distribution Channels,
                                                  Promotion, Bundling, Tariffing, Billing, and
                                                  Churn. With up-to-the-minute theories of
Only book on winning in 3G
                                                  cellular telecoms including Reachability, the 5
quot;Insightful look into capitalising on customer
                                                  M’s, Murfing, Alpha Users, Omega Customers
data and developing targetted marketing
                                                  and the Early Eight, this book covers the “how”
propositions.quot;
  - Jan-Anders Dalenstam, Ericsson
                                                  of new wirless services.
quot;Packed with useful and practical techniques
                                                  Available now at all major bookstores and at
to achieve success in competitive
                                                  Amazon.com
marketplacequot;
 - Steven S K Chan, MobileOne Singapore

   Copyright © Tomi T Ahonen 2007                                                 3G Strategy Consulting
                                                 www.tomiahonen.com
M-Profits: Making Money from 3G
                                              Services
                                              by Tomi T Ahonen, with foreword by Teppo
                                              Turkki of Elisa Corporation Finland
                                              (360 pages, hardcover, John Wiley & Sons, 2002)
                                              World’s first business book on mobile telecoms
                                              became world's bestselling 3G book Oct & Dec
                                              2003. Covers revenues, revenue-sharing,
                                              pricing, profits of mobile services. m-Profits
                                              includes 170 service ideas and 50 real services
                                              in use around the world. Written with a clear
“Good read for industry professionals,        money focus, m-Profits includes mobile industry
operators, bankers and analysts.” - Voytek
                                              issues as Money Migration, Hockey Sticks, and
Siewierski NTT DoCoMo
                                              the 5 M’s theory. The book covers service
“Only book to give comprehensive view of
marketing and revenue.” - Sophie Ghnassia     creation, revenue sharing, content partnerships,
France Telecom
                                              telecoms economics, and includes contrasts
“Great guide to making money in mobile
                                              among all major wireless technologies.
services.” - Joao Baptista Mercer
Management Consulting
                                              Available now at all major bookstores and at
“Makes complex theories easy to
                                              Amazon.com
understand.” - Mark Weisleder Bell Canada
   Copyright © Tomi T Ahonen 2007                                            3G Strategy Consulting
                                             www.tomiahonen.com
Services for UMTS: Creating
                                               Killer Applications in 3G
                                               Edited by Tomi T Ahonen and Joe Barrett
                                               (373 pages, hardcover, John Wiley & Sons, 2002)
                                               World’s first book on 3G services is also the
                                               world's bestselling 3G book in Oct 2002. Covers
                                               200 service ideas with lots of illustrations,
                                               statistics, charts. Written by 14 leading 3G
                                               experts, for the non-technical reader. Includes
                                               the 5 M’s theory, service creation, content
                                               partnerships, revenue sharing,
                                               marketing and competition in
                                               3G. Covers all major service
                                               groupings such as SMS, MMS,
“This book provivdes a framework for
launching UMTS.” - Mike Short mmO2
                                               m-commerce, mobile adver-
“A must read.” - Dr Roberto Saracco Telecom
                                               tising, video, music, gaming,
Italia Future Lab
                                               infotainment, B2B, B2C, B2E...
“Welcome change from technology led
literature.” - Dr Didier Bonnet Cap Gemini
                                                - also translated to Chinese -
Ernst & Young
                                               Available now at all major
“Explains some of the compelling services.”
Jeff Lawrence Intel
                                               bookstores and at Amazon.com
  Copyright © Tomi T Ahonen 2007                                              3G Strategy Consulting
                                              www.tomiahonen.com

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Communities Are Mobile Future

  • 1. quot;The mobile phone is the only device that 30% of the world's population carryquot; says Tomi Ahonen The Financial Times 1 Sept 2005 quot;Old World, New World: How Communities, Culture, Connectivity, and Commerce are Changing How We Create Culture, Media, Education and Politicsquot; (Keynote) Tomi T Ahonen, MBA Author & Consultant Symbian 2007 London UK Oct 18, 2007 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 2. quot;Old World, New World: How Communities, Culture, Connectivity, and Commerce are Changing How We Create Culture, Media, Education and Politicsquot; • - 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 C's 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 Rider Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 3. 7th Mass Media Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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, browsing Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 5. When BBC introduced TV News • Thinking was radio. TV was even called quot;visual radioquot; • 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 quot;radio mindsetquot; - that we supposedly connected with a trusted quot;voicequot; of news • Only after we started to show the news anchorman, did we discover the appeal of celebrity. • And only after that TV discovered talk shows, gameshows, reality TV formats etc that rely on celeb Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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, blogging Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 messaging Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 advantages of mobile: • 2G, 2.5G, 3G 1 - Personal • text messaging, ringtones, logos, news, music, gaming, voting.. 2 - Always-on • subscription, pay-per-view, advertising 3 - Always carried • major revenue shift for music, gaming, e-mail 4 - Built-in payment channel • introduce text messaging, ringtones, logos, voting, picture 5 - Present at creative impulse messaging Source: Tomi Ahonen upcoming book Mobile 6 - Most accurate audience is 7th Mass Media Channel, 2008 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Pearls: Real Mobile Services Source: MobHappy.com 25 Apr, 2006 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 World's first wedding proposal over video mobile on Valentine’s day (Dating Game) – Tornado chaos – footage of the aftermath of the tornado that hit Birmingham (24 Hours) • One woman flashed her breasts and had 130,000 downloads, earned 1,300 UKP Pearls: Real Mobile Services Sources: www.3G.co.uk, 9 March 2006, Mobile collected by Tomi T Ahonen Marketing Magazine 1 Feb 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 15. Self Central - Vodafone quot;Cyworldquot; • 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 Central's 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 16. Your Own Music Video Version • Ministry of Sound is actively pushing the opportunities in convergence and mobile • For the quot;Put Your Hands Up (for Detroit)quot; 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 3G Strategy Consulting www.tomiahonen.com Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
  • 18. Peak Times for Media Pearls: Real Mobile Services collected by Tomi T Ahonen Source: book Digital Korea, Ahonen & O'Reilly 2007 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 19. Quotes • quot;We see the mobile phone as a ubiquitous necessity and people using it in more and more ways.quot; Rahul Khosla Executive Vice President Visa Asia Pacific Wall Street Journal 27 July 007 • quot;Customers use multiple networks but mobile is the indispensible channelquot; - Ted Matsumoto, Executive VP Softbank Japan, iMobicon Seoul 23 Aug 007 • quot;Mobile is a very close personal playgroundquot; - 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 20. Don't Fixate on Limitations Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 21. What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not type at all.. Why can't the phone read my mind? Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com Source: 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 23. Huge opportunity is idle screen.. Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 2007 ust 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 3G Strategy Consulting www.tomiahonen.com
  • 25. Don't Copy - Create Magic Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 27. Flower Diagramme Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 28. So, set the controls for the heart of the 4C’s Connectivity Culture Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 29. M-Books $82 M in Japan • The global 100 billion dollar book-publishing industry seemed to be very safe from the digital revolution • Amazon's book ratings and Google's interest to scan all books are making small digital dents into the book world, but still most of it seems quot;insulatedquot;... • 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 titles Pearls: Real Mobile for m-books and suddenly it is exploding.by Tomi T Ahonen collected Source: Economist 26 May, 007 Copyright © 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 3G Strategy Consulting www.tomiahonen.com
  • 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 collected by Tomi T Ahonen Source: Wall Street Journal 14 Nov 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 32. Set the controls for the heart of the 4C’s Connectivity Commerce Community Culture Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 33. Ohmy News • Korean online newspaper Ohmy News has rapidly become one of the biggest news sources in Korea • 51,000 quot;citizen reportersquot; contribute over 90% of the newspaper's content • Is 4th most TRUSTED news source in Korea, ahead of many TV networks • Each writer compensated by money (about 20 USD per article) and by seeing their name in print • Newly elected President Roh Moo-Hyun first interview was on Ohmy News Pearls: Real Mobile Services sources: book quot;Communities Dominate Brandsquot; collected by Tomi T Ahonen by Ahonen & Moore, 2005 & CNN May 2005 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 34. User Generated Content Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;What should I do with my bird tonight?quot; AQA's answer was quot;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 dinnerquot; • 8 million queries already. quot;the answers are free, sending a question costs 1 UKPquot; Pearls: Real Mobile Services Source AQA Sept 007 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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% Pearls: Real Mobile Services Source NIDA June 007 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 38. Lets go mAd Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 39. mAd? - Value of Recommendation quot;64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends.quot; - Jupiter Research Sept 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;Sufficiently Contageousquot; • Sufficiently contageous means that anyone in the target audience will like the ad so much, they feel compelled to forward it to at least one person in their phone book. • It doesn't need to be totally contageous, just sufficiently contageous. But obviously has to have forwarding ability whether coupons, links, SMS, etc Source: Tomi Ahonen upcoming book Mobile is Pearls: Real Mobile Services 7th Mass Media Channel, 2008 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 42. Inteactive vs Engagement Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 43. quot;Nobody is as clever as everybodyquot; - Alan Moore CEO of SMLXL in the book Communities Dominate Brands Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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, quot;China Idolquot; ie Super Girl, etc Pearls: Real Mobile Services Source: SMLXL White Paper collected by Tomi T Ahonen quot;Pop Idolquot; September 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;amateurquot; series to Finnish Idol, generating more traffic than real Finnish Idols • World's first network karaoke Contest quot;Jokamies- luokan Idolsquot; (The common man's Idols) had 1,682 entries, 150,000 unique visitors and 1,95 M votes • Winner was Mea Karppinen of Espoo Finland Source: SMLXL White Paper Pearls: Real Mobile Services quot;Pop Idolquot; September 2006 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;18 yearsquot; (18 days) • quot;DNAquot; of parents is merged in kid. Parents' music tastes, selections of the virtual kid's 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 48. Copying Across Borders Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 don't have credit cards - payments are by premium SMS. Kids spend over 40 min per session. Sulake earns 29 M Euro (35 M USD) per year • Calculated across its total subscriber base Habbo Hotel earns 5 USD per year per subscriber or 42 cents per month Sources: Kauppalehti 11 July 2006, Pearls: Real Mobile Services Sulake January 2007 collected by Tomi T Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;Digital Koreaquot; by Ahonen & O'Reilly 2007 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 51. Self Central - Vodafone quot;Cyworldquot; • 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 Central's 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;Red Rosesquot; 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 quot;Big Wet Kissquot; • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 54. Best Examples.. Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 Ahonen Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 56. Kart Rider • Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game by national adoption rate - 25% of all South Koreans have driven Kart Rider • Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc • You can have your rival's car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc • Makes its money on accessories Pearls: Real Mobile Services Source: book Digital Korea, collected by Tomi T Ahonen Ahonen & O'Reilly 2007 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 57. Kart Rider uses quot;Cartoon Logicquot;.. • Kart Rider, a multiplayer cartoon-crazy car racing game developed by Nexon, has become world's 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 quot;cartoon logicquot; to make it more fun. You can have your rival's 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 & O'Reilly 2007 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 58. 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 2007 3G Strategy Consulting www.tomiahonen.com
  • 59. Top 20 Digital Maturity Dec 2006 20 Countries with highest penetrations of TV, internet & mobile phone Familiarity Index Familiarity Index: (Sweden = 100%) The penetration rates of TV, internet 100% • 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 • Korea • New Zealand • Canada • 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 3G Strategy Consulting www.tomiahonen.com
  • 60. Top 20 Digital Maturity Dec 2006 20 Countries with highest penetrations of TV, internet & mobile phone Familiarity Index Familiarity Index: (Sweden = 100%) The penetration rates of TV, internet 100% • 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 • Korea • New Zealand • Canada • 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 3G Strategy Consulting www.tomiahonen.com
  • 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 future Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 62. Forum Oxford! Tomi is now based in Hong Kong e-mail tomi@tomiahonen.com website www.tomiahonen.com blogsite www.CommunitiesDominate.com podcast www.HorizonChannel.com Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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) Pearls: Real Mobile Services • 20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs) collected by Tomi T Ahonen Source: M-Trends.org 18 Aug 2006 Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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.com Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 65. Recommended Books • Digital Korea, Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007 • Communities Dominate Brands, Tomi T Ahonen & Alan Moore, 274 pages, Futuretext, 2005 • Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006 • M-Profits, Tomi T Ahonen, 360 pages, Wiley 2002 • Distraction, Mark Curtis, 240 pages, Futuretext, 2005 • Next Generation Wireless Applications, Paul Golding, 588p, Wiley 2004 • 3G Marketing, Ahonen, Kasper & Melkko 333 p, Wiley 2004 • Mobile Strategy, Tom Weiss, 320 pages, Futuretext 2006 • Smart Mobs, Howard Rheingold, 288 p, Basic Books, 2003 • The City in Your Pocket, T Kopomaa, 143 p Gaudeamus 2000 • ...And of course The Dilbert Future by Scott Adams.. Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 66. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability quot;Service creation and marketing will be key to 3G,quot; 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 world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; his books include 500 service ideas. • Quoted in over 200 press stories in a dozen languages; keynotes/ chaired at over 200 major conferences on six continents; host of Communities Dominate Podcast. • Lectures at Oxford University on 3G and Convergence • Available as a motivational speaker in telecoms marketing, sales, product development and innovation. • Read his books quot;Digital Koreaquot;, quot;Communities Dominate Earlier Tomi Ahonen has set up & Brandsquot;, “m-Profitsquot;, quot;3G Marketingquot;,quot;Services for UMTS” run Nokia’s 3G Business website: www.tomiahonen.com Consultancy. Previously he tomi@tomiahonen.com worked for 3 operators where he e-mail: created the world’s first fixed- podcast: www.HorizonChannel.com mobile service bundle and set a world record for taking market blog: www.CommunitiesDominate.com share from the incumbent Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 67. Recent Ahonen Articles/Columns Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1 Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007 Mobile Social Networking - Asia Pacific Telecoms, Jan 2007 Celebrating the 1000th Pearl - The 3G Portal, Oct 2006 Hidden Power in Mobile - Mobile Communications June 6, 2006 Second Subscriptions - Wireless Watch June 5, 2006 Operator Customer Service - The 3G Portal, Apr 2006 3G TV Convergence - European Communications Spring, 2006 Seventh Mass Media - The 3G Portal Nov, 2005 Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005 Story of Mobile vs TV - New Media Knowledge Apr 25, 2005 NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 68. Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics by Tomi T Ahonen & Jim O'Reilly foreword Dr Hyun-Oh Yoo, CEO SK Communications (284 pages, Hardcover, Futuretext, July 2007) South Korea is the world's highest penetration country for broadband, 3G, digital TV, videogaming etc. This book looks at how that environment spawns innovations and changes society, from mobile commerce to virtual reality “This book really helps the reader understand to home robotics with resulting cultural changes what makes a winning Digital ecosystem from education to government to healtcare to within a Global context” - JaeHong Yoon, Sr VP Korea Telecom crime. Packed with IT statistics and 12 cases. - book website is www.DigitalKorea.info “I recommend this book as an insightful resource base for the near future concept Available now at Futuretext.com, at Amazon and creation.” all major booksellers worldwide - Karri Mikkonen Director of Strategy, TeliaSonera Sweden Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 quot;Authors vividly illustrate the rapidly growing and Reachability impact marketing power of digital communities.quot; communications and customer loyalty. With 13 - Harry Dronec, Red Bull UK case studies and 100 real business examples, quot;Clearly identifies the issues impacting the shows how business must move from inter- audio-visual industry. quot; - John Ranelagh, TV2 Norway ruptive advertising to engagement marketing. - book blogsite is www.CommunitiesDominate.com quot;Authors show how living in a converging Available now at Futuretext.com and all major mobile world introduces threats to your business model. booksellers including Amazon - Kazutomo Robert Hori, Cybird Japan Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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, and Churn. With up-to-the-minute theories of Only book on winning in 3G cellular telecoms including Reachability, the 5 quot;Insightful look into capitalising on customer M’s, Murfing, Alpha Users, Omega Customers data and developing targetted marketing and the Early Eight, this book covers the “how” propositions.quot; - Jan-Anders Dalenstam, Ericsson of new wirless services. quot;Packed with useful and practical techniques Available now at all major bookstores and at to achieve success in competitive Amazon.com marketplacequot; - Steven S K Chan, MobileOne Singapore Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 world's bestselling 3G book Oct & Dec 2003. Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear “Good read for industry professionals, money focus, m-Profits includes mobile industry operators, bankers and analysts.” - Voytek issues as Money Migration, Hockey Sticks, and Siewierski NTT DoCoMo the 5 M’s theory. The book covers service “Only book to give comprehensive view of marketing and revenue.” - Sophie Ghnassia creation, revenue sharing, content partnerships, France Telecom telecoms economics, and includes contrasts “Great guide to making money in mobile among all major wireless technologies. services.” - Joao Baptista Mercer Management Consulting Available now at all major bookstores and at “Makes complex theories easy to Amazon.com understand.” - Mark Weisleder Bell Canada Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com
  • 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 world's bestselling 3G book in Oct 2002. Covers 200 service ideas with lots of illustrations, statistics, charts. Written by 14 leading 3G experts, for the non-technical reader. Includes the 5 M’s theory, service creation, content partnerships, revenue sharing, marketing and competition in 3G. Covers all major service groupings such as SMS, MMS, “This book provivdes a framework for launching UMTS.” - Mike Short mmO2 m-commerce, mobile adver- “A must read.” - Dr Roberto Saracco Telecom tising, video, music, gaming, Italia Future Lab infotainment, B2B, B2C, B2E... “Welcome change from technology led literature.” - Dr Didier Bonnet Cap Gemini - also translated to Chinese - Ernst & Young Available now at all major “Explains some of the compelling services.” Jeff Lawrence Intel bookstores and at Amazon.com Copyright © Tomi T Ahonen 2007 3G Strategy Consulting www.tomiahonen.com