1. Mobile Communities Everything you ever wanted to know but were afraid to ask.. ie Killer Content for the 7th Mass Media Tomi T Ahonen, MBA Author & Consultant Mobile Monday Amsterdam Netherlands Sept 24, 007 "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005

2. 8 C's of Cellphones..

12. Customer of Mobile Communities?

16. Youth and SMS

21. 7th Mass Media

40. 7 Mass Media / Content Formats Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006 OO OOO O OO Share OOO OO O Vote OO+ OOO Browse OOO OO Messg OO+ OOO Search OO OO OOO Reality OO+ OOO O OO O Game OO+ OO OOO OO O O OO Advg OO+ OO OO OOO O OO XX Music O OO OOO OO X OO Sport O OO OO OO O OOO Info OO+ OO OOO OO XX O News O+ O OO O OOO X OO Story Mobile Internet TV Radio Cinema Record Printing

50. Don't Focus on Limitations

51. Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25" colour): 38cm x 50cm = 0.19 m ² Size differentials: cinema is 379x larger screen ie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm ² Phone screen 4.2cm x 3.6cm = 15 c m ² Laptop screen is 36x larger than phone ie phone is 2.8% the size of a laptop

52. 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?

54. Don't Copy - Create Magic

56. Marketing and Community

57. "Nobody is as clever as everybody" - Alan Moore CEO of SMLXL in the book Communities Dominate Brands

62. Viral

63. "Think global, act viral" - Rudy De Waele, mTrends

64. mAd - Value of Recommendation Pearls: Real Mobile Services collected by Tomi T Ahonen "64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends." - Jupiter Research Sept 2006

66. From Interactive to Engagement

71. How? Use Flower Diagramme

72. So, set the controls for the heart of the 4C’s Connectivity Culture

74. Set the controls for the heart of the 4C’s Commerce Community

76. Set the controls for the heart of the 4C’s Connectivity Commerce Culture Community

78. User Generated Content

81. Asian Mobile Community Examples

86. Innovation Ping Pong..

93. Is It Real?

96. Creating Mobile: 6 M's (5 M's) Movement Moment Me Multi-user Money Machines Source: book m-Profits by Tomi T Ahonen 2002 THIS is your tool to build billable value when creating mobile services

97. www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford"

98. Ask Alan Moore for White Paper [email_address]

99. But wait - There is still More Info ” In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002

107. 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 to home robotics with resulting cultural changes from education to government to healtcare to crime. Packed with IT statistics and 12 cases. - book website is www.DigitalKorea.info Available now at Futuretext.com, at Amazon and all major booksellers worldwide “ This book really helps the reader understand what makes a winning Digital ecosystem within a Global context” - JaeHong Yoon, Sr VP Korea Telecom “ I recommend this book as an insightful resource base for the near future concept creation. ” - Karri Mikkonen Director of Strategy, TeliaSonera Sweden

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

109. 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 cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore

110. 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 money focus, m-Profits includes mobile industry issues as Money Migration, Hockey Sticks, and the 5 M’s theory. The book covers service creation, revenue sharing, content partnerships, telecoms economics, and includes contrasts among all major wireless technologies. Available now at all major bookstores and at Amazon.com “ Good read for industry professionals, operators, bankers and analysts.” - Voytek Siewierski NTT DoCoMo “ Only book to give comprehensive view of marketing and revenue.” - Sophie Ghnassia France Telecom “ Great guide to making money in mobile services.” - Joao Baptista Mercer Management Consulting “ Makes complex theories easy to understand.” - Mark Weisleder Bell Canada

111. 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, m-commerce, mobile adver- tising, video, music, gaming, infotainment, B2B, B2C, B2E... - also translated to Chinese - Available now at all major bookstores and at Amazon.com “ This book provivdes a framework for launching UMTS.” - Mike Short mmO2 “ A must read.” - Dr Roberto Saracco Telecom Italia Future Lab “ Welcome change from technology led literature.” - Dr Didier Bonnet Cap Gemini Ernst & Young “ Explains some of the compelling services.” Jeff Lawrence Intel