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Money in Mobile Media through Mobile Social Networking Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Tomi T Ahonen,  M...
Happy Birthday Mobile: 30 Years <ul><li>December 1 in 1979, the world's first commercial mobile (cellular) network went li...
At End of 2009 <ul><li>470 M daily circulation of all newspapers </li></ul><ul><li>825 M registered automobiles </li></ul>...
4.6B Subs, 3.9B phones, 3.4B Uniques Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source:  Tomi Ahonen Amanac 2010   ...
Digital Divide, Penetration Rates <ul><li>Industrialized World Developing World </li></ul><ul><li>1.2B population 5.6B pop...
400K m-Study in Bangladesh <ul><li>Financial Times reported that m-learning offering English via mobile, cost less than a ...
Fixed Internet vs Mobi le Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
&quot; Mobile is going to be the next big internet phenomenon. &quot; -  Eric Schmidt, CEO Google  2005 Copyright © Tomi T...
&quot;By 2010 the majority of internet access worldwide would be from mobile phones, not PCs&quot; - Terry Semel CEO Yahoo...
&quot;The majority of internet access is from mobile phones.&quot; - Olli-Pekka Kallasvuo CEO Nokia, 12 Jan 2010 Copyright...
Mobi le v Fixed Content 2009 <ul><li>Fixed Internet Mobi le Internet </li></ul><ul><li>$27.3 B  Content/Services $85.8 B <...
7th of the Mass Media See Wikipedia page 'Seven Mass Media' Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
The 7 Mass Media <ul><li>1st mass medium Print  1500:  books, newspapers, magazines </li></ul><ul><li>2nd medium Recording...
Compare 7 Mass Media <ul><li>Print Static page No inputs </li></ul><ul><li>Recordings Depends on player dozen controls </l...
Contrast  Mobile Phone & PC <ul><li>30 minute tasks </li></ul><ul><li>Using PCs/Laptops </li></ul><ul><li>Planned use </li...
Contrast  Mobile Phone & PC <ul><li>30 minute tasks 30 second tasks </li></ul><ul><li>Using PCs/Laptops Using Mobile Phone...
Do not misunderstand me.. BOTH will Co-Exist ! BOTH will GROW ! Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
The 8 Benefits of the 7th Medium Better than the internet or television Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
&quot;Mobile is as different from the internet, as TV is different from radio.&quot;   - Tomi T Ahonen Copyright © Tomi T ...
Mobi le Has  8  Unique  Benefits <ul><li>1. Mobile is first personal mass medium </li></ul><ul><li>2. Permanently Connecte...
Unique benefit number 1 of 8: Mobile is first  personal  mass medium Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Fir...
<ul><li>Survey by Virgin Mobile in Australia found that one in three mobile phone owners will  snoop in phones of their pa...
Pittsburgh Penguins Mobile <ul><li>The Pittsburgh Penguins NHL ice hockey team launched a fan video service for mobile in ...
Unique benefit number 2 of 8: Mobile is permanently  connected Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First fou...
<ul><li>Yes, we've heard that we sleep with mobile phones. </li></ul><ul><li>Now latest research by Lightspeed Research re...
Instant Passer-by Soccer Game <ul><li>Qootia out of Slovenia have developed a platform to enable extempore interactive bil...
Unique benefit number 3 of 8: Only mobile is  always  carried Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First four...
<ul><li>Finnair started mobile check-in late in 2001. </li></ul><ul><li>Initially offered to frequent fliers, now for   al...
<ul><li>Location-Based mobile service that tracks how your mobile phone moves. </li></ul><ul><li>If it moves at walking sp...
Unique benefit number 4 of 8: Mobile has built-in  payment  channel Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Firs...
m-Banking 46% of Kenya Banking <ul><li>M-Pesa is now 2 years old. In Kenya (pop 38 M) only one in five people have a tradi...
Real Madrid Fan Club <ul><li>Real Madrid the soccer/football club has launched a mobile fan club </li></ul><ul><li>It has ...
Unique benefit number 5 of 8: Mobile is available at creative  impulse Copyright © Tomi T Ahonen 2009 www.tomiahonen.com T...
Mobile as Addictive as Smoking <ul><li>An Australian study of addiction at Queensland University finds that mobile phones ...
<ul><li>Maxim launched MMS messaging service.  </li></ul><ul><li>Maxim readers to send and receive pix of  cars and girls ...
Unique benefit number 6 of 8: Mobile measures audience  accurately Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank...
<ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV audience accuracy is of ...
Customer Data Accuracy <ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV a...
<ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV audience accuracy is of ...
<ul><li>Latest from Japan, on Asahi TV </li></ul><ul><li>A live TV quiz show based on &quot;losers are eliminated&quot; pr...
Unique benefit number 7 of 8: Only mobile captures  social  context Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Than...
Value of Recommendation Copyright © Tomi T Ahonen 2009 www.tomiahonen.com &quot;64% of consumers will try something recomm...
<ul><li>At 2008 Shanghai F1 race, Puma created a mobile advergame campaign to engage with its customers. F-Wan (means &quo...
Unique benefit number 8 of 8: Mobile enables  augmented reality Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank yo...
<ul><li>The Guardian reported on virtual world  economics, and said the global value  of virtual properties is 15 billion ...
Vesseltracker <ul><li>German company Vesseltracker offers augmented reality view of ships and boats in harbor, to let mobi...
Newer Business Models &quot;Mobile is the  magical money-making machine &quot;  -  Tomi T Ahonen Copyright © Tomi T Ahonen...
Primary Business Models <ul><li>Mobile social networking has expanded to offer five valid business models - and any combin...
User Pays Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
<ul><li>Any Question Answered AQA has real people answering questions </li></ul><ul><li>In five years, 18 M answers (at 1 ...
Advertising in Social Networks &quot;Mobile is the  magical money-making machine &quot;   -  Tomi T Ahonen Copyright © Tom...
<ul><li>Japanese snack brand, Tohato,  launched 2 new snacks in Oct 07,  Habanero, and Satan Jorquia.  </li></ul><ul><li>M...
Personalization &quot;Mobile is the  magical money-making machine &quot;   -  Tomi T Ahonen Copyright © Tomi T Ahonen 2009...
<ul><li>Habbo Hotel reached 130 M avatars &quot;Habbos&quot; </li></ul><ul><li>90% are teenagers, from 31 countries </li><...
Revenue-Sharing with User-Generated Content &quot;Mobile is the  magical money-making machine &quot;   -  Tomi T Ahonen Co...
<ul><li>SeeMeTV launched in October 2005 in Italy  and UK on Three networks, copying idea from  Singapore's M1 network: Me...
Virtual Gifts &quot;Mobile is the  magical money-making machine &quot;   -  Tomi T Ahonen Copyright © Tomi T Ahonen 2009 w...
<ul><li>South Korean Cyworld used by 95% of 20 year olds </li></ul><ul><li>The web and mobile based virtual room, blogsite...
Ego Services &quot;Mobile is the  magical money-making machine &quot;   -  Tomi T Ahonen Copyright © Tomi T Ahonen 2009 ww...
<ul><li>  UK flirting service Flirtomatic from    May 2006, now has over half million users and spreading to Germany.  </l...
<ul><li>  UK flirting service Flirtomatic  now 2M users, spread to USA </li></ul><ul><li>Germany & Australia  </li></ul><u...
Primary Business Models <ul><li>Fixed internet has two primary business models for social networks (Pay, or Advertising) <...
<ul><li>Informa's latest study of Mobile Social Networking for 2008 reports that in 2008 there will be 100 million people ...
Make Mobile  Magic and Fun Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
Voice to Voice Translator <ul><li>Its the Star Trek Universal Translator, that we've previously only seen in Japan </li></...
Mobile Love Detector ! <ul><li>Yes, we've had the mobile lie detector for some years now, but the latest innovation from S...
AR Monsters Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
If you like my slides... Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
www.ForumOxford.com First time registration, you need enrollment key. Use the word: &quot;forumoxford&quot; Copyright © To...
I am here to meet YOU.. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
To Follow Tomi's Thoughts.. <ul><li>Easiest -  Twitter  Feed is  @tomiahonen </li></ul><ul><li>Tomi's regular commentary o...
But wait - There is still More Info ” In a connected age  sharing  information is power.”   Tomi T Ahonen in Services for ...
Started with joke on Phone Booth <ul><li>First 4 Billion took 30 years, made mobile the widest reaching technology on the ...
Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Takk Twitter @tomiahonen communities-dominate.blogs.com [email_address] ...
Copyright © Tomi T Ahonen 2009 www.tomiahonen.com 50 Pearls in eBook  - only  9.99 Euros order at  www.tomiahonen.com
Some Findings from New Report.. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com 70 tables and graphs eBook  - only  9.99...
3 B SMS Users, 1.7 B Premium Data Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source:  Tomi Ahonen Amanac 2009  -  f...
Shift of Mobile Phone Installed Base Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source:  Tomi Ahonen Amanac 2009  -...
Regional Split of Mobile Media Income Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source:  Tomi Ahonen Amanac 2009  ...
Tomi Ahonen Almanac 2009  Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Table of Contents 171 pages, eBook format only...
Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability <ul><li>Provides workshops...
Tomi Ahonen eBooks  Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls Vol 2: Mobile Social Networking     Foreword ...
Tomi Ahonen eBooks  Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Tomi Ahonen Almanac 2009 171 pages, eBook format onl...
Tomi Ahonen six hardcover books  Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Mobile as 7th of the Mass Media , 2008 ...
Selected TomiAhonen Workshops <ul><li>Changing Customer Needs in Mobile  Most requested workshop currently, includes “step...
Tomi Thought Pieces & White Papers <ul><li>TomiAhonen Thoughts Mobile in Developing World ,  October 2009 </li></ul><ul><l...
Recommended Books  <ul><li>Mobile as 7th of the Mass Media , Tomi T Ahonen, 2008 </li></ul><ul><li>Communities Dominate Br...
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Mobile Social Media & Networking

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Mobile Social Media & Networking

  1. 1. Money in Mobile Media through Mobile Social Networking Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Tomi T Ahonen, MBA Author and Consultant Mobile Monday Norway Oslo Norway 25 Jan 2010 &quot;The mobile phone is the only device that 30% of the world's population carry&quot; says Tomi Ahonen The Financial Times 1 Sept 2005
  2. 2. Happy Birthday Mobile: 30 Years <ul><li>December 1 in 1979, the world's first commercial mobile (cellular) network went live in Tokyo with NTT </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Picture from NTT history website
  3. 3. At End of 2009 <ul><li>470 M daily circulation of all newspapers </li></ul><ul><li>825 M registered automobiles </li></ul><ul><li>950 M total cable/satellite TV subscribers </li></ul><ul><li>1.1 B total fixed landline phones </li></ul><ul><li>1.2 B All types of PCs in use incl laptops, netbooks </li></ul><ul><li>1.6 B total TV sets in use </li></ul><ul><li>1.7 B total internet users incl PC, mobile, web cafe </li></ul><ul><li>1.8 B total unique holders of credit cards </li></ul><ul><li>2.2 B total unique holders of banking accounts </li></ul><ul><li>4.0 B total FM radios in use (excluding phones w FM) </li></ul><ul><li>But 4.6 B mobile phone subscriptions globally... </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  4. 4. 4.6B Subs, 3.9B phones, 3.4B Uniques Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com 4.6 B subscriptions 3.9 B phones 3.4 B uniques
  5. 5. Digital Divide, Penetration Rates <ul><li>Industrialized World Developing World </li></ul><ul><li>1.2B population 5.6B population </li></ul><ul><li>600M cars 50% pene 320M cars, 6% pene </li></ul><ul><li>675M PCs 56% pene 425M PCs 8% pene </li></ul><ul><li>725M landlines 60% pene 425M landlines 8% pene </li></ul><ul><li>950M TVs 79% pene 550M TVs, 10% pene </li></ul><ul><li>950M w Bank Acct 79% 1.3B w Bank Acct 22% pene </li></ul><ul><li>2.7B FM radio 225% pene 1.2B FM Radio 21% pene </li></ul><ul><li>1.6B mobile 133% pene 3.0B mobile 56% pene </li></ul><ul><li>Source: TomiAhonen Consulting Estimates '09 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  6. 6. 400K m-Study in Bangladesh <ul><li>Financial Times reported that m-learning offering English via mobile, cost less than a cup of tea, was targeted for 25,000, but achieved over 300,000 </li></ul><ul><li>Source: Financial Times 13 Nov 2009 </li></ul><ul><li>UDDATE - by Dec 13 the number is 400,000. Daily 3 minute lessons cost 4 cents; basic speaking course runs 78 lessons in total. Advanced lessons also available. If Bangladeshi gets English speaking job, gets 20X better salary in country where minimum wage = 25 dollars/month </li></ul><ul><li>Source: AFP 13 Dec 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  7. 7. Fixed Internet vs Mobi le Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  8. 8. &quot; Mobile is going to be the next big internet phenomenon. &quot; - Eric Schmidt, CEO Google 2005 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  9. 9. &quot;By 2010 the majority of internet access worldwide would be from mobile phones, not PCs&quot; - Terry Semel CEO Yahoo 2006 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  10. 10. &quot;The majority of internet access is from mobile phones.&quot; - Olli-Pekka Kallasvuo CEO Nokia, 12 Jan 2010 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  11. 11. Mobi le v Fixed Content 2009 <ul><li>Fixed Internet Mobi le Internet </li></ul><ul><li>$27.3 B Content/Services $85.8 B </li></ul><ul><li>$36.4 B Advertising $3.1 B </li></ul><ul><li>$63.7 B TOTA L $88.9 B </li></ul><ul><li>Sources: Morgan Stan ley, Portio Research, Reuters 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  12. 12. 7th of the Mass Media See Wikipedia page 'Seven Mass Media' Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  13. 13. The 7 Mass Media <ul><li>1st mass medium Print 1500: books, newspapers, magazines </li></ul><ul><li>2nd medium Recordings 1890s: music, games, movies </li></ul><ul><li>3rd medium Cinema 1910s </li></ul><ul><li>4th medium Radio 1920s </li></ul><ul><li>5th medium TV 1950s </li></ul><ul><li>6th medium Internet 1995s </li></ul><ul><li>7th medium Mobile 2000s </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Ahonen book Mobile as 7th of the Mass Media , 2008
  14. 14. Compare 7 Mass Media <ul><li>Print Static page No inputs </li></ul><ul><li>Recordings Depends on player dozen controls </li></ul><ul><li>Cinema Giant screen/sound No inputs </li></ul><ul><li>Radio Sound only dozen controls </li></ul><ul><li>TV Medium screen/sound dozen controls </li></ul><ul><li>Internet Medium screen/sound keyboard, mouse </li></ul><ul><li>Mobile Small screen/sound keypad, touch, vibration microphone, camera, 2D bar- </li></ul><ul><li>code, motion, </li></ul><ul><li>network input </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Ahonen book Mobile as 7th of the Mass Media , 2008
  15. 15. Contrast Mobile Phone & PC <ul><li>30 minute tasks </li></ul><ul><li>Using PCs/Laptops </li></ul><ul><li>Planned use </li></ul><ul><li>Sitting </li></ul><ul><li>Have time </li></ul><ul><li>e-mail </li></ul><ul><li>Creating info </li></ul><ul><li>Focused attention </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Source: Book Digital Korea , Tomi T Ahonen, 2007
  16. 16. Contrast Mobile Phone & PC <ul><li>30 minute tasks 30 second tasks </li></ul><ul><li>Using PCs/Laptops Using Mobile Phone </li></ul><ul><li>Planned use Unplanned use </li></ul><ul><li>Sitting Standing/walking </li></ul><ul><li>Have time In Hurry </li></ul><ul><li>e-mail SMS </li></ul><ul><li>Creating info Consuming info </li></ul><ul><li>Focused attention Multi-tasking </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Source: Book Digital Korea , Tomi T Ahonen, 2007
  17. 17. Do not misunderstand me.. BOTH will Co-Exist ! BOTH will GROW ! Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  18. 18. The 8 Benefits of the 7th Medium Better than the internet or television Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  19. 19. &quot;Mobile is as different from the internet, as TV is different from radio.&quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com - Tomi T Ahonen
  20. 20. Mobi le Has 8 Unique Benefits <ul><li>1. Mobile is first personal mass medium </li></ul><ul><li>2. Permanently Connected </li></ul><ul><li>3. Always Carried </li></ul><ul><li>4. Built-in Payment Channel </li></ul><ul><li>5. Available at Creative Impulse </li></ul><ul><li>6. Has Most Accurate Audience Info </li></ul><ul><li>7. Captures Social Context of Consumption </li></ul><ul><li>8. Enables Augmented Reality </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen book Mobile as 7th of the Mass Media , 2008
  21. 21. Unique benefit number 1 of 8: Mobile is first personal mass medium Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006
  22. 22. <ul><li>Survey by Virgin Mobile in Australia found that one in three mobile phone owners will snoop in phones of their partners </li></ul><ul><li>60% of them will do it when the partner is in shower. 41% do it with partner in view </li></ul><ul><li>45% of the snoops reported finding flirtateous or even explicit sexual messages by their partner, with someone else 73% of the snoopers found content they wished they would not know </li></ul><ul><li>10% ended a relationship because of the messages </li></ul><ul><li>Source: TV NZ 28 Aug 2008 </li></ul>One in Three Snoop Your Phone Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  23. 23. Pittsburgh Penguins Mobile <ul><li>The Pittsburgh Penguins NHL ice hockey team launched a fan video service for mobile in the 2008-2009 season </li></ul><ul><li>The service targeted at season-ticket holding 'VIP' fans </li></ul><ul><li>Offered live video feeds during games, and intended to be viewed while sitting in the audience of a live game </li></ul><ul><li>Cameras behind goalie, at bench, in locker room, even live on star players, allowed fans to see more of game </li></ul><ul><li>Paid premium service adopted by over half of Penguins fans </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  24. 24. Unique benefit number 2 of 8: Mobile is permanently connected Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006
  25. 25. <ul><li>Yes, we've heard that we sleep with mobile phones. </li></ul><ul><li>Now latest research by Lightspeed Research reveals that 67% of UK citizens not only take their phones to bed with them (ie use alarm clock) but yes, two out of three actually keep the phone on and connected - to receive SMS or calls at night. </li></ul><ul><li>And only 14% will switch the phone to silent. So 53% will sleep with the phone not just on, but so that it will wake you if a message or call arrives at night.. </li></ul><ul><li>Source Mobile Europe 30 June 2009 </li></ul>Reaches You When You S leep Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  26. 26. Instant Passer-by Soccer Game <ul><li>Qootia out of Slovenia have developed a platform to enable extempore interactive billboard advertising </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  27. 27. Unique benefit number 3 of 8: Only mobile is always carried Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006
  28. 28. <ul><li>Finnair started mobile check-in late in 2001. </li></ul><ul><li>Initially offered to frequent fliers, now for all. Check-in is offered often on the night before. </li></ul><ul><li>2% of global air travel uses it (IATA 2008) </li></ul><ul><li>By 2008 - over 50% of Finnair passengers on some short haul business flights use mobile check-in </li></ul><ul><li>Sources: Financial Times 2 April 2007 and Book It 2008 Source: www.finnair.com </li></ul>Evolution since - Mobile Check In Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  29. 29. <ul><li>Location-Based mobile service that tracks how your mobile phone moves. </li></ul><ul><li>If it moves at walking speeds, you are walking and not creating a carbon footprint. Same for bicycling. </li></ul><ul><li>If you move at the speed of traffic, you're in a car or taxi, and your carbon footprint is charged. </li></ul><ul><li>It knows if the travel pattern is stop-and-go on bus routes or train routes, and charges you less as you share the costs travelling by public transportation </li></ul><ul><li>Source: Springwise 13 Oct 2008 </li></ul>Carbon Diem Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  30. 30. Unique benefit number 4 of 8: Mobile has built-in payment channel Copyright © Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006
  31. 31. m-Banking 46% of Kenya Banking <ul><li>M-Pesa is now 2 years old. In Kenya (pop 38 M) only one in five people have a traditional bank account. </li></ul><ul><li>But now 6.5 M Kenyans already use M-Pesa mobile phone banking </li></ul><ul><li>Yes, so out of total 14.1 M banking accounts, now M-Pesa m-banking has 46% of Kenyan banking </li></ul><ul><li>Source: Reuters 31 May 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  32. 32. Real Madrid Fan Club <ul><li>Real Madrid the soccer/football club has launched a mobile fan club </li></ul><ul><li>It has typical fan club elements, club news, stats, pictures, video clips, player biographies etc </li></ul><ul><li>Also has fan chat, various offers like buying club jerseys etc </li></ul><ul><li>Has 100,000 subscribers, earns 12 Euros per month ie 14.4 M Euros per year </li></ul><ul><li>Fan club gets new members at 6% per month, and sees 1.5% churn of members not renewing </li></ul><ul><li>Source: Real Madrid presentation to FIFA 2010 Conference London 21 Jan 2010 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  33. 33. Unique benefit number 5 of 8: Mobile is available at creative impulse Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank you Tony Fish for discovering this fifth benefit in 2007
  34. 34. Mobile as Addictive as Smoking <ul><li>An Australian study of addiction at Queensland University finds that mobile phones are as addictive as smoking cigarettes. This follows up on similar findings by research at Catholic University of Leuwen in Belgium first proving mobile phone addiction </li></ul><ul><li>Also removing mobile phones produces similar withdrawal pains as attempting to stop smoking </li></ul><ul><li>A fascinating comparison in findings - mobile phones MORE addictive than personal computers Source: Textually, 5 May 2006 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  35. 35. <ul><li>Maxim launched MMS messaging service. </li></ul><ul><li>Maxim readers to send and receive pix of cars and girls from MMS phones. Also download screensavers of Maxim cover girls and classic cars from sister title Evo. </li></ul><ul><li>The services were developed by Mobile Entertainment Corporation (MEC) </li></ul><ul><li>Readers can enter a Bar Shots competition, where readers can send in MMS photos of beautiful girls seen in bars, for a chance to £1,000. Source: Tomi T Ahonen book Mobile Pearls Vol 2: Mobile Social Networking, 2009 </li></ul>Maxim MMS for Men Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  36. 36. Unique benefit number 6 of 8: Mobile measures audience accurately Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank you AMF Ventures for discovering this sixth benefit in 2007
  37. 37. <ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV audience accuracy is of the magnitude of 1% of total customer data captured </li></ul><ul><li>On the internet accuracy is about ten times better, with about 10% of customer data currently captured </li></ul><ul><li>But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured </li></ul><ul><li> Source: AMF Ventures May 007 </li></ul>Customer Data Accuracy Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  38. 38. Customer Data Accuracy <ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV audience accuracy is of the magnitude of 1% of total customer data captured </li></ul><ul><li>On the internet accuracy is about ten times better, with about 10% of customer data currently captured </li></ul><ul><li>But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured </li></ul><ul><li> Source: AMF Ventures May 007 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  39. 39. <ul><li>AMF Ventures has measured the accuracy of the three biggest media </li></ul><ul><li>On TV audience accuracy is of the magnitude of 1% of total customer data captured </li></ul><ul><li>On the internet accuracy is about ten times better, with about 10% of customer data currently captured </li></ul><ul><li>But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured </li></ul><ul><li> Source: AMF Ventures May 007 </li></ul>Customer Data Accuracy Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  40. 40. <ul><li>Latest from Japan, on Asahi TV </li></ul><ul><li>A live TV quiz show based on &quot;losers are eliminated&quot; principle, using mobile-phone created avatars and interactivity, called Hoshi-Ichi Maniac (&quot;Number One Star Maniac&quot;). The quiz format was multiple-choice and wrong answer elimination. </li></ul><ul><li>Concept by Artificial Life </li></ul><ul><li>Show had 47,000 viewers signed in to compete and generated 163,000 responses. </li></ul><ul><li>Also was clear winner in ratings. </li></ul><ul><li>Source: Artificial Life July 2008 </li></ul>Hoshi-Ishi Maniac Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  41. 41. Unique benefit number 7 of 8: Only mobile captures social context Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008
  42. 42. Value of Recommendation Copyright © Tomi T Ahonen 2009 www.tomiahonen.com &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 Source: Xtract 2008 Used with Permission
  43. 43. <ul><li>At 2008 Shanghai F1 race, Puma created a mobile advergame campaign to engage with its customers. F-Wan (means &quot;play&quot; in Chinese) </li></ul><ul><li>The game featured a racetrack in the shape of Puma's logo </li></ul><ul><li>Game allowed 4 multiplayer </li></ul><ul><li>Top scores and Viral spreading earned Puma merchandise </li></ul><ul><li>Footfall to 350 Puma stores by MMS coupon for mobile content </li></ul><ul><li>Source; MobiAd News 8 January 2009 </li></ul>China - Puma and Formula One Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  44. 44. Unique benefit number 8 of 8: Mobile enables augmented reality Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Thank you Raimo van der Klein of Layar for discovering this 8th benefit in '09
  45. 45. <ul><li>The Guardian reported on virtual world economics, and said the global value of virtual properties is 15 billion dollars in 2009. The virtual content ranges from Second Life to Flirtomatic to World of Warcraft and so forth </li></ul><ul><li>About 400,000 people are employed as 'Gold Farmers' mostly in China making a living and earning about 700 dollars per year (a good salary in China) </li></ul><ul><li>Sources: IT Facts 22 Aug 2008, Guardian 17 Dec 2009 </li></ul>Virtual Goods: $15B Market Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Pearls: Real Mobile Services collected by Tomi T Ahonen Pearls: Real Mobile Services collected by Tomi T Ahonen
  46. 46. Vesseltracker <ul><li>German company Vesseltracker offers augmented reality view of ships and boats in harbor, to let mobile phone be used as a radar replacement. Uses Layar for AR overlay, and collects harbormaster's radar data for ship positions and directions of movement </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  47. 47. Newer Business Models &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  48. 48. Primary Business Models <ul><li>Mobile social networking has expanded to offer five valid business models - and any combination of them </li></ul><ul><li>1 - User pays </li></ul><ul><li>2 - Advertising </li></ul><ul><li>3 - Personalization </li></ul><ul><li>4 - Pay-per-view with revenue share </li></ul><ul><li>5 - Gifting </li></ul><ul><li>6 - Ego-services Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  49. 49. User Pays Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  50. 50. <ul><li>Any Question Answered AQA has real people answering questions </li></ul><ul><li>In five years, 18 M answers (at 1 UKP each) AQA made 4 M UKP in 2008 alone. Like I say, this industry is a &quot;Magical Money Making Machine...&quot; </li></ul><ul><li>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 dinner&quot; </li></ul><ul><li>&quot;the answers are free, sending a question costs 1 UKP&quot; </li></ul><ul><li>Source Guardian 23 April 2009 </li></ul>AQA Update 2009 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  51. 51. Advertising in Social Networks &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  52. 52. <ul><li>Japanese snack brand, Tohato, launched 2 new snacks in Oct 07, Habanero, and Satan Jorquia. </li></ul><ul><li>Massive multiplayer online game on mobile phones for total victory in World's Worst War. Habanero Evil Army vs Satan Jorquia Evil Army: 31 battlefields. </li></ul><ul><li>Gamers joined either army by scanning 2D barcode in a bag. Recruiting friends earned gamer promotion in the army. All via mobile phones. The battles were scheduled at 4 AM. 24 hours of gaming news </li></ul><ul><li>Source: WirelessWatch Japan, 21 May 2008 </li></ul>Tohato World's Worst War Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  53. 53. Personalization &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  54. 54. <ul><li>Habbo Hotel reached 130 M avatars &quot;Habbos&quot; </li></ul><ul><li>90% are teenagers, from 31 countries </li></ul><ul><li>Sulake earned 50 M Euro out of Habbo in 2008 and 4.8 M Euros of profit for the year </li></ul><ul><li>Only 10% is advertising/sponsorship; rest paid by gaming kids </li></ul><ul><li>Habbo Hotel keeps actively renewing itself, a new Habbo environment released every 6-8 weeks </li></ul><ul><li>Now offer unique items (eg furniture) made available only once </li></ul><ul><li>And now Habbo has recycling </li></ul><ul><li>Sources: Sulake/Habbo Hotel April 2009 </li></ul>Habbo Hotel Update 2009 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Tomi T Ahonen
  55. 55. Revenue-Sharing with User-Generated Content &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  56. 56. <ul><li>SeeMeTV launched in October 2005 in Italy and UK on Three networks, copying idea from Singapore's M1 network: MeTV. </li></ul><ul><li>3G mobile video sharing service each clip costs 50p to view, but original content creator is awarded 1p every time the video is viewed. </li></ul><ul><li>Forum Oxford reports that by Feb 2008 in the UK, there had have been 32M paid video downloads, paying over £800,000 ($1.6M) to content creators, for 60,000 clips submitted </li></ul><ul><li>( average creator earned £13.33 per clip ) </li></ul><ul><li>Source: Forum Oxford, Feb 19, 2008 </li></ul>SeeMeTV Economics Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  57. 57. Virtual Gifts &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  58. 58. <ul><li>South Korean Cyworld used by 95% of 20 year olds </li></ul><ul><li>The web and mobile based virtual room, blogsite, mobile blogging, music and community site has 23 M koreans - 50% of the Korean population as users </li></ul><ul><li>Cyworld's mobile version earns 1-3 USD per month </li></ul><ul><li>Revenues double annually. In 2007 Cyworld Mobile earned 10 M USD </li></ul><ul><li>Cyworld gets 83% through content revenues (gifts, personalization, avatar & room; and branded content) </li></ul><ul><li>Only 17% is subscription/service revenues </li></ul><ul><li>Source: Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009 </li></ul>Mobile Cyworld Economics Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Tomi adds: They would still be happily profitable even if they had no subscription fees...
  59. 59. Ego Services &quot;Mobile is the magical money-making machine &quot; - Tomi T Ahonen Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  60. 60. <ul><li> UK flirting service Flirtomatic from May 2006, now has over half million users and spreading to Germany. </li></ul><ul><li>CEO Mark Curtis says: </li></ul><ul><li>Mobile users long in 8.5 times per day ! </li></ul><ul><li>Have Google Adwords type of personal ads , auctioned for top slots - First Face currently goes for about 8 UKP for hours </li></ul><ul><li>Gets only a quarter of its income from advertising </li></ul><ul><li>Personaization and virtual gifts spreading </li></ul><ul><li>Flirtomatic stopped subscription totally in April 2007 as unnecessary </li></ul><ul><li>Source: Flirtomatic 2008 </li></ul>Flirtomatic Update '008 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  61. 61. <ul><li> UK flirting service Flirtomatic now 2M users, spread to USA </li></ul><ul><li>Germany & Australia </li></ul><ul><li>Offered virtual boob jobs in summer of 2008, sold 10,000 of them for 1 UKP each </li></ul><ul><li>Now offers virtual 'melting ice cubes' that melt away upon arrival, sold 2,500 in first weekend </li></ul><ul><li>Newest concept: &quot;ego services&quot;. If you don't like your rating (5 stars etc), can now eliminate worst rating but pay for it. Or find out who gave you that rating (pay..) </li></ul><ul><li>&quot;Our customers buy extra fun from us.&quot; says Mark Curtis </li></ul><ul><li>Flirtomatic is now profitable </li></ul><ul><li>Source: Tomi Ahonen Pearls Vol 2: Mobile Social Networking, 2009 </li></ul>Flirtomatic 2009 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  62. 62. Primary Business Models <ul><li>Fixed internet has two primary business models for social networks (Pay, or Advertising) </li></ul><ul><li>Mobile social networking has expanded to offer six valid business models - and any combination of them </li></ul><ul><li>1 - Pay (Subscriptions, Per-Use, or mixture) </li></ul><ul><li>2 - Advertising </li></ul><ul><li>3 - Personalization </li></ul><ul><li>4 - Revenue share with user-generated content </li></ul><ul><li>5 - Gifting </li></ul><ul><li>6 - Ego-services Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  63. 63. <ul><li>Informa's latest study of Mobile Social Networking for 2008 reports that in 2008 there will be 100 million people subscribing to mobile social networking services </li></ul><ul><li>They generated ARPU contributions $5.10 US dollars per person so at 100 million paying users, the total value of mobile social networking will reach about 6.2 B dollars in 2008 </li></ul><ul><li>Source: Informa Mobile Social Networking Report, Feb 2008 </li></ul>MoSoSo 100 M users 6.2 B dollars Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  64. 64. Make Mobile Magic and Fun Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  65. 65. Voice to Voice Translator <ul><li>Its the Star Trek Universal Translator, that we've previously only seen in Japan </li></ul><ul><li>A Blackberry and iPhone app does English-Arabic translations in either direction. </li></ul><ul><li>Records voice, does voice-to-text conversion. Then machine translation. Then text-to-voice conversion. </li></ul><ul><li>Used by US government and military in Gulf region </li></ul><ul><li>Made by Sakhr Software and Dial Directions </li></ul><ul><li>Source: Fast Company 1 July 2009 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  66. 66. Mobile Love Detector ! <ul><li>Yes, we've had the mobile lie detector for some years now, but the latest innovation from South Korea.. </li></ul><ul><li>The Love Detector ! </li></ul><ul><li>KTF has launched a service that measures voice patterns and gives an on-screen measure of how much affection (and how honestly) the person is talking </li></ul><ul><li>Also summary data can be provided after a discussion via SMS </li></ul><ul><li>Source: Forum Oxford 15 Feb 2008 </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen
  67. 67. AR Monsters Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  68. 68. If you like my slides... Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  69. 69. www.ForumOxford.com First time registration, you need enrollment key. Use the word: &quot;forumoxford&quot; Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Join the free expert community of over 2,000 with over 40 of mobile authors and 16 of the 20 best-read bloggers in mobile
  70. 70. I am here to meet YOU.. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  71. 71. To Follow Tomi's Thoughts.. <ul><li>Easiest - Twitter Feed is @tomiahonen </li></ul><ul><li>Tomi's regular commentary on the mobile industry including tons of his &quot;Pearls&quot;, read his blog at www.7thmassmedia.com </li></ul><ul><li>For his longer analytical pieces on digital convergence, marketing, media, technology and mobile, his blog with Alan Moore at www.communities-dominate.blogs.com Tomi is on Facebook and Linked In as well And he is a moderator at Forum Oxford All links, all books, visibility etc, is at his company website www.tomiahonen.com </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  72. 72. 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 2009 www.tomiahonen.com
  73. 73. Started with joke on Phone Booth <ul><li>First 4 Billion took 30 years, made mobile the widest reaching technology on the planet </li></ul><ul><li>Mobile is the 7th mass medium, it has 8 unique benefits, that cannot be replicated by older media </li></ul><ul><li>We can make money with mobile social networks </li></ul><ul><li>When creating new services, lets make them magical </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  74. 74. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Takk Twitter @tomiahonen communities-dominate.blogs.com [email_address] www.tomiahonen.com Follow Tomi on Twitter and his blog..
  75. 75. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com 50 Pearls in eBook - only 9.99 Euros order at www.tomiahonen.com
  76. 76. Some Findings from New Report.. Copyright © Tomi T Ahonen 2009 www.tomiahonen.com 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com
  77. 77. 3 B SMS Users, 1.7 B Premium Data Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com
  78. 78. Shift of Mobile Phone Installed Base Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com
  79. 79. Regional Split of Mobile Media Income Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com 70 tables and graphs eBook - only 9.99 Euros order at www.tomiahonen.com
  80. 80. Tomi Ahonen Almanac 2009 Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Table of Contents 171 pages, eBook format only, February 2009 - Cost 9.99 Euro Chapter 1 - Introduction Chapter 2 - Size of Mobile Industry Chapter 3 - Customers Chapter 4 - Handsets and Smartphones Chapter 5 - SMS Text Messaging Chapter 6 - Mobile Internet Chapter 7 - Seventh Mass Media Channel Chapter 8 - Music on Mobile Chapter 9 - Mobile TV and Video Chapter 10 - Mobile Gaming Chapter 11 - Mobile Social Networking Chapter 12 - Other Mobile Content Chapter 13 - Mobile Advertising and Marketing Chapter 14 - Voice Calls Chapter 15 - Business/Enterprise Services Chapter 16 - Other Mobile Data Chatper 17 - Network Infrastructure Chapter 18 - Mobile History and Milestones APPENDIX Index of Mobile Leadership 60 Major Countries in Mobile 20 Biggest Mobile Operator Groups Bibliography, Good Websites About the Author &quot;Whenever I need a stat, Tomi seems to have it, I'd highly recommend this.&quot; - Russell Buckley, MD Admob, Chairman Mobile Marketing Association &quot;Speaking of statistics, the Tomi Ahonen Almanac is an eBook for mobile nuts.&quot; - Ricky &quot;The Guru&quot; Cadden at Symbian Guru &quot;Tomi Ahonen is the king of mobile statistics.&quot; - Paul Poutanen founder and President of Mob4hire &quot;The Almanac is full of hard to find information.&quot; - WAP Review 70 tables and graphs in the eBook cost only 9.99 Euros order at www.tomiahonen.com
  81. 81. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability <ul><li>Provides workshops, training and consulting in how to make money with mobile adn converged services. </li></ul><ul><li>The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; he is quoted in 60 books by his peers </li></ul><ul><li>Quoted in over 300 press stories in a dozen languages; keynotes at over 200 major conferences on 6 continents; his daily blog is syndicated on CNBC, NY Times, etc </li></ul><ul><li>Lectures at Oxford University on 3G and Convergence </li></ul><ul><li>Available as a motivational speaker in telecoms marketing, sales, product development and innovation. </li></ul><ul><li>Read his books &quot;Digital Korea&quot; , &quot; Communities Dominate Brands &quot;, “ m-Profits &quot;, &quot; 3G Marketing &quot;,&quot; Services for UMTS ” website: www.tomiahonen.com e-mail: [email_address] blog: www.7thMassMedia.com twitter: @tomiahonen </li></ul><ul><li>Tomi's new book &quot;Mobile as 7th of the Mass Media&quot; </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Earlier Tomi Ahonen has set up & run Nokia’s 3G Business Consultancy. Previously he worked for 3 operators where he created the world’s first fixed-mobile service bundle and set a world record for taking market share from the incumbent &quot;Service creation and marketing will be key to 3G,&quot; Ahonen said. Total Telecom 12 October 2000
  82. 82. Tomi Ahonen eBooks Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Pearls Vol 2: Mobile Social Networking Foreword by Mark Curtis , CEO of Flirtomatic, 171 pages, eBook format only, April 2009 - Cost only 9.99 Euro Tomi's second volume of &quot;Pearls&quot;, has 50 case studies of real world services around topics of mobile social networking and digital communities covering all biggest stories including Mixi, Mobage, Flirtomatic, Itsmy, Qik, Twitter, Cyworld, Habbo, Mogi, Tohato, MTV, i-Report etc. Pearls Vol 1: Mobile Advertising Foreword by Russell Buckley , SVP Admob, Chairman Mobile Marketing Association 171 pages, eBook format only, January 2009 - Cost only 9.99 Euro Launching an eBook series of Tomi's &quot;Pearls&quot;, this first volume has 50 case studies of real world services around topics of mobile advertising and marketing from 19 countries including location-based, coupons, viral, advergaming etc eBooks only via tomiahonen.com
  83. 83. Tomi Ahonen eBooks Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Tomi Ahonen Almanac 2009 171 pages, eBook format only, February 2009 - Cost only 9.99 Euro Comprehensive industry review and almanac with 70 tables, charts and diagrams, covering all major aspects of the mobile telecoms industry from handsets to services, from customers to networks, from SMS text messaging to content from mobile internet to mobile advertising. eBooks only via tomiahonen.com &quot; Whenever I need a stat, Tomi seems to have it, so I'd highly recommend this .&quot; - Russell Buckley, MD Admob Europe, Chairman Mobile Marketing Association &quot; Speaking of statistics, Tomi Ahonen has put together the Tomi Ahonen Almanac 2009 as an eBook for mobile nuts. In it, you can quickly find out the mobile penetration of say, Thailand, or that 51% of the Earth's population has at least one cellphone, and one in 8 mobile subscribers usually walks around with 2 phones in their pockets! &quot; - Ricky &quot;The Guru&quot; Cadden at Symbian Guru &quot; Tomi Ahonen is the king of mobile statistics and knows more about the mobile space than any one I know &quot; - Paul Poutanen founder and President of Mob4hire &quot; If you're interested in mobile statistics, you really need to pick up a copy of Tomi Ahonen's Almanac 2009. The Almanac is full of hard to find information .&quot; - WAP Review
  84. 84. Tomi Ahonen six hardcover books Copyright © Tomi T Ahonen 2009 www.tomiahonen.com Mobile as 7th of the Mass Media , 2008 explains the media opportunities in mobile from music and gaming to TV and social networking and even internet and adertising. 322 pages. Digital Korea , 2007 with Jim O'Reilly is case study in digital convergence from the most advanced information society of South Korea. covers internet, TV, mobile, ecash, egoverment, robotics, telematics, virtual reality etc 282 pages. Communities Dominate Brands , 2005 with Alan Moore first business book on social networking 280 pages. 3G Marketing , 2004, with Timo Kasper & Sara Melkko is marketing handbook for mobile operators M-Profits 2002 is only comphrenensive business book for mobile, 360 p Services for UMTS , 2002, with Joe Barrett was first services and applications book for 3G, 373 pages all six hardcover books are available at Amazon
  85. 85. Selected TomiAhonen Workshops <ul><li>Changing Customer Needs in Mobile Most requested workshop currently, includes “steps” to addiction, “split” personalities, time to change.. </li></ul><ul><li>Mobile as 7th Mass Media Tomi's latest workshop discussing media convergence and unique aspects of mobile. Also adopted for Oxford Univ. </li></ul><ul><li>Social Networking / Mobile Digital Communities based on his book Communities Dominate Brands, may be run with SMLXL. Adopted for Oxford U. </li></ul><ul><li>New Mobile Service Creation From ideas to money-making, for mobile and fixed, for operators, vendors, content partners etc, includes 6 M’s and Early 8 </li></ul><ul><li>Business of Mobile Telecoms (2G, 2.5G, 3G) Adopted for Oxford U </li></ul><ul><li>3G TV covering video and TV convergence with mobile. Adopted for Oxford U </li></ul><ul><li>Mobile Marketing and Advertising featuring &quot;Engagement Marketing&quot; </li></ul><ul><li>Segmentation and Customer Understanding may be run with Xtract </li></ul><ul><li>Launch Marketing for 2.5G and 3G also adopted for Oxford University </li></ul><ul><li>MVNO, Revenue Sharing & Partnerships can include building a model </li></ul><ul><li>Forecasting and Business Modelling in Telecoms Popular workshop </li></ul><ul><li>Competitiveness in Telecoms Workshop form or competition simulation : </li></ul><ul><li>Workshops are very cost-effective ! Write tomi@tomiahonen.com for more. </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  86. 86. Tomi Thought Pieces & White Papers <ul><li>TomiAhonen Thoughts Mobile in Developing World , October 2009 </li></ul><ul><li>TomiAhonen Thoughts Evolution of Mobile Phone , June 2009 </li></ul><ul><li>TomiAhonen Thoughts Mobile Social Networking , April 2009 </li></ul><ul><li>TomiAhonen Thoughts Mobile Internet , February 2009 </li></ul><ul><li>TomiAhonen Thoughts Mobile Industry Size 2009 , January 2009 </li></ul><ul><li>TomiAhonen Thoughts Mobile 7th Mass Media , September 2008 </li></ul><ul><li>TomiAhonen Thoughts Mobile Customers , August 2008 </li></ul><ul><li>TomiAhonen Thoughts Mobile Advertising , April 2008 </li></ul><ul><li>TomiAhonen Thoughts Mobile TV , December 2007 </li></ul><ul><li>TomiAhonen Thoughts SMS Text Messaging , October 2007 </li></ul><ul><li>TomiAhonen Thoughts Mobile Communities , November 2006 </li></ul><ul><li>TomiAhonen Thougths on MVNOs , June 2006 </li></ul><ul><li>SMLXL White Paper 7th Mass Media , June 2007* </li></ul><ul><li>SMLXL White Paper Pop Idol , June 2006* </li></ul><ul><li>* Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL </li></ul><ul><li>Write to tomi@tomiahonen.com for your free copy of any of the above </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com
  87. 87. Recommended Books <ul><li>Mobile as 7th of the Mass Media , Tomi T Ahonen, 2008 </li></ul><ul><li>Communities Dominate Brands Ahonen & Moore, 2005 </li></ul><ul><li>Mobile Advertising , Sharma, Herzog & Melfi, 2008 </li></ul><ul><li>Digital Korea , Ahonen & O'Reilly, 2007 </li></ul><ul><li>Mobile Marketing Handbook , Kim Dushinski, 2009 </li></ul><ul><li>Mobile Internet for Dummies , O 'Farre ll, Levine, A lgroy, Pearce & Appelquist, 2008 </li></ul><ul><li>Wireless Broadband , Fotheringham & Sharma, 2008 </li></ul><ul><li>Mobile Web 2.0 , Jaokar & Fish, 2006 </li></ul><ul><li>Distraction , Mark Curtis, 2005 </li></ul><ul><li>M-Profits , Tomi T Ahonen, 2002 </li></ul><ul><li>Next Generation Wireless Apps , Paul Golding, 2004 </li></ul><ul><li>3G Marketing , Ahonen, Kasper & Melkko, 2004 </li></ul><ul><li>Mobile Strategy , Tom Weiss, 2006 </li></ul><ul><li>...And of course The Dilbert Future by Scott Adams.. </li></ul>Copyright © Tomi T Ahonen 2009 www.tomiahonen.com

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