Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Mobile as the 7th Mass Media Channel Tomi T Ahonen,  MBA Author & Consultant, Hong Kong Mobile Monday Beijing China 14 Jan...
"It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change"...
7th Mass Media
<ul><li>1st mass media Print  1500: Buy-to-Own, Advertising, Subscr. </li></ul><ul><ul><li>books, pamphlets, newspapers, m...
1st Mass Media: Print <ul><li>Printing from late 1400s </li></ul><ul><li>First Mass Media </li></ul><ul><li>Books, pamphle...
1st Mass Media: Print <ul><li>This was </li></ul><ul><li>pop Music </li></ul><ul><li>150 years ago.. </li></ul>Source: Tom...
<ul><li>Wireless industry analyst WITE (Wireless Telecoms Centre of Excellence) reports that in March 2006 in Japan the do...
2nd Mass Media: Recordings <ul><li>Recordings from late 1900 </li></ul><ul><li>First automated/electric media </li></ul><u...
Transition Lessons from 1 to 2 <ul><li>From Print to Recordings </li></ul><ul><li>Created new industry: music performers (...
<ul><li>Endemol is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes </li></ul><ul><li...
3rd Mass Media: Cinema <ul><li>Cinema 1910 </li></ul><ul><li>First multi-media </li></ul><ul><li>silent, b/w sound, color,...
Transition Lessons from 2 to 3 <ul><li>From Print and Recordings to Cinema </li></ul><ul><li>Created new industry: Hollywo...
<ul><li>Orange in UK is in a partnership with the largest movie theatre chain UCG </li></ul><ul><li>With their Orange Wedn...
4th Mass Media: Radio <ul><li>Radio 1920 </li></ul><ul><li>First broadcast media </li></ul><ul><li>AM, FM, stereo, digital...
Transition Lessons from 3 to 4 <ul><li>From Print and Recordings to Radio </li></ul><ul><li>Many thought radio will kill r...
<ul><li>Bridge Ratings has found that people in cars listen to the radio less because they are on the mobile phone more.  ...
5th Mass Media: TV <ul><li>TV1950 </li></ul><ul><li>No technical innovation: only combined two existing media concepts - m...
Transition Lessons from 4 to 5 <ul><li>From Print, Recordings, Cinema and Radio to TV </li></ul><ul><li>Most thought it wo...
When BBC introduced TV News <ul><li>Thinking was radio. TV was even called &quot;visual radio&quot; </li></ul><ul><li>The ...
<ul><li>You think sleeping contestants on Big Brother is too intense action on TV? </li></ul><ul><li>Now in Hong Kong you ...
<ul><li>News Ticker (like on bottom of CNN on TV) </li></ul><ul><li>NTT DoCoMo was first to launch ticker tape on its port...
<ul><li>Yes yes yes, we all want to see Kung Fu fighting by classic masters like Bruce Lee </li></ul><ul><li>Thailand mobi...
6th Mass Media: Internet <ul><li>Internet 1990 </li></ul><ul><li>First media that could do everything that the previous fi...
Transition Lessons from 5 to 6 <ul><li>Print, Recordings, Cinema, Radio, TV ...to internet </li></ul><ul><li>Incredibly ra...
<ul><li>Sulake founded in 1999, owner of Habbo Hotel,  presented at Telco 2.0 in London in March </li></ul><ul><li>Its fir...
7th Mass Media: Mobile <ul><li>mobile phone 2000 </li></ul><ul><li>Can do everything the previous SIX media can  do, inclu...
<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>Japan has launched Otetsudai Networks (Help Networks) as location-based temporary help user-generated job finder <...
<ul><li>  UK flirting service Flirtomatic from    May 2006. CEO Mark Curtis says: </li></ul><ul><li>Today 60,000 web users...
Marketing and Community
<ul><li>Japan is already a country gone mAd (as in mobile advertising) </li></ul><ul><li>Wireless Watch Japan reports that...
Knorr Celebrity Chef <ul><li>Knorr the soup maker has innovated in the mobile marketing space with a service in Poland </l...
<ul><li>This must be a world record </li></ul><ul><li>The shortest duration for a mobile marketing campaign was with the l...
<ul><li>Blyk launched 24 Sept in UK. Only for 16-24 year olds and by invitation only </li></ul><ul><li>Service offers 43 m...
Don't Focus on the Limitations
Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25&quot; colour): 38cm x 50cm = 0.19  m ² Size differentials:...
Screens and Viewing Distance If ALL cinema content can survive the transition to viewing at smaller screens of about 1 in ...
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 m...
<ul><li>2D Barcodes (also known as QR Barcodes for Quick Response) were introduced in Japan by NTT DoCoMo in 2005.  </li><...
Internet: Fixed vs Mobile 2007 <ul><li>Devices 850 M PCs 2,700 M phones (half laptops) (half GPRS 2.5G) </li></ul><ul><li>...
Don't Try to Copy Internet Rather, create the new, the magical
Services that are like Magic &quot; Mobile telecom is inventing solutions that seem like magic &quot;  Tomi Ahonen  Teleco...
<ul><li>And the latest gadgetmania continues in Japan </li></ul><ul><li>An application by MediaSeek called Kamera Jiten (c...
Convergence
<ul><li>Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept ar...
Kart Rider - fun of cartoon logic
<ul><li>Kart Rider in South Korea, a  multiplayer cartoon-crazy car  racing game by Nexon, has  become the world's most  s...
But wait - There is still More Info ” In a connected age  sharing  information is power.”   Tomi T Ahonen in Services for ...
www.ForumOxford.com First time registration, you need enrollment key. Use the word: &quot;forumoxford&quot; Join the free ...
<ul><li>Mobile subscribers end Nov 007 were 3.3 B  (2007 Informa)   </li></ul><ul><li>28.8% with 2+ subscriptions ie 2.5 B...
Top 20 Digital Maturity Dec 2006 Familiarity Index (Sweden = 100%) Innovation Index (Korea 100%) 80% 60% 40% 20% 60% 40% 8...
<ul><li>So, here are the popular mobile blog sites, according Technorati. </li></ul><ul><li>1. Smart Mobs - rank: 1,033 (4...
Good sources of information <ul><li>Biggest free 3G info site - www.the3Gportal.com sign up for their free daily 3G newsle...
Recommended Books  <ul><li>Digital Korea , Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007 </li></ul><ul><li>Com...
Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability <ul><li>Provides 3G  busin...
Recent Ahonen Articles/Columns <ul><li>Mobile the Ubiquitous Technology  Forum Oxford Journal  Vol 1 </li></ul><ul><li>Mob...
Selected TomiAhonen Workshops <ul><li>Changing Customer Needs in Mobile  Most requested workshop currently, includes “step...
Mobile as 7th Mass Media Channel Cellphone is as different from internet as TV is from radio; pocketable connectivity in a...
Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics  by Tomi T Ahonen...
Communities Dominate Brands: Business & Marketing Challenges for the 21st Century  by Tomi T Ahonen & Alan Moore with fore...
3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike...
M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360...
Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John ...
Upcoming SlideShare
Loading in …5
×

the 7th media

2,973 views

Published on

write by Tomi T Ahonen

Published in: News & Politics, Technology
  • Be the first to comment

the 7th media

  1. 1. Mobile as the 7th Mass Media Channel Tomi T Ahonen, MBA Author & Consultant, Hong Kong Mobile Monday Beijing China 14 January 2008 &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. &quot;It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change&quot; - Charles Darwin in Origin of the Species
  3. 3. 7th Mass Media
  4. 4. <ul><li>1st mass media Print 1500: Buy-to-Own, Advertising, Subscr. </li></ul><ul><ul><li>books, pamphlets, newspapers, music scores, magazines </li></ul></ul><ul><li>2nd mass media Recordings 1900: Sound </li></ul><ul><ul><li>vinyl, tape, CD, DVD: music, software, videogames, movies </li></ul></ul><ul><li>3rd mass media Cinema 1910: Multimedia, Pay per View </li></ul><ul><ul><li>silent, b/w sound, color, cinemascope: newsreels, movies </li></ul></ul><ul><li>4th mass media Radio 1920: Streaming, License </li></ul><ul><ul><li>AM, FM, stereo, digital: news, music, sports, drama </li></ul></ul><ul><li>5th mass media TV 1950: (no innovation!) </li></ul><ul><ul><li>b/w, color, cable/satellite, digital: news, drama, soaps, reality </li></ul></ul><ul><li>6th mass media Internet 1995: interactive & search </li></ul><ul><ul><li>narrowband, broadband: email, search, browsing, downloading </li></ul></ul><ul><li>7th mass media Mobile 2000: pers./always-on/carried/payment </li></ul><ul><ul><li>2G SMS, WAP, 2.5G, 3G: messaging, browsing </li></ul></ul>The 7 Mass Media Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  5. 5. 1st Mass Media: Print <ul><li>Printing from late 1400s </li></ul><ul><li>First Mass Media </li></ul><ul><li>Books, pamphlets, newspapers, music scores, magazines </li></ul><ul><li>Buy-to-own; introduced advertising </li></ul><ul><li>Long form stories (books), short stories (pamphlets), news, music </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  6. 6. 1st Mass Media: Print <ul><li>This was </li></ul><ul><li>pop Music </li></ul><ul><li>150 years ago.. </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  7. 7. <ul><li>Wireless industry analyst WITE (Wireless Telecoms Centre of Excellence) reports that in March 2006 in Japan the downloading of comics to mobiles had reached 3 million downloads per month </li></ul><ul><li>Source: WITE State of Market Report Sept 2006 </li></ul>3 M m-Comics Monthly Japan Pearls: Real Mobile Services collected by Tomi T Ahonen
  8. 8. 2nd Mass Media: Recordings <ul><li>Recordings from late 1900 </li></ul><ul><li>First automated/electric media </li></ul><ul><li>clay, tape, vinyl, 8-track, cassette, cartridge, VHS, diskette, CD, DVD </li></ul><ul><li>Music, speeches, comedy, computer programs, videogames, movies, TV shows </li></ul><ul><li>Buy-to-own; almost no advertising </li></ul><ul><li>Slowly cannibalized music from print </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  9. 9. Transition Lessons from 1 to 2 <ul><li>From Print to Recordings </li></ul><ul><li>Created new industry: music performers (pop artists) like Edith Piaff, Elvis, Beatles etc. Music recording industry itself a $30 B business, other recordings like computer programmes, videogaming, double that </li></ul><ul><li>Altered music industry with 3 min pop song (single) </li></ul><ul><li>Cannibalized some print totally - ie music printing (music scores) </li></ul><ul><li>Grew even though users had to buy expensive player </li></ul><ul><li>Did not kill of print even though spoken books and spoken speeches were sold as recordings </li></ul><ul><li>Introduced NEW print titles to discuss pop music </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  10. 10. <ul><li>Endemol is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes </li></ul><ul><li>Each episode costs 50 pence (75 Euro cents, 85 US cents). The TV show features Sugababes tour with Robbie Williams. </li></ul><ul><li>Will include lots of interactive elements including viewers designing dance moves for the band, sending them in via videoclips </li></ul><ul><li>Service set up by Endemol, O2 and Universal Music Source: Moco News 9 May 2006 </li></ul>Sugababes Mobisodes Pearls: Real Mobile Services collected by Tomi T Ahonen
  11. 11. 3rd Mass Media: Cinema <ul><li>Cinema 1910 </li></ul><ul><li>First multi-media </li></ul><ul><li>silent, b/w sound, color, cinemascope </li></ul><ul><li>movie, short film, newsreel, serials </li></ul><ul><li>&quot;pay per view&quot; and advertising before main feature </li></ul><ul><li>major revenue shift for long-form stories from books </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  12. 12. Transition Lessons from 2 to 3 <ul><li>From Print and Recordings to Cinema </li></ul><ul><li>Created new industry: Hollywood, itself a $30 B business </li></ul><ul><li>Many feared it will kill books, didn't </li></ul><ul><li>Created global superstars such as Charlie Chaplin </li></ul><ul><li>Today major books become movies - AND major original screenplay movies become bestelling books </li></ul><ul><li>Was able to reach massive commercial success inspite of pay-per-view model </li></ul><ul><li>Recording artists found new opportunity to attempt movie careers successfully such as Elvis and unsuccessfully such as Madonna </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  13. 13. <ul><li>Orange in UK is in a partnership with the largest movie theatre chain UCG </li></ul><ul><li>With their Orange Wednesdays, any Orange customer going to the movies on a Wednesday can bring in a friend for free Source: UCG Cinemas July 2004 </li></ul>Take Friend to Movies Pearls: Real Mobile Services collected by Tomi T Ahonen
  14. 14. 4th Mass Media: Radio <ul><li>Radio 1920 </li></ul><ul><li>First broadcast media </li></ul><ul><li>AM, FM, stereo, digital </li></ul><ul><li>music, news, weather, sports, soap opera </li></ul><ul><li>license fee and advertising </li></ul><ul><li>major revenue shift for news, introduce soap operas </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  15. 15. Transition Lessons from 3 to 4 <ul><li>From Print and Recordings to Radio </li></ul><ul><li>Many thought radio will kill recordings, didn't </li></ul><ul><li>Created new media industry: radio </li></ul><ul><li>Created yet new performance artists - the radio DJs, news readers, announcers and radio talk show hosts </li></ul><ul><li>Became first pervasive and simultaneous mass media (War of the Worlds people thought invaders from Mars had actually landed in America in the 1930s) </li></ul><ul><li>Every home (in industrialized world) had to have one, families would sit together to listen to fave comedians, news, dramas, concerts.. </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  16. 16. <ul><li>Bridge Ratings has found that people in cars listen to the radio less because they are on the mobile phone more. </li></ul><ul><li>Radio listening is down 6 minutes, mobile phone talking is up 3 minutes (don't ask me about the math error, I just report these as I find them) </li></ul><ul><li>Fascinating: car drivers spend 13:49 min per day on the mobile phone! </li></ul><ul><li>Source: Textually Org 7 March 2006 </li></ul>Shifting from Car Radio to Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen
  17. 17. 5th Mass Media: TV <ul><li>TV1950 </li></ul><ul><li>No technical innovation: only combined two existing media concepts - multimedia from cinema with broadcast from radio </li></ul><ul><li>b/w, color, cable/satellite, stereo, digital </li></ul><ul><li>news, sports, soap opera, movies, sitcom, talk show, MTV, reality TV </li></ul><ul><li>license fee, advertising, subscription </li></ul><ul><li>major revenue shift for news, sports, music, movies </li></ul><ul><li>introduce talk shows, sitcoms, reality TV </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  18. 18. Transition Lessons from 4 to 5 <ul><li>From Print, Recordings, Cinema and Radio to TV </li></ul><ul><li>Most thought it would kill books, cinema and radio: didn't </li></ul><ul><li>Cannibalized some formats such as newsreels from cinema, soap operas from radio </li></ul><ul><li>Most strong content such as films, documentaries survived on cinema; news, sports and music survived on radio </li></ul><ul><li>Became dominant media inspite of no inherent new advantage </li></ul><ul><li>New TV celebrities: News Anchors, Game Show Hosts, Reality TV contestants, MTV video artists </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  19. 19. When BBC introduced TV News <ul><li>Thinking was radio. TV was even called &quot;visual radio&quot; </li></ul><ul><li>The BBC news guidelines said you were allowed to show pictures or maps or flags etc of where the news story happened </li></ul><ul><li>BUT you were not allowed to show the face of the news anchorman who read the news. </li></ul><ul><li>The thinking was &quot;radio mindset&quot; - that we connected with a trusted &quot;voice&quot; of news </li></ul><ul><li>Only after we showed the news anchorman, did we discover the appeal of celebrity. </li></ul><ul><li>Only after that TV discovered talkshows, game- shows, reality TV formats etc: celebrity.. </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  20. 20. <ul><li>You think sleeping contestants on Big Brother is too intense action on TV? </li></ul><ul><li>Now in Hong Kong you can watch 24 hours of Panda TV, with Hong Kong zoo's two star bears, Ying Ying and Le Le </li></ul><ul><li>Yes, panda bears sleep most of the time and eat bamboo when awake, Panda TV popular. </li></ul><ul><li>Available on cable, the web and on mobile. There is also a &quot;blog written by the pandas&quot; </li></ul><ul><li>Source: Charged Sept 007 </li></ul>Hong Kong - Panda TV 24 hrs Pearls: Real Mobile Services collected by Tomi T Ahonen
  21. 21. <ul><li>News Ticker (like on bottom of CNN on TV) </li></ul><ul><li>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) </li></ul><ul><li>If the customer clicks on a news item, regular news page view or news video clip costs are incurred </li></ul><ul><li>18 months after launch, NTT DoCoMo reports that it has already 8 million paying subscribers to the service (16% of all subscribers) </li></ul><ul><li>Source: Wireless Watch Japan, January 2007 </li></ul>Ticker Tape on NTT DoCoMo ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo Pearls: Real Mobile Services collected by Tomi T Ahonen
  22. 22. <ul><li>Yes yes yes, we all want to see Kung Fu fighting by classic masters like Bruce Lee </li></ul><ul><li>Thailand mobile operator AIS is launching Kung Fu mobile TV channel, where classic Kung Fu movies have been sliced up to bite-sized content from 30 seconds to 3 minutes each in length </li></ul><ul><li>The channel is subscription based </li></ul><ul><li>Source: Charged Sept 007 </li></ul>Kung Fu mobile TV channel Pearls: Real Mobile Services collected by Tomi T Ahonen
  23. 23. 6th Mass Media: Internet <ul><li>Internet 1990 </li></ul><ul><li>First media that could do everything that the previous five media could do </li></ul><ul><li>First interactive media, and Search </li></ul><ul><li>narrowband, broadband </li></ul><ul><li>e-mail, search, chat, browsing, news, sports, music, software, gaming, movies, TV, radio, blogging </li></ul><ul><li>license fee, advertising, subscription </li></ul><ul><li>revenue shift for adv, news, music </li></ul><ul><li>introduce e-mail, search, chat, blogs </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  24. 24. Transition Lessons from 5 to 6 <ul><li>Print, Recordings, Cinema, Radio, TV ...to internet </li></ul><ul><li>Incredibly rapid cannibalization of content, formats, and audience time </li></ul><ul><li>All business models also migrating to internet </li></ul><ul><li>Introducing new stars and talent (Baghdad Blogger, YouTube stars, Second Life millionaires etc) </li></ul><ul><li>Will probably kill of some content types, the daily newspaper for example and the music CD, very likely other content types will adjust such as TV debates using YouTube content </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  25. 25. <ul><li>Sulake founded in 1999, owner of Habbo Hotel, presented at Telco 2.0 in London in March </li></ul><ul><li>Its first 3 social networking services were failures and 4th only broke even. Its 6th (Hotelli Kultakala 2000 Finland), as Habbo Hotel in UK in 2001, is success with 76 M avatars &quot;Habbos&quot; and 40 M rooms in 30 countries </li></ul><ul><li>Active users 7.5 M monthly, of which 90% teenagers </li></ul><ul><li>Sulake earned 51 M USD out of Habbo in 2006. Only 10% is advertising/sponsorship; rest paid by gaming kids </li></ul><ul><li>Habbo Hotel keeps very actively renewing itself, with a new Habbo environment release every 6-8 weeks </li></ul><ul><li>Now offer unique items (eg furniture) made available only once </li></ul><ul><li>Sources: Sulake/Habbo Hotel presentation at Telco 2.0 in London March 007 and Sulake website Sept 007 </li></ul>Habbo Hotel Update '007 Pearls: Real Mobile Services collected by Tomi T Ahonen
  26. 26. 7th Mass Media: Mobile <ul><li>mobile phone 2000 </li></ul><ul><li>Can do everything the previous SIX media can do, including interactivity & search of internet </li></ul><ul><li>Personal, permanently connected, always carried, built-in payment channel; present at point of creative impulse; accurate audience </li></ul><ul><li>2G, 2.5G, 3G </li></ul><ul><li>text messages, ringtones, music, gaming, voting.. </li></ul><ul><li>subscription, pay-per-view, advertising </li></ul><ul><li>major revenue shift for music, gaming, e-mail </li></ul><ul><li>introduce text messaging, ringtones, logos, voting, picture messaging </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  27. 27. <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>TOMI NOTE: prepaid (pay-as-you-go ie voucher) customers are NOT an obstacle to customer data </li></ul><ul><li>Source: AMF Ventures May 007 </li></ul>Customer Data Accuracy Pearls: Real Mobile Services collected by Tomi T Ahonen
  28. 28. <ul><li>Japan has launched Otetsudai Networks (Help Networks) as location-based temporary help user-generated job finder </li></ul><ul><li>Any members can indicate by their personal status who are available to work </li></ul><ul><li>Any employers can offer work </li></ul><ul><li>For example - I need to have my house windows cleaned, I need help in my restaurant washing dishes, my warehouse needs 2 hours of labour, etc </li></ul><ul><li>Source: Mobikyo Japan Mobile Internet Report Sept 007 </li></ul>Otetsudai Networks Pearls: Real Mobile Services collected by Tomi T Ahonen
  29. 29. <ul><li> UK flirting service Flirtomatic from May 2006. CEO Mark Curtis says: </li></ul><ul><li>Today 60,000 web users, 20,000 WAP users, WAP users active twice as much as web users </li></ul><ul><li>3.5 million virtual &quot;Red Roses&quot; in 2007 at 23 pence per rose (805,000 UKP / 1.2 M Euro / 1.6 M USD) </li></ul><ul><li>Offer branded sponsorship ie Loreal Lip Gloss sponsoring the Flirtomatic &quot;Big Wet Kiss&quot; </li></ul><ul><li>Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessary </li></ul><ul><li>Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007 </li></ul>Flirtomatic Update '007 Pearls: Real Mobile Services collected by Tomi T Ahonen
  30. 30. Marketing and Community
  31. 31. <ul><li>Japan is already a country gone mAd (as in mobile advertising) </li></ul><ul><li>Wireless Watch Japan reports that 54% of Japanese mobile phone users consume ads . </li></ul><ul><li>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. </li></ul><ul><li>Sources: Wireless Watch Japan 11 Sept 2006 and Mobile Research & goo Research July 2006 </li></ul>This is Mobile Advertising Japan Pearls: Real Mobile Services collected by Tomi T Ahonen
  32. 32. Knorr Celebrity Chef <ul><li>Knorr the soup maker has innovated in the mobile marketing space with a service in Poland </li></ul><ul><li>They have a celebrity chef prepare various cooking recipes that are made available via mobile phones </li></ul><ul><li>This is bringing value to the end- customer out of mobile marketing! </li></ul><ul><li> Source: MobHappy 8 Nov 007 </li></ul>Pearls: Real Mobile Services collected by Tomi T Ahonen
  33. 33. <ul><li>This must be a world record </li></ul><ul><li>The shortest duration for a mobile marketing campaign was with the launch of Final Fantasy the movie in the Philippines. </li></ul><ul><li>During the two hour movie the viewers were invited to participate via SMS. 968 unique users were measured with over 8000 SMS messages sent </li></ul><ul><li>Source: Charged Sept 007 </li></ul>Shortest Mobile Campaign? Pearls: Real Mobile Services collected by Tomi T Ahonen
  34. 34. <ul><li>Blyk launched 24 Sept in UK. Only for 16-24 year olds and by invitation only </li></ul><ul><li>Service offers 43 minutes of free calls and 217 free texts per month (1.4 min/day, 7 SMS per day) </li></ul><ul><li>Blyk has no phones, only offers SIM card </li></ul><ul><li>User needs to watch up to 6 ads per day which are super-personalized (customers feel they are more content than ads) </li></ul><ul><li>44 major advertisers signed up: Coca Cola, Adidas, L'Oreal and MasterCard </li></ul><ul><li>Already aiming France, Germany & Spain next year </li></ul><ul><li>Source: Financial Times 25 Sept 007 </li></ul>Blyk the basics.. Pearls: Real Mobile Services collected by Tomi T Ahonen
  35. 35. Don't Focus on the Limitations
  36. 36. Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25&quot; 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
  37. 37. Screens and Viewing Distance If ALL cinema content can survive the transition to viewing at smaller screens of about 1 in 12 size.... Then I argue that a significant portion of existing web/PC content will also survive the transition to smartphones - at about 1 in 12 viewing
  38. 38. 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?
  39. 39. <ul><li>2D Barcodes (also known as QR Barcodes for Quick Response) were introduced in Japan by NTT DoCoMo in 2005. </li></ul><ul><li>In 18 months, NTT DoCoMo reported that they were extremely positively welcomed by customers and 56% of their subscribers already used the feature </li></ul><ul><li>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 </li></ul>2D Barcodes Pearls: Real Mobile Services collected by Tomi T Ahonen
  40. 40. Internet: Fixed vs Mobile 2007 <ul><li>Devices 850 M PCs 2,700 M phones (half laptops) (half GPRS 2.5G) </li></ul><ul><li>Ave cost/device $700 $200 ($50 if subsidy) </li></ul><ul><li>Replacement 3.5 years 18 months </li></ul><ul><li>Content revenue $30 B $45 B </li></ul><ul><li>Messaging users 900 M 2,000 M </li></ul><ul><li>Messaging revs $5 B $100 B </li></ul><ul><li>Content mostly free always costs </li></ul><ul><li>Billing difficult built-in </li></ul><ul><li>User preference expect free willing to pay </li></ul><ul><li>User age adult youth </li></ul>Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel , 2008
  41. 41. Don't Try to Copy Internet Rather, create the new, the magical
  42. 42. Services that are like Magic &quot; Mobile telecom is inventing solutions that seem like magic &quot; Tomi Ahonen Telecommunications February 2003
  43. 43. <ul><li>And the latest gadgetmania continues in Japan </li></ul><ul><li>An application by MediaSeek called Kamera Jiten (camera dictionary) now allows cameraphone users to turn their device into a translator </li></ul><ul><li>An OCR applications (Optical Character Recognition) will convert pages of written English into data </li></ul><ul><li>Then translator utility converts into Japanese </li></ul><ul><li>And displays on your phone screen </li></ul><ul><li>Almost like using a magnifying glass, but one that translates Source: Wireless Watch Japan 11 Sept 2006 </li></ul>Cameraphone OCR Translator Pearls: Real Mobile Services collected by Tomi T Ahonen
  44. 44. Convergence
  45. 45. <ul><li>Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept around TV-broadband-mobile convergence called Pop Kids </li></ul><ul><li>Two real humans become parents to a virtual kid which needs to be trained for &quot;18 years&quot; (18 days) </li></ul><ul><li>&quot;DNA&quot; 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 </li></ul><ul><li>Along the way, youth contests against other kids </li></ul><ul><li>At 18 years, Pop Kid enters reality TV contest similar to Pop Idol against other virtuals </li></ul><ul><li>Source Ex Machina at MoMo San Francisco 15 Oct 007 </li></ul>Pop Idol meets Tamagotchi Pearls: Real Mobile Services collected by Tomi T Ahonen
  46. 46. Kart Rider - fun of cartoon logic
  47. 47. <ul><li>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 </li></ul><ul><li>Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc </li></ul><ul><li>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 </li></ul><ul><li>Makes its money on accessories </li></ul><ul><li>Source: book Digital Korea , Ahonen & O'Reilly 2007 </li></ul>Kart Rider Pearls: Real Mobile Services collected by Tomi T Ahonen
  48. 48. But wait - There is still More Info ” In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002
  49. 49. www.ForumOxford.com First time registration, you need enrollment key. Use the word: &quot;forumoxford&quot; Join the free expert community of over 1,700 with over 30 of mobile authors and 16 of the 20 best-read bloggers in mobile
  50. 50. <ul><li>Mobile subscribers end Nov 007 were 3.3 B (2007 Informa) </li></ul><ul><li>28.8% with 2+ subscriptions ie 2.5 B unique users (2007 Informa) </li></ul><ul><li>Mobile telecoms 2006 total revenues $646B (2007 Informa) </li></ul><ul><li>Global ARPU by users $25.51 but by SIMs $19.91 (2007 Informa) </li></ul><ul><li>2006 SMS Revenues $80 B (2006 ITU), is 12% of global revenues </li></ul><ul><li>2007 Non-SMS mobile data content $45 B (2007 Informa) </li></ul><ul><li>MVNO revenues in 2005 $18.4B (2005 Total Telecom) </li></ul><ul><li>SMS used by 74% ie (2007 Logica CMG) ie 2.4 B people EOY 2007. Average price person-to-person SMS globally 3.7 cents (Informa 2007) </li></ul><ul><li>28% of users access internet via mobile phone, is 588 million people ( 2005 Ipsos) Note: Most of these also access via PC </li></ul><ul><li>Handsets replaced in 18 mo (2006 Semiconductor Industry Assoc.) </li></ul><ul><li>2006 Handset sales 1.02 B units (2007 IDC) and $115 B in annual revenues (2005 iSupply) </li></ul>Mobile Industry Metrics '007
  51. 51. Top 20 Digital Maturity Dec 2006 Familiarity Index (Sweden = 100%) Innovation Index (Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100% <ul><li>Sweden </li></ul>20% <ul><li>Finland </li></ul><ul><li>Denmark </li></ul><ul><li>USA </li></ul><ul><li>Japan </li></ul><ul><li>Korea </li></ul><ul><li>UK </li></ul><ul><li>Hong Kong </li></ul><ul><li>Austria </li></ul><ul><li>Norway </li></ul><ul><li>Canada </li></ul><ul><li>Netherlands </li></ul><ul><li>Italy </li></ul><ul><li>Taiwan </li></ul><ul><li>Germany </li></ul><ul><li>New Zealand </li></ul><ul><li>Australia </li></ul><ul><li>Ireland </li></ul><ul><li>Singapore </li></ul>20 Countries with highest penetrations of TV, internet & mobile phone Familiarity Index : The penetration rates of TV, internet & cellphone Innovation Index : The penetration rates of Digi TV, Broadband & 3G Indexes by TomiAhonen Consulting December 2006 <ul><li>Israel </li></ul>
  52. 52. <ul><li>So, here are the popular mobile blog sites, according Technorati. </li></ul><ul><li>1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs) </li></ul><ul><li>2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs) </li></ul><ul><li>3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs) </li></ul><ul><li>4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs) </li></ul><ul><li>5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs) </li></ul><ul><li>6. MobHappy - rank: 4,920 (1,344 links from 390 blogs) </li></ul><ul><li>7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs) </li></ul><ul><li>8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs) </li></ul><ul><li>9. Mopocket rank: N/A (569 links to this URL sorted) </li></ul><ul><li>10. Open Gardens - rank: 9,230 (510 links from 232 blogs) </li></ul><ul><li>11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs) </li></ul><ul><li>12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs) </li></ul><ul><li>13. Darla Mack - rank: 13,125 (859 links from 169 blogs) </li></ul><ul><li>14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs) </li></ul><ul><li>15. m-trends.org - rank: 17,238 (435 links from 132 blogs) </li></ul><ul><li>16. mobile jones - rank: 18,012 (343 links from 127 blogs) </li></ul><ul><li>17. The 3G Portal - rank: 18,195 (352 links from 126 blogs) </li></ul><ul><li>18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs) </li></ul><ul><li>19. gotomobile.com - rank: 22,255 (226 links from 106 blogs) </li></ul><ul><li>20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs) </li></ul><ul><li>Source: M-Trends.org 18 Aug 2006 </li></ul>Top 20 Blogsites on Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen
  53. 53. Good sources of information <ul><li>Biggest free 3G info site - www.the3Gportal.com sign up for their free daily 3G newsletter ! </li></ul><ul><li>Free panel on mobile - www.ForumOxford.com passcode forumoxford </li></ul><ul><li>Community future blogs - www.communities-dominate.blogs.com </li></ul><ul><li>Free site of mobile news and blogs - www.wireless-watch.com </li></ul><ul><li>Podcasts on communities and mobile - www.horizonchannel.com </li></ul><ul><li>Disruptive and engagement marketing - www.smlxlarge.com </li></ul><ul><li>User interfaces and mobile blogging - www.fjord.co.uk </li></ul><ul><li>Most advanced Segmentation, Alphas etc - www.xtract.info </li></ul><ul><li>3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics </li></ul><ul><li>Mobile Data Association - www.mda-mobiledata.org </li></ul><ul><li>UMTS Forum Reports - www.umts-forum.org </li></ul><ul><li>More free service idea “Pearls” - www.tomiahonen.com </li></ul><ul><li>More information send e-mail to [email_address] </li></ul>
  54. 54. Recommended Books <ul><li>Digital Korea , Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007 </li></ul><ul><li>Communities Dominate Brands, Tomi T Ahonen & Alan Moore, 274 pages, Futuretext, 2005 </li></ul><ul><li>Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006 </li></ul><ul><li>M-Profits , Tomi T Ahonen, 360 pages, Wiley 2002 </li></ul><ul><li>Distraction, Mark Curtis, 240 pages, Futuretext, 2005 </li></ul><ul><li>Next Generation Wireless Applications , Paul Golding, 588p, Wiley 2004 </li></ul><ul><li>3G Marketing , Ahonen, Kasper & Melkko 333 p, Wiley 2004 </li></ul><ul><li>Mobile Strategy , Tom Weiss, 320 pages, Futuretext 2006 </li></ul><ul><li>Smart Mobs , Howard Rheingold, 288 p, Basic Books, 2003 </li></ul><ul><li>The City in Your Pocket , T Kopomaa, 143 p Gaudeamus 2000 </li></ul><ul><li>...And of course The Dilbert Future by Scott Adams.. </li></ul>
  55. 55. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability <ul><li>Provides 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc. </li></ul><ul><li>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. </li></ul><ul><li>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 . </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] podcast: www.HorizonChannel.com blog: www.CommunitiesDominate.com </li></ul>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
  56. 56. Recent Ahonen Articles/Columns <ul><li>Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1 </li></ul><ul><li>Mobile as 7th Mass Media - Mobile Handset Analyst , Feb 2007 </li></ul><ul><li>Mobile Social Networking - Asia Pacific Telecoms , Jan 2007 </li></ul><ul><li>Celebrating the 1000th Pearl - The 3G Portal , Oct 2006 </li></ul><ul><li>Hidden Power in Mobile - Mobile Communications June 6, 2006 </li></ul><ul><li>Second Subscriptions - Wireless Watch June 5, 2006 </li></ul><ul><li>Operator Customer Service - The 3G Portal , Apr 2006 </li></ul><ul><li>3G TV Convergence - European Communications Spring, 2006 </li></ul><ul><li>Seventh Mass Media - The 3G Portal Nov, 2005 </li></ul><ul><li>Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005 </li></ul><ul><li>Story of Mobile vs TV - New Media Knowledge Apr 25, 2005 </li></ul><ul><li>NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com </li></ul>
  57. 57. 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>3G TV Tomi's latest workshop discussing TV, video, streaming and the mobile phone. Includes 6 M's, 7th media, 4th screen, 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 and/or 3G) Popular workshop based on his bestselling book m-Profits also adopted for Oxford University </li></ul><ul><li>Segmentation and Customer Understanding Ahonen’s most popular workshop held already on 6 continents since 1997; 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>Pricing for Profit since 1996; may be run with Tariffing specialists Compwise </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>
  58. 58. Mobile as 7th Mass Media Channel Cellphone is as different from internet as TV is from radio; pocketable connectivity in a post iPhone era. by Tomi T Ahonen (approx 340 pages, Hardcover, Futuretext, 2008) The mobile phone is emerging as a new mass media channel. More music is sold on phones than on the web. More gaming revenues than the internet. News and entertainment, TV, radio and movies are rapidly migrating to mobile. Advertising is following where the audiences are and the media content is going. Available in 2008 at Futuretext.com, at Amazon and all major booksellers worldwide Tomi's next book is destinted to be his sixth consecutive mobile technology bestseller 7th Mass Media
  59. 59. 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
  60. 60. 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 &quot;Authors vividly illustrate the rapidly growing power of digital communities.&quot; - Harry Dronec, Red Bull UK &quot;Clearly identifies the issues impacting the audio-visual industry. &quot; - John Ranelagh, TV2 Norway &quot;Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan
  61. 61. 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 &quot;Insightful look into capitalising on customer data and developing targetted marketing propositions.&quot; - Jan-Anders Dalenstam, Ericsson &quot;Packed with useful and practical techniques to achieve success in competitive marketplace&quot; - Steven S K Chan, MobileOne Singapore
  62. 62. 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
  63. 63. 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

×