"Mobile is emerging as a mass media", Mr Ahonen adds. The Wall Street Journal, 30 Sept 2008
Grand Convergence
The 5 Trillion Dollar
Contest
Keynote Presentation
Tomi T Ahonen, MBA
Author and Consultant
GoMobile
Kuala Lumpur Malaysia, 11.11.2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Mobile Service Trends
Consumer & Enterprise
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
5.1 B
Mob
ile
Growth Rates
TV
PC
Internet
Mobile
sion
i
v
e
l
Te
uter
p
m
l Co
a
et
n
o
n
s
er
Per
t
n
I
1970
1975
1980
Copyright © Tomi T Ahonen 2010
1985
1990
1995
www.tomiahonen.com
2000
2005
1.7 B
1.6 B
1.2 B
= 4.5 B
2010
Twitter: @tomiahonen
4.2 B people have toothbrush
• Yes, we've run out of technologies to compare mobile
phones. Its been said more people have a mobile
phone subscription than have access to running
water or a toilet.
• At the MMA Forum Asia conference it was said 4.2
Billion people have a tootbrush but 5.1 Billion people
have a mobile phone subscription..
Source: MMA Forum Asia 12-14 Apr 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
120% penetration = dual phones
• It means two subscriptions for most employed people
• Many who have two subscriptions, will have two
phones
• That means users with two hands,
two phones, two networks, dual usage
• That means promiscuous behavior,
no more absolute loyalty to just
one network
• Also big market for dual SIM
card phones
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Compulsive? Every 7 Minutes
• Young and Rubicam reported average African mobile
phone user checked phone 82 times per day
• UPDATE - Nokia reported at MindTrek 2010 that
the world average is already 150 times per day
• That means once every 6 and half minutes of every
waking hour of every day across the planet..
Sources: Young & Rubicam Mobile Mania Report April 2010, Nokia
presentation MindTrek Tampere Finland Oct 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
One in Four Snoop Your Phone
• Similar to the finding from Australia..
• Best Buy Mobile ran survey of 1,000 US consumers
and found one in four will snoop inside the
phones of spouces, partners or children
without their permission
• 51% read messages while driving and 34% have sent
text messages while driving
• 23% have sent text messages while drunk
Source Wall Street Journal 24 June 2009
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Reaches You When You Sleep
• Yes, we've heard that we sleep with mobile phones.
• Now latest research by Lightspeed Research reveals
that 67% of UK citizens not only take their phones to
bed with them (ie use alarm clock) but yes, two out of
three actually keep the phone on and connected - to
receive SMS or calls at night.
• And only 14% will switch the phone to silent. So 53%
will sleep with the phone not just on, but so that it
will wake you if a message or call arrives at
night..
Source Mobile Europe 30 June 2009
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Mobile Has 8 Unique Benefits
1. Mobile is first personal mass medium
2. Permanently Connected
3. Always Carried
4. Built-in Payment Channel
5. Available at Creative Impulse
6. Has Most Accurate Audience Info
7. Captures Social Context of Consumption
8. Enables Augmented Reality
Source: Tomi Ahonen book
Mobile as 7th of the Mass Media, 2008
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi in 2002: Battle for the Pocket
GPS
Wrist
Compass Terminal Ultranotebook
Digital
watch
Camera
PC
PDA
Camcorder
Camera
Communicators
Pocket
Pocket
phones
Calculator
TV
Smartphones
DVD
Dictation
Gaming
Player
Machine
Music
phones
phones
Gameboy
Walkman
Portable
Minidisk
i-Pod MP3
Radio
Player
Player
Theory by Tomi T Ahonen 2002-2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
2010: 2nd Battle for Convergence
Credit
Banking
Computers
Watch
Internet
Camera
Mobile
Telecoms
Mapping
Advertising
Print
Music
Broadcast
Gaming
Theory by Tomi T Ahonen 2002-2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Finnair Mobile Check In
•
•
•
•
•
•
Finnair started mobile check-in late in 2001.
2% of global travel used it in 2008 (IATA).
10% of Lufthansa passengers used it in 2009
50% on some Finnair flights
2010 Book It upgraded Finnair with iSMS:
After passenger checked in economy, they check
business class seats, and offer instant upgrade offer
paid by credit card/mobile or frequent flier miles!
Sources: Book It October 2010 and Paul
Berney MMA May 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Source: www.finnair.com
Twitter: @tomiahonen
2nd Battle for Convergence
Banking
60%
40%
Credit
Computers
Watch
50%
Internet
Camera
90%
Mobile
Telecoms
80%
Mapping
Advertising
Print
The aggregate value of all
these industries in 2009:
5 Trillion dollars
Music
Broadcast
Copyright © Tomi T Ahonen 2010
25%
Gaming
35%
Theory by Tomi T Ahonen 2002-2010
www.tomiahonen.com
Twitter: @tomiahonen
The Golden Age of Pictures
• For 150 years, the global camera and photograph
industry grew about 50% to 100% per decade
• Suddenly from 2000 to 2010, the usage of
photography exploded - user base grew 10 fold
• The biggest global camera industry brands in year
2000 were Canon, Minolta, Nikon and Konica in
cameras, Kodak and Polaroid in film
• Today world's biggest camera brand is Nokia
• Minolta & Konica have quit the camera business.
Kodak consumer film business shrunk to 2%,
Polaroid bankrupt twice. Canon & Nikon focused
on professional camera segment
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
m-Banking 58% of Kenya Banking
• M-Pesa by Safaricom is now 3 years old. Rival Zain's
Zap is also widely used in Kenya
• In Kenya (pop 38 M) only 7.6M people have a 'real'
bank account. But 10M people have transferred
money using a mobile phone. 58% is now mobile
• Central Bank of Kenya says daily transaction value is
1B Kenya Shillings ($10M) ie average transfer $29
• Already 20% of Kenya GDP transits a mobile phone
Sources: Reuters 2009, AllAfrica.com
8 Jan 2010, VoA 27 May 2010, Safaricom Sept 2010, Mi-Pay Oct 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Cannibalizing Parking
• Invented in Norway as recently as year
2000, m-Parking is now cannibalizing
traditional parking in all markets
• In 2007 Estonia became first country
where no other parking payments were
accepted, so Parking became first
m-payment service to cannibalize 100%
of a specific industry sector
• The reason cash was eliminated, was
the Mafia-led crime related to parking
meters. The crime was eliminated..
Source: Tomi Ahonen Pearls Vol 3:
Mobile Money 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Sweden - Bus Drivers Robbed
• Sweden had a wave of robberies of bus drivers for
their cash. So Sweden followed Estonia's m-parking
example, and eliminated cash as acceptable
payment for public transport
• The crime ended
• Most used way to pay?
Mobile of course
• Sweden became first
country to start official
government discussions
of the elimination of
cash altogether, in
parliament in 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Our Ten Needs served by phone
1 - Communicate (1979 - Japan)
2 - Consume / Media (1998 - Finland)
3 - Charging / Payments (1999 - Philippines)
4 - Commercials / Ads (2000 - Finland)
5 - Create / Cameraphone (2001 - Japan)
6 - Community (2003 - South Korea)
7 - Cool / Fashion (2006 - Japan)
8 - (Remote) Control / Robots (2007 - S Korea)
9 - Context / Beyond Reality (2008 - UK)
10 - Cyber / Now Plants (2009 - Japan)
11 - Career / Employment (2010 - USA)
Source: TomiAhonen Consulting January 2007
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
The 8 Benefits of the 7th Medium
Better than the internet or television
Wikipedia page: Seven Mass Media
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
The 7 Mass Media
1st mass medium Print 1500: books, newspapers, magazines
2nd medium Recordings 1890s: music, games, movies
3rd medium Cinema 1910s
4th medium Radio 1920s
5th medium TV 1950s
6th medium Internet 1995s
7th medium Mobile 2000s
Source: Tomi Ahonen book Mobile as 7th of the Mass Media, 2008
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
"Mobile is as different from the
internet, as TV is different from radio."
- Tomi T Ahonen
- Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Mobile Has 8 Unique Benefits
1. Mobile is first personal mass medium
2. Permanently Connected
3. Always Carried
4. Built-in Payment Channel
5. Available at Creative Impulse
6. Has Most Accurate Audience Info
7. Captures Social Context of Consumption
8. Enables Augmented Reality
Source: Tomi Ahonen book
Mobile as 7th of the Mass Media, 2008
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Making it Magical
Delight and Astonish Your Audiences
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Cameraphone OCR Translator
• And the latest gadgetmania continues in Japan
• MediaSeek developed called Kamera
Jiten (camera dictionary) allows camphone used as an instant translator
• OCR application (Optical Character
Recognition) converts written pages
of English into data. Then translator
utility converts page into Japanese
• And displays on your phone screen
• Almost like using a magnifying glass,
but one that translates
Source: SMLXL White Paper
7th Mass Media July 007
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Hong Kong Guinness & Rugby
• Guinness adver-app Guide to HK Sevens rugby trmnt
• Included free tournament guide, players, stats etc
• Was also Hong Kong tourist guide, maps, etc
including of course pubs serving Guinness
• Translator English to Cantonese basic tourist phrases
• Generated 25% more Guinness sales, said Sean
Rach of Ogilvy (May 2010)
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Mobile Love Detector !
• Yes, we've had the mobile lie detector for some years
now, but the latest innovation from South Korea..
• The Love Detector !
• 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
• Also summary data can be provided
after a discussion via SMS
Source: Forum Oxford 15 Feb 2008
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
"Mobile is emerging as a mass media", Mr Ahonen adds. The Wall Street Journal, 30 Sept 2008
Mobile Innovation for
a Malaysian Context:
Making Money with
Mobile?
Tomi T Ahonen, MBA
Author and Consultant
GoMobile
Kuala Lumpur Malaysia, 11.11.2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Evolution of Handset
The 10 C's
Now WITH Eleven
C's !
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Our Ten Needs served by phone
1 - Communicate (1979 - Japan)
2 - Consume / Media (1998 - Finland)
3 - Charging / Payments (1999 - Philippines)
4 - Commercials / Ads (2000 - Finland)
5 - Create / Cameraphone (2001 - Japan)
6 - Community (2003 - South Korea)
7 - Cool / Fashion (2006 - Japan)
8 - (Remote) Control / Robots (2007 - S Korea)
9 - Context / Beyond Reality (2008 - UK)
10 - Cyber / Now Plants (2009 - Japan)
11 - Career / Employment (2010 - USA)
Source: TomiAhonen Consulting January 2007
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 1 - 1979 - Communication
• Voice and SMS
• Voicemail, e-mail (Blackberry)
• The number keypad is relic from rotary dial
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Estonia Tax Return - via SMS
• Estonia became second country to allow tax return to
be made via SMS in 2010 (joining Norway)
Source: MMA Global New York 8-9 June 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 2 - Consumption
• Emerged with ringing tones in Finland in 1998 and
i-Mode in Japan in 1999
• Now we consume pictures, MP3 music,
web content, TV clips, cartoons, jokes
horoscopes, information and on and on
• Consumption added high-resolution
color screens, multimedia players,
web access
• Required higher speeds (2.5G, 3G, 3.5G)
• For "playback" relatively few controls
are needed
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Pretty Little Liars... m-Secrets
• ABC's TV show aimed at young women, called Pretty
Little Liars has run a mobile engagement campaign
• Girls asked to send the word 'Secrets' to a phone
number, via SMS. They would then receive secret
messages from a character known as "A" and also a
preview MMS video clip of the upcoming episode
• 12% of core teen audience
joined. 4X more than expectated
• 100K viewers. 550K messages.
2.2M page views. ABC monetized
campaign selling ads to Microsoft
Source: Mogreet, November 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Need 3 - 2000 - Charging
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 3 - 2000 - Charging
• Next came digital money..
• Smart Money / Philippines etc
• NTT DoCoMo (Osaifu Keitai - mobile wallet) with
FeliCa - eg Tokyo commuters paying for subway train
• 2D Barcodes in Japan
• Credit cards into mobile like Visa in South Korea
• And SMS based payments like Smart Money in the
Philippines
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Ice Cream and Ipanema
• So you are on that stunning Copacabana or Ipanema
beach in Rio de Janeiro. Its a hot sunny day of
course, and you want an ice cream. But you don't
have your wallet...
• Mobile to the rescue! Mastercard Brazil has
partnered with Unilever to bring mobile payments to
the ice cream kiosks on the beach - via SMS
• Service developed by Spring Wireless
Source: eBook Tomi Ahonen Pearls Vol 3: Mobile Money
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 4 - 2000 - Commercials (ads)
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 4 - 2000 - Commercials (ads)
• Then came advertising..
• We get into commercials (advertisements, mobile
marketing)
• Interactive advertising - opinions, feedback
• Engagement marketing - participation, co-creation,
viral marketing!
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
We Love Amazon Advertising
• Amazon is first 'perfect' case of where we don't even
think of the communication being advertising
• Its the Amazon recommendation engine
• It learns what we bought, and what we looked at, and
makes recommendations based on what other
people who bought those books, also bought
• We love it.
• We actually love it so much we seek more of the
recommendations
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 5 - 2001 - Creation
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 5 - 2001 - Creation
• Then emerged need for content creation, starting with
J-Phone (Vodafone KK, Softbank) and its
cameraphones and Sha-Mail in 2001
• Since then we've added video recording, sound
recording (podcasts) and (mobile) blogging abilities to
the phone
• Now we need to
control the the device
to gain good creations
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
India - Lay's Potato Chips
• Pepsi's Lay's potato chips brand in India has run a
digital media campaign across many media, but
centered on SMS
• They invited fans to submit flavor ideas. Top
4 would be test-marketed. Winner would get
money plus 1% royalty of every bag sold
• Received 1.3 million flavor suggestions
• 1M votes already (campaign still running)
• South Africa similar Lekkerflavor 187K entries
• In USA, Dunkin Donuts did similar campaign
Sources: Telecom Yatra 31 May 2010, ESPN
presentation at MMA New York 8-9 June
2010, Lekkerflavour.co.za 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Need 6 - 2003 - Community
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 6 - 2003 - Community
• Now for our industry is Community
• MySpace, Flickr, Second Life, YouTube, Mixi,
Cyworld, Bebo, World of Warcraft, Friendster...
• Not only create and consume but also
• Share
• Rate
• Recommend
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
My Art Space.. Kids to Museums
• Three UK museums set up 'My Art Space' to help
make school age childrens visits to the museums
more useful for the kids
• In addition to more info about museum pieces, kids
were tasked to take pictures, create blogs, rate items
and discuss, all via their mobile phones. For kids who
didn't have phones, the museums lent cameraphones
• Involved 100 schools and 3,000 children participated
in the mobile phone enhanced museum visits
• The kids loved it so much, they spent 4.5x longer on
average in the museums (90 minutes vs 20 minutes
without My Art Space)
Pearls: Real Mobile Services
source: mLearnCon, San Diego
collected by Tomi T Ahonen
USA, 15 June, 2010
Copyright © Tomi T Ahonen 2010
Twitter: @tomiahonen
www.tomiahonen.com
Need 7 - 2005 - Cool (fashion)
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 7 - 2005 - Cool (fashion)
• First with Benetton & NTT DoCoMo, now the phone
is crossing over seriously to the fashion side, with
ever more fashion awareness with the iPhone
LG joins with Prada
Motorola joins with Dolce &
Gabbana
And separately Nokia's topend Vertu jewelry-phone line
is on the catwalks around
the world
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Girlswalker 45% Redemption Rate
• Alan Moore CEO of SMLXL and multiple author
presented at Oxford University course on 7th Mass
Media in October 2010.
• He said that the Japanese Girlwalker mobile fashion
magazine and fashion shop is achieving 45%
redemption rates to its fashion-oriented coupons and
offers Source: Alan Moore lecture Oxford University 13 Oct, 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 8 - 2006 - (Remote) Control
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 8 - 2006 - (Remote) Control
• Now the phone is starting to emerge as the remote
control
• We already have isolated applications
such as SMS controlled tea kettle (I kid
you not) and mobile phone controlled
air conditioning, saunabath heating, etc
• Also remote control of locks, security
systems
• And the South Koreans expect a robot
in every home within ten years
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Window Dressing by Daffy's
• New York Daffy's had a promotion at their window
display, where live models (men and women) would
dress - and undress - and re-dress into outfits, driven
by SMS interactivity of passers-by.
• 1,500 SMS messages between 6PM and 9:30 PM.
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 9 - 2008 - Context
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 9 - 2008 - Context
• The phone has become aware of our physical and
even emotional states. It knows where we are, are
we in work or pleasure mode, even if we have
checked into FourSquare to be Mayor of the nearest
Starbucks
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tesco Mobile Shopping Assistant
• Tesco in the UK offers a mobile phone based
shopping assistant
• It seems innocent enough at the start - you can use it
to create your shopping list - and to help you, you can
use the 2D barcode scanner while in the store to
easily add items to the shopping list
• But here is the magical benefit - you tell it which
Tesco store you will shop in, and the shopping list will
be re-arranged in the order of the items in the
shopping aisles!
Source: Addictive presentation at Mobile Marketing
Forum Sao Paulo Brazil 2 Sept, 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 10 - 2009 - Cyber
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 10 - 2009 - Cyber
• Now AgriHouse in Japan offers the latest in
communications beyond the human race - your
houseplants! A device attached to the plant will send
SMS to you when the plant needs to be watered
Source: Cellular News 1 June 2009
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
AXE Wake Up Girl
• AXE deodorant brand offered personalized wake-up
for mobile phone users in Japan
• Featured 1 of 14 avatars made based on real girls
• Wake-up girl also to laptop PC. Collect all 14 girls,
featured videogame where
object to discover hidden
treasures.
• 200K unique users - Created
by Bascule for Unilever Japan
• Increased sales by 300%
Sources: Infinita Japan November 2009,
MMA Asia June 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Need 11 - 2010 - Career
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Need 11 - 2010 - Career
• txteagle is one of many croudsourcing systems that
allow mobile phone users to participate in paid croudsourced work
Source: Alan Moore presentation at Oxford University 13 Oct 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Making it Magical
Delight and Astonish Your Audiences
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
AR Magazines
• Nokia N8 launch featured AR for print magazines
• Suddeutsche Zeitung magazine prepared a special
issue with AR features. Using Junaio, a reader could
see 3D images superimposed over magazine article,
alternate images, and superimposed content such as
'thought bubbles' over people's faces Source: Nokia Sept 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Game with "Mosquito Noises"..
• Fanta has a tennis game on that is a bluetooth game
between mobile phones
• Pretty clever. Except that it makes bouncing ball
noises, at such a high pitch, that only young people
can hear them. These are called "mosquito noises".
• Some kids use sound as the ringing tone
• Campaign resulted in 600,000 downloads
Sources: MobHappy 2 Dec 2008, MMA June 2010
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
But wait - There is still More Info
”In a connected age sharing information is power.”
Tomi T Ahonen in Services for UMTS 2002
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
4.6B Subs, 3.9B phones, 3.4B Uniques
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Mobile Industry Revenues 2009 & 2008
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
2009
2008
Growth
Mobile Services
$ 865 B
$ 810 B
7%
Voice
$ 615 B
$ 602 B
2%
Data
$ 251 B
$ 208 B
21%
Messaging
$ 153 B
$ 137 B
12%
SMS
$ 113 B
$ 106 B
7%
MMS
$ 29 B
$ 26 B
12%
VAS Data
$ 98 B
$ 71 B
38%
Mobile Advertising $
6B
$
3B
85%
Handset Sales
$ 160 B
$ 155 B
3%
Network Infrastructure
$ 45 B
$ 45 B
0%
TOTAL
$1,070 B
$1,005 B
7%
Source: TomiAhonen Almanac 2010
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Regional Split of Mobile Media Income
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Mobile Media Markets Regionally by Revenue
35
30
25
20
15
10
Am
er
ica
La
tin
Af
r ic
a
ad
va
nc
As
ed
ia
de
ve
lo
pi
ng
M
id
dl
e
Ea
st
Ea
st
AP
AC
Eu
ro
pe
W
es
t
Eu
ro
pe
US
A
&
Ca
na
da
5
0
Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
3 B SMS Users, 1.7 B Premium Data
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Subscribers, Messaging Users, Data Users
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Total subscribers
Messaging users
08
20
07
20
06
20
05
20
04
20
03
20
02
20
01
20
00
20
99
19
19
98
Premium data users
Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi Ahonen Index of Mobile Leadership 2009
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Shift of Mobile Phone Installed Base
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Installed Base of Mobile Phones by Generation
100%
90%
80%
70%
60%
3.5G
50%
2.5G
40%
30%
2G
3G
1G
20%
10%
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Regional Split of Mobile Media Income
84 tables and graphs eBook - only 9.99 Euros
order at www.tomiahonen.com
Mobile Media Markets Regionally by Revenue
35
30
25
20
15
10
Am
er
ica
La
tin
Af
r ic
a
ad
va
nc
As
ed
ia
de
ve
lo
pi
ng
M
id
dl
e
Ea
st
Ea
st
AP
AC
Eu
ro
pe
W
es
t
Eu
ro
pe
US
A
&
Ca
na
da
5
0
Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi Ahonen Almanac 2010
Table of Contents
182 pages, eBook format only, February 2010 - Cost 9.99 Euro
Chapter 1 - Introduction
Chapter 2 - Size of Mobile Industry
84 tables and graphs
Chapter 3 - Customers
Chapter 4 - Handsets and Smartphones
in the eBook
Chapter 5 - SMS Text Messaging
cost only 9.99 Euros
Chapter 6 - Mobile Internet
order at
Chapter 7 - Seventh Mass Media Channel
"Whenever I need a stat,
Chapter 8 - Music on Mobile
www.tomiahonen.com
Tomi seems to have it, I'd
Chapter 9 - Mobile TV and Video
highly recommend this."
Chapter 10 - Mobile Gaming
- Russell Buckley, MD
Admob, Chairman Mobile
Chapter 11 - Mobile Social Networking
2009 Almanac has been
Marketing Association
translated
into Spanish!
Chapter 12 - Other Mobile Content
"Speaking of statistics, the
Chapter 13 - Mobile Advertising and Marketing
Tomi Ahonen Almanac is
Chapter 14 - Voice Calls
an eBook for mobile nuts."
Chapter 15 - Business/Enterprise Services
- Ricky "The Guru" Cadden
Chapter 16 - Other Mobile Data
at Symbian Guru
Chatper 17 - Network Infrastructure
"Tomi Ahonen is the king
of mobile statistics."
Chapter 18 - Mobile History and Milestones
- Paul Poutanen founder
APPENDIX
and President of Mob4hire
Index of Mobile Leadership
"The Almanac is full of
60 Major Countries in Mobile
hard to find information."
20 Biggest Mobile Operator Groups
- WAP Review
Bibliography, Good Websites
Copyright © Tomi T Ahonen 2010
Twitter: @tomiahonen
www.tomiahonen.com
About the Author
World's Largest Companies in Mobile
The 10 largest global corporations when measured by only
their mobile revenues (excluding income from other business)
1 Vodafone Mobile
UK
$67 B Mobile operator
2 Nokia Mobile
Finland
$66 B Handset maker
3 China Mobile
China
$65 B Mobile operator
4 Verizon Wireless
USA
$62 B Mobile operator
5 Telefonica Movil
Spain
$55 B Mobile operator
6 T-Mobile
Germany
$50 B Mobile operator
7 AT&T Wireless
USA
$49 B Mobile operator
8 Orange Mobile
France
$47 B Mobile operator
9 TIM
Italy
$40 B Mobile operator
10 Samsung Mobile
South Korea
$38 B Handset maker
Source: TomiAhonen Consulting 2010
for Top 25 see www.communities-dominate.blogs.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Pearls: Real Mobile Services
collected by Tomi T Ahonen
Twitter: @tomiahonen
Join the free expert community of
over 2,000 with over 40 of mobile
authors and 16 of the 20 best-read
bloggers in mobile
www.ForumOxford.com
First time registration, you need
enrollment key. Use the word:
"forumoxford"
Copyright © Tomi T Ahonen 2010
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Twitter: @tomiahonen
50 Pearls in eBook - only 9.99 Euros
order at www.tomiahonen.com
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi T Ahonen, Author & Consultant
Competitiveness, Business Case, Marketing, and Profitability
"Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000
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Provides workshops, training and consulting in how to
make money with mobile adn converged services.
The world's most prolific new mobile service evangelist,
has introduced over 1,000 new service concepts at
public conferences; he is quoted in 60 books by his peers
Quoted in over 300 press stories in a dozen languages;
keynotes at over 200 major conferences on 6 continents;
his daily blog is syndicated on CNBC, NY Times, etc
Lectures at Oxford University on 3G and Convergence
Available as a motivational speaker in telecoms
marketing, sales, product development and innovation.
Read his books "Digital Korea", "Communities Dominate
Brands", “m-Profits", "3G Marketing","Services for UMTS”
Earlier Tomi Ahonen has set up &
website: www.tomiahonen.com
e-mail:
•
tomi@tomiahonen.com
blog:
www.7thMassMedia.com
twitter:
@tomiahonen
Tomi's new book "Mobile as 7th of the Mass Media"
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
run Nokia’s 3G Business
Consultancy. Previously he
worked for 3 operators where he
created the world’s first fixedmobile service bundle and set a
world record for taking market
share from the incumbent
Twitter: @tomiahonen
Tomi Ahonen eBooks
eBooks only via tomiahonen.com
Pearls Vol 2: Mobile Social Networking
Foreword by Mark Curtis, CEO of Flirtomatic,
171 pages, eBook format only, April 2009 - Cost only 9.99 Euro
Tomi's second volume of "Pearls", has 50 case studies of
real world services around topics of mobile social
networking and digital communities covering all biggest
stories including Mixi, Mobage, Flirtomatic, Itsmy, Qik,
Twitter, Cyworld, Habbo, Mogi, Tohato, MTV, i-Report etc.
Pearls Vol 1: Mobile Advertising
Foreword by Russell Buckley, SVP Admob, Chairman Mobile
Marketing Association
171 pages, eBook format only, January 2009 - Cost only 9.99 Euro
Launching an eBook series of Tomi's "Pearls", this first
volume has 50 case studies of real world services around
topics of mobile advertising and marketing from 19 countries
including location-based, coupons, viral, advergaming etc
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi Ahonen eBooks
eBooks only via tomiahonen.com
Tomi Ahonen Almanac 2010
182 pages, eBook format only, February 2010 - Cost only 9.99 Euro
Comprehensive industry review and almanac with 84 tables,
charts and diagrams, covering all major aspects of the
mobile telecoms industry from handsets to services, from
customers to networks, from SMS text messaging to content
from mobile internet to mobile advertising.
"Whenever I need a stat, Tomi seems to have it, so I'd highly recommend this."
- Russell Buckley, MD Admob Europe, Chairman Mobile Marketing Association
"Speaking of statistics, Tomi Ahonen has put together the Tomi Ahonen Almanac
as an eBook for mobile nuts. In it, you can quickly find mobile penetration
2009 Almanac has been
of say, Thailand, or that 51% of the Earth's population has at least one
translated into Spanish!
cellphone, and one in 8 mobile walks around with 2 phones in their pockets!"
- Ricky "The Guru" Cadden at Symbian Guru
"Tomi Ahonen is the king of mobile statistics and knows more about the
mobile space than any one I know"
- Paul Poutanen founder and President of Mob4hire
"If you're interested in mobile statistics, you really need to pick up a copy of
Tomi Ahonen's Almanac. The Almanac is full of hard to find information."
- WAP Review
Copyright © Tomi T Ahonen 2010
Twitter: @tomiahonen
www.tomiahonen.com
Tomi Ahonen six hardcover books
all six hardcover books are available at Amazon
Mobile as 7th of the Mass Media, 2008
explains the media opportunities in mobile from music
and gaming to TV and social networking and even
internet and adertising. 322 pages.
Digital Korea, 2007 with Jim O'Reilly
is case study in digital convergence from the most
advanced information society of South Korea.
covers internet, TV, mobile, ecash, egoverment,
robotics, telematics, virtual reality etc 282 pages.
Communities Dominate Brands, 2005
with Alan Moore
first business book on social networking 280 pages.
3G Marketing, 2004, with Timo Kasper & Sara
Melkko is marketing handbook for mobile operators
M-Profits 2002
Still only complete business book for mobile, 360 p
Services for UMTS, 2002, with Joe Barrett was first
services and applications book for 3G, 373 pages
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Selected TomiAhonen Workshops
•
Changing Customer Needs in Mobile Most requested workshop
currently, includes “steps” to addiction, “split” personalities, time to change..
•
Mobile as 7th Mass Media Tomi's latest workshop discussing media
convergence and unique aspects of mobile. Also adopted for Oxford Univ.
•
Social Networking / Mobile Digital Communities based on his book
Communities Dominate Brands, may be run with SMLXL. Adopted for Oxford U.
•
New Mobile Service Creation From ideas to money-making, for mobile and
fixed, for operators, vendors, content partners etc, includes 6 M’s and Early 8
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Business of Mobile Telecoms (2G, 2.5G, 3G) Adopted for Oxford U
3G TV covering video and TV convergence with mobile. Adopted for Oxford U
Mobile Marketing and Advertising featuring "Engagement Marketing"
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Segmentation and Customer Understanding may be run with Xtract
Launch Marketing for 2.5G and 3G also adopted for Oxford University
MVNO, Revenue Sharing & Partnerships can include building a model
Forecasting and Business Modelling in Telecoms Popular workshop
Competitiveness in Telecoms Workshop form or competition simulation:
•
Workshops are very cost-effective ! Write tomi@tomiahonen.com for more.
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Tomi Thought Pieces & White Papers
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TomiAhonen Thoughts Mobile Messaging, February 2010
TomiAhonen Thoughts Mobile in Developing World, October 2009
TomiAhonen Thoughts Evolution of Mobile Phone, June 2009
TomiAhonen Thoughts Mobile Social Networking, April 2009
TomiAhonen Thoughts Mobile Internet, February 2009
TomiAhonen Thoughts Mobile Industry Size 2009, January 2009
TomiAhonen Thoughts Mobile 7th Mass Media, September 2008
TomiAhonen Thoughts Mobile Customers, August 2008
TomiAhonen Thoughts Mobile Advertising, April 2008
TomiAhonen Thoughts Mobile TV, December 2007
TomiAhonen Thougths on MVNOs, June 2006
SMLXL White Paper 7th Mass Media, June 2007*
SMLXL White Paper Pop Idol, June 2006*
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* Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL
Write to tomi@tomiahonen.com for your free copy of any of the above
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen
Recommended Books
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Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008
Communities Dominate Brands Ahonen & Moore, 2005
Mobile Advertising, Sharma, Herzog & Melfi, 2008
Digital Korea, Ahonen & O'Reilly, 2007
Mobile Marketing Handbook, Kim Dushinski, 2009
Mobile Internet for Dummies, O'Farrell, Levine, Algroy, Pearce
& Appelquist, 2008
Wireless Broadband, Fotheringham & Sharma, 2008
Mobile Web 2.0, Jaokar & Fish, 2006
Distraction, Mark Curtis, 2005
M-Profits, Tomi T Ahonen, 2002
Next Generation Wireless Apps, Paul Golding, 2004
3G Marketing, Ahonen, Kasper & Melkko, 2004
Mobile Strategy, Tom Weiss, 2006
...And of course The Dilbert Future by Scott Adams..
Copyright © Tomi T Ahonen 2010
www.tomiahonen.com
Twitter: @tomiahonen