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Premium member Presentation Transcript Mobile as the 7th Mass Media Channel: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile as the 7th Mass Media Channel Tomi T Ahonen, MBA Author & Consultant, Hong Kong Mobile Monday Beijing China 14 January 2008 "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change": Copyright © Tomi T Ahonen 2008 www.tomiahonen.com "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change" - Charles Darwin in Origin of the Species 7th Mass Media: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 7th Mass Media The 7 Mass Media: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st mass media Print 1500: Buy-to-Own, Advertising, Subscr. books, pamphlets, newspapers, music scores, magazines 2nd mass media Recordings 1900: Sound vinyl, tape, CD, DVD: music, software, videogames, movies 3rd mass media Cinema 1910: Multimedia, Pay per View silent, b/w sound, color, cinemascope: newsreels, movies 4th mass media Radio 1920: Streaming, License AM, FM, stereo, digital: news, music, sports, drama 5th mass media TV 1950: (no innovation!) b/w, color, cable/satellite, digital: news, drama, soaps, reality 6th mass media Internet 1995: interactive & search narrowband, broadband: email, search, browsing, downloading 7th mass media Mobile 2000: pers./always-on/carried/payment 2G SMS, WAP, 2.5G, 3G: messaging, browsing The 7 Mass Media Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 1st Mass Media: Print: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st Mass Media: Print Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Printing from late 1400s First Mass Media Books, pamphlets, newspapers, music scores, magazines Buy-to-own; introduced advertising Long form stories (books), short stories (pamphlets), news, music 1st Mass Media: Print: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st Mass Media: Print This was pop Music 150 years ago.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 3 M m-Comics Monthly Japan: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 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 Source: WITE State of Market Report Sept 2006 3 M m-Comics Monthly Japan Pearls: Real Mobile Servicescollected by Tomi T Ahonen 2nd Mass Media: Recordings: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 2nd Mass Media: Recordings Recordings from late 1900 First automated/electric media clay, tape, vinyl, 8-track, cassette, cartridge, VHS, diskette, CD, DVD Music, speeches, comedy, computer programs, videogames, movies, TV shows Buy-to-own; almost no advertising Slowly cannibalized music from print Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 1 to 2: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 1 to 2 From Print to Recordings 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 Altered music industry with 3 min pop song (single) Cannibalized some print totally - ie music printing (music scores) Grew even though users had to buy expensive player Did not kill of print even though spoken books and spoken speeches were sold as recordings Introduced NEW print titles to discuss pop music Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Sugababes Mobisodes: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Endemol is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes Each episode costs 50 pence (75 Euro cents, 85 US cents). The TV show features Sugababes tour with Robbie Williams. Will include lots of interactive elements including viewers designing dance moves for the band, sending them in via videoclips Service set up by Endemol, O2 and Universal MusicSource: Moco News 9 May 2006 Sugababes Mobisodes Pearls: Real Mobile Servicescollected by Tomi T Ahonen 3rd Mass Media: Cinema: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 3rd Mass Media: Cinema Cinema 1910 First multi-media silent, b/w sound, color, cinemascope movie, short film, newsreel, serials "pay per view" and advertising before main feature major revenue shift for long-form stories from books Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 2 to 3: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 2 to 3 From Print and Recordings to Cinema Created new industry: Hollywood, itself a $30 B business Many feared it will kill books, didn't Created global superstars such as Charlie Chaplin Today major books become movies - AND major original screenplay movies become bestelling books Was able to reach massive commercial success inspite of pay-per-view model Recording artists found new opportunity to attempt movie careers successfully such as Elvis and unsuccessfully such as Madonna Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Take Friend to Movies: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Orange in UK is in a partnership with the largest movie theatre chain UCG With their Orange Wednesdays, any Orange customer going to the movies on a Wednesday can bring in a friend for freeSource: UCG Cinemas July 2004 Take Friend to Movies Pearls: Real Mobile Servicescollected by Tomi T Ahonen 4th Mass Media: Radio: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 4th Mass Media: Radio Radio 1920 First broadcast media AM, FM, stereo, digital music, news, weather, sports, soap opera license fee and advertising major revenue shift for news, introduce soap operas Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 3 to 4: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 3 to 4 From Print and Recordings to Radio Many thought radio will kill recordings, didn't Created new media industry: radio Created yet new performance artists - the radio DJs, news readers, announcers and radio talk show hosts Became first pervasive and simultaneous mass media (War of the Worlds people thought invaders from Mars had actually landed in America in the 1930s) Every home (in industrialized world) had to have one, families would sit together to listen to fave comedians, news, dramas, concerts.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Shifting from Car Radio to Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Bridge Ratings has found that people in cars listen to the radio less because they are on the mobile phone more. 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) Fascinating: car drivers spend 13:49 min per day on the mobile phone! Source: Textually Org 7 March 2006 Shifting from Car Radio to Mobile Pearls: Real Mobile Servicescollected by Tomi T Ahonen 5th Mass Media: TV: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 5th Mass Media: TV TV1950 No technical innovation: only combined two existing media concepts - multimedia from cinema with broadcast from radio b/w, color, cable/satellite, stereo, digital news, sports, soap opera, movies, sitcom, talk show, MTV, reality TV license fee, advertising, subscription major revenue shift for news, sports, music, movies introduce talk shows, sitcoms, reality TV Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 4 to 5: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 4 to 5 From Print, Recordings, Cinema and Radio to TV Most thought it would kill books, cinema and radio: didn't Cannibalized some formats such as newsreels from cinema, soap operas from radio Most strong content such as films, documentaries survived on cinema; news, sports and music survived on radio Became dominant media inspite of no inherent new advantage New TV celebrities: News Anchors, Game Show Hosts, Reality TV contestants, MTV video artists Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 When BBC introduced TV News: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com When BBC introduced TV News Thinking was radio. TV was even called "visual radio" The BBC news guidelines said you were allowed to show pictures or maps or flags etc of where the news story happened BUT you were not allowed to show the face of the news anchorman who read the news. The thinking was "radio mindset" - that we connected with a trusted "voice" of news Only after we showed the news anchorman, did we discover the appeal of celebrity. Only after that TV discovered talkshows, game- shows, reality TV formats etc: celebrity.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Hong Kong - Panda TV 24 hrs: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com You think sleeping contestants on Big Brother is too intense action on TV? 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 Yes, panda bears sleep most of the time and eat bamboo when awake, Panda TV popular. Available on cable, the web and on mobile. There is also a "blog written by the pandas" Source: Charged Sept 007 Hong Kong - Panda TV 24 hrs Pearls: Real Mobile Servicescollected by Tomi T Ahonen Ticker Tape on NTT DoCoMo: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo News Ticker (like on bottom of CNN on TV) NTT DoCoMo was first to launch ticker tape on its portal. The service has monthly subscription of 200 Yen (1.70 USD/1.34 Euro, 1.00 UKP) If the customer clicks on a news item, regular news page view or news video clip costs are incurred 18 months after launch, NTT DoCoMo reports that it has already 8 million paying subscribers to the service (16% of all subscribers) Source: Wireless Watch Japan, January 2007 Ticker Tape on NTT DoCoMo Pearls: Real Mobile Servicescollected by Tomi T Ahonen Kung Fu mobile TV channel: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Yes yes yes, we all want to see Kung Fu fighting by classic masters like Bruce Lee 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 The channel is subscription based Source: Charged Sept 007 Kung Fu mobile TV channel Pearls: Real Mobile Servicescollected by Tomi T Ahonen 6th Mass Media: Internet: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 6th Mass Media: Internet Internet 1990 First media that could do everything that the previous five media could do First interactive media, and Search narrowband, broadband e-mail, search, chat, browsing, news, sports, music, software, gaming, movies, TV, radio, blogging license fee, advertising, subscription revenue shift for adv, news, music introduce e-mail, search, chat, blogs Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 5 to 6: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 5 to 6 Print, Recordings, Cinema, Radio, TV ...to internet Incredibly rapid cannibalization of content, formats, and audience time All business models also migrating to internet Introducing new stars and talent (Baghdad Blogger, YouTube stars, Second Life millionaires etc) 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 Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Habbo Hotel Update '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Sulake founded in 1999, owner of Habbo Hotel, presented at Telco 2.0 in London in March 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, issuccess with 76 M avatars "Habbos" and 40 M rooms in 30 countries Active users 7.5 M monthly, of which 90% teenagers Sulake earned 51 M USD out of Habbo in 2006. Only 10% is advertising/sponsorship; rest paid by gaming kids Habbo Hotel keeps very actively renewing itself, with a new Habbo environment release every 6-8 weeks Now offer unique items (eg furniture) made available only once Sources: Sulake/Habbo Hotel presentation at Telco 2.0 in London March 007 and Sulakewebsite Sept 007 Habbo Hotel Update '007 Pearls: Real Mobile Servicescollected by Tomi T Ahonen 7th Mass Media: Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 7th Mass Media: Mobile mobile phone 2000 Can do everything the previous SIX media can do, including interactivity & search of internet Personal, permanently connected, always carried, built-in payment channel; present at point of creative impulse; accurate audience 2G, 2.5G, 3G text messages, ringtones, music, gaming, voting.. subscription, pay-per-view, advertising major revenue shift for music, gaming, e-mail introduce text messaging, ringtones, logos, voting, picture messaging Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Customer Data Accuracy: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com AMF Ventures has measured the accuracy of the three biggest media On TV audience accuracy is of the magnitude of 1% of total customer data captured On the internet accuracy is about ten times better, with about 10% of customer data currently captured But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured TOMI NOTE: prepaid (pay-as-you-go ie voucher) customers are NOT an obstacle to customer data Source: AMF Ventures May 007 Customer Data Accuracy Pearls: Real Mobile Servicescollected by Tomi T Ahonen Otetsudai Networks: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Japan has launched Otetsudai Networks (Help Networks) as location-based temporary help user-generated job finder Any members can indicate by their personal status who are available to work Any employers can offer work 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 Source: Mobikyo Japan Mobile Internet Report Sept 007 Otetsudai Networks Pearls: Real Mobile Servicescollected by Tomi T Ahonen Flirtomatic Update '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com UK flirting service Flirtomatic from May 2006. CEO Mark Curtis says: Today 60,000 web users, 20,000 WAP users, WAP users active twice as much as web users 3.5 million virtual "Red Roses" in 2007 at 23 pence per rose (805,000 UKP / 1.2 M Euro / 1.6 M USD) Offer branded sponsorship ie Loreal Lip Gloss sponsoring the Flirtomatic "Big Wet Kiss" Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessary Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007 Flirtomatic Update '007 Pearls: Real Mobile Servicescollected by Tomi T Ahonen Marketing and Community: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Marketing and Community This is Mobile Advertising Japan: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Japan is already a country gone mAd (as in mobile advertising) Wireless Watch Japan reports that 54% of Japanese mobile phone users consume ads. And survey of 1,083 mobile phone users in Japan by Mobile Research and goo Research found that 44% of Japanese mobile phone customers have clicked on interactive ads on their mobile phones. Sources: Wireless Watch Japan 11 Sept 2006 and Mobile Research & goo Research July 2006 This is Mobile Advertising Japan Pearls: Real Mobile Servicescollected by Tomi T Ahonen Knorr Celebrity Chef: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Knorr Celebrity Chef Pearls: Real Mobile Servicescollected by Tomi T Ahonen Knorr the soup maker has innovated in the mobile marketing space with a service in Poland They have a celebrity chef prepare various cooking recipes that are made available via mobile phones This is bringing value to the end- customer out of mobile marketing! Source: MobHappy 8 Nov 007 Shortest Mobile Campaign?: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com This must be a world record The shortest duration for a mobile marketing campaign was with the launch of Final Fantasy the movie in the Philippines. During the two hour movie the viewers were invited to participate via SMS. 968 unique users were measured with over 8000 SMS messages sent Source: Charged Sept 007 Shortest Mobile Campaign? Pearls: Real Mobile Servicescollected by Tomi T Ahonen Blyk the basics..: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Blyk launched 24 Sept in UK. Only for 16-24 year olds and by invitation only Service offers 43 minutes of free calls and 217 free texts per month (1.4 min/day, 7 SMS per day) Blyk has no phones, only offers SIM card User needs to watch up to 6 ads per day which are super-personalized (customers feel they are more content than ads) 44 major advertisers signed up: Coca Cola, Adidas, L'Oreal and MasterCard Already aiming France, Germany & Spain next year Source: Financial Times 25 Sept 007 Blyk the basics.. Pearls: Real Mobile Servicescollected by Tomi T Ahonen Don't Focus on the Limitations: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Don't Focus on the Limitations Screen Sizes..: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m²TV (25" colour): 38cm x 50cm = 0.19 m²Size differentials: cinema is 379x larger screenie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm²Phone screen 4.2cm x 3.6cm = 15 cm²Laptop screen is 36x larger than phoneie phone is 2.8% the size of a laptop Screens and Viewing Distance: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 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 What of keyboard vs keypad?: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not type at all.. Why can't the phone read my mind? 2D Barcodes: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 2D Barcodes (also known as QR Barcodes for Quick Response) were introduced in Japan by NTT DoCoMo in 2005. In 18 months, NTT DoCoMo reported that they were extremely positively welcomed by customers and 56% of their subscribers already used the feature The cameraphone scans the 2D Barcode within a second and displays the full website address or other data, almost magically, with no typing!Source: NTT DoCoMo Oct 2006 2D Barcodes Pearls: Real Mobile Servicescollected by Tomi T Ahonen Internet: Fixed vs Mobile 2007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Internet: Fixed vs Mobile 2007 Devices 850 M PCs 2,700 M phones (half laptops) (half GPRS 2.5G) Ave cost/device $700 $200 ($50 if subsidy) Replacement 3.5 years 18 months Content revenue $30 B $45 B Messaging users 900 M 2,000 M Messaging revs $5 B $100 B Content mostly free always costs Billing difficult built-in User preference expect free willing to pay User age adult youth Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Don't Try to Copy Internet: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Don't Try to Copy Internet Rather, create the new, the magical Services that are like Magic: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Services that are like Magic "Mobile telecom is inventing solutions that seem like magic" Tomi Ahonen Telecommunications February 2003 Cameraphone OCR Translator: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com And the latest gadgetmania continues in Japan An application by MediaSeek called Kamera Jiten (camera dictionary) now allows cameraphone users to turn their device into a translator An OCR applications (Optical Character Recognition) will convert pages of written English into data Then translator utility converts into Japanese And displays on your phone screen Almost like using a magnifying glass, but one that translatesSource: Wireless Watch Japan 11 Sept 2006 Cameraphone OCR Translator Pearls: Real Mobile Servicescollected by Tomi T Ahonen Convergence: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Convergence Pop Idol meets Tamagotchi: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept around TV-broadband-mobile convergence called Pop Kids Two real humans become parents to a virtual kid which needs to be trained for "18 years" (18 days) "DNA" of parents is merged in kid. Parents' music tastes, selections of the virtual kid's education etc will reflect how kid evolves in music, singing, dancing etc Along the way, youth contests against other kids At 18 years, Pop Kid enters reality TV contest similar to Pop Idol against other virtuals Source Ex Machina at MoMo San Francisco 15 Oct 007 Pop Idol meets Tamagotchi Pearls: Real Mobile Servicescollected by Tomi T Ahonen Kart Rider - fun of cartoon logic: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Kart Rider - fun of cartoon logic Kart Rider: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game bynational adoption rate - 25% of all South Koreans have driven Kart Rider Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc You can have your rival's car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc Makes its money on accessories Source: book Digital Korea, Ahonen & O'Reilly 2007 Kart Rider Pearls: Real Mobile Servicescollected by Tomi T Ahonen But wait - There is still More Info: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002 www.ForumOxford.com: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford" 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 Mobile Industry Metrics '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile subscribers end Nov 007 were 3.3 B (2007 Informa) 28.8% with 2+ subscriptions ie 2.5 B unique users (2007 Informa) Mobile telecoms 2006 total revenues $646B (2007 Informa) Global ARPU by users $25.51 but by SIMs $19.91 (2007 Informa) 2006 SMS Revenues $80 B (2006 ITU), is 12% of global revenues 2007 Non-SMS mobile data content $45 B (2007 Informa) MVNO revenues in 2005 $18.4B (2005 Total Telecom) 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) 28% of users access internet via mobile phone, is 588 million people (2005 Ipsos) Note: Most of these also access via PC Handsets replaced in 18 mo (2006 Semiconductor Industry Assoc.) 2006 Handset sales 1.02 B units (2007 IDC) and $115 B in annual revenues (2005 iSupply) Mobile Industry Metrics '007 Top 20 Digital Maturity Dec 2006: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Top 20 Digital Maturity Dec 2006 Familiarity Index(Sweden = 100%) InnovationIndex(Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100% Sweden 20% Finland Denmark USA Japan Korea UK Hong Kong Austria Norway Canada Netherlands Italy Taiwan Germany New Zealand Australia Ireland Singapore 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 Israel Top 20 Blogsites on Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com So, here are the popular mobile blog sites, according Technorati. 1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs) 2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs) 3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs) 4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs) 5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs) 6. MobHappy - rank: 4,920 (1,344 links from 390 blogs) 7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs) 8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs) 9. Mopocket rank: N/A (569 links to this URL sorted) 10. Open Gardens - rank: 9,230 (510 links from 232 blogs) 11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs) 12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs) 13. Darla Mack - rank: 13,125 (859 links from 169 blogs) 14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs) 15. m-trends.org - rank: 17,238 (435 links from 132 blogs) 16. mobile jones - rank: 18,012 (343 links from 127 blogs) 17. The 3G Portal - rank: 18,195 (352 links from 126 blogs) 18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs) 19. gotomobile.com - rank: 22,255 (226 links from 106 blogs) 20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs) Source: M-Trends.org 18 Aug 2006 Top 20 Blogsites on Mobile Pearls: Real Mobile Servicescollected by Tomi T Ahonen Good sources of information: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Good sources of information Biggest free 3G info site - www.the3Gportal.com sign up for their free daily 3G newsletter ! Free panel on mobile - www.ForumOxford.com passcode forumoxford Community future blogs - www.communities-dominate.blogs.com Free site of mobile news and blogs - www.wireless-watch.com Podcasts on communities and mobile - www.horizonchannel.com Disruptive and engagement marketing - www.smlxlarge.com User interfaces and mobile blogging - www.fjord.co.uk Most advanced Segmentation, Alphas etc - www.xtract.info 3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics Mobile Data Association - www.mda-mobiledata.org UMTS Forum Reports - www.umts-forum.org More free service idea “Pearls” - www.tomiahonen.com More information send e-mail to tomi@tomiahonen.com Recommended Books : Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Recommended Books Digital Korea, Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007 Communities Dominate Brands, Tomi T Ahonen & Alan Moore, 274 pages, Futuretext, 2005 Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006 M-Profits, Tomi T Ahonen, 360 pages, Wiley 2002 Distraction, Mark Curtis, 240 pages, Futuretext, 2005 Next Generation Wireless Applications, Paul Golding, 588p, Wiley 2004 3G Marketing, Ahonen, Kasper & Melkko 333 p, Wiley 2004 Mobile Strategy, Tom Weiss, 320 pages, Futuretext 2006 Smart Mobs, Howard Rheingold, 288 p, Basic Books, 2003 The City in Your Pocket, T Kopomaa, 143 p Gaudeamus 2000 ...And of course The Dilbert Future by Scott Adams.. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Tomi T Ahonen, Author & ConsultantCompetitiveness, Business Case, Marketing, and Profitability Provides 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc. The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; his books include 500 service ideas. Quoted in over 200 press stories in a dozen languages; keynotes/ chaired at over 200 major conferences on six continents; host of Communities Dominate Podcast. Lectures at Oxford University on 3G and Convergence Available as a motivational speaker in telecoms marketing, sales, product development and innovation. Read his books "Digital Korea", "Communities Dominate Brands", “m-Profits", "3G Marketing","Services for UMTS” website: www.tomiahonen.com e-mail: tomi@tomiahonen.com podcast: www.HorizonChannel.com blog: www.CommunitiesDominate.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 "Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000 Recent Ahonen Articles/Columns: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Recent Ahonen Articles/Columns Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1 Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007 Mobile Social Networking - Asia Pacific Telecoms, Jan 2007 Celebrating the 1000th Pearl - The 3G Portal, Oct 2006 Hidden Power in Mobile - Mobile Communications June 6, 2006 Second Subscriptions - Wireless Watch June 5, 2006 Operator Customer Service - The 3G Portal, Apr 2006 3G TV Convergence - European Communications Spring, 2006 Seventh Mass Media - The 3G Portal Nov, 2005 Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005 Story of Mobile vs TV - New Media Knowledge Apr 25, 2005 NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com Selected TomiAhonen Workshops: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Selected TomiAhonen Workshops Changing Customer Needs in Mobile Most requested workshop currently, includes “steps” to addiction, “split” personalities, time to change.. 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. 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 Business of Mobile Telecoms (2G, 2.5G and/or 3G) Popular workshop based on his bestselling book m-Profits also adopted for Oxford University Segmentation and Customer Understanding Ahonen’s most popular workshop held already on 6 continents since 1997; 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 Pricing for Profit since 1996; may be run with Tariffing specialists Compwise Competitiveness in Telecoms Workshop form or competition simulation: Workshops are very cost-effective ! Write tomi@tomiahonen.com for more. Slide 58: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile as 7th Mass Media ChannelCellphone 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 Slide 59: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Digital KoreaBroadband 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.infoAvailable 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 Slide 60: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Communities Dominate Brands:Business & Marketing Challenges for the 21st Century by Tomi T Ahonen & Alan Moore with foreword by Stephen C Jones of Coca Cola (274 pages, Hardcover, Futuretext, March 2005) - ALREADY INTO ITS SECOND PRINTING !!! - Business book that discusses the emerging power of digitally empowered communities. Discusses virtual worlds, mobile swarms, blogging. Introduces the 4 Cs, Generation-C (Community), and explains how Alpha Users 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.comAvailable now at Futuretext.com and all major booksellers including Amazon "Authors vividly illustrate the rapidly growing power of digital communities." - Harry Dronec, Red Bull UK "Clearly identifies the issues impacting the audio-visual industry. " - John Ranelagh, TV2 Norway "Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan Slide 61: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike Short of O2 (333 pages, softcover, John Wiley & Sons, 2004) - ALREADY INTO ITS SECOND PRINTING !!! - World’s first book on the marketing and sales of 3G and other advanced wireless services. Covers Market Intelligence, Segmentation, Service Creation, Distribution Channels, Promotion, Bundling, Tariffing, Billing, and Churn. With up-to-the-minute theories of cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore Slide 62: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360 pages, hardcover, John Wiley & Sons, 2002) World’s first business book on mobile telecoms became world's bestselling 3G book Oct & Dec 2003. Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear 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 Slide 63: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John Wiley & Sons, 2002) World’s first book on 3G services is also the world's bestselling 3G book in Oct 2002. Covers 200 service ideas with lots of illustrations, statistics, charts. Written by 14 leading 3G experts, for the non-technical reader. Includes the 5 M’s theory, service creation, content partnerships, revenue sharing, marketing and competition in 3G. Covers all major service groupings such as SMS, MMS, 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 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
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Premium member Presentation Transcript Mobile as the 7th Mass Media Channel: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile as the 7th Mass Media Channel Tomi T Ahonen, MBA Author & Consultant, Hong Kong Mobile Monday Beijing China 14 January 2008 "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005 "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change": Copyright © Tomi T Ahonen 2008 www.tomiahonen.com "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change" - Charles Darwin in Origin of the Species 7th Mass Media: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 7th Mass Media The 7 Mass Media: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st mass media Print 1500: Buy-to-Own, Advertising, Subscr. books, pamphlets, newspapers, music scores, magazines 2nd mass media Recordings 1900: Sound vinyl, tape, CD, DVD: music, software, videogames, movies 3rd mass media Cinema 1910: Multimedia, Pay per View silent, b/w sound, color, cinemascope: newsreels, movies 4th mass media Radio 1920: Streaming, License AM, FM, stereo, digital: news, music, sports, drama 5th mass media TV 1950: (no innovation!) b/w, color, cable/satellite, digital: news, drama, soaps, reality 6th mass media Internet 1995: interactive & search narrowband, broadband: email, search, browsing, downloading 7th mass media Mobile 2000: pers./always-on/carried/payment 2G SMS, WAP, 2.5G, 3G: messaging, browsing The 7 Mass Media Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 1st Mass Media: Print: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st Mass Media: Print Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Printing from late 1400s First Mass Media Books, pamphlets, newspapers, music scores, magazines Buy-to-own; introduced advertising Long form stories (books), short stories (pamphlets), news, music 1st Mass Media: Print: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 1st Mass Media: Print This was pop Music 150 years ago.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 3 M m-Comics Monthly Japan: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 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 Source: WITE State of Market Report Sept 2006 3 M m-Comics Monthly Japan Pearls: Real Mobile Servicescollected by Tomi T Ahonen 2nd Mass Media: Recordings: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 2nd Mass Media: Recordings Recordings from late 1900 First automated/electric media clay, tape, vinyl, 8-track, cassette, cartridge, VHS, diskette, CD, DVD Music, speeches, comedy, computer programs, videogames, movies, TV shows Buy-to-own; almost no advertising Slowly cannibalized music from print Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 1 to 2: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 1 to 2 From Print to Recordings 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 Altered music industry with 3 min pop song (single) Cannibalized some print totally - ie music printing (music scores) Grew even though users had to buy expensive player Did not kill of print even though spoken books and spoken speeches were sold as recordings Introduced NEW print titles to discuss pop music Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Sugababes Mobisodes: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Endemol is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes Each episode costs 50 pence (75 Euro cents, 85 US cents). The TV show features Sugababes tour with Robbie Williams. Will include lots of interactive elements including viewers designing dance moves for the band, sending them in via videoclips Service set up by Endemol, O2 and Universal MusicSource: Moco News 9 May 2006 Sugababes Mobisodes Pearls: Real Mobile Servicescollected by Tomi T Ahonen 3rd Mass Media: Cinema: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 3rd Mass Media: Cinema Cinema 1910 First multi-media silent, b/w sound, color, cinemascope movie, short film, newsreel, serials "pay per view" and advertising before main feature major revenue shift for long-form stories from books Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 2 to 3: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 2 to 3 From Print and Recordings to Cinema Created new industry: Hollywood, itself a $30 B business Many feared it will kill books, didn't Created global superstars such as Charlie Chaplin Today major books become movies - AND major original screenplay movies become bestelling books Was able to reach massive commercial success inspite of pay-per-view model Recording artists found new opportunity to attempt movie careers successfully such as Elvis and unsuccessfully such as Madonna Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Take Friend to Movies: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Orange in UK is in a partnership with the largest movie theatre chain UCG With their Orange Wednesdays, any Orange customer going to the movies on a Wednesday can bring in a friend for freeSource: UCG Cinemas July 2004 Take Friend to Movies Pearls: Real Mobile Servicescollected by Tomi T Ahonen 4th Mass Media: Radio: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 4th Mass Media: Radio Radio 1920 First broadcast media AM, FM, stereo, digital music, news, weather, sports, soap opera license fee and advertising major revenue shift for news, introduce soap operas Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 3 to 4: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 3 to 4 From Print and Recordings to Radio Many thought radio will kill recordings, didn't Created new media industry: radio Created yet new performance artists - the radio DJs, news readers, announcers and radio talk show hosts Became first pervasive and simultaneous mass media (War of the Worlds people thought invaders from Mars had actually landed in America in the 1930s) Every home (in industrialized world) had to have one, families would sit together to listen to fave comedians, news, dramas, concerts.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Shifting from Car Radio to Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Bridge Ratings has found that people in cars listen to the radio less because they are on the mobile phone more. 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) Fascinating: car drivers spend 13:49 min per day on the mobile phone! Source: Textually Org 7 March 2006 Shifting from Car Radio to Mobile Pearls: Real Mobile Servicescollected by Tomi T Ahonen 5th Mass Media: TV: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 5th Mass Media: TV TV1950 No technical innovation: only combined two existing media concepts - multimedia from cinema with broadcast from radio b/w, color, cable/satellite, stereo, digital news, sports, soap opera, movies, sitcom, talk show, MTV, reality TV license fee, advertising, subscription major revenue shift for news, sports, music, movies introduce talk shows, sitcoms, reality TV Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 4 to 5: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 4 to 5 From Print, Recordings, Cinema and Radio to TV Most thought it would kill books, cinema and radio: didn't Cannibalized some formats such as newsreels from cinema, soap operas from radio Most strong content such as films, documentaries survived on cinema; news, sports and music survived on radio Became dominant media inspite of no inherent new advantage New TV celebrities: News Anchors, Game Show Hosts, Reality TV contestants, MTV video artists Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 When BBC introduced TV News: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com When BBC introduced TV News Thinking was radio. TV was even called "visual radio" The BBC news guidelines said you were allowed to show pictures or maps or flags etc of where the news story happened BUT you were not allowed to show the face of the news anchorman who read the news. The thinking was "radio mindset" - that we connected with a trusted "voice" of news Only after we showed the news anchorman, did we discover the appeal of celebrity. Only after that TV discovered talkshows, game- shows, reality TV formats etc: celebrity.. Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Hong Kong - Panda TV 24 hrs: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com You think sleeping contestants on Big Brother is too intense action on TV? 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 Yes, panda bears sleep most of the time and eat bamboo when awake, Panda TV popular. Available on cable, the web and on mobile. There is also a "blog written by the pandas" Source: Charged Sept 007 Hong Kong - Panda TV 24 hrs Pearls: Real Mobile Servicescollected by Tomi T Ahonen Ticker Tape on NTT DoCoMo: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo News Ticker (like on bottom of CNN on TV) NTT DoCoMo was first to launch ticker tape on its portal. The service has monthly subscription of 200 Yen (1.70 USD/1.34 Euro, 1.00 UKP) If the customer clicks on a news item, regular news page view or news video clip costs are incurred 18 months after launch, NTT DoCoMo reports that it has already 8 million paying subscribers to the service (16% of all subscribers) Source: Wireless Watch Japan, January 2007 Ticker Tape on NTT DoCoMo Pearls: Real Mobile Servicescollected by Tomi T Ahonen Kung Fu mobile TV channel: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Yes yes yes, we all want to see Kung Fu fighting by classic masters like Bruce Lee 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 The channel is subscription based Source: Charged Sept 007 Kung Fu mobile TV channel Pearls: Real Mobile Servicescollected by Tomi T Ahonen 6th Mass Media: Internet: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 6th Mass Media: Internet Internet 1990 First media that could do everything that the previous five media could do First interactive media, and Search narrowband, broadband e-mail, search, chat, browsing, news, sports, music, software, gaming, movies, TV, radio, blogging license fee, advertising, subscription revenue shift for adv, news, music introduce e-mail, search, chat, blogs Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Transition Lessons from 5 to 6: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Transition Lessons from 5 to 6 Print, Recordings, Cinema, Radio, TV ...to internet Incredibly rapid cannibalization of content, formats, and audience time All business models also migrating to internet Introducing new stars and talent (Baghdad Blogger, YouTube stars, Second Life millionaires etc) 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 Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Habbo Hotel Update '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Sulake founded in 1999, owner of Habbo Hotel, presented at Telco 2.0 in London in March 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, issuccess with 76 M avatars "Habbos" and 40 M rooms in 30 countries Active users 7.5 M monthly, of which 90% teenagers Sulake earned 51 M USD out of Habbo in 2006. Only 10% is advertising/sponsorship; rest paid by gaming kids Habbo Hotel keeps very actively renewing itself, with a new Habbo environment release every 6-8 weeks Now offer unique items (eg furniture) made available only once Sources: Sulake/Habbo Hotel presentation at Telco 2.0 in London March 007 and Sulakewebsite Sept 007 Habbo Hotel Update '007 Pearls: Real Mobile Servicescollected by Tomi T Ahonen 7th Mass Media: Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 7th Mass Media: Mobile mobile phone 2000 Can do everything the previous SIX media can do, including interactivity & search of internet Personal, permanently connected, always carried, built-in payment channel; present at point of creative impulse; accurate audience 2G, 2.5G, 3G text messages, ringtones, music, gaming, voting.. subscription, pay-per-view, advertising major revenue shift for music, gaming, e-mail introduce text messaging, ringtones, logos, voting, picture messaging Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Customer Data Accuracy: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com AMF Ventures has measured the accuracy of the three biggest media On TV audience accuracy is of the magnitude of 1% of total customer data captured On the internet accuracy is about ten times better, with about 10% of customer data currently captured But on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured TOMI NOTE: prepaid (pay-as-you-go ie voucher) customers are NOT an obstacle to customer data Source: AMF Ventures May 007 Customer Data Accuracy Pearls: Real Mobile Servicescollected by Tomi T Ahonen Otetsudai Networks: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Japan has launched Otetsudai Networks (Help Networks) as location-based temporary help user-generated job finder Any members can indicate by their personal status who are available to work Any employers can offer work 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 Source: Mobikyo Japan Mobile Internet Report Sept 007 Otetsudai Networks Pearls: Real Mobile Servicescollected by Tomi T Ahonen Flirtomatic Update '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com UK flirting service Flirtomatic from May 2006. CEO Mark Curtis says: Today 60,000 web users, 20,000 WAP users, WAP users active twice as much as web users 3.5 million virtual "Red Roses" in 2007 at 23 pence per rose (805,000 UKP / 1.2 M Euro / 1.6 M USD) Offer branded sponsorship ie Loreal Lip Gloss sponsoring the Flirtomatic "Big Wet Kiss" Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessary Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007 Flirtomatic Update '007 Pearls: Real Mobile Servicescollected by Tomi T Ahonen Marketing and Community: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Marketing and Community This is Mobile Advertising Japan: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Japan is already a country gone mAd (as in mobile advertising) Wireless Watch Japan reports that 54% of Japanese mobile phone users consume ads. And survey of 1,083 mobile phone users in Japan by Mobile Research and goo Research found that 44% of Japanese mobile phone customers have clicked on interactive ads on their mobile phones. Sources: Wireless Watch Japan 11 Sept 2006 and Mobile Research & goo Research July 2006 This is Mobile Advertising Japan Pearls: Real Mobile Servicescollected by Tomi T Ahonen Knorr Celebrity Chef: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Knorr Celebrity Chef Pearls: Real Mobile Servicescollected by Tomi T Ahonen Knorr the soup maker has innovated in the mobile marketing space with a service in Poland They have a celebrity chef prepare various cooking recipes that are made available via mobile phones This is bringing value to the end- customer out of mobile marketing! Source: MobHappy 8 Nov 007 Shortest Mobile Campaign?: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com This must be a world record The shortest duration for a mobile marketing campaign was with the launch of Final Fantasy the movie in the Philippines. During the two hour movie the viewers were invited to participate via SMS. 968 unique users were measured with over 8000 SMS messages sent Source: Charged Sept 007 Shortest Mobile Campaign? Pearls: Real Mobile Servicescollected by Tomi T Ahonen Blyk the basics..: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Blyk launched 24 Sept in UK. Only for 16-24 year olds and by invitation only Service offers 43 minutes of free calls and 217 free texts per month (1.4 min/day, 7 SMS per day) Blyk has no phones, only offers SIM card User needs to watch up to 6 ads per day which are super-personalized (customers feel they are more content than ads) 44 major advertisers signed up: Coca Cola, Adidas, L'Oreal and MasterCard Already aiming France, Germany & Spain next year Source: Financial Times 25 Sept 007 Blyk the basics.. Pearls: Real Mobile Servicescollected by Tomi T Ahonen Don't Focus on the Limitations: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Don't Focus on the Limitations Screen Sizes..: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m²TV (25" colour): 38cm x 50cm = 0.19 m²Size differentials: cinema is 379x larger screenie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm²Phone screen 4.2cm x 3.6cm = 15 cm²Laptop screen is 36x larger than phoneie phone is 2.8% the size of a laptop Screens and Viewing Distance: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 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 What of keyboard vs keypad?: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not type at all.. Why can't the phone read my mind? 2D Barcodes: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 2D Barcodes (also known as QR Barcodes for Quick Response) were introduced in Japan by NTT DoCoMo in 2005. In 18 months, NTT DoCoMo reported that they were extremely positively welcomed by customers and 56% of their subscribers already used the feature The cameraphone scans the 2D Barcode within a second and displays the full website address or other data, almost magically, with no typing!Source: NTT DoCoMo Oct 2006 2D Barcodes Pearls: Real Mobile Servicescollected by Tomi T Ahonen Internet: Fixed vs Mobile 2007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Internet: Fixed vs Mobile 2007 Devices 850 M PCs 2,700 M phones (half laptops) (half GPRS 2.5G) Ave cost/device $700 $200 ($50 if subsidy) Replacement 3.5 years 18 months Content revenue $30 B $45 B Messaging users 900 M 2,000 M Messaging revs $5 B $100 B Content mostly free always costs Billing difficult built-in User preference expect free willing to pay User age adult youth Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Don't Try to Copy Internet: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Don't Try to Copy Internet Rather, create the new, the magical Services that are like Magic: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Services that are like Magic "Mobile telecom is inventing solutions that seem like magic" Tomi Ahonen Telecommunications February 2003 Cameraphone OCR Translator: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com And the latest gadgetmania continues in Japan An application by MediaSeek called Kamera Jiten (camera dictionary) now allows cameraphone users to turn their device into a translator An OCR applications (Optical Character Recognition) will convert pages of written English into data Then translator utility converts into Japanese And displays on your phone screen Almost like using a magnifying glass, but one that translatesSource: Wireless Watch Japan 11 Sept 2006 Cameraphone OCR Translator Pearls: Real Mobile Servicescollected by Tomi T Ahonen Convergence: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Convergence Pop Idol meets Tamagotchi: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept around TV-broadband-mobile convergence called Pop Kids Two real humans become parents to a virtual kid which needs to be trained for "18 years" (18 days) "DNA" of parents is merged in kid. Parents' music tastes, selections of the virtual kid's education etc will reflect how kid evolves in music, singing, dancing etc Along the way, youth contests against other kids At 18 years, Pop Kid enters reality TV contest similar to Pop Idol against other virtuals Source Ex Machina at MoMo San Francisco 15 Oct 007 Pop Idol meets Tamagotchi Pearls: Real Mobile Servicescollected by Tomi T Ahonen Kart Rider - fun of cartoon logic: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Kart Rider - fun of cartoon logic Kart Rider: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game bynational adoption rate - 25% of all South Koreans have driven Kart Rider Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc You can have your rival's car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc Makes its money on accessories Source: book Digital Korea, Ahonen & O'Reilly 2007 Kart Rider Pearls: Real Mobile Servicescollected by Tomi T Ahonen But wait - There is still More Info: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002 www.ForumOxford.com: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford" 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 Mobile Industry Metrics '007: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile subscribers end Nov 007 were 3.3 B (2007 Informa) 28.8% with 2+ subscriptions ie 2.5 B unique users (2007 Informa) Mobile telecoms 2006 total revenues $646B (2007 Informa) Global ARPU by users $25.51 but by SIMs $19.91 (2007 Informa) 2006 SMS Revenues $80 B (2006 ITU), is 12% of global revenues 2007 Non-SMS mobile data content $45 B (2007 Informa) MVNO revenues in 2005 $18.4B (2005 Total Telecom) 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) 28% of users access internet via mobile phone, is 588 million people (2005 Ipsos) Note: Most of these also access via PC Handsets replaced in 18 mo (2006 Semiconductor Industry Assoc.) 2006 Handset sales 1.02 B units (2007 IDC) and $115 B in annual revenues (2005 iSupply) Mobile Industry Metrics '007 Top 20 Digital Maturity Dec 2006: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Top 20 Digital Maturity Dec 2006 Familiarity Index(Sweden = 100%) InnovationIndex(Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100% Sweden 20% Finland Denmark USA Japan Korea UK Hong Kong Austria Norway Canada Netherlands Italy Taiwan Germany New Zealand Australia Ireland Singapore 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 Israel Top 20 Blogsites on Mobile: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com So, here are the popular mobile blog sites, according Technorati. 1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs) 2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs) 3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs) 4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs) 5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs) 6. MobHappy - rank: 4,920 (1,344 links from 390 blogs) 7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs) 8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs) 9. Mopocket rank: N/A (569 links to this URL sorted) 10. Open Gardens - rank: 9,230 (510 links from 232 blogs) 11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs) 12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs) 13. Darla Mack - rank: 13,125 (859 links from 169 blogs) 14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs) 15. m-trends.org - rank: 17,238 (435 links from 132 blogs) 16. mobile jones - rank: 18,012 (343 links from 127 blogs) 17. The 3G Portal - rank: 18,195 (352 links from 126 blogs) 18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs) 19. gotomobile.com - rank: 22,255 (226 links from 106 blogs) 20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs) Source: M-Trends.org 18 Aug 2006 Top 20 Blogsites on Mobile Pearls: Real Mobile Servicescollected by Tomi T Ahonen Good sources of information: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Good sources of information Biggest free 3G info site - www.the3Gportal.com sign up for their free daily 3G newsletter ! Free panel on mobile - www.ForumOxford.com passcode forumoxford Community future blogs - www.communities-dominate.blogs.com Free site of mobile news and blogs - www.wireless-watch.com Podcasts on communities and mobile - www.horizonchannel.com Disruptive and engagement marketing - www.smlxlarge.com User interfaces and mobile blogging - www.fjord.co.uk Most advanced Segmentation, Alphas etc - www.xtract.info 3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics Mobile Data Association - www.mda-mobiledata.org UMTS Forum Reports - www.umts-forum.org More free service idea “Pearls” - www.tomiahonen.com More information send e-mail to tomi@tomiahonen.com Recommended Books : Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Recommended Books Digital Korea, Tomi T Ahonen & Jim O'Reilly, 284 pages, Futuretext, 2007 Communities Dominate Brands, Tomi T Ahonen & Alan Moore, 274 pages, Futuretext, 2005 Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006 M-Profits, Tomi T Ahonen, 360 pages, Wiley 2002 Distraction, Mark Curtis, 240 pages, Futuretext, 2005 Next Generation Wireless Applications, Paul Golding, 588p, Wiley 2004 3G Marketing, Ahonen, Kasper & Melkko 333 p, Wiley 2004 Mobile Strategy, Tom Weiss, 320 pages, Futuretext 2006 Smart Mobs, Howard Rheingold, 288 p, Basic Books, 2003 The City in Your Pocket, T Kopomaa, 143 p Gaudeamus 2000 ...And of course The Dilbert Future by Scott Adams.. Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Tomi T Ahonen, Author & ConsultantCompetitiveness, Business Case, Marketing, and Profitability Provides 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc. The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; his books include 500 service ideas. Quoted in over 200 press stories in a dozen languages; keynotes/ chaired at over 200 major conferences on six continents; host of Communities Dominate Podcast. Lectures at Oxford University on 3G and Convergence Available as a motivational speaker in telecoms marketing, sales, product development and innovation. Read his books "Digital Korea", "Communities Dominate Brands", “m-Profits", "3G Marketing","Services for UMTS” website: www.tomiahonen.com e-mail: tomi@tomiahonen.com podcast: www.HorizonChannel.com blog: www.CommunitiesDominate.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 "Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000 Recent Ahonen Articles/Columns: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Recent Ahonen Articles/Columns Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1 Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007 Mobile Social Networking - Asia Pacific Telecoms, Jan 2007 Celebrating the 1000th Pearl - The 3G Portal, Oct 2006 Hidden Power in Mobile - Mobile Communications June 6, 2006 Second Subscriptions - Wireless Watch June 5, 2006 Operator Customer Service - The 3G Portal, Apr 2006 3G TV Convergence - European Communications Spring, 2006 Seventh Mass Media - The 3G Portal Nov, 2005 Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005 Story of Mobile vs TV - New Media Knowledge Apr 25, 2005 NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com Selected TomiAhonen Workshops: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Selected TomiAhonen Workshops Changing Customer Needs in Mobile Most requested workshop currently, includes “steps” to addiction, “split” personalities, time to change.. 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. 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 Business of Mobile Telecoms (2G, 2.5G and/or 3G) Popular workshop based on his bestselling book m-Profits also adopted for Oxford University Segmentation and Customer Understanding Ahonen’s most popular workshop held already on 6 continents since 1997; 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 Pricing for Profit since 1996; may be run with Tariffing specialists Compwise Competitiveness in Telecoms Workshop form or competition simulation: Workshops are very cost-effective ! Write tomi@tomiahonen.com for more. Slide 58: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Mobile as 7th Mass Media ChannelCellphone 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 Slide 59: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Digital KoreaBroadband 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.infoAvailable 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 Slide 60: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Communities Dominate Brands:Business & Marketing Challenges for the 21st Century by Tomi T Ahonen & Alan Moore with foreword by Stephen C Jones of Coca Cola (274 pages, Hardcover, Futuretext, March 2005) - ALREADY INTO ITS SECOND PRINTING !!! - Business book that discusses the emerging power of digitally empowered communities. Discusses virtual worlds, mobile swarms, blogging. Introduces the 4 Cs, Generation-C (Community), and explains how Alpha Users 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.comAvailable now at Futuretext.com and all major booksellers including Amazon "Authors vividly illustrate the rapidly growing power of digital communities." - Harry Dronec, Red Bull UK "Clearly identifies the issues impacting the audio-visual industry. " - John Ranelagh, TV2 Norway "Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan Slide 61: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com 3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike Short of O2 (333 pages, softcover, John Wiley & Sons, 2004) - ALREADY INTO ITS SECOND PRINTING !!! - World’s first book on the marketing and sales of 3G and other advanced wireless services. Covers Market Intelligence, Segmentation, Service Creation, Distribution Channels, Promotion, Bundling, Tariffing, Billing, and Churn. With up-to-the-minute theories of cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore Slide 62: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360 pages, hardcover, John Wiley & Sons, 2002) World’s first business book on mobile telecoms became world's bestselling 3G book Oct & Dec 2003. Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear 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 Slide 63: Copyright © Tomi T Ahonen 2008 www.tomiahonen.com Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John Wiley & Sons, 2002) World’s first book on 3G services is also the world's bestselling 3G book in Oct 2002. Covers 200 service ideas with lots of illustrations, statistics, charts. Written by 14 leading 3G experts, for the non-technical reader. Includes the 5 M’s theory, service creation, content partnerships, revenue sharing, marketing and competition in 3G. Covers all major service groupings such as SMS, MMS, 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