Evento MOMO - UADE: Tomi Ahonen

“El teléfono móvil es el único dispositivo que lleva el 30% de la población del
mundo"
dice Tomi Ahonen The Financial Times 1 Sept 2005

Nuevas oportunidades de
negocios en las redes
sociales móviles

Tomi T Ahonen, MBA
Autor y Consultor, Hong Kong
Mobile Monday
Buenos Aires, 31 de agosto de 2009

Copyright © Tomi T Ahonen 2009 www.tomiahonen.com 3G Strategy Consulting
tomia@meriti.com

The Seven Mass Media

Wikipedia page: Seven Mass Media

tomia@meriti.com

The 7 Mass Media
1st mass mediun Print 1500: books, newspapers, magazines
2nd mediun Recordings 1890s: music, games, movies
3rd mediun Cinema 1910s
4th mediun Radiel 1920s
5th mediun TV 1950s
6th mediun Internet 1995s
7th mediun Mobile 2000s

Source: Ahonen book Mobile as 7th of the Mass Media ,
2008

tomia@meriti.com

The 7 Benefits of the 7th Medium

Better than the internet or television

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Unique benefit number 1 of 7:
Mobile is first personal mass medium

First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006
tomia@meriti.com

One in Three Snoop Your Phone
Survey by Virgin Mobile in Australia found that one
in three mobile phone owners will
snoop in phones of their partners
60% of them will del it when the
partner is in shower. 41% del it with partner in view
45% of the snoops reported finding flirtateous or
even
explicit sexual messages by their partner,
with someone else

tomia@meriti.com

Ez My Styling
KDDI network now offers Ez My Styling, a service
that lets any users send in their pictures, select a
hairstyle, and the user's photel is adjusted sel you
have the hairstyle you selected. Users can compare
hairstyles and find the one they want. Then - of
course - the network offers the
nearest hairdressers whel can
del that haircut.. Clever..

Source: Japan Marketing News 28 Oct 2008

tomia@meriti.com

Mobile is permanently connected

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25% sleep apart - to text at night
The UK Sleep Council reports that 25% of British
couples sleep apart some times or always, because
the couple are incompatible for communication
technology in bed, such as phones, Blackberries etc

Source: Guardian 9 March 2008

tomia@meriti.com

Twitter update
Twitter first was just a microblog site. Then it was
called an affinity or celebrity blog
Now Twitter is finding a particular breaking news
media-related niche
CNN quoted Twitter as first source when breaking
story of Turkish Airlines Crash in the Netherlands
Sky News has appointed journalist tel monitor
Twitter

Source: Wall Street Journal 9 March 2009

Pearls: Real Mobile Services
collected by Tomi T Ahonen
tomia@meriti.com

Only mobile is always carried

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no more alarm clock..
UK newspaper Birmingham Post
reports a study that 71% of British
citizens feel the alarm clock is
obsolete. The most common use of
wake up is now the alarm on the
mobile phone
Source: Birmingham Post 19 May 2008

tomia@meriti.com

Maxim MMS for Men
Maxim readers tel send and receive pix of
girls from MMS phones. Also download
screensavers of Maxim cover girls.
Readers can enter a Bar Shots competition,
where readers send in MMS photos of
beautiful girls seen in bars, for a chance tel
£1,000.
Source: Tomi T Ahonen book Mobile Pearls
Vol 2: Mobile Social Networking, 2009

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Mobile has built-in payment channel

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Prefer mobile phone over wallet?
Unisys survey: it takes an average of 26 hours
for a user to (notice and) report a lost wallet
yet if you lose a mobile phone, the average
time to report it is 68 minutes
Source: book Mobile as 7th of the Mass
Media , Tomi T Ahonen 2008

tomia@meriti.com

Multiuser - Take Friend to Movies
Orange in UK in partnership with the movie theatre
chain UCG offers Orange Wednesdays, any Orange
customer can bring
in a friend for free
on Wednesdays
Source: UCG Cinemas
July 2004

tomia@meriti.com

Mobile is available at creative impulse

Thank you Tony Fish for discovering this fifth benefit in 2007
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Cannot live without phone
MorganStanley reported in 2007 that: 91% of
mobile phone owners keep the phone within the
range of one meter (3 feet) 24 hours a day, 365
days
Source: MorganStanley Nov 2007

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CNN iReport - 240,000 clips
CNN launched iReport citizen journalism 2 years
ago.
By the March 2009 it had received over 240,000
submitted iReport video clips and images from over
180 countries. CNN aired
1,300 iReport clips and
images during Feb 2009
Source: CNN March 1, 2009

tomia@meriti.com

Mobile measures audience accurately

Thank you AMF Ventures for discovering this sixth benefit in 2007
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Customer Data Accuracy
AMF Ventures has measured the accuracy of media
On TV accuracy is 1% of total customer data
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

Source:
AMF Ventures May 007

tomia@meriti.com

Hoshi-Ishi Maniac
A TV quiz show on Asahi TV on "losers eliminated"
principle, using mobile-phone created avatars and
interactivity, called Hoshi-Ichi Maniac ("Number One
Star Maniac"). The quiz format was
multiple-choice
47,000 viewers competed
generated 163,000 responses.

Source: Artificial Life July 2008

tomia@meriti.com

Only mobile captures social context

Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008
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Value of Recommendation

"64% of consumers will try something recommended by a friend.
69% of will forward something they like tel from 2 tel 6 friends."
- Jupiter Research Sept 2006

Source: Xtract 2008
Used with Permission
tomia@meriti.com

The Obama M-Campaign
The Barack Obama campaign of 2007-2008 was the
one using mobile phones most intensely in
any US election and contributed to his win
Also: At the first meeting of local campaign
offices, volunteers told to invite friends
iPhone app showed latest poll at each
phone number for friends

Source: Communities Dominate blog 2008

tomia@meriti.com

http://lanacion.com.
ar/1107280

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Newer Business Models

"Mobile is the magical money-making machine" -
Tomi T Ahonen

tomia@meriti.com

Primary Business Models
Mobile social networking has six business models
1 - Pay (Subscriptions, Per-Use, or mixture)
2 - Advertising
3 - Personalization
4 - Revenue share with user-generated content
5 - Gifting
6 - Ego-services

Source: eBook Tomi Ahonen Pearls Vol 2: Mobile
Social Networking 2009

tomia@meriti.com

Revenue concept:
Subscription WAP Game - Killer Bees
Most popular game in Austria is called Killer Bees, a
Game2One WAP service on the A1 network
run by Xidris, a WASP
You have a bee hive. You have 2 types of bees,
worker bees and killer bees. You build your hive &
you attack other players' hives

If your hive is attacked by someone, you get an SMS
message that tells of the attack (and tells you what
options you have tel react)
Of game has course national leader board
Source: www.xidris.com and www.a1-net.at collected by Tomi T Ahonen
tomia@meriti.com

Revenue concept:
Advertising Mixi Mobile Japan
Mixi is to Japan what MySpace is in the USA, the
primary social networking site. Mixi has 10 million
users in Japan
Mixi has a mobile version, available as official sites
on both NTT DoCoMo and KDDI networks, and as
an unofficial site on Softbank (ex Vodafone KK)
Generates most of its revenue from advertising

Mixi Mobile generated about 35% of Mixi's total
traffic
Source: MobikYo Japan Mobile Internet
Report Sept 2007
tomia@meriti.com

Revenue concept:
Subscription Habbo Hotel Update 2009
Sulake founded in 1999, owner of Habbo Hotel,
Registered users 135 M, 90% teenagers, 31 countries
Sulake earned 50 M Euro out of Habbo in 2008
and 4.8 M Euros of profit for the year
Only 10% is advertising/sponsorship; rest paid by 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 April 2009

tomia@meriti.com

Revenue concept:
Revenue-share MeTV Pays Revenue-Share
Mobile One M1 in Singapore has launched MeTV as
mobile video sharing service
Gimmick is that for every video that is viewed the
original creator gets a revenue-share
Copycats include SeeMeTV on Three networks and
LookAtMe on O2

Sources: MobileOne, Three and O2

tomia@meriti.com

Revenue concept:
Gifts CyWorld - 50% South Korea
South Korean CyWorld used by 95% of 20 year olds
The web and mobile based virtual room, blogsite,
mobile blogging, music and community site has 23
M 50% of the Korean population as users
Gifts of virtual properties

30,000 businesses active in CyWorld, offer 500,000
items of content for sale. 40% revenue-share

Source: book "Digital Korea " by Ahonen & O'Reilly 2007

tomia@meriti.com

Revenue concept:
Ego-services Flirtomatic 2009
UK flirting service Flirtomatic now 2M users US,
Germany
Sold virtual boob jobs
Sold 3.5M virtual roses in 2007 at 23 pence each
Newest concept: "ego services". If you don't like
your rating (5 stars etc), eliminate worst rating but
pay
Stopped subscription in April 2007 as unnecessary

Source: Tomi Ahonen Pearls Vol 2: Mobile
Social Networking, 2009

tomia@meriti.com

SeeMeTV Economics
Forum Oxford reports that by Feb 2008 in the
UK, SeeMeTV and rivals had 32M paid video
downloads, paying over £800,000 ($1.6M)
to content creators, for 60,000 clips submitted
(average creator earned £13.33 per clip )
Source: Forum Oxford, Feb 19, 2008

tomia@meriti.com

http://linkcortos.meriti.
com/foromovil

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Make Mobile Fun

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Mobile Love Detector !
The Love Detector from South Korea!
KTF 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 provided
after a discussion via SMS

Source: Forun Oxford 15 Feb 2008

tomia@meriti.com

Game with "mosquito Noises"..
Fanta bluetooth tennis game between mobile
phones
Pretty clever. Except that it makes bouncing ball
noises, that are 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
Source: MobHappy 2 Dec 2008

tomia@meriti.com

we are here for YOU..

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ForoMóvil
Primer foro hispanoparlante, focalizado en la Movilidad en los Negocios del siglo XXI,
cuyo lema es: "Nadie es tan inteligente como todos“ (Alan Moore)

http://www.meriti.com/foromovil.html
http://linkcortos.meriti.
com/foromovil
Apadrinado por Tomi T. Ahonen

tomia@meriti.com

Our White Paper is Coming..
Nuevo Nomadismo
El ocio y el negocio en el siglo XXI

ask for it at whitepaper@meriti.com

tomia@meriti.com

Martín’s bio
Estudió en el Colegio Nacional de Bs. As.
y se graduó en Conway High School, USA.
Lic. En Administración (UBA) y egresado de la Escuela de Negocios IAE – Business
School
Formación en escuelas y empresas de Francia (Universidad de la Sorbonne), Suiza (Vins
des Chevaliers) y USA (FMC Corporation)
Socio Fundador (1985) y Director General de MERITI (Google Apps Reseller)
Especialista en Telecomunicaciones e Internet
Mentor y Consultor de Endeavor y de NAVES (Incubadora de nuevas empresas) -
IAE – Business School
Creador del Seminario Soluciones Móviles (5 ediciones) y de ForoMovil, 1er foro hispano
focalizado en la movilidad en los negocios del S.XXI
Socio del Club del Petróleo
Artículos publicados en La Nación:
El nuevo nomadismo
La movilidad en los negocios del Siglo XXI
Desarrolló alianzas estrategicas con Lotus, IBM, Oracle, Microsoft y Google Enterprise
(actual)
Ha dictado conferencias en eventos nacionales e internacionales invitado por IBM,
Microsoft, Telefónica de Argentina, Telecom Personal, Movistar, AT&T, Telmex, Google
Enterprise, entre otros

tomia@meriti.com

We have had fun with Martín
Mobile is the seventh mass media
there are 7 unique benefits to mobile
we have six ways to make money on mobile
and we need to make services fun

tomia@meriti.com

Muchas Gracias!

Latinoamérica Tomi T. Ahonen
www.meriti.com www.tomiahonen.com
tomia@meriti.com tomi@tomiahonen.com
ForoMóvil: http://linkcortos.meriti. Twitter @tomiahonen
com/foromovil blog: www.7thMassMedia.com

tomia@meriti.com

Evento MOMO - UADE: Tomi Ahonen

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Evento MOMO - UADE: Tomi Ahonen