Tomi Ahonen

"The mobile phone is the only device that 30% of the world's population carry"
says Tomi Ahonen The Financial Times 1 Sept 2005

A Look at M-Sports
Around the World
(keynote address)

Tomi T Ahonen, MBA
Author and Consultant

FIFA 2010 Conference
London UK 21 Jan 2010

Copyright © Tomi T Ahonen 2010 www.tomiahonen.com 3G Strategy Consulting

At End of 2009
• 470 M daily circulation of all newspapers
• 825 M registered automobiles
• 950 M total cable/satellite TV subscribers
• 1.1 B total fixed landline phones
• 1.2 B All types of PCs in use incl laptops, netbooks
• 1.6 B total TV sets in use
• 1.7 B total internet users incl PC, mobile, web cafe
• 1.8 B total unique holders of credit cards
• 2.2 B total unique holders of banking accounts
• 4.0 B total FM radios in use (excluding phones w FM)
• But 4.6 B mobile phone subscriptions globally...


Mobile Subscribers, Phones in Use and Unique Owners
4.6B Subs, 3.9B phones, 3.4B Uniques
4.5 4.6 B subscriptions
4 3.9 B phones
3.5 3.4 B uniques
3
Total Subscribers
2.5
Phones in Use
2
Unique Owners
1.5
1
0.5
0
98

99
00

01
02

03
04

05

06
07

08
19

19
20

20
20

20
20

20

20
20

20

Source: Tomi Ahonen Amanac 2010 - sample pages at: www.tomiahonen.com

Digital Divide, Penetration Rates
Industrialized World Developing World
1.2B population 5.6B population
600M cars 50% pene 320M cars, 6% pene
675M PCs 56% pene 425M PCs 8% pene
725M landlines 60% pene 425M landlines 8% pene
950M TVs 79% pene 550M TVs, 10% pene
950M w Bank Acct 79% 1.3B w Bank Acct 22% pene
2.7B FM radio 225% pene 1.2B FM Radio 21% pene
1.6B mobile 133% pene 3.0B mobile 56% pene

Source: Tomi Ahonen Amanac 2010 Pearls: Real Mobile Services
collected by Tomi T Ahonen
- sample pages at: www.tomiahonen.com

India 'Mobile Radio' as big as FM
• India offers basic streaming radio services, for rural
areas that are beyond the reach of FM radio
• 750,000 villages in cellular coverage, but no FM
• 20M mobile users in India use 'mobile radio'
• Services news, weather, sports like cricket
scores, music such as Bollywood hits
• Wall Street Journal: mobile radio worth
$200M ie same as India FM radio industry
• Average user of mobile radio pays
0.83 US cents/mo

Source: Wall Street Journal 24 Nov 2009 Pearls: Real Mobile Services

Fixed Internet vs Mobile


"Mobile is going to be the next big
internet phenomenon."

- Eric Schmidt, CEO Google 2005


"By 2010 the majority of internet
access worldwide would be from
mobile phones, not PCs"
- Terry Semel CEO Yahoo 2006


"The majority of internet access is
from mobile phones."

- Olli-Pekka Kallasvuo CEO Nokia, 12 Jan 2010


Mobile v Fixed Content 2009
Fixed Internet Mobile Internet
$27.3 B Content/Services $85.8 B
$36.4 B Advertising $3.1 B
$63.7 B TOTAL $88.9 B

Sources: Morgan Stanley, Portio Research, Reuters 2009

Pearls: Real Mobile Services

7th of the Mass Media

..and the 4th screen


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


- Tomi T Ahonen

"Mobile is as different from the
internet, as TV is different from radio."
- Tomi T Ahonen

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


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

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 (2007 - South Korea)
9 - Context / Beyond Reality (2008 - UK)
10 - Cyber / Plants (2009 - Japan)
Source: TomiAhonen Consulting January 2007-09 collected by Tomi T Ahonen

About mobile and advertising
• Banner ads, spam SMS and pre-roll ads are copies
of older ad formats, and are interruptive by nature
• Mobile allows us to do 'engagement marketing' so
please understand what is interruptive, interactive,
viral, and engagment marketing.
• Mobile allows us to de-couple advertising from the
linear stream of media. We can give uninterrupted
movies for example from Monday to Friday, then
have our fan view specific ads on Saturday..


Mobile, Sports and Advertising

Use 6 M's


Five M's

First five M's discovered by Tomi T Ahonen &
Joe Barrett, 2001. Sixth M discovered by Paul
Golding in 2004


What is the Six M's
• It is a comprehensive tool to build billable value to
mobile services
• It shows all areas where any service might be
enhanced to deliver billable value
• It works with any digital services, existing or
hypothetical
• It can also be used as a test - if a service cannot
benefit from the Six M's, that service will not bring
much satisfaction to users on mobile phones

• The Six M's is the mobile service development tool by Tomi T Ahonen,
with Joe Barrett of Nokia and Paul Golding of Motorola, referenced in
over a dozen books and used by most of the industry giants


The Six M’s
• First M: MOVEMENT, escaping the
fixed place


Slovenia - Lenovo and Soccer
• Qootia out of Slovenia have developed a platform to
enable extempore interactive billboard advertising


The Six M’s
fixed place
• Second M: MOMENT, expanding
the concept of time


Italy - CNN iReport - Fanzone

• CNN launched iReport citizen journalism 2 years ago.
• By the summer of 2008 it had received over 240,000
submitted iReport video clips from over 180 countries
• In late 2009 CNN started to seek iReporters to cover
specific sports teams. They branded it 'Fanzone' and
were recruiting i-Reporters to cover Intern Milan in
November
Source: CNN 24 Nov 2009


The Six M’s
fixed place
the concept of time
• Third M: ME, expressing oneself and
personalising the phone


USA - Pittsburgh Penguins Mobile
• The Pittsburgh Penguins NHL ice hockey team
launched a fan video service for mobile in the 2008-
2009 season
• The service targeted at season-ticket
holding 'VIP' fans
• Offered live video feeds during games,
and intended to be viewed while sitting
in the audience of a live game
• Cameras behind goalie, at bench, in
locker room, even live on star players,
allowed fans to see more of game
• Paid premium service adopted Pearls: Real Mobile Services
by over half of Penguins fans collected by Tomi T Ahonen

The Six M’s
fixed place
the concept of time
• Fourth M: MULTI-USER, extending
one's self to one's community


Canada - The Hockey News Mobile
• The Canadian weekly print newsmagazine had been
struggling like most print titles with declining sales.
• In 2009 The Hockey News launched its mobile
version, developed by Toronto based Polar Mobile
• It created new sales to new younger
customers with 300,000 mobile users
• Print edition reversed the trend, and
actually grew print sales by 5%
• Hockey News mobile edition was
totally revised as an improved mobile
application four times in its first year
Source: Polar Mobile Sept 2009 Pearls: Real Mobile Services

The Six M’s
fixed place
the concept of time
personalisting the phone
• Fifth M: MONEY, expending
financial resources


Hong Kong - Virtual Racehorse
• New World Mobility Hong Kong launched networked
virtual horse racing game "Super Stable” in 2002.
• Users buy a pre-programmed card with racehorse,
train and feed the horse via network
• Have virtual races, broadcast live;
includes trading horses, breeding etc
• Now also on FarEasTone Taiwan:
is world’s 1st cross-border game;
• Next to launch Shanghai and Macau
• Delivers higher ARPU than heavy
business users !!
Source: Tomi Ahonen Pearls Vol 2: Pearls: Real Mobile Services
Mobile Social Networking, 2009 collected by Tomi T Ahonen

The Six M’s
fixed place
the concept of time
• Fifth M: MONEY, expending
financial resources
• Sixth M: MACHINES, empowering
devices, gadgets and automation3G Strategy Consulting
Copyright © Tomi T Ahonen 2010 www.tomiahonen.com

Hong Kong Guinness & Rugby
• Guinness ran free quide to Hong Kong Sevens rugby
tournament in 2008
• Included free tournament guide, who is playing
whom, scores, players, stats etc
• Was also Hong Kong tourist guide,
maps, and pubs serving Guinness
• Best feature: included basic
translator from English to
Cantonese to allow basic
tourist phrases
• All free on mobile

Adding value through the 6 M’s
Movement

Me Moment

This is how
Multi-user Money you build
billable value
Machines Pearls: Real Mobile Services

China - Puma and Formula One
• At 2008 Shanghai F1 race, Puma created a mobile
advergame campaign to engage with its customers.
F-Wan (means "play" in Chinese)
• The game featured a racetrack
in the shape of Puma's logo
• Game allowed 4 multiplayer
• Top scores and Viral spreading
earned Puma merchandise
• Footfall to 350 Puma stores by
MMS coupon for mobile content

Source; MobiAd News 8 January 2009 Pearls: Real Mobile Services

If you like my slides...


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
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I am here to meet YOU..


To Follow Tomi's Thoughts..
• Easiest - Twitter Feed is @tomiahonen
• Tomi's regular commentary on the mobile industry
including tons of his "Pearls", read his blog at
www.7thmassmedia.com
• For his longer analytical pieces on digital
convergence, marketing, media, technology and
mobile, his blog with Alan Moore at
www.communities-dominate.blogs.com
Tomi is on Facebook and Linked In as well
And he is a moderator at Forum Oxford
All links, all books, visibility etc, is at his
company website www.tomiahonen.com


But wait - There is still More Info

”In a connected age sharing information is power.”
Tomi T Ahonen in Services for UMTS 2002


Thank you

Tomi based in Sao Paulo
tomi@tomiahonen.com
www.tomiahonen.com
Twitter @tomiahonen

50 Pearls in eBook - only 9.99 Euros
order at www.tomiahonen.com

Some Findings from New Report..

70 tables and graphs eBook - only 9.99 Euros

3 B SMS Users, 1.7 B Premium Data
Subscribers, Messaging Users, Data Users

4.5
4
3.5
3
Total subscribers
2.5
Messaging users
2
1.5 Premium data users
1
0.5
0
99
98

00
01
02
03
04
05
06
07
08
19
19

20
20
20
20
20
20
20
20
20

Source: Tomi Ahonen Amanac 2009 - for sample pages and more facts: www.tomiahonen.com

Shift of Mobile Phone Installed Base
Installed Base of Mobile Phones by Generation

100%
90%
80%
70% 3.5G
60% 3G
50% 2.5G
40% 2G
30% 1G
20%
10%
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008


Regional Split of Mobile Media Income
Mobile Media Markets Regionally by Revenue

35
30
25
20
15
10
5
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AP


Tomi Ahonen eBooks
Tomi Ahonen Almanac 2009
171 pages, eBook format only, February 2009 - Cost 9.99 Euro
Chapter 1 - Introduction
Chapter 2 - Size of Mobile Industry
Chapter 3 - Customers 70 tables and graphs
Chapter 4 - Handsets and Smartphones in the eBook
Chapter 5 - SMS Text Messaging
Chapter 6 - Mobile Internet
cost only 9.99 Euros
Chapter 7 - Seventh Mass Media Channel order at
"Whenever I need a stat, Chapter 8 - Music on Mobile www.tomiahonen.com
Tomi seems to have it, I'd
highly recommend this."
Chapter 9 - Mobile TV and Video
- Russell Buckley, MD Chapter 10 - Mobile Gaming
Admob, Chairman Mobile Chapter 11 - Mobile Social Networking
Marketing Association 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."
- Ricky "The Guru" Cadden Chapter 15 - Business/Enterprise Services
at Symbian Guru Chapter 16 - Other Mobile Data
"Tomi Ahonen is the king Chatper 17 - Network Infrastructure
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."
- WAP Review 20 Biggest Mobile Operator Groups
Bibliography, Good Websites
Copyright © Tomi T Ahonen 2010 3G Strategy Consulting
www.tomiahonen.com
About the Author

Global Users End of 2009
• 4.6 B total mobile phone subscriptions
• 77% use SMS text messaging globally = 3.5B
• 37% use MMS picture messaging = 1.7B
• 32% use browsing services including WAP = 1.5B
• 16% access the 'real internet' on phone = 750M
• 12% have a smartphone = 550M



Bonus Info..


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
• 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
run Nokia’s 3G Business
e-mail: tomi@tomiahonen.com Consultancy. Previously he
worked for 3 operators where he
blog: www.7thMassMedia.com created the world’s first fixed-
twitter: @tomiahonen mobile service bundle and set a
• Tomi's new book "Mobile as 7th of the Mass Media" world record for taking market
share from the incumbent

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


Tomi Ahonen eBooks
171 pages, eBook format only, February 2009 - Cost only 9.99 Euro
Comprehensive industry review and almanac with 70 tables,
charts and diagrams, covering all major aspects of the
mobile telecoms industry from handsets to services, from
customers to networks, from SMS text messaging to content
from mobile internet to mobile advertising.
"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 2009 as an
eBook for mobile nuts. In it, you can quickly find out the mobile penetration of say, Thailand,
or that 51% of the Earth's population has at least one cellphone, and one in 8 mobile
subscribers usually walks around with 2 phones in their pockets!"
- 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 2009. The Almanac is full of hard to find information."
- WAP Review

Tomi Ahonen six hardcover books
all six hardcover books are available at Amazon
explains the media opportunities in mobile from music
and gaming to TV and social networking and even
internet and adertising. 322 pages.
Digital Korea, 2007 with Jim O'Reilly
is case study in digital convergence from the most
advanced information society of South Korea.
covers internet, TV, mobile, ecash, egoverment,
robotics, telematics, virtual reality etc 282 pages.
Communities Dominate Brands, 2005
with Alan Moore
first business book on social networking 280 pages.
3G Marketing, 2004, with Timo Kasper & Sara
Melkko is marketing handbook for mobile operators
M-Profits 2002
is only comphrenensive business book for mobile, 360 p
Services for UMTS, 2002, with Joe Barrett was first
services and applications book for 3G, 373 pages


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
• 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"
• 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.

Tomi Thought Pieces & White Papers
• 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 Thoughts SMS Text Messaging, October 2007
• TomiAhonen Thoughts Mobile Communities, November 2006
• TomiAhonen Thougths on MVNOs, June 2006
• SMLXL White Paper 7th Mass Media, June 2007*
• SMLXL White Paper Pop Idol, June 2006*
• * Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL
• Write to tomi@tomiahonen.com for your free copy of any of the above

Recommended Books
• 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..

Picnic Prez (everybody has seen)

Why 4 Billion is a Relevant Number?


First 4 ?

Why 4 Billion is a Relevant Number?


Context of First 4 Billion?
• 480 M daily circulation of all newspapers
• 800 M registered automobiles
• 900 M total cable/satellite TV subscribers
• 1.1 B All types of PCs in use incl laptops, netbooks
• 1.2 B total fixed landlines
• 1.4 B total internet users
• 1.5 B total TV sets in use
• 1.7 B total unique holders of credit cards
• 2.1 B total unique holders of banking accounts
• 3.9 B total FM radios in use
• But 4 B mobile phone subscriptions globally...


Mobile Subscribers, Phones in Use and Unique Owners
4 B Subs, 3.4 B phones, 3.1 B Uniques
4.5
4
3.5
3
Total Subscribers
2.5
Phones in Use
2
Unique Owners
1.5
1
0.5
0
98

99
00

01
02

03
04

05

06
07

08
19

19
20

20
20

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20

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20
20

20


The Seven Mass Media

Wikipedia page: Seven Mass Media


Is Not the Dumber PC
Nor Is It A Crippled Internet

Mobile is Better at inputs, as good in outputs


If Screen Size Mattered


Inputs Compared
• The basic desktop PC in the 1990s had only two
inputs: the 101 key keyboard and the mouse


Inputs Compared
• The basic desktop PC in the 1990s had only two
inputs: the 101 key keyboard and the mouse
• The modern top-end smartphone has up to seven
distinct inputs: a keypad, touch-screen, camera
(including video), 2D barcode scanner, microphone,
motion sensor, and network input ie GPS positioning
• Better yet, mobile is designed to be operated by one
hand!


Don't think its only mobile
• In the industrialized world,
It will be a Multimedia,
multi-platform environment

• But the (smart)phone is the
preferred media

• And mobile will be present
when we consume other
media
Source: book Communities Dominate
Brands Ahonen & Moore 2005 Pearls: Real Mobile Services

The 7 Benefits of the 7th Medium

Better than the internet or television


Mobile Has 7 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

Source: Tomi Ahonen book


Much Much More than Media

Not just a consumption device


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 - S 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)
Source: TomiAhonen Consulting January 2007 collected by Tomi T Ahonen

What of Magic?

Beyond Copying


Carbon Diem
• Location-Based mobile service that tracks how your
mobile phone moves.
• If it moves at walking speeds, you
are walking and not creating a carbon
footprint. Same for bicycling.
• If you move at the speed of traffic,
you're in a car or taxi, and your carbon
footprint is charged.
• It knows if the travel pattern is stop-and-go
on bus routes or train routes, and
charges you less as you share the costs
travelling by public transportation Pearls: Real Mobile Services
Source: Springwise 13 Oct 2008 collected by Tomi T Ahonen

Your Flower says: I Need Water..
• 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


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

Mood Music
• More music formats to 7th mass media: Mood music?
• Dada from Italy now with 12 M users across 18
countries, offers “how do you feel right now” type of
text-based messages and updates like on Facebook
and Twitter, with a song of mood music.
• How do you feel right now? Your friends understand
Source: Netsize Guide 2009


M-Books $435 M in Japan
• In Japan m-Books worth 435 million dollars (40B
Yen) in 2008 says Impress R&D. Contrast with e-
Books worth 67 M dollars.
• In 2007 reveal 5 out of 10 best-
selling printed books in Japan
were originally mobile books
• M-books written often on
phones, by young authors, using
text messaging grammar, spelling
& style (C U L8R "see you later")
• Best m-books are released in print
versions, even made to movies
Sources: TMC Net 9 July 2009, Ahonen Pearls: Real Mobile Services
book Mobile as 7th of the Mass Media 2008 collected by Tomi T Ahonen

Layar Augmented Reality Browser
• Layar had released the world's first augmented reality
browser, for the mobile phone. It uses real-time
location information and positions itself, then super-
impoises virtual reality information onto the live image
seen on the
cameraphone
viewfinder
• Truly magical!
Like science
fiction, today...
Source: Layar June
2009

Next 4 Billion ?

The greatest economic opportunity of the next decade


Planet has 6.7 B people
• So if it is not the "next 2.7B mobile subscribers"
• ...Then Tomi is suggesting 8 B mobile subscribers
• World, total world population? to reach 120% per-
capita subscriptions to mobile?
• Africa, India, Latin America to reach over 100% ?
• Literacy ?
• Electricity ?
• Extreme poverty ?
• Is this viable ?


Some Developing World Markets..
• Ukraine is at 140% mobile subscriptions per capita
• Russia 130%
• Chile at 120%
• Argentina 110%
• Malaysia 100%, Colombia 100%, South Africa 100%
• All of these growing at 5% - 12% per year


Some Developing World Markets..
• Ukraine is at 140% mobile subscriptions per capita
• Russia 130%
• Chile at 120%
• Argentina 110%
• Malaysia 100%, Colombia 100%, South Africa 100%
• Other "BRICs" - Brazil 80%, China 60%, India 40%
• Other biggest countries with over 100M population by
size: Indonesia 60%, Pakistan 60%, Bangladesh 30%
Nigeria 40%, Mexico 80%


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


Literacy impacts?
• Opportunities for the youth, who go to school, to get
jobs due to their literacy, to help read and write text
messages for their parents, uncles and aunts,
grandparents etc
• Buying a simple ringing tone, and going through
phone menu to install it, is too much to ask an
illiterate person
• A banking service on SMS has to be ultra-simple
• Printed user guides for phones are pretty useless in
illiterate markets, phone makers install user guides
as videos permanently encoded onto the phones


Effect of Replacement Cycle
• Most do not understand the power of the replacement
cycle
• Mobile phone average replacement cycle globally is
under 18 months. Compare to 3.5 years for average
personal computer
• Next year's superphone, the next gen iPhone or
super-Blackberry or N-series or Samsung or Android
• Will be given to teenagers as the hand-me-down
phone two years later
• And will be passed on to 9 year olds two years after
that. Yes, phones more powerful than best today, will
be toys for 9 year olds in 2013....


Second Hand Phones..
• And the developing world? Will increasingly see
advanced featurephones and smartphones and 3G
phones, shipped as second hand phones to Africa,
South America and developing parts of Asia
• There will be a thriving smartphone and powerful
featurephone market in Africa for example, but the
average age of popular smartphones will be 3 years
older generations than currently in the industrialized
world, very strongly skewing to Nokia and
Symbian, with Blackberry the only viable second
option


Digital Divide / Only Mobile
• The next 4 billion will NOT be connected to the
legacy sixth mass media internet, on personal
computers, laptops, notebooks or even netbooks
• The mass market in the developing world will connect
to the internet on their phones, not smartphones.
These are featurephones and basic WAP browsers
• If you build services for this market, designed for use
on WAP, SMS, MMS, you will be successful
• But the emerging middle class want netbooks, and
will be big consumers of smartphones
• The wealthy class will have best Apples and Lenovos
and broadband - and latest 3G smartphones


Next 4 B will be addicted to SMS
• I cannot stress this enough
• SMS is the only mobile service, proven to be
addictive, in university studies conducted around the
world, from Belgium to Australia
• SMS was worth 130 Billion dollars in 2008.
User base grew 20%.
SMS traffic grew 50%
SMS revenues grew 25%
• People prefer using SMS to making phone calls, is a
global trend, proven from New Zealand to the USA
• The biggest data opportunity for the next 4 Billion is
SMS, basic person-to-person, and premium SMS


Some Glimpses Into Near Future
• Finland became first
country to eliminate public
payphones
• Over 60% of Finnish homes
have abandoned landline phone
• And mobile voice? Lightspeed
Research found that in 2009
already 13% of the planet
mobile phone users do not
originate voice calls - SMS will
cannibalize voice! - don't call
it a mobile phone


• 46% of bank accounts in Kenya are mobile banking
• Over 50% of airline check-in on Finnair is mobile
• Spain SMS authorization contractually binding
• Estonia to have first national elections via mobile
• Lightspeed Research found 67% of UK citizens sleep
with phone, and two out of three actually keep the
phone on and connected - to receive SMS or calls at
night. Only 14% switch the phone to silent. 53% will
receive communications while asleep


• 46% of bank accounts in Kenya are mobile banking
• Over 50% of airline check-in on Finnair is mobile
• Spain SMS authorization contractually binding
• Estonia to have first national elections via mobile
• Lightspeed Research found 67% of UK citizens sleep
with phone, and two out of three actually keep the
phone on and connected - to receive SMS or calls at
night. Only 14% switch the phone to silent. 53%
will receive communications while asleep


And the biggest media opportunity
• ...is NOT apps stores, is BY FAR bigger
• It is also NOT putting the "real internet" onto phones
• and it is not "mobile TV"
• It is not even browsing on a phone
• The biggest media opportunity on the planet, for
mobile for the next decade is...


And the biggest media opportunity
• ...is NOT apps stores, is BY FAR bigger
• It is also NOT putting the "real internet" onto phones
• and it is not "mobile TV"
• It is not even browsing on a phone
• The biggest media opportunity on the planet, for
mobile for the next decade is...

• ...MMS !!!!!!!
• Yes, picture messages and short MMS video clips
• In particular it is a compelling advertising platform


BMW Snow Tyres via MMS
• BMW ran a very precisely targeted and timed MMS
campaign to sell new car buyers snow tyres.
• Target: those who bought a BMW in Germany
between spring and autumn (when
snow tyres are not required).
• Timing: the MMS campaign went out
on the first day of snowfall
• Personalization: Each BMW owner got
customized ad with their car and color.
• Engagement: customers could link back
and check different tyres and wheels.
• Result: 30% conversion rate! Pearls: Real Mobile Services
Source: MobiAd News 17 Sept 2008 collected by Tomi T Ahonen

BMW Snow Tyres via MMS
• BMW ran a very precisely targeted and timed MMS
campaign to sell new car buyers snow tyres.
• Cost of tyres $700 Cost of tyres & rims $2500. Average $1300
• Total sales of BMW in summer 2008: 297,000
Those sold to hire/fleet: 180,000
Total customers: 117,000 received MMS
• Cost of the MMS air-time approx $60,000 and
cost of creating campaign another $60,000,
total costs $120,000:
• 30% response rate = 35,000 customers
at $1300 each = BMW made $45,500,000
• average return on investment $378 per MMS.
Sources: Open Gardens 12 Dec 2008 and
Forum Oxford 2008 Pearls: Real Mobile Services

Started with a joke about SMS
• First 4 Billion took 30 years, made mobile the widest
reaching technology on the planet
• Mobile is the 7th mass medium, it has 7 unique
benefits, that cannot be replicated by older media
• Building services for mobile, use 6 Ms
• Next 4 Billion come from the developing world, their
mobile opportunities will be radically different from
what we now know


Shift of Mobile Phone Installed Base
Installed Base of Mobile Phones by Generation

100%
90%
80%
70% 3.5G
60% 3G
50% 2.5G
40% 2G
30% 1G
20%
10%
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008


Regional Split of Mobile Media Income
Mobile Media Markets Regionally by Revenue

35
30
25
20
15
10
5
0 ed

ng

a
da

st
t

ica
st
es

r ic
Ea

Ea
nc

pi
na

er
W

Af
lo
va
Ca

Am
pe

e
ve
pe

dl
ad
ro

de

id
&

ro

tin
Eu

AC

M
Eu
A

ia

La
US

As
AP


Compare 7 Mass Media
Print Static page No inputs
Recordings Depends on player dozen controls
Cinema Giant screen/sound No inputs
Radio Sound only dozen controls
TV Medium screen/sound dozen controls
Internet Medium screen/sound keyboard, mouse
Mobile Small screen/sound keypad, touch,
vibration microphone,
camera, 2D bar-
code, motion,
network input


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
• 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; his books include 500 service ideas.
• 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
run Nokia’s 3G Business
e-mail: tomi@tomiahonen.com Consultancy. Previously he
worked for 3 operators where he
blog: www.7thMassMedia.com created the world’s first fixed-
twitter: @tomiahonen mobile service bundle and set a
• Tomi's new book "Mobile as 7th of the Mass Media" world record for taking market
share from the incumbent

Tomi Ahonen eBooks
171 pages, eBook format only, February 2009 - Cost only 9.99 Euro
Comprehensive industry review and almanac with 70 tables,
charts and diagrams, covering all major aspects of the
mobile telecoms industry from handsets to services, from
customers to networks, from SMS text messaging to content
from mobile internet to mobile advertising.


Tomi Ahonen six hardcover books
all are available at Amazon
explains the media opportunities in mobile from music
and gaming to TV and social networking and even
internet and adertising. 322 pages.
Digital Korea, 2007 with Jim O'Reilly
is case study in digital convergence from the most
advanced information society of South Korea.
covers internet, TV, mobile, ecash, egoverment,
robotics, telematics, virtual reality etc 282 pages.
Communities Dominate Brands, 2005
with Alan Moore
first business book on social networking 280 pages.
3G Marketing, 2004, with Timo Kasper & Sara
Melkko is marketing handbook for mobile operators
M-Profits 2002
is only comphrenensive business book for mobile, 360 p
Services for UMTS, 2002, with Joe Barrett was first
services and applications book for 3G, 373 pages

Recommended Books
• 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, 2008
• 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..

Tomi Thought Pieces & White Papers
TomiAhonen Thoughts Mobile Internet, February 2009
TomiAhonen Thoughts Mobile Industry in 2009, January 2009
TomiAhonen Thoughts Mobile Customers, August 2008
TomiAhonen Thoughts Mobile Advertising, April 2008
TomiAhonen Thoughts Mobile TV, December 2007
TomiAhonen Thoughts SMS Text Messaging, October 2007
TomiAhonen Thoughts Mobile 7th Mass Media, December 2006
TomiAhonen Thoughts Mobile Communities, November 2006
TomiAhonen Thougths on MVNOs, June 2006

SMLXL White Paper 7th Mass Media, June 2007*
SMLXL White Paper Pop Idol, June 2006*
* Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL

Write to tomi@tomiahonen.com for your free copy of any of the above

Tomi Ahonen

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