grand convergence the 5 trillion dollar contest keynote presentation

Copyright © Tomi T Ahonen 2010 www.tomiahonen.com Twitter: @tomiahonen

Grand ConvergenceThe 5 Trillion Dollar

ContestKeynote Presentation

Tomi T Ahonen, MBA

Author and Consultant

GoMobile

Kuala Lumpur Malaysia, 11.11.2010

"Mobile is emerging as a mass media", Mr Ahonen adds. The Wall Street Journal, 30 Sept 2008


Mobile Service Trends

Consumer & Enterprise


Growth Rates

1970 1975 1980 1985 1990 1995 2000 2005 2010

TV

PC

Internet

Mobile

Television

Personal Computer

Internet

Mo

bile

5.1 B

1.7 B1.6 B1.2 B

= 4.5 B


4.2 B people have toothbrush

• Yes, we've run out of technologies to compare mobile phones. Its been said more people have a mobile phone subscription than have access to running water or a toilet.

• At the MMA Forum Asia conference it was said 4.2 Billion people have a tootbrush but 5.1 Billion people have a mobile phone subscription..Source: MMA Forum Asia 12-14 Apr 2010


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


Compulsive? Every 7 Minutes

• Young and Rubicam reported average African mobile phone user checked phone 82 times per day

• UPDATE - Nokia reported at MindTrek 2010 that the world average is already 150 times per day

• That means once every 6 and half minutes of every waking hour of every day across the planet..Sources: Young & Rubicam Mobile Mania Report April 2010, Nokia presentation MindTrek Tampere Finland Oct 2010


• Similar to the finding from Australia..• Best Buy Mobile ran survey of 1,000 US consumers

and found one in four will snoop inside the phones of spouces, partners or children without their permission

• 51% read messages while driving and 34% have sent text messages while driving

• 23% have sent text messages while drunk

Source Wall Street Journal 24 June 2009

One in Four Snoop Your Phone


• 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

Reaches You When You Sleep


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

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


Tomi in 2002: Battle for the Pocket

Camcorder

Digital Camera

Wrist watch

CompassGPS Terminal Ultranotebook

PCPDA

Pocket Calculator

Dictation Machine

Portable Radio

Walkman

MP3 Player

i-PodMinidisk Player

DVD Player

Pocket TV

Gameboy

CommunicatorsCamera phones

Gaming phones Music

phones

Smartphones

Theory by Tomi T Ahonen 2002-2010


2010: 2nd Battle for Convergence

Watch

CameraInternet

ComputersBanking

Gaming

Music

Broadcast

Print

Advertising

Credit

Mobile

Mapping

Telecoms



• Finnair started mobile check-in late in 2001.• 2% of global travel used it in 2008 (IATA). • 10% of Lufthansa passengers used it in 2009 • 50% on some Finnair flights• 2010 Book It upgraded Finnair with iSMS: • After passenger checked in economy, they check

business class seats, and offer instant upgrade offer paid by credit card/mobile or frequent flier miles!Sources: Book It October 2010 and Paul Berney MMA May 2010

Source: www.finnair.com

Finnair Mobile Check In

Pearls: Real Mobile Servicescollected by Tomi T Ahonen


2nd Battle for Convergence

Watch

Internet

ComputersBanking

Gaming

Music

Broadcast

Print

Credit

Mobile

Mapping

Telecoms

80%

50%

40%

35%

25%

60%

The aggregate value of all these industries in 2009: 5 Trillion dollars


Advertising

Camera

90%


• For 150 years, the global camera and photograph industry grew about 50% to 100% per decade

• Suddenly from 2000 to 2010, the usage of photography exploded - user base grew 10 fold

• The biggest global camera industry brands in year 2000 were Canon, Minolta, Nikon and Konica in cameras, Kodak and Polaroid in film

• Today world's biggest camera brand is Nokia• Minolta & Konica have quit the camera business.

Kodak consumer film business shrunk to 2%, Polaroid bankrupt twice. Canon & Nikon focused on professional camera segment

The Golden Age of Pictures


m-Banking 58% of Kenya Banking


• M-Pesa by Safaricom is now 3 years old. Rival Zain's Zap is also widely used in Kenya

• In Kenya (pop 38 M) only 7.6M people have a 'real' bank account. But 10M people have transferred money using a mobile phone. 58% is now mobile

• Central Bank of Kenya says daily transaction value is 1B Kenya Shillings ($10M) ie average transfer $29

• Already 20% of Kenya GDP transits a mobile phoneSources: Reuters 2009,

AllAfrica.com 8 Jan 2010, VoA 27 May 2010, Safari- com Sept 2010, Mi-Pay Oct 2010


• Invented in Norway as recently as year2000, m-Parking is now cannibalizingtraditional parking in all markets

• In 2007 Estonia became first countrywhere no other parking payments wereaccepted, so Parking became first m-payment service to cannibalize 100%of a specific industry sector

• The reason cash was eliminated, wasthe Mafia-led crime related to parking meters. The crime was eliminated..Source: Tomi Ahonen Pearls Vol 3: Mobile Money 2010

Cannibalizing Parking



Sweden - Bus Drivers Robbed

• Sweden had a wave of robberies of bus drivers for their cash. So Sweden followed Estonia's m-parking example, and eliminated cash as acceptable payment for public transport

• The crime ended• Most used way to pay?

Mobile of course• Sweden became first

country to start officialgovernment discussionsof the elimination ofcash altogether, in parliament in 2010


Our Ten Needs served by phone

Source: TomiAhonen Consulting January 2007

1 - Communicate (1979 - Japan)

2 - Consume / Media (1998 - Finland)

3 - Charging / Payments (1999 - Philippines)

4 - Commercials / Ads (2000 - Finland)

5 - Create / Cameraphone (2001 - Japan)

6 - Community (2003 - South Korea)

7 - Cool / Fashion (2006 - Japan)

8 - (Remote) Control / Robots (2007 - S Korea)

9 - Context / Beyond Reality (2008 - UK)

10 - Cyber / Now Plants (2009 - Japan)

11 - Career / Employment (2010 - USA)

ELEVEN


The 8 Benefits of the 7th Medium

Better than the internet or television

Wikipedia page: Seven 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

The 7 Mass Media



"Mobile is as different from the internet, as TV is different from radio."

- Tomi T Ahonen

- 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


Making it Magical

Delight and Astonish Your Audiences


• And the latest gadgetmania continues in Japan• MediaSeek developed called Kamera

Jiten (camera dictionary) allows cam- phone used as an instant translator

• OCR application (Optical Character Recognition) converts written pages of English into data. Then translator utility converts page into Japanese

• And displays on your phone screen• Almost like using a magnifying glass,

but one that translatesSource: SMLXL White Paper 7th Mass Media July 007

Cameraphone OCR Translator



Hong Kong Guinness & Rugby


• Guinness adver-app Guide to HK Sevens rugby trmnt• Included free tournament guide, players, stats etc• Was also Hong Kong tourist guide, maps, etc

including of course pubs serving Guinness• Translator English to Cantonese basic tourist phrases• Generated 25% more Guinness sales, said Sean

Rach of Ogilvy (May 2010)


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


Mobile Innovation for a Malaysian Context:Making Money with

Mobile?

Tomi T Ahonen, MBA

Author and Consultant

GoMobile

Kuala Lumpur Malaysia, 11.11.2010

"Mobile is emerging as a mass media", Mr Ahonen adds. The Wall Street Journal, 30 Sept 2008


Evolution of Handset

The 10 C's

Now WITH Eleven C's !


Our Ten Needs served by phone

Source: TomiAhonen Consulting January 2007

1 - Communicate (1979 - Japan)

2 - Consume / Media (1998 - Finland)

3 - Charging / Payments (1999 - Philippines)

4 - Commercials / Ads (2000 - Finland)

5 - Create / Cameraphone (2001 - Japan)

6 - Community (2003 - South Korea)

7 - Cool / Fashion (2006 - Japan)

8 - (Remote) Control / Robots (2007 - S Korea)

9 - Context / Beyond Reality (2008 - UK)

10 - Cyber / Now Plants (2009 - Japan)

11 - Career / Employment (2010 - USA)

ELEVEN


Need 1 - 1979 - Communication

• Voice and SMS• Voicemail, e-mail (Blackberry)• The number keypad is relic from rotary dial


Estonia Tax Return - via SMS

• Estonia became second country to allow tax return to be made via SMS in 2010 (joining Norway)

Source: MMA Global New York 8-9 June 2010



Need 2 - Consumption

• Emerged with ringing tones in Finland in 1998 and i-Mode in Japan in 1999

• Now we consume pictures, MP3 music, web content, TV clips, cartoons, jokeshoroscopes, information and on and on

• Consumption added high-resolutioncolor screens, multimedia players, web access

• Required higher speeds (2.5G, 3G, 3.5G)• For "playback" relatively few controls

are needed


Pretty Little Liars... m-Secrets

• ABC's TV show aimed at young women, called Pretty Little Liars has run a mobile engagement campaign

• Girls asked to send the word 'Secrets' to a phone number, via SMS. They would then receive secret messages from a character known as "A" and also a preview MMS video clip of the upcoming episode

• 12% of core teen audience joined. 4X more than expectated

• 100K viewers. 550K messages. 2.2M page views. ABC monetized campaign selling ads to Microsoft

Source: Mogreet, November 2010 Pearls: Real Mobile Servicescollected by Tomi T Ahonen


Need 3 - 2000 - Charging


Need 3 - 2000 - Charging

• Next came digital money..• Smart Money / Philippines etc• NTT DoCoMo (Osaifu Keitai - mobile wallet) with

FeliCa - eg Tokyo commuters paying for subway train • 2D Barcodes in Japan• Credit cards into mobile like Visa in South Korea• And SMS based payments like Smart Money in the

Philippines


• So you are on that stunning Copacabana or Ipanema beach in Rio de Janeiro. Its a hot sunny day of course, and you want an ice cream. But you don't have your wallet...

• Mobile to the rescue! Mastercard Brazil has partnered with Unilever to bring mobile payments to the ice cream kiosks on the beach - via SMS

• Service developed by Spring Wireless

Source: eBook Tomi Ahonen Pearls Vol 3: Mobile Money

Ice Cream and Ipanema



Need 4 - 2000 - Commercials (ads)


Need 4 - 2000 - Commercials (ads)• Then came advertising.. • We get into commercials (advertisements, mobile

marketing)• Interactive advertising - opinions, feedback• Engagement marketing - participation, co-creation,

viral marketing!


We Love Amazon Advertising


• Amazon is first 'perfect' case of where we don't even think of the communication being advertising

• Its the Amazon recommendation engine• It learns what we bought, and what we looked at, and

makes recommendations based on what other people who bought those books, also bought

• We love it. • We actually love it so much -

we seek more of the recommendations


Need 5 - 2001 - Creation


Need 5 - 2001 - Creation

• Then emerged need for content creation, starting with J-Phone (Vodafone KK, Softbank) and its cameraphones and Sha-Mail in 2001

• Since then we've added video recording, sound recording (podcasts) and (mobile) blogging abilities to the phone

• Now we need tocontrol the the deviceto gain good creations


India - Lay's Potato Chips

• Pepsi's Lay's potato chips brand in India has run a digital media campaign across many media, but centered on SMS

• They invited fans to submit flavor ideas. Top 4 would be test-marketed. Winner would get money plus 1% royalty of every bag sold

• Received 1.3 million flavor suggestions

• 1M votes already (campaign still running)

• South Africa similar Lekkerflavor 187K entries

• In USA, Dunkin Donuts did similar campaignSources: Telecom Yatra 31 May 2010, ESPN presentation at MMA New York 8-9 June

2010, Lekkerflavour.co.za 2010 Pearls: Real Mobile Servicescollected by Tomi T Ahonen


Need 6 - 2003 - Community


Need 6 - 2003 - Community

• Now for our industry is Community

• MySpace, Flickr, Second Life, YouTube, Mixi, Cyworld, Bebo, World of Warcraft, Friendster...

• Not only create and consume but also • Share• Rate• Recommend


My Art Space.. Kids to Museums

• Three UK museums set up 'My Art Space' to help make school age childrens visits to the museums more useful for the kids

• In addition to more info about museum pieces, kids were tasked to take pictures, create blogs, rate items and discuss, all via their mobile phones. For kids who didn't have phones, the museums lent cameraphones

• Involved 100 schools and 3,000 children participated in the mobile phone enhanced museum visits

• The kids loved it so much, they spent 4.5x longer on average in the museums (90 minutes vs 20 minutes without My Art Space)source: mLearnCon, San Diego USA, 15 June, 2010



Need 7 - 2005 - Cool (fashion)


Need 7 - 2005 - Cool (fashion)

• First with Benetton & NTT DoCoMo, now the phone is crossing over seriously to the fashion side, with ever more fashion awareness with the iPhone

LG joins with PradaMotorola joins with Dolce

& GabbanaAnd separately Nokia's

top- end Vertu jewelry-phone line is on the catwalks around

the world


Girlswalker 45% Redemption Rate


• Alan Moore CEO of SMLXL and multiple author presented at Oxford University course on 7th Mass Media in October 2010.

• He said that the Japanese Girlwalker mobile fashion magazine and fashion shop is achieving 45% redemption rates to its fashion-oriented coupons and offers Source: Alan Moore lecture Oxford University 13 Oct, 2010


Need 8 - 2006 - (Remote) Control


Need 8 - 2006 - (Remote) Control

• Now the phone is starting to emerge as the remote control

• We already have isolated applications such as SMS controlled tea kettle (I kid you not) and mobile phone controlled air conditioning, saunabath heating, etc

• Also remote control of locks, security systems

• And the South Koreans expect a robotin every home within ten years


Window Dressing by Daffy's

• New York Daffy's had a promotion at their window display, where live models (men and women) would dress - and undress - and re-dress into outfits, driven by SMS interactivity of passers-by.

• 1,500 SMS messages between 6PM and 9:30 PM.



Need 9 - 2008 - Context


Need 9 - 2008 - Context

• The phone has become aware of our physical and even emotional states. It knows where we are, are we in work or pleasure mode, even if we have checked into FourSquare to be Mayor of the nearest Starbucks



Tesco Mobile Shopping Assistant

• Tesco in the UK offers a mobile phone based shopping assistant

• It seems innocent enough at the start - you can use it to create your shopping list - and to help you, you can use the 2D barcode scanner while in the store to easily add items to the shopping list

• But here is the magical benefit - you tell it which Tesco store you will shop in, and the shopping list will be re-arranged in the order of the items in the shopping aisles!

Source: Addictive presentation at Mobile Marketing Forum Sao Paulo Brazil 2 Sept, 2010 Pearls: Real Mobile Services

collected by Tomi T Ahonen


Need 10 - 2009 - Cyber


Need 10 - 2009 - Cyber


• Now AgriHouse in Japan offers the latest in communications beyond the human race - your houseplants! A device attached to the plant will send SMS to you when the plant needs to be watered

Source: Cellular News 1 June 2009


AXE Wake Up Girl

• AXE deodorant brand offered personalized wake-up for mobile phone users in Japan

• Featured 1 of 14 avatars made based on real girls• Wake-up girl also to laptop PC. Collect all 14 girls,

featured videogame where object to discover hidden treasures.

• 200K unique users - Created by Bascule for Unilever Japan

• Increased sales by 300%Sources: Infinita Japan November 2009,MMA Asia June 2010 Pearls: Real Mobile Services

collected by Tomi T Ahonen


Need 11 - 2010 - Career


Need 11 - 2010 - Career• txteagle is one of many croudsourcing systems that

allow mobile phone users to participate in paid croud-sourced work

Source: Alan Moore presentation at Oxford University 13 Oct 2010


Making it Magical

Delight and Astonish Your Audiences


AR Magazines

• Nokia N8 launch featured AR for print magazines• Suddeutsche Zeitung magazine prepared a special

issue with AR features. Using Junaio, a reader could see 3D images superimposed over magazine article, alternate images, and superimposed content such as 'thought bubbles' over people's faces Source: Nokia Sept

2010



• Fanta has a tennis game on that is a bluetooth game between mobile phones

• Pretty clever. Except that it makes bouncing ball noises, at such a high pitch, that only young people can hear them. These are called "mosquito noises".

• Some kids use sound as the ringing tone• Campaign resulted in 600,000 downloads

Sources: MobHappy 2 Dec 2008, MMA June 2010

Game with "Mosquito Noises"..



But wait - There is still More Info

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


4.6B Subs, 3.9B phones, 3.4B Uniques

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

84 tables and graphs eBook - only 9.99 Eurosorder at www.tomiahonen.com


Mobile Industry Revenues 2009 & 2008

Source: TomiAhonen Almanac 2010

2009 2008 Growth

Mobile Services $ 865 B $ 810 B 7%

Voice $ 615 B $ 602 B 2%

Data $ 251 B $ 208 B 21%

Messaging $ 153 B $ 137 B 12%

SMS $ 113 B $ 106 B 7%

MMS $ 29 B $ 26 B 12%

VAS Data $ 98 B $ 71 B 38%

Mobile Advertising $ 6 B $ 3 B 85%

Handset Sales $ 160 B $ 155 B 3%

Network Infrastructure $ 45 B $ 45 B 0%

TOTAL $1,070 B $1,005 B 7%



Regional Split of Mobile Media Income

Mobile Media Markets Regionally by Revenue

0

5

10

15

20

25

30

35

USA & C

anad

a

Europe

Wes

t

Europe

East

APAC adva

nced

Asia d

evelo

ping

Midd

le Eas

t

Africa

Latin

Americ

a

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



3 B SMS Users, 1.7 B Premium Data

Subscribers, Messaging Users, Data Users

0

0.5

11.5

2

2.5

33.5

4

4.5

Total subscribers

Messaging users

Premium data users




Tomi Ahonen Index of Mobile Leadership 2009




Shift of Mobile Phone Installed Base

Installed Base of Mobile Phones by Generation

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

3.5G

3G

2.5G

2G

1G




Regional Split of Mobile Media Income

Mobile Media Markets Regionally by Revenue

0

5

10

15

20

25

30

35

USA & C

anad

a

Europe

Wes

t

Europe

East

APAC adva

nced

Asia d

evelo

ping

Midd

le Eas

t

Africa

Latin

Americ

a




Tomi Ahonen Almanac 2010 Table of Contents182 pages, eBook format only, February 2010 - Cost 9.99 EuroChapter 1 - IntroductionChapter 2 - Size of Mobile IndustryChapter 3 - CustomersChapter 4 - Handsets and SmartphonesChapter 5 - SMS Text MessagingChapter 6 - Mobile InternetChapter 7 - Seventh Mass Media ChannelChapter 8 - Music on MobileChapter 9 - Mobile TV and VideoChapter 10 - Mobile GamingChapter 11 - Mobile Social NetworkingChapter 12 - Other Mobile ContentChapter 13 - Mobile Advertising and MarketingChapter 14 - Voice CallsChapter 15 - Business/Enterprise ServicesChapter 16 - Other Mobile DataChatper 17 - Network InfrastructureChapter 18 - Mobile History and MilestonesAPPENDIXIndex of Mobile Leadership60 Major Countries in Mobile20 Biggest Mobile Operator GroupsBibliography, Good WebsitesAbout the Author

"Whenever I need a stat, Tomi seems to have it, I'd highly recommend this." - Russell Buckley, MD Admob, Chairman Mobile Marketing Association

"Speaking of statistics, the Tomi Ahonen Almanac is an eBook for mobile nuts." - Ricky "The Guru" Cadden at Symbian Guru

"Tomi Ahonen is the king of mobile statistics." - Paul Poutanen founder and President of Mob4hire

"The Almanac is full of hard to find information." - WAP Review

84 tables and graphs in the eBook

cost only 9.99 Eurosorder at

www.tomiahonen.com

2009 Almanac has been translated into Spanish!


World's Largest Companies in MobileThe 10 largest global corporations when measured by only

their mobile revenues (excluding income from other business)

1 Vodafone Mobile UK $67 B Mobile operator

2 Nokia Mobile Finland $66 B Handset maker

3 China Mobile China $65 B Mobile operator

4 Verizon Wireless USA $62 B Mobile operator

5 Telefonica Movil Spain $55 B Mobile operator

6 T-Mobile Germany $50 B Mobile operator

7 AT&T Wireless USA $49 B Mobile operator

8 Orange Mobile France $47 B Mobile operator

9 TIM Italy $40 B Mobile operator

10 Samsung Mobile South Korea $38 B Handset maker


Source: TomiAhonen Consulting 2010 for Top 25 see www.communities-dominate.blogs.com


www.ForumOxford.com

First time registration, you need enrollment key. Use the word:

"forumoxford"

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


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


Tomi T Ahonen, Author & ConsultantCompetitiveness, Business Case, Marketing, and Profitability

• 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”

website: www.tomiahonen.com e-mail: [email protected]

blog: www.7thMassMedia.com twitter: @tomiahonen

• Tomi's new book "Mobile as 7th of the Mass Media"

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


Tomi Ahonen eBooks

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 AdvertisingForeword by Russell Buckley, SVP Admob, Chairman Mobile Marketing Association

171 pages, eBook format only, January 2009 - Cost only 9.99 EuroLaunching 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

eBooks only via tomiahonen.com


Tomi Ahonen eBooks

Tomi Ahonen Almanac 2010182 pages, eBook format only, February 2010 - Cost only 9.99 Euro

Comprehensive industry review and almanac with 84 tables, charts and diagrams, covering all major aspects of the mobile telecoms industry from handsets to services, from customers to networks, from SMS text messaging to content from mobile internet to mobile advertising.

eBooks only via tomiahonen.com

"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 Almanacas an eBook for mobile nuts. In it, you can quickly find mobile penetration of say, Thailand, or that 51% of the Earth's population has at least one cellphone, and one in 8 mobile walks around with 2 phones in their pockets!"

- Ricky "The Guru" Cadden at Symbian Guru

"Tomi Ahonen is the king of mobile statistics and knows more about the mobile space than any one I know"

- Paul Poutanen founder and President of Mob4hire

"If you're interested in mobile statistics, you really need to pick up a copy of Tomi Ahonen's Almanac. The Almanac is full of hard to find information."

- WAP Review

2009 Almanac has been translated into Spanish!


Tomi Ahonen six hardcover books

Mobile as 7th of the Mass Media, 2008explains 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, 2005with Alan Moore

first business book on social networking 280 pages.

3G Marketing, 2004, with Timo Kasper & Sara Melkko is marketing handbook for mobile operators

M-Profits 2002 Still only complete business book for mobile, 360 p

Services for UMTS, 2002, with Joe Barrett was first services and applications book for 3G, 373 pages

all six hardcover books are available at Amazon


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 [email protected] for more.


Tomi Thought Pieces & White Papers• TomiAhonen Thoughts Mobile Messaging, February 2010• TomiAhonen Thoughts Mobile in Developing World, October 2009• TomiAhonen Thoughts Evolution of Mobile Phone, June 2009• TomiAhonen Thoughts Mobile Social Networking, April 2009• TomiAhonen Thoughts Mobile Internet, February 2009• TomiAhonen Thoughts Mobile Industry Size 2009, January 2009• TomiAhonen Thoughts Mobile 7th Mass Media, September 2008• TomiAhonen Thoughts Mobile Customers, August 2008• TomiAhonen Thoughts Mobile Advertising, April 2008• TomiAhonen Thoughts Mobile TV, December 2007• TomiAhonen Thougths on MVNOs, June 2006• SMLXL White Paper 7th Mass Media, June 2007*• SMLXL White Paper Pop Idol, June 2006*• * Co-authored Tomi Ahonen with Alan Moore CEO of SMLXL

• Write to [email protected] 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..

grand convergence the 5 trillion dollar contest keynote presentation

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