tomi ahonen

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

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

"The mobile phone is the only device that 30% of the world's population carry"

says Tomi Ahonen The Financial Times 1 Sept 2005


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

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

Total Subscribers

Phones in Use

Unique Owners

4.6B Subs, 3.9B phones, 3.4B Uniques

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

4.6 B subscriptions

3.9 B phones

3.4 B uniques


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

Pearls: Real Mobile Services

collected by Tomi T AhonenSource: Tomi Ahonen Amanac 2010

- sample pages at: www.tomiahonen.com


• 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

India 'Mobile Radio' as big as FM


collected by Tomi T Ahonen


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


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


"Mobile is as different from the

internet, as TV is different from radio."

- Tomi T Ahonen

- Tomi T Ahonen


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


• 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




Our Ten Needs served by phone

Source: TomiAhonen Consulting January 2007-09

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)




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


• 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

Italy - CNN iReport - Fanzone




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

by over half of Penguins fansPearls: Real Mobile Services



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:

Mobile Social Networking, 2009


The Six M’s


fixed place


the concept of time






financial resources

• Sixth M: MACHINES, empowering

devices, gadgets and automation


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

This is how

you build

billable value



Movement

MomentMe

Multi-user Money

Machines


• 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

China - Puma and Formula One




If you like my slides...


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


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

[email protected]

www.tomiahonen.com

Twitter @tomiahonen

Tomi based in Sao Paulo


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

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

Total subscribers

Messaging users

Premium data users

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

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 &

Can

ada

Eur

ope W

est

Eur

ope E

ast

APA

C a

dvance

d

Asia

deve

lopin

g

Middle

Eas

t

Afri

ca

Latin

Americ

a





Tomi Ahonen eBooks Tomi Ahonen Almanac 2009171 pages, eBook format only, February 2009 - Cost 9.99 Euro

Chapter 1 - Introduction

Chapter 2 - Size of Mobile Industry

Chapter 3 - Customers

Chapter 4 - Handsets and Smartphones

Chapter 5 - SMS Text Messaging

Chapter 6 - Mobile Internet

Chapter 7 - Seventh Mass Media Channel

Chapter 8 - Music on Mobile

Chapter 9 - Mobile TV and Video

Chapter 10 - Mobile Gaming

Chapter 11 - Mobile Social Networking

Chapter 12 - Other Mobile Content

Chapter 13 - Mobile Advertising and Marketing

Chapter 14 - Voice Calls

Chapter 15 - Business/Enterprise Services

Chapter 16 - Other Mobile Data

Chatper 17 - Network Infrastructure

Chapter 18 - Mobile History and Milestones

APPENDIX

Index of Mobile Leadership

60 Major Countries in Mobile

20 Biggest Mobile Operator Groups

Bibliography, Good Websites

About 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

70 tables and graphs

in the eBook

cost only 9.99 Euros

order at

www.tomiahonen.com


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 & 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 NetworkingForeword 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 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

eBooks only via tomiahonen.com


Tomi Ahonen eBooks

Tomi Ahonen Almanac 2009171 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


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, 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

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

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 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 [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..


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

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

Total Subscribers

Phones in Use

Unique Owners

4 B Subs, 3.4 B phones, 3.1 B Uniques



The Seven Mass Media

Wikipedia page: Seven Mass Media


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


"Mobile is as different from the

internet, as TV is different from radio."

- Tomi T Ahonen

- Tomi T Ahonen


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!


• 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

Don't think its only mobile




The 7 Benefits of the 7th Medium

Better than the internet or television


Source: Tomi Ahonen book


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


Much Much More than Media

Not just a consumption device


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 - 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)




What of Magic?

Beyond Copying


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


fixed place


• 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 transportationSource: Springwise 13 Oct 2008

Carbon Diem




The Six M’s


fixed place


the concept of time


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




The Six M’s


fixed place


the concept of time




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


The Six M’s


fixed place


the concept of time






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 understandSource: Netsize Guide 2009


The Six M’s


fixed place


the concept of time


personalisting the phone




financial resources


• 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 moviesSources: TMC Net 9 July 2009, Ahonen

book Mobile as 7th of the Mass Media 2008

M-Books $435 M in Japan




The Six M’s


fixed place


the concept of time






financial resources

• Sixth M: MACHINES, empowering

devices, gadgets and automation


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




Adding value through the 6 M’s

This is how

you build

billable value



Movement

MomentMe

Multi-user Money

Machines


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 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!Source: MobiAd News 17 Sept 2008

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

BMW Snow Tyres via MMS




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• Easiest - Twitter Feed is @tomiahonen

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including tons of his "Pearls", read his blog at

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All links, all books, visibility etc, is at his

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But wait - There is still More Info

”In a connected age sharing information is power.”

Tomi T Ahonen in Services for UMTS 2002


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


Thank you

[email protected]

www.tomiahonen.com

Twitter @tomiahonen

Tomi based in Sao Paulo


50 Pearls in eBook - only 9.99 Euros



Some Findings from New Report..




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

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USA &

Can

ada

Eur

ope W

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APA

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Bonus Info..


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 & 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; 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”

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 NetworkingForeword 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 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

Tomi Ahonen Almanac 2009171 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


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

all 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.


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 [email protected] for your free copy of any of the above