Communities Are Mobile Future

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

quot;Old World, New World: How
Communities, Culture,
Connectivity, and Commerce
are Changing How We
Create Culture, Media,
Education and Politicsquot;
(Keynote)

Tomi T Ahonen, MBA
Author & Consultant

Symbian 2007
London UK
Oct 18, 2007
Copyright © Tomi T Ahonen 2007 3G Strategy Consulting
www.tomiahonen.com

quot;Old World, New World: How Communities, Culture,
Connectivity, and Commerce are Changing How We
Create Culture, Media, Education and Politicsquot;

• - Generation C is different from you and me (why
because it relies on its community)
• - Media experimenting in interactivity, barely grasping
the concept of engagement
• - Education and learning in a 7th Mass Media world
• - The Flower Diagramme: Four C's to the Heart of
Community Services
• - Learning, copying, adopting across continents:
Habbo to Cyworld to Flirtomatic
• - Case studies from Asia and USA: Ohmy News,
Elven Legends, MyNuMo, Kart Rider
www.tomiahonen.com

7th Mass Media

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The 7 Mass Media
• 1st mass media Print 1500: Buy-to-Own, Advertising, Subscr.
– books, pamphlets, newspapers, music scores, magazines
• 2nd mass media recordings 1900: Sound
– vinyl, tape, CD, DVD: music, software, videogames, movies
• 3rd mass media cinema 1910: Multimedia, Pay per View
– silent, b/w sound, color, cinemascope: newsreels, movies
• 4th mass media radio 1920: Streaming, License
– AM, FM, stereo, digital: news, music, sports, drama
• 5th mass media TV 1950: (no innovation!)
– b/w, color, cable/satellite, digital: news, drama, soaps, reality
• 6th mass media internet 1995: interactive & search
– narrowband, broadband: email, search, browsing, downloading
• 7th mass media mobile 2000: pers./always-on/carried/payment
– 2G SMS, WAP, 2.5G, 3G: messaging, browsing
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
www.tomiahonen.com

When BBC introduced TV News
• Thinking was radio. TV was even called quot;visual radioquot;
• The BBC news guidelines said you were allowed to
show pictures or maps or flags etc of where the news
story happened
• BUT you were not allowed to show the face of the
news anchorman who read the news.
• The thinking was a quot;radio mindsetquot; - that we
supposedly connected with a trusted quot;voicequot; of news
• Only after we started to show the news anchorman,
did we discover the appeal of celebrity.
• And only after that TV discovered talk shows,
gameshows, reality TV formats etc that rely on celeb
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6th Mass Media: Internet
• Internet 1990
• First media that could do everything that the
previous five media could do
• First interactive media, and Search
• narrowband, broadband
• e-mail, search, chat, browsing, news, sports, music,
software, gaming, movies, TV, radio, blogging
• license fee, advertising, subscription
• major revenue shift for advertising, news, music
• introduce e-mail, search, chat, blogging

www.tomiahonen.com

7th Mass Media: Mobile
• mobile phone 2000
• Can do everything the previous SIX media can do,
including interactivity & search of the internet
• Personal mass media, always-on media, always
carried media, with built-in payment channel; as
creative tool - is always present at point of
creative impulse; most accurate audience info
• 2G, 2.5G, 3G
• text messaging, ringtones, logos, news, music, gaming, voting..
• subscription, pay-per-view, advertising
• major revenue shift for music, gaming, e-mail
• introduce text messaging, ringtones, logos, voting, picture
messaging
www.tomiahonen.com

7th Mass Media: Mobile
• mobile phone 2000
• Can do everything the previous SIX media can do,
including interactivity & search of the internet
• Personal mass media, always-on media, always
carried media, with built-in payment channel; as
creative tool - is always present at point of
Five absolute competitive
creative impulse; most accurate audience info
advantages of mobile:
• 2G, 2.5G, 3G
1 - Personal
• text messaging, ringtones, logos, news, music, gaming, voting..
2 - Always-on
• subscription, pay-per-view, advertising
3 - Always carried
• major revenue shift for music, gaming, e-mail
4 - Built-in payment channel
• introduce text messaging, ringtones, logos, voting, picture
5 - Present at creative impulse
messaging
Source: Tomi Ahonen upcoming book Mobile
6 - Most accurate audience
is 7th Mass Media Channel, 2008
www.tomiahonen.com

63% Will Not Share Phone
• Recent article by Wired reported that 63% of
Americans will not be willing to share their mobile
phone with anyone.
• Mobile search 20% is for adult entertainment. These
two may be related.
• Corresponds with similar findings earlier that users
are very secretive about the stored messages,
images, and phone numbers on their phones.
• Also corresponds with findings that infidelity in
relationships is increasingly uncovered by partners
snooping inside the phones of their partners
Pearls: Real Mobile Services
Source: MobHappy.com 25 Apr, 2006
collected by Tomi T Ahonen
www.tomiahonen.com

Cannot live without phone
• BDDO survey of 3,000 customers around the world
found 60% of mobile phone users take the phone
to bed with them
Source BDDO April 2005
• A Nokia survey of 5,500 people a year later found
72% of phone owners use the phone as the alarm
clock.
• Same study: 73% use phone in place of wristwatch,
33% would rather lose wallet than phone
Source Nokia June 2006

www.tomiahonen.com

Customer Data Accuracy
• AMF Ventures has measured the accuracy of the
three biggest media
• On TV audience accuracy is of the magnitude of 1%
of total customer data captured
• On the internet accuracy is about ten times better,
with about 10% of customer data currently captured
• But on mobile it is nearly 10 times more accurate
once again, with 90% of customer behaviour that can
be accurately captured
• TOMI NOTE: prepaid (voucher/top-up/pay-as-you-go)
customers NOT obstacle to actionable customer data
Source: AMF Ventures May 007 collected by Tomi T Ahonen
www.tomiahonen.com

See Me TV paid 100,000 UKP
• SeeMeTV launched by Three Italy and Three UK. UK
version was launched Oct 2005. Each video clip cost
50p to view and paid 1p to the creator of the clip
• By March received 30,000 clips, these downloaded
4 M times, and Three paid out 100,000 UKP
• Most popular clips were:
– Hot dog boy – the quickest frankfurter eater in town!
– Pretzel girl – a real-life office contortionist
– The World's first wedding proposal over video mobile
on Valentine’s day (Dating Game)
– Tornado chaos – footage of the aftermath of
the tornado that hit Birmingham (24 Hours)
• One woman flashed her breasts and had 130,000 downloads,
earned 1,300 UKP
Sources: www.3G.co.uk, 9 March 2006, Mobile
Marketing Magazine 1 Feb 2006
www.tomiahonen.com

SeeMeTV Update '007
• SeeMeTV launched by Three Italy and Three UK. UK
version was launched Oct 2005. Each video clip cost
50p to view and paid 1p to the creator of the clip
• In Sept 007, Three gave latest 12 month data at
Mobile Web 2.0 in London:
• 14.2 million videos downloaded past 12 months
• 6 million games downloaded in past 12 months
• Three has about 4 M subscribers (5% market share)

Source: Three at Mobile Web 2.0 in London 20 Sep 007

www.tomiahonen.com

YouTube does SeeMeTV Fees
• We loved this innovation by SeeMeTV (on
Three/Hutchison networks) - of paying the original
content creator for content on video sharing sites
• Now YouTube is joining in this idea
• As YouTube videos are not charged, YouTube is
planning to use a share of the advertising revenue to
reward original creators of User-Generated Content
on YouTube
Source: Financial Times 29 January 007

www.tomiahonen.com

Self Central - Vodafone quot;Cyworldquot;
• Vodafone in New Zealand has launched a mobile
social networking service similar to Cyworld branded
Self Central
• Users have rooms and avatars
• Part of Self Central's attraction is a user-generated
content revenue-sharing model similar to SeeMeTV,
but Self Central gives back 20% of UGC content
revenues to original creator

Source: Mobile Monday Amsterdam 24 Sept 007

www.tomiahonen.com

Your Own Music Video Version
• Ministry of Sound is actively pushing the
opportunities in convergence and mobile
• For the quot;Put Your Hands Up (for Detroit)quot; by Fedde
Le Grand, Ministry of Sound license for allows any
fan to use the music and make their own videos
• Ministry of Sound supports rating of the best videos
and features those at various opportunities to
promote its music

Source: Ministry of Sound Nov 2006

www.tomiahonen.com

7 Mass Media / Content Formats
Printing Record Cinema Radio TV Internet Mobile

Story OO X OOO O OO O O+
News O XX OO OOO OO OO+
Info OOO O OO OO OO O
Sport OO X OO OOO OO O
Music XX OO O OOO OO OO OO+

Advg OO O O OO OOO OO OO+
Game O OO O OOO OO+
Reality OOO OO OO
Search OOO OO+

Messg OO OOO

Browse OOO OO+

Vote O OO OOO

Share OO O OOO OO

www.tomiahonen.com

Peak Times for Media

Source: book Digital Korea, Ahonen & O'Reilly 2007
www.tomiahonen.com

Quotes
• quot;We see the mobile phone as a ubiquitous necessity
and people using it in more and more ways.quot; Rahul
Khosla Executive Vice President Visa Asia Pacific
Wall Street Journal 27 July 007
• quot;Customers use multiple networks but mobile is the
indispensible channelquot; - Ted Matsumoto, Executive
VP Softbank Japan, iMobicon Seoul 23 Aug 007
• quot;Mobile is a very close personal playgroundquot; - BJ
Yang, CEO Aircross South Korea August 007
• Think global, act viral - Rudy De Waele, mTrends
Mobile Web 2.0 London 19 Sept 007

www.tomiahonen.com

Don't Fixate on Limitations

www.tomiahonen.com

What of keyboard vs keypad?
And mouse vs stylus etc
Actually, I'd rather not
type at all.. Why can't the
phone read my mind?

www.tomiahonen.com

2D Barcodes
• 2D Barcodes (also known as QR Barcodes for Quick
Response) were introduced in Japan by NTT
DoCoMo in 2005.
• In 18 months, NTT DoCoMo reported
that they were extremely positively
welcomed by customers and 56% of their
subscribers already used the feature
• The cameraphone scans the 2D Barcode within a
second and displays the full website address or other
data, almost magically, with no typing!

Source: NTT DoCoMo Oct 2006
www.tomiahonen.com

Huge opportunity is idle screen..

www.tomiahonen.com

Ticker Tape on NTT DoCoMo
• News Ticker (like on bottom of CNN on TV)
• NTT DoCoMo was first to launch ticker tape on its
portal. The service has monthly subscription of 200
Yen (1.70 USD/1.34 Euro, 1.00 UKP)
• If the customer clicks on a news item, regular news
page view or news video clip costs are incurred
• 18 months after launch, NTT DoCoMo reports that it
has already 8 million paying subscribers to the
service (16% of all subscribers)
Source: Wireless Watch Japan, January 2007

ust in - NTT DoCoMo news ticker for mobile phones - This just in - NTT DoCoMo
www.tomiahonen.com

Don't Copy - Create Magic

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Cameraphone OCR Translator
• And the latest gadgetmania continues in Japan
• An application by MediaSeek called Kamera Jiten
(camera dictionary) now allows cameraphone users
to turn their device into a translator
• An OCR applications (Optical Character Recognition)
will convert pages of written English into data
• Then translator utility converts into Japanese
• And displays on your phone screen
• Almost like using a magnifying glass,
but one that translates

Source: Wireless Watch Japan Pearls: Real Mobile Services
11 Sept 2006 collected by Tomi T Ahonen
www.tomiahonen.com

Flower Diagramme

www.tomiahonen.com

So, set the controls for the heart of the 4C’s

Connectivity

Culture

www.tomiahonen.com

M-Books $82 M in Japan
• The global 100 billion dollar book-publishing industry
seemed to be very safe from the digital revolution
• Amazon's book ratings and Google's interest to scan
all books are making small digital dents into the book
world, but still most of it seems quot;insulatedquot;...
• Now in Japan the Economist reports that digital
books sold straight to mobile phones have suddenly
exploded to an 82 million dollar industry, or about 90
cents per mobile subscriber per year.
• The early part of 5 years of m-books in Japan were
lost attempting to convert exising bestsellers into m-
books. But now Japan learned to create original Services titles
Pearls: Real Mobile
for m-books and suddenly it is exploding.by Tomi T Ahonen
collected
Source: Economist 26 May, 007
www.tomiahonen.com

Set the controls for the heart of the 4C’s

Commerce Community

www.tomiahonen.com

Real Business and 2nd Life
• Virtual world of Second Life has already 1.3 M users
(from 105,000 a year ago) with half USA, half abroad
• Now businesses are entering Second Life
• Ad agency Leo Burnett uses its facilites in Second
Life for virtual meetings of its 2,400 creative staff
• UK ad firm BBH (Bartle Bogle Hegarty) showcases
their work on their island on Second Life
• Major global brands such as Intel and Toyota now
use Second Life to promote their goods
• The Wall Street Journal reports that it costs about
20,000 USD to maintain a corporate presence in
Second Life Pearls: Real Mobile Services
Source: Wall Street Journal 14 Nov 2006
www.tomiahonen.com

Set the controls for the heart of the 4C’s

Connectivity

Commerce Community

Culture

www.tomiahonen.com

Ohmy News
• Korean online newspaper Ohmy News has rapidly
become one of the biggest news sources in Korea
• 51,000 quot;citizen reportersquot; contribute
over 90% of the newspaper's content
• Is 4th most TRUSTED news source
in Korea, ahead of many TV networks
• Each writer compensated by money
(about 20 USD per article) and by
seeing their name in print
• Newly elected President Roh
Moo-Hyun first interview was on
Ohmy News Pearls: Real Mobile Services
sources: book quot;Communities Dominate Brandsquot; collected by Tomi T Ahonen
by Ahonen & Moore, 2005 & CNN May 2005
www.tomiahonen.com

User Generated Content

www.tomiahonen.com

AQA UK already 8 M Queries
• Any Question Answered AQA has real people
answering questions
• Yes, the sports scores and geographical info etc, but
also lots of silly questions like
• Does triangle bread taste better than square bread
• Or quot;What should I do with my bird tonight?quot; AQA's
answer was quot;it depends, different birds like different
things, a dead bird you want to add stuffing and broil,
a caged bird likes you to whistle and a girl will like
champagne and a good dinnerquot;
• 8 million queries already. quot;the answers are free,
sending a question costs 1 UKPquot; Pearls: Real Mobile Services
Source AQA Sept 007 collected by Tomi T Ahonen
www.tomiahonen.com

Most Popular UCC in Korea
• User-Created Content in South Korea was measured
by NIDA National Internet Development Agency June
2007 and found the most popular UCC to be:
• Humor, bizarre, fun: 80.4% of users have viewed
• Hobby, leisure: 58.1%
• Celebrity: 50.7%
• Healthcare, living: 34.1%
• Jobs, learning: 26.2%
• Personals, trivia etc: 25.0%
• News, issues: 21.7%
Source NIDA June 007
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Ratio of Creation to Consumption
• Mobile Blogging/User-Generated Video on Orange
France, 65,000 blogs viewed 140 million times. For
every blog posting created, they are viewed 114
times Source: Lightreading.com 6 June 2006
• SeeMeTV on Three/Hutchison UK had received
30,000 clips, these downloaded 4 M times (ratio
1:133). Source: Mobile Marketing Magazine 1 Feb 2006
• It seems that for mobile networks and paid social
networking access, the ratio of user-generated
content to users viewing the content is about 1:100
• By contrast on free internet the ratio is about 1:1000

Source: TomiAhonen Consulting March 2006

www.tomiahonen.com

Lets go mAd

www.tomiahonen.com

mAd? - Value of Recommendation

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

www.tomiahonen.com

Japan Going mAd
• Japan is already a country gone mAd (as in mobile
advertising)
• Wireless Watch Japan reports that 54% of Japanese
mobile phone users consume ads.
• And survey of 1,083 mobile phone users in Japan by
Mobile Research and goo Research found that 44%
of Japanese mobile phone customers have
clicked on interactive ads on their mobile phones.

Sources: Wireless Watch Japan 11 Sept 2006
and Mobile Research & goo Research July 2006

www.tomiahonen.com

Make it Sufficiently Contageous
• Mike Beeston the CEO of Fjord the mobile user
interface specialist firm, has the absolute fool-proof
test for any mobile marketing campaign
• It has to be quot;Sufficiently Contageousquot;
• Sufficiently contageous means that anyone in the
target audience will like the ad so much, they feel
compelled to forward it to at least one person in their
phone book.
• It doesn't need to be totally contageous, just
sufficiently contageous. But obviously has to have
forwarding ability whether coupons, links, SMS, etc
Source: Tomi Ahonen upcoming book Mobile is Pearls: Real Mobile Services
7th Mass Media Channel, 2008
www.tomiahonen.com

Inteactive vs Engagement

www.tomiahonen.com

quot;Nobody is as clever as
everybodyquot;
- Alan Moore CEO of SMLXL in the book
Communities Dominate Brands

www.tomiahonen.com

Pop Idol Case
• Pop Idol format (eg American Idol, Indian
Idol, Australian Idol, Novelle Star France
etc) owned by Freemantle & 19 Managemt
First in 2001, had 67 runs in 32 countries.
Most markets been the top-watched show,
breaking viewing records. Since 2001 total
of 3.2 B viewers generating 1.9 B SMS and televotes
• In last 12 months about 721 M viewers, and 456 M
votes over the various 20+ episode series; the finals
had 144 M viewers and 219 M votes
• Has copycats such as X-Factor, Fame Academy, Pop
Stars, quot;China Idolquot; ie Super Girl, etc
Source: SMLXL White Paper
quot;Pop Idolquot; September 2006
www.tomiahonen.com

Peoples Idols - Karaoke Finland
• In Finland Elisa Corporation (known as
owners of Radiolinja first GSM operator in
world) has been offical sponsor of Finnish
Idol TV show
• Elisa also ran a mobile-phone Karaoke
based quot;amateurquot; series to Finnish Idol,
generating more traffic than real Finnish Idols
• World's first network karaoke Contest quot;Jokamies-
luokan Idolsquot; (The common man's Idols) had 1,682
entries, 150,000 unique visitors and 1,95 M votes
• Winner was Mea Karppinen of Espoo Finland
Source: SMLXL White Paper
quot;Pop Idolquot; September 2006
www.tomiahonen.com

Pop Idol meets Tamagotchi
• Netherlands innovative new media producer
company Ex Machina has developed an innovative
multi-platform concept around TV-broadband-mobile
convergence called Pop Kids
• Two real humans become parents to a virtual kid
which needs to be trained for quot;18 yearsquot; (18 days)
• quot;DNAquot; of parents is merged in kid. Parents' music
tastes, selections of the virtual kid's education etc will
reflect how kid evolves in music, singing, dancing etc
• Along the way, youth contests against other kids
• At 18 years, Pop Kid enters reality TV contest similar
to Pop Idol against other virtuals Pearls: Real Mobile Services
Source Ex Machina at MoMo San Francisco 15 Oct 007 collected by Tomi T Ahonen
www.tomiahonen.com

Sugababes Mobisodes
• Endemol (producer of Big Brother) is launching a
mobile TV only reality TV series featuring the UK girl
pop trio Sugababes, on their tour with Robbie
Williams
• Each episode costs 50 pence (75 Euro cents, 85 US
cents)
• The TV show will include lots of interactive elements
including viewers designing dance moves for the
band, sending them in via videoclips
• Service set up between Endemol, O2 and Universal
Music
Source: Moco News 9 May 2006 collected by Tomi T Ahonen
www.tomiahonen.com

Copying Across Borders

www.tomiahonen.com

Habbo Hotel 7 M Users
• Sulake has Habbo Hotel in 30 countries
with 76 M avatars, 40 M rooms and 7 M
active users. Average session is 30 min
• Habbo Hotel is a childrens virtual
online playground - kids don't have
credit cards - payments are by premium SMS. Kids
spend over 40 min per session. Sulake earns 29 M
Euro (35 M USD) per year
• Calculated across its total subscriber base Habbo
Hotel earns 5 USD per year per subscriber or 42
cents per month
Sources: Kauppalehti 11 July 2006,
Sulake January 2007
www.tomiahonen.com

CyWorld - 43% of South Koreans
• Korean CyWorld used by 95% of the 20 year olds
• The web and mobile based virtual room, blogsite,
mobile blogging, music and community site has 19 M
koreans - 43% of the Korean population as users
• At 100,000 daily video uploads, Cyworld
generates more video traffic than YouTube.
• Music 200,000 songs/day, World Nr 2 after iTunes
• 30,000 businesses active in
CyWorld, offer 500,000
items of content for sale.
40% revenue-share
Source: book quot;Digital Koreaquot; by Ahonen & O'Reilly 2007
www.tomiahonen.com

Self Central - Vodafone quot;Cyworldquot;
• Vodafone in New Zealand has launched a mobile
social networking service similar to Cyworld branded
Self Central
• Users have rooms and avatars
• Part of Self Central's attraction is a user-generated
content revenue-sharing model similar to SeeMeTV,
but Self Central gives back 20% of UCG content
revenues to original creator

Source: Mobile Monday Amsterdam 24 Sept 007

www.tomiahonen.com

Flirtomatic Update '007
• UK flirting service Flirtomatic from
May 2006. CEO Mark Curtis says:
• Today 60,000 web users, 20,000 WAP users, WAP
users active twice as much as web users
• 3.5 million virtual quot;Red Rosesquot; in 2007 at 23 pence
per rose (805,000 UKP / 1.2 M Euro / 1.6 M USD)
• Offer branded sponsorship ie Loreal Lip Gloss
sponsoring the Flirtomatic quot;Big Wet Kissquot;
• Half of income from ads, half from personalization
and gifts; Flirtomatic stopped subscription totally in
April 2007 as unnecessary
Source: Flirtomatic at Mobile Web 2.0 Pearls: Real Mobile Services
in London 20 Sept 007 collected by Tomi T Ahonen
www.tomiahonen.com

Flirtomatic version of Adwords
• UK Based converged flirting/dating service Flirtomatic
launched May 2006. Flirtomatic CEO and author
Mark Curtis updated at Mobile Web 2.0 in London:
• A new concept among the 80,000 users (60K on Web
and 20K on WAP) is the personal ad
• Active flirters can get more traffic by being more
visible on the front page
• Principle is location auction ie select which slot you
want and bid for it - like Adwords auctions on Google
• Current top slot bid costs about 8 UKP for 6 hours as
first face of Flirtomatic
Source: Flirtomatic at Mobile Web 2.0 Pearls: Real Mobile Services
in London 20 Sept 007 collected by Tomi T Ahonen
www.tomiahonen.com

Best Examples..

www.tomiahonen.com

Elven Legends
• Singapore game developers Nexgen Studio has
launched Multiplayer Online Role-Playing Game for
3G and broadband, converged. The game is about
elves (dwarfs) called Elven Legends
• Has typical multiplayer role playing elements such as
customizing the character, challenges
and quests, and of course fighting
• The game has lots of spells and
mystical elements (make your
opponent go blind, etc)

Source: Nexgen Studio June 007
www.tomiahonen.com

Kart Rider
• Kart Rider in South Korea, a
multiplayer cartoon-crazy car
racing game by Nexon, has
become the world's most
successful multiplayer game by
national adoption rate - 25% of
all South Koreans have driven Kart Rider
• Game combines car racing with crazy and violent
cartoon behaviour from Tom & Jerry etc
• You can have your rival's car spin on a banana peel,
or shoot a rocket at it, or fly above with a balloon etc
• Makes its money on accessories Pearls: Real Mobile Services
Source: book Digital Korea, collected by Tomi T Ahonen
Ahonen & O'Reilly 2007
www.tomiahonen.com

Kart Rider uses quot;Cartoon Logicquot;..
• Kart Rider, a multiplayer cartoon-crazy car racing
game developed by Nexon, has become world's most
successful multiplayer game by national adoption:
25% of all South Koreans have driven Kart Rider
• Game combines car racing with crazy and violent
cartoon behaviour from Tom & Jerry etc
• Real world rules, such as gravity etc are modified by
quot;cartoon logicquot; to make it more fun. You can have
your rival's car spin on a banana peel, or shoot a
rocket at your rival, or fly above with a balloon etc
• Is free, makes all of its money on accessories. 2 TV
channels are devoted to the game Pearls: Real Mobile Services
Source: book Digital Korea, collected by Tomi T Ahonen
Ahonen & O'Reilly 2007
www.tomiahonen.com

But wait - There is still More Info

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

www.tomiahonen.com

Top 20 Digital Maturity Dec 2006
20 Countries with highest penetrations of TV, internet & mobile phone
Familiarity Index
Familiarity Index:
(Sweden = 100%)
The penetration
rates of TV, internet
100% • Sweden & cellphone
• Finland
• Denmark Innovation Index:
80% • Hong Kong The penetration
• UK rates of Digi TV,
• Norway • Japan
• Germany • USA Broadband & 3G
60% • Austria
• Taiwan • Netherlands
• Korea
• New Zealand • Canada
• Italy
40% • Singapore
• Australia • Israel
• Ireland
20% Innovation
Index
20% 40% 60% 80% 100% (Korea 100%)
Indexes by TomiAhonen Consulting December 2006
www.tomiahonen.com

Started with a joke about SMS
• Young Generation wants to co-create the future
• Make your services viral and sufficiently contageous
• And use social networking to build a virtual future

www.tomiahonen.com

Forum Oxford!

Tomi is now based in Hong Kong
e-mail tomi@tomiahonen.com
website www.tomiahonen.com
blogsite www.CommunitiesDominate.com
podcast www.HorizonChannel.com
www.tomiahonen.com

Top 20 Blogsites on Mobile
• So, here are the popular mobile blog sites, according Technorati.

• 1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs)
• 2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs)
• 3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs)
• 4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs)
• 5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs)
• 6. MobHappy - rank: 4,920 (1,344 links from 390 blogs)
• 7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs)
• 8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs)
• 9. Mopocket rank: N/A (569 links to this URL sorted)
• 10. Open Gardens - rank: 9,230 (510 links from 232 blogs)
• 11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs)
• 12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs)
• 13. Darla Mack - rank: 13,125 (859 links from 169 blogs)
• 14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs)
• 15. m-trends.org - rank: 17,238 (435 links from 132 blogs)
• 16. mobile jones - rank: 18,012 (343 links from 127 blogs)
• 17. The 3G Portal - rank: 18,195 (352 links from 126 blogs)
• 18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs)
• 19. gotomobile.com - rank: 22,255 (226 links from 106 blogs)
• 20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs)
Source: M-Trends.org 18 Aug 2006

www.tomiahonen.com

Good sources of information
• Biggest free 3G info site - www.the3Gportal.com
sign up for their free daily 3G newsletter !
• Free panel on mobile - www.ForumOxford.com passcode forumoxford
• Community future blogs - www.communities-dominate.blogs.com
• Free site of mobile news and blogs - www.wireless-watch.com
• Podcasts on communities and mobile - www.horizonchannel.com
• Disruptive and engagement marketing - www.smlxlarge.com
• User interfaces and mobile blogging - www.fjord.co.uk
• Most advanced Segmentation, Alphas etc - www.xtract.info
• 3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics
• Mobile Data Association - www.mda-mobiledata.org
• UMTS Forum Reports - www.umts-forum.org
• More free service idea “Pearls” - www.tomiahonen.com

More information send e-mail to tomi@tomiahonen.com
www.tomiahonen.com

Recommended Books
• Digital Korea, Tomi T Ahonen & Jim O'Reilly, 284 pages,
Futuretext, 2007
• Communities Dominate Brands, Tomi T Ahonen & Alan
Moore, 274 pages, Futuretext, 2005
• Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006
• M-Profits, Tomi T Ahonen, 360 pages, Wiley 2002
• Distraction, Mark Curtis, 240 pages, Futuretext, 2005
• Next Generation Wireless Applications, Paul Golding, 588p,
Wiley 2004
• 3G Marketing, Ahonen, Kasper & Melkko 333 p, Wiley 2004
• Mobile Strategy, Tom Weiss, 320 pages, Futuretext 2006
• Smart Mobs, Howard Rheingold, 288 p, Basic Books, 2003
• The City in Your Pocket, T Kopomaa, 143 p Gaudeamus 2000
• ...And of course The Dilbert Future by Scott Adams..

www.tomiahonen.com

Tomi T Ahonen, Author & Consultant
Competitiveness, Business Case, Marketing, and Profitability
quot;Service creation and marketing will be key to 3G,quot; Ahonen said. Total Telecom 12 October 2000
• Provides 3G business case audits and 3G service
marketing plan workshops for mobile operators, and
value chain analysis for content providers, bankers etc.
• The world's most prolific new mobile service evangelist,
has introduced over 1,000 new service concepts at
public conferences; his books include 500 service ideas.
• Quoted in over 200 press stories in a dozen languages;
keynotes/ chaired at over 200 major conferences on six
continents; host of Communities Dominate Podcast.
• Lectures at Oxford University on 3G and Convergence
• Available as a motivational speaker in telecoms
marketing, sales, product development and innovation.
• Read his books quot;Digital Koreaquot;, quot;Communities Dominate
Earlier Tomi Ahonen has set up &
Brandsquot;, “m-Profitsquot;, quot;3G Marketingquot;,quot;Services for UMTS”
run Nokia’s 3G Business
website: www.tomiahonen.com Consultancy. Previously he
tomi@tomiahonen.com worked for 3 operators where he
e-mail:
created the world’s first fixed-
podcast: www.HorizonChannel.com mobile service bundle and set a
world record for taking market
blog: www.CommunitiesDominate.com
share from the incumbent
www.tomiahonen.com

Recent Ahonen Articles/Columns
Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1
Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007
Mobile Social Networking - Asia Pacific Telecoms, Jan 2007
Celebrating the 1000th Pearl - The 3G Portal, Oct 2006
Hidden Power in Mobile - Mobile Communications June 6, 2006
Second Subscriptions - Wireless Watch June 5, 2006
Operator Customer Service - The 3G Portal, Apr 2006
3G TV Convergence - European Communications Spring, 2006
Seventh Mass Media - The 3G Portal Nov, 2005
Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005
Story of Mobile vs TV - New Media Knowledge Apr 25, 2005
NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the
host of Communities Dominate Podcast on HorizonChannel.com

www.tomiahonen.com

Digital Korea
Broadband internet, 3G telecoms, Digital TV,
Telematics, Multiplayer Gaming, Home Robotics
by Tomi T Ahonen & Jim O'Reilly
foreword Dr Hyun-Oh Yoo, CEO SK Communications
(284 pages, Hardcover, Futuretext, July 2007)
South Korea is the world's highest penetration
country for broadband, 3G, digital TV,
videogaming etc. This book looks at how that
environment spawns innovations and changes
society, from mobile commerce to virtual reality
“This book really helps the reader understand
to home robotics with resulting cultural changes
what makes a winning Digital ecosystem
from education to government to healtcare to
within a Global context”
- JaeHong Yoon, Sr VP Korea Telecom
crime. Packed with IT statistics and 12 cases.
- book website is www.DigitalKorea.info
“I recommend this book as an insightful
resource base for the near future concept
Available now at Futuretext.com, at Amazon and
creation.”
all major booksellers worldwide
- Karri Mikkonen Director of Strategy,
TeliaSonera Sweden

www.tomiahonen.com

Communities Dominate Brands:
Business & Marketing Challenges for the 21st Century
by Tomi T Ahonen & Alan Moore with
foreword by Stephen C Jones of Coca Cola
(274 pages, Hardcover, Futuretext, March 2005)
- ALREADY INTO ITS SECOND PRINTING !!! -
Business book that discusses the emerging
power of digitally empowered communities.
Discusses virtual worlds, mobile swarms,
blogging. Introduces the 4 Cs, Generation-C
(Community), and explains how Alpha Users
quot;Authors vividly illustrate the rapidly growing and Reachability impact marketing
power of digital communities.quot;
communications and customer loyalty. With 13
- Harry Dronec, Red Bull UK
case studies and 100 real business examples,
quot;Clearly identifies the issues impacting the
shows how business must move from inter-
audio-visual industry. quot;
- John Ranelagh, TV2 Norway ruptive advertising to engagement marketing.
- book blogsite is www.CommunitiesDominate.com
quot;Authors show how living in a converging
Available now at Futuretext.com and all major
mobile world introduces threats to your
business model.
booksellers including Amazon
- Kazutomo Robert Hori, Cybird Japan

www.tomiahonen.com

3G Marketing: Communities and
Strategic Relationships
by Tomi T Ahonen, Timo Kasper and Sara
Melkko, with foreword by Mike Short of O2
(333 pages, softcover, John Wiley & Sons, 2004)
- ALREADY INTO ITS SECOND PRINTING !!! -
World’s first book on the marketing and sales of
3G and other advanced wireless services.
Covers Market Intelligence, Segmentation,
Service Creation, Distribution Channels,
Promotion, Bundling, Tariffing, Billing, and
Churn. With up-to-the-minute theories of
Only book on winning in 3G
cellular telecoms including Reachability, the 5
quot;Insightful look into capitalising on customer
M’s, Murfing, Alpha Users, Omega Customers
data and developing targetted marketing
and the Early Eight, this book covers the “how”
propositions.quot;
- Jan-Anders Dalenstam, Ericsson
of new wirless services.
quot;Packed with useful and practical techniques
Available now at all major bookstores and at
to achieve success in competitive
Amazon.com
marketplacequot;
- Steven S K Chan, MobileOne Singapore

www.tomiahonen.com

M-Profits: Making Money from 3G
Services
by Tomi T Ahonen, with foreword by Teppo
Turkki of Elisa Corporation Finland
(360 pages, hardcover, John Wiley & Sons, 2002)
World’s first business book on mobile telecoms
became world's bestselling 3G book Oct & Dec
2003. Covers revenues, revenue-sharing,
pricing, profits of mobile services. m-Profits
includes 170 service ideas and 50 real services
in use around the world. Written with a clear
“Good read for industry professionals, money focus, m-Profits includes mobile industry
operators, bankers and analysts.” - Voytek
issues as Money Migration, Hockey Sticks, and
Siewierski NTT DoCoMo
the 5 M’s theory. The book covers service
“Only book to give comprehensive view of
marketing and revenue.” - Sophie Ghnassia creation, revenue sharing, content partnerships,
France Telecom
telecoms economics, and includes contrasts
“Great guide to making money in mobile
among all major wireless technologies.
services.” - Joao Baptista Mercer
Management Consulting
Available now at all major bookstores and at
“Makes complex theories easy to
Amazon.com
understand.” - Mark Weisleder Bell Canada
www.tomiahonen.com

Services for UMTS: Creating
Killer Applications in 3G
Edited by Tomi T Ahonen and Joe Barrett
(373 pages, hardcover, John Wiley & Sons, 2002)
World’s first book on 3G services is also the
world's bestselling 3G book in Oct 2002. Covers
200 service ideas with lots of illustrations,
statistics, charts. Written by 14 leading 3G
experts, for the non-technical reader. Includes
the 5 M’s theory, service creation, content
partnerships, revenue sharing,
marketing and competition in
3G. Covers all major service
groupings such as SMS, MMS,
“This book provivdes a framework for
launching UMTS.” - Mike Short mmO2
m-commerce, mobile adver-
“A must read.” - Dr Roberto Saracco Telecom
tising, video, music, gaming,
Italia Future Lab
infotainment, B2B, B2C, B2E...
“Welcome change from technology led
literature.” - Dr Didier Bonnet Cap Gemini
- also translated to Chinese -
Ernst & Young
Available now at all major
“Explains some of the compelling services.”
Jeff Lawrence Intel
bookstores and at Amazon.com
www.tomiahonen.com

Communities Are Mobile Future

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