Download ppt - Mobile Social Media & Networking

3G Strategy ConsultingCopyright © Tomi T Ahonen 2009 www.tomiahonen.com

Money in Mobile Media through Mobile

Social Networking

Tomi T Ahonen, MBA

Author and Consultant

Mobile Monday NorwayOslo Norway 25 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


Happy Birthday Mobile: 30 Years

• December 1 in 1979, the world's first commercial mobile (cellular) network went live in Tokyo with NTT

Picture from NTT history website


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

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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

Source: TomiAhonen Consulting Estimates '09 Pearls: Real Mobile Servicescollected by Tomi T Ahonen


400K m-Study in Bangladesh

Pearls: Real Mobile Servicescollected by Tomi T Ahonen

• Financial Times reported that m-learning offering English via mobile, cost less than a cup of tea, was targeted for 25,000, but achieved over 300,000Source: Financial Times 13 Nov 2009

• UDDATE - by Dec 13 the number is 400,000. Daily 3 minute lessons cost 4 cents; basic speaking course runs 78 lessons in total. Advanced lessons also available. If Bangladeshi gets English speaking job, gets 20X better salary in country where minimum wage = 25 dollars/monthSource: AFP 13 Dec 2009


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

See 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


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

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


Contrast Mobile Phone & PC


Source: Book Digital Korea, Tomi T Ahonen, 2007

• 30 minute tasks

• Using PCs/Laptops• Planned use• Sitting• Have time• e-mail• Creating info• Focused attention


Contrast Mobile Phone & PC


Source: Book Digital Korea, Tomi T Ahonen, 2007

• 30 minute tasks 30 second tasks

• Using PCs/Laptops Using Mobile Phone• Planned use Unplanned use• Sitting Standing/walking• Have time In Hurry• e-mail SMS• Creating info Consuming info• Focused attention Multi-tasking


Do not misunderstand me..

BOTH will Co-Exist !

BOTH will GROW !


The 8 Benefits of the 7th Medium

Better than the internet or television


"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


Unique benefit number 1 of 8:Mobile is first personal mass medium

First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006


• Survey by Virgin Mobile in Australia found that one in three mobile phone owners will snoop in phones of their partners

• 60% of them will do it when the partner is in shower. 41% do it with partner in view

• 45% of the snoops reported finding flirtateous or even explicit sexual messages by their partner, with someone else 73% of the snoopers found content they wished they would not know

• 10% ended a relationship because of the messages

Source: TV NZ 28 Aug 2008

One in Three Snoop Your Phone


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 sittingin 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 fans



Unique benefit number 2 of 8:Mobile is permanently connected



• 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


Instant Passer-by Soccer Game• Qootia out of Slovenia have developed a platform to

enable extempore interactive billboard advertising



Unique benefit number 3 of 8:Only mobile is always carried



• Finnair started mobile check-in late in 2001.• Initially offered to frequent fliers, now for

all. Check-in is offered often on the night before.

• 2% of globalair travel uses it (IATA 2008)

• By 2008 - over 50% of Finnair passengers on some short haul business flights use mobile check-in Sources: Financial Times 2 April 2007 andBook It 2008

Source: www.finnair.com

Evolution since - Mobile Check In



• 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



Unique benefit number 4 of 8:Mobile has built-in payment channel



m-Banking 46% of Kenya Banking


• M-Pesa is now 2 years old. In Kenya (pop 38 M) only one in five people have a traditional bank account.

• But now 6.5 M Kenyans already use M-Pesa mobile phone banking

• Yes, so out of total 14.1 M banking accounts, now M-Pesa m-banking has 46% of Kenyan banking

• Source: Reuters 31 May 2009


Real Madrid Fan Club

• Real Madrid the soccer/football club has launched a mobile fan club

• It has typical fan club elements, club news, stats, pictures, video clips, player biographies etc

• Also has fan chat, various offers like buying club jerseys etc

• Has 100,000 subscribers, earns 12 Euros per month ie 14.4 M Euros per year

• Fan club gets new members at 6% per month, and sees 1.5% churn of members not renewingSource: Real Madrid presentation to FIFA 2010 Conference London 21 Jan 2010



Unique benefit number 5 of 8:Mobile is available at creative impulse

Thank you Tony Fish for discovering this fifth benefit in 2007


Mobile as Addictive as Smoking


• An Australian study of addiction at Queensland University finds that mobile phones are as addictive as smoking cigarettes. This follows up on similar findings by research at Catholic University of Leuwen in Belgium first proving mobile phone addiction

• Also removing mobile phones produces similar withdrawal pains as attempting to stop smoking

• A fascinating comparison in findings - mobile phones MORE addictive than personal computersSource: Textually, 5 May 2006



• Maxim launched MMS messaging service. • Maxim readers to send and receive pix of

cars and girls from MMS phones. Also download screensavers of Maxim cover girls and classic cars from sister title Evo.

• The services were developed by Mobile Entertainment Corporation (MEC)

• Readers can enter a Bar Shots competition, where readers can send in MMS photos of beautiful girls seen in bars, for a chance to £1,000. Source: Tomi T Ahonen book Mobile Pearls Vol 2: Mobile Social Networking, 2009

Maxim MMS for Men


Unique benefit number 6 of 8:Mobile measures audience accurately

Thank you AMF Ventures for discovering this sixth benefit in 2007


• 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

Source: AMF Ventures May 007

Customer Data Accuracy



















• Latest from Japan, on Asahi TV• A live TV quiz show based on "losers are eliminated"

principle, using mobile-phone created avatars and interactivity, called Hoshi-Ichi Maniac ("Number One Star Maniac"). The quiz format was multiple-choice and wrong answer elimination.

• Concept by Artificial Life• Show had 47,000 viewers signed

in to compete and generated 163,000 responses.

• Also was clear winner in ratings. Source: Artificial Life July 2008

Hoshi-Ishi Maniac



Unique benefit number 7 of 8:Only mobile captures social context

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


Value of Recommendation

"64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends."

- Jupiter Research Sept 2006

Source: Xtract 2008Used with Permission


• 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



Unique benefit number 8 of 8:Mobile enables augmented reality

Thank you Raimo van der Klein of Layar for discovering this 8th benefit in '09


Pearls: Real Mobile Servicescollected by Tomi T AhonenPearls: Real Mobile Servicescollected by Tomi T Ahonen

• The Guardian reported on virtual world economics, and said the global value of virtual properties is 15 billion dollars in 2009. The virtual content ranges from Second Life to Flirtomatic to World of Warcraft and so forth

• About 400,000 people are employed as 'Gold Farmers' mostly in China making a living and earning about 700 dollars per year (a good salary in China)

Sources: IT Facts 22 Aug 2008, Guardian 17 Dec 2009

Virtual Goods: $15B Market



Vesseltracker

• German company Vesseltracker offers augmented reality view of ships and boats in harbor, to let mobile phone be used as a radar replacement. Uses Layar for AR overlay, and collects harbormaster's radar data for ship positions and directions of movement


Newer Business Models

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


Primary Business Models

• Mobile social networking has expanded to offer five valid business models - and any combination of them

• 1 - User pays• 2 - Advertising• 3 - Personalization• 4 - Pay-per-view with revenue share• 5 - Gifting• 6 - Ego-services

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


User Pays


• Any Question Answered AQA has real people answering questions

• In five years, 18 M answers (at 1 UKP each) AQA made 4 M UKP in 2008 alone. Like I say, this industry is a "Magical Money Making Machine..."

• Or "What should I do with my bird tonight?" AQA's answer was "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 dinner"

• "the answers are free, sending a question costs 1 UKP"Source Guardian 23 April 2009

AQA Update 2009



Advertising in Social Networks



• Japanese snack brand, Tohato, launched 2 new snacks in Oct 07, Habanero, and Satan Jorquia.

• Massive multiplayer online game on mobile phones for total victory in World's Worst War. Habanero Evil Army vs Satan Jorquia Evil Army: 31 battlefields.

• Gamers joined either army by scanning 2D barcode in a bag. Recruiting friends earned gamer promotion in the army. All via mobile phones. The battles were scheduled at 4 AM. 24 hours of gaming newsSource: WirelessWatch Japan, 21 May 2008

Tohato World's Worst War



Personalization



• Habbo Hotel reached 130 M avatars "Habbos"• 90% are teenagers, from 31 countries• Sulake earned 50 M Euro out of Habbo in 2008

and 4.8 M Euros of profit for the year• Only 10% is advertising/sponsorship; rest paid

by gaming kids• Habbo Hotel keeps actively renewing itself,

a new Habbo environment released every 6-8 weeks• Now offer unique items (eg furniture) made available

only once• And now Habbo has recycling

Sources: Sulake/Habbo Hotel April 2009

Habbo Hotel Update 2009


Tomi T Ahonen


Revenue-Sharing with User-Generated Content



• SeeMeTV launched in October 2005 in Italy and UK on Three networks, copying idea from Singapore's M1 network: MeTV.

• 3G mobile video sharing service each clip costs 50p to view, but original content creator is awarded 1p every time the video is viewed.

• Forum Oxford reports that by Feb 2008 in the UK, there had have been 32M paid video downloads, paying over £800,000 ($1.6M) to content creators, for 60,000 clips submitted

• (average creator earned £13.33 per clip) Source: Forum Oxford, Feb 19, 2008

SeeMeTV Economics



Virtual Gifts



• South Korean Cyworld used by 95% of 20 year olds• The web and mobile based virtual room, blogsite,

mobile blogging, music and community site has 23 M koreans - 50% of the Korean population as users

• Cyworld's mobile version earns 1-3 USD per month• Revenues double annually. In 2007 Cyworld Mobile

earned 10 M USD• Cyworld gets 83% through content revenues (gifts,

personalization, avatar & room; and branded content)• Only 17% is subscription/service revenues

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

Mobile Cyworld Economics


Tomi adds:They would still be happily

profitable even if they had no subscription fees...


Ego Services



• UK flirting service Flirtomatic from May 2006, now has over half million

users and spreading to Germany. • CEO Mark Curtis says:• Mobile users long in 8.5 times per day !• Have Google Adwords type of personal ads, auctioned for top slots -

First Face currently goes for about 8 UKP for hours • Gets only a quarter of its income from advertising• Personaization and virtual gifts spreading• Flirtomatic stopped subscription totally in April 2007 as

unnecessarySource: Flirtomatic 2008

Flirtomatic Update '008



• UK flirting service Flirtomatic now 2M users, spread

to USA• Germany & Australia • Offered virtual boob jobs in summer of 2008, sold 10,000 of

them for 1 UKP each• Now offers virtual 'melting ice cubes' that melt away upon

arrival, sold 2,500 in first weekend• Newest concept: "ego services". If you don't like your rating (5

stars etc), can now eliminate worst rating but pay for it. Or find out who gave you that rating (pay..)

• "Our customers buy extra fun from us." says Mark Curtis• Flirtomatic is now profitable

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

Flirtomatic 2009



Primary Business Models

• Fixed internet has two primary business models for social networks (Pay, or Advertising)

• Mobile social networking has expanded to offer six valid business models - and any combination of them

• 1 - Pay (Subscriptions, Per-Use, or mixture)• 2 - Advertising• 3 - Personalization• 4 - Revenue share with user-generated content• 5 - Gifting• 6 - Ego-services

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


• Informa's latest study of Mobile Social Networking for 2008 reports that in 2008 there will be 100 million people subscribing to mobile social networking services

• They generated ARPU contributions $5.10 US dollars per person so at 100 million paying users, the total value of mobile social networking will reach about 6.2 B dollars in 2008

Source: Informa Mobile Social Networking Report, Feb 2008

MoSoSo 100 M users 6.2 B dollars



Make Mobile Magic and Fun



Voice to Voice Translator

• Its the Star Trek Universal Translator, that we've previously only seen in Japan

• A Blackberry and iPhone app does English-Arabic translations in either direction.

• Records voice, does voice-to-text conversion. Then machine translation. Then text-to-voice conversion.

• Used by US government and military in Gulf region

• Made by Sakhr Software and Dial DirectionsSource: Fast Company 1 July 2009


Mobile Love Detector !


• Yes, we've had the mobile lie detector for some years now, but the latest innovation from South Korea..

• The Love Detector !• KTF has launched a service that

measures voice patterns and gives an on-screen measure of how much affection (and how honestly) the person is talking

• Also summary data can be provided after a discussion via SMS

Source: Forum Oxford 15 Feb 2008


AR Monsters


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


Started with joke on Phone Booth

• First 4 Billion took 30 years, made mobile the widest reaching technology on the planet

• Mobile is the 7th mass medium, it has 8 unique benefits, that cannot be replicated by older media

• We can make money with mobile social networks• When creating new services, lets make them magical


Takk

Twitter @tomiahonencommunities-dominate.blogs.com

[email protected]

Follow Tomi on Twitter and his blog..


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


Some Findings from New Report..

70 tables and graphs eBook - only 9.99 Eurosorder at 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

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

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10

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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 2009 Table of Contents171 pages, eBook format only, February 2009 - 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

70 tables and graphs in the eBook

cost 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 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.

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 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

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 2002is 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..