Mobile Social Media & Networking

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Tomi Ahonen presentation at MoMoNo 2nd anniversary

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  • 1.Money in Mobile Media through Mobile Social Networking Copyright Tomi T Ahonen 2009 www.tomiahonen.com Tomi T Ahonen,MBA Author and Consultant Mobile Monday Norway Oslo Norway 25 Jan 2010 "The mobile phone is the only device that 30% of the world's population carry"says Tomi Ahonen The Financial Times1 Sept 2005

2. Happy Birthday Mobile: 30 Years

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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Picture from NTT history website 3. 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...

Copyright Tomi T Ahonen 2009 www.tomiahonen.com 4. 4.6B Subs, 3.9B phones, 3.4B Uniques Copyright Tomi T Ahonen 2009 www.tomiahonen.com Source:Tomi Ahonen Amanac 2010 -sample pages at: www.tomiahonen.com 4.6 B subscriptions 3.9 B phones 3.4 B uniques 5. 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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 6. 400K m-Study in Bangladesh

  • 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 300,000
  • Source: 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/month
  • Source: AFP 13 Dec 2009

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 7. Fixed Internet vs Mobi le Copyright Tomi T Ahonen 2009 www.tomiahonen.com 8. " Mobile is going to be the next big internet phenomenon. " -Eric Schmidt, CEO Google2005 Copyright Tomi T Ahonen 2009 www.tomiahonen.com 9. "By 2010 the majority of internet access worldwide would be from mobile phones, not PCs" - Terry Semel CEO Yahoo 2006 Copyright Tomi T Ahonen 2009 www.tomiahonen.com 10. "The majority of internet access is from mobile phones." - Olli-Pekka Kallasvuo CEO Nokia, 12 Jan 2010 Copyright Tomi T Ahonen 2009 www.tomiahonen.com 11. Mobi le v Fixed Content 2009

  • Fixed Internet Mobi le Internet
  • $27.3 BContent/Services $85.8 B
  • $36.4 B Advertising $3.1 B
  • $63.7 B TOTA L $88.9 B
  • Sources: Morgan Stan ley, Portio Research, Reuters2009

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 12. 7th of the Mass Media See Wikipedia page 'Seven Mass Media' Copyright Tomi T Ahonen 2009 www.tomiahonen.com 13. The 7 Mass Media

  • 1st mass medium Print1500:books, newspapers, magazines
  • 2nd medium Recordings1890s:music, games, movies
  • 3rd medium Cinema1910s
  • 4th medium Radio1920s
  • 5th medium TV1950s
  • 6th medium Internet1995s
  • 7th medium Mobile2000s

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Source: Ahonen bookMobile as 7th of the Mass Media , 2008 14. 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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Source: Ahonen bookMobile as 7th of the Mass Media , 2008 15. ContrastMobile Phone & PC

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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Source: BookDigital Korea , Tomi T Ahonen, 2007 16. ContrastMobile Phone & PC

  • 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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen Source: BookDigital Korea , Tomi T Ahonen, 2007 17. Do not misunderstand me.. BOTH will Co-Exist ! BOTH will GROW ! Copyright Tomi T Ahonen 2009 www.tomiahonen.com 18. The 8 Benefits of the 7th Medium Better than the internet or television Copyright Tomi T Ahonen 2009 www.tomiahonen.com 19. "Mobile is as different from the internet, as TV is different from radio." - Tomi T Ahonen Copyright Tomi T Ahonen 2009 www.tomiahonen.com - Tomi T Ahonen 20. Mobi le Has8UniqueBenefits

  • 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

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Source: Tomi Ahonen bookMobile as 7th of the Mass Media , 2008 21. Unique benefit number 1 of 8: Mobile is firstpersonalmass medium Copyright Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 22.

  • Survey by Virgin Mobile in Australia found that one in three mobile phone owners willsnoop in phones of their partners
  • 60% of them will do it when thepartner 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 Copyright Tomi T Ahonen 2009 www.tomiahonen.com 23. 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-ticketholding '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, inlocker room, even live on star players,allowed fans to see more of game
  • Paid premium service adoptedby over half of Penguins fans

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 24. Unique benefit number 2 of 8: Mobile is permanentlyconnected Copyright Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 25.

  • 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 S leep Copyright Tomi T Ahonen 2009 www.tomiahonen.com 26. Instant Passer-by Soccer Game

  • Qootia out of Slovenia have developed a platform to enable extempore interactive billboard advertising

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 27. Unique benefit number 3 of 8: Only mobile isalwayscarried Copyright Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 28.

  • Finnair started mobile check-in late in 2001.
  • Initially offered to frequent fliers, now for all. Check-in is offered oftenon the night before.
  • 2% of global air 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 and Book It 2008 Source: www.finnair.com

Evolution since - Mobile Check InCopyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 29.

  • Location-Based mobile service that tracks how your mobile phone moves.
  • If it moves at walking speeds, youare walking and not creating a carbonfootprint. Same for bicycling.
  • If you move at the speed of traffic,you're in a car or taxi, and your carbonfootprint is charged.
  • It knows if the travel pattern is stop-and-goon bus routes or train routes, andcharges you less as you share the coststravelling by public transportation
  • Source: Springwise 13 Oct 2008

Carbon Diem Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 30. Unique benefit number 4 of 8: Mobile has built-inpaymentchannel Copyright Tomi T Ahonen 2009 www.tomiahonen.com First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006 31. 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, soout of total 14.1 M banking accounts, now M-Pesa m-banking has 46%of Kenyan banking
  • Source: Reuters 31 May 2009

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 32. 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 at6% per month, and sees 1.5%churn of members not renewing
  • Source: Real Madrid presentation to FIFA2010 Conference London 21 Jan 2010

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 33. Unique benefit number 5 of 8: Mobile is available at creativeimpulse Copyright Tomi T Ahonen 2009 www.tomiahonen.com Thank you Tony Fishfor discovering this fifth benefit in 2007 34. 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 computers Source: Textually, 5 May 2006

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 35.

  • Maxim launched MMS messaging service.
  • Maxim readers to send and receive pix ofcars and girls from MMS phones. Alsodownload screensavers of Maxim covergirls 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 bookMobile PearlsVol 2: Mobile Social Networking, 2009

Maxim MMS for Men Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 36. Unique benefit number 6 of 8: Mobile measures audienceaccurately Copyright Tomi T Ahonen 2009 www.tomiahonen.com Thank you AMF Venturesfor discovering this sixth benefit in 2007 37.

  • 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 Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 38. 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
  • Source: AMF Ventures May 007

Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 39.

  • 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 Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 40.

  • 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 generated163,000 responses.
  • Also was clear winner in ratings.
  • Source: Artificial Life July 2008

Hoshi-Ishi Maniac Copyright Tomi T Ahonen 2009 www.tomiahonen.com Pearls: Real Mobile Services collected by Tomi T Ahonen 41. Unique benefit number 7 of 8: Only mobile capturessocialcontext Copyright Tomi T Ahonen 2009 www.tomiahonen.com Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008 42. Value of Recommendation Copyright Tomi T Ahonen 2009 www.tomiahonen.com "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 2008 Used with Permission 43.

  • At 2008 Shanghai F1 race, Puma created a mobile advergame...