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 f