Roadshow asia tomi ahonen-8benefits

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

Making Money with

Mobile Services(keynote address)

Tomi T Ahonen, MBA

Author and Consultant

Mobile Squared

Camerjam Singapore 5 May 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


4.2 B people have toothbrush

• Yes, we've run out of technologies to compare mobile

phones. Its been said more people have a mobile

phone subscription than have access to running

water or a toilet.

• At the MMA Forum Asia conference it was said 4.2

Billion people have a tootbrush but 4.6 Billion people

have a mobile phone subscription..Source: MMA Forum Asia 12-14 Apr 2010

Pearls: Real Mobile Services

collected by Tomi T Ahonen


4.6B Subs, 3.9B phones, 3.4B Uniques

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


The 8 Benefits of the 7th Medium

Better than the internet or television

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


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


• Similar to the finding from Australia..

• Best Buy Mobile ran survey of 1,000

US consumers and found one in

four will snoop inside the phones

of spouces, partners or children

without their permission

• 51% read messages while driving and

34% have sent text messages while

driving

• 23% have sent text messages while drunk

Source Wall Street Journal 24 June 2009

One in Four Snoop Your Phone


AXE Wake Up Girl

• AXE deodorant brand offered personalized wake-up

for mobile phone users in Japan

• Featured 1 of 14 avatars made based on real girls

• Wake-up girl also to laptop PC. Collect all 14 girls,

featured videogame where

object to discover hidden

treasures.

• 200,000 unique users

• Created by Bascule for Unilever

Japan

Source: Infinita Japan November 2009





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


M-Newspapers Eat 39% of China

• Morgan Stanley measured mobile

newspapers in China. China Mobile has

40M paying users, on SMS and MMS based

twice-daily 'headlines' services of branded

newspapers' mobile versions

• Note China daily circulation of newspapers

is 109 million. So paid mobile phone

newspapers have cannibalized 39% of

Chinese newspaper market

Source: Morgan Stanley Mobile Internet Report Dec 2009





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 global

air travel uses it (IATA 2008)

• By 2008 - over 50% of Finnair passengers on some

short haul business flights use mobile check-in

• Lufthansa 10% of total passengers use Sources: Book It 2008 and Paul

Berney MMA 2010

Evolution since - Mobile Check In




Babajob India

• As cities expand and become more congested, the

poor have ever less ability to seek work and are

forced to explore opportunities in ever smaller areas

• But Babajob offers mobile phone based work search,

using basic phone services, SMS, WAP and IVR

• 100,000 already signed up to find work in Bengaluru

• Won jury's award at MoMo Global awards 2009.Source: Mobhappy 24 February 2009





Mobile has built-in payment channel



m-Banking 49% of Kenya Banking



• M-Pesa by Safaricom is now 3 years old. Rival Zain's

Zap is also widely used in Kenya

• In Kenya (pop 38 M) only 7.6M people have a 'real'

bank account. But 7.4M people have transferred

money using a mobile phone. 49% is now mobile

• Transactions 1.4 per active user per month

• Central Bank of Kenya says daily transaction value is

1B Kenya Shillings ($10M) ie average transfer $29Sources: Reuters 31 May 2009,

AllAfrica.com 8 Jan 2010


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 14.4 M Euro/year

• Fan club gets new members at

6% per month, and sees 1.5%

churn of members not renewing

Source: Real Madrid presentation to FIFA

2010 Conference London 21 Jan 2010





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


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 300,000Source: 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 ($3.12 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



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








three biggest media








Source:



Hong Kong Guinness & Rugby



• Guinness adver-app Guide to HK Sevens rugby trmnt

• Included free tournament guide, players, stats etc

• Was also Hong Kong tourist guide, maps, etc

including of course pubs serving Guinness

• Translator English to Cantonese basic tourist phrases

• Generated 25% more Guinness sales, said Sean

Rach of Ogilvy (2010)



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 2008

Used 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





Mobile enables augmented reality

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






Mobile Virtual Worth $2B



• Morgan Stanley measured the total

value of virtual goods (avatars, etc)

worth 2 Billion dollars in 2009

• The world's largest provider of mobile

virtual goods is China's TenCent

(as QQ brand)

• Similar to Habbo Hotel, Cyworld,

Flirtomatic etc, only 9% of TenCent

virtual services users are paying users,

yet generated 725 Million dollarsSource: Morgan Stanley Mobile Internet Report Dec 2009


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


6 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


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


Some Findings from New Report..


Mobile Industry Revenues 2009 & 2008

Source: TomiAhonen Almanac 2010

2009 2008 Growth

Mobile Services $ 865 B $ 810 B 7%

Voice $ 615 B $ 602 B 2%

Data $ 251 B $ 208 B 21%

Messaging $ 153 B $ 137 B 12%

SMS $ 113 B $ 106 B 7%

MMS $ 29 B $ 26 B 12%

VAS Data $ 98 B $ 71 B 38%

Mobile Advertising $ 6 B $ 3 B 85%

Handset Sales $ 160 B $ 155 B 3%

Network Infrastructure $ 45 B $ 45 B 0%

TOTAL $1,070 B $1,005 B 7%


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: Tomi Ahonen Amanac 2010

- sample pages at: www.tomiahonen.com


Started with joke on Phone Booth

• Mobile is most widely spread technology

• Mobile is the 7th mass medium - it is as different from

older media like the internet, as TV is different from

radio

• Mobile has 8 unique benefits that cannot be

replicated in older media

• We can make new, magical and money-making

services with mobile


Thank you

Twitter @tomiahonencommunities-dominate.blogs.com

[email protected]

www.tomiahonen.com

Follow Tomi on Twitter

and his blog..


50 Pearls in eBook - only 9.99 Euros

order at www.tomiahonen.com


Some Findings from New Report..

84 tables and graphs eBook - only 9.99 Euros



Mobile Industry Revenues 2009 & 2008

Source: TomiAhonen Almanac 2010

2009 2008 Growth

Mobile Services $ 865 B $ 810 B 7%

Voice $ 615 B $ 602 B 2%

Data $ 251 B $ 208 B 21%

Messaging $ 153 B $ 137 B 12%

SMS $ 113 B $ 106 B 7%

MMS $ 29 B $ 26 B 12%

VAS Data $ 98 B $ 71 B 38%

Mobile Advertising $ 6 B $ 3 B 85%

Handset Sales $ 160 B $ 155 B 3%

Network Infrastructure $ 45 B $ 45 B 0%

TOTAL $1,070 B $1,005 B 7%




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


collected by Tomi T AhonenSource: Tomi Ahonen Amanac 2010

- sample pages at: www.tomiahonen.com




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 Almanac 2010 Table of Contents171 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

84 tables and graphs

in the eBook

cost only 9.99 Euros

order 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 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.

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, 2008

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..

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