[Mobile Future] Tomi Ahonen

"Mobile is emerging as a mass media", Mr Ahonen adds. The Wall Street Journal, 30 Sept 2008

From Advocurrency to
Augmented Reality: Next Big
Things in Mobile
(Keynote)

Tomi T Ahonen, MBA
Tomi Seen at: Author and Consultant
50 Countries 300 Presentations Twitter: @tomiahonen
90 Cities Cumulative Audience over 100,000 people www.tomiahonen.com
Mobile Future 2012
Stockholm Sweden
28 November 2012

Copyright © Tomi T Ahonen 2012 www.tomiahonen.com Twitter: @tomiahonen

"All media is digital; all digital is mobile
and all companies are social."
- Jonathan MacDonald


How Big is Mobile?


Global Media End of 2012
Population 7.1B
n Mobile 7.1B
latio
P opu

FM Radio 4.1B

io
Rad
FM Internet 2.4B
TV 1.9B
TV
hone PC 1.3B
Landline P Landline 1.1B
PC

Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015

Hotel Keys
•  Assa Abloy (world’s biggest lockmaker), TeliaSonera
and Nordic Choice Hotels (Scandinavian brand
owners of Comfort, Clarion and Quality hotels) had
trial of NFC mobile phones as hotel room keys.
•  A Clarion hotel in Stockholm had a trial with 30 locks.
Trial was with loyalty card holders. The thing most
hated by hotel guests is lines at check-in/check-out
Source: Wall Street Journal, 8 June 2011


Mobile Sheep?
•  Swiss researchers discovered way to detect when
sheep are frightened from biological data like
heartbeat etc.
•  They created alert system that identifies accurately
when sheep frightened, sends SMS to the shepherd
•  The use in sheep-farming is if there is a wolf nearby.
•  Wolf-detection system is primitive solution of 'reading
our minds' and generating mobile traffic
Source: Textually 14 Aug 2012


QR Code Gravestones Now In UK
•  (I said this would spread..) So yes, Japanese idea to
put QR Codes to gravestones is now in Europe
•  The Guardian reports that a UK cemetary in Dorset
uses technology so graveyard visitors can learn more
about the deceased person and to see their web
pages or Facebook page and leave comments etc
•  The QR Code is done on a piece of granite or metal
and added to the gravestone, at the cost of 300 UKP
Source: The Guardian 5 September 2012


Honda Virtual Hitch-Hiker
•  Honda has fan club K-Tra 'virtual hitch-hiker'
•  Real Honda motorcycle owners can sign up, their
actual motorcycle movement will be providers of trips
•  Any Honda fans can create hitch-hiker avatar, and
then place it anywhere in Japan to start hitch-hiking.
Avatar will be on adventure visibile on mobile phone
•  20K users = 1.8M km travelled
Source: Infinita 2011


How Fast is Mobile?


Mobile Web 720x Faster
•  The IAB Internet Advertising Board has released
some mobile web and mobile commerce data
•  In the UK, half of all mobile phone users already use
mobile commerce
•  The average time that a person will pursue a
commercial transaction from web search
to real purchase is about one month
•  On the phone the time lag between search
and m-commerce is about one hour
•  Quite literally 'e-commerce' on mobile
is 720x faster
Source: IAB 14 June 2011
Mobile Tech: Mobile Internet


How Addicted Are We?


Compulsive? 150 Times Per Day
•  T-Mobile USA CEO Philipp Humm said at CTIA in
2012 that mobile phone owners "pick up their phone
150 times per day". That once every 6 and half
minutes of every waking hour of every day
Source: Mashable 8 May 2012
•  For smartphones its already up to 200 times per day
as reported by the Guardian (every 5 minutes)
Source: The Guardian 26 June 2012


Consumer of Mobile

Youth of Today is Customer of Tomorrow


12% use during Sex
•  Astonishing finding by Zeldi in UK
of 1,000 mothers and mobile
•  12% of UK mothers admit to
having used their mobile phone
while having sex
•  This is similar to earlier finding by
Retrovo that 10% of UK youth
send SMS during sex
Source: Media Post 10 May 2012

Mobile Tech: SMS


New Zealand Mobile Web
•  Vodafone statistics at the annual Tel.Con conference:
•  74% check social networking from bed
•  41% check the mobile internet while on toilet
•  38% have settled bet by finding answer on phone
•  23% have used mobile to check answer for pub quiz
•  23% access the mobile internet from the beach
Source: Vodafone NZ presentation at Tel.Con in Auckland April 2012

Mobile Tech: Mobile Search


52% Changed Mind in Store!
•  ComScore survey of US smartphone users found that
52% had changed their mind inside a store about
what to buy, based on price-shopping they did inside
the store, on their smartphone
Source: Mary Meeker Internet Report 18 October 2011

Mobile Tech: Mobile Internet


Mobile is the 7th Medium

Better than the internet or television

Wikipedia page: Seven Mass Media

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

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



Tomi: Mobile Has 9 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
9. Offers Digital Interface (to real world)
Source: Tomi Ahonen book
The Insider's Guide to Mobile, 2011


mAd Money

When money and advertising merge, via mobile


From Advertising Side


Steal the Car - Last to Have it Wins
•  Mini campaign Sweden around the theme of car theft
•  A virtual Mini was 'parked' in Stockholm
•  Then participants were invited to go steal it - whoever
got close enough would gain control of the virtual car
•  Rivals would chase person, trying to grab the car.
The game would show where
the car was at any time
•  Who had it in the end, won
the actual Mini car
•  Campaign had enormous
visibility in Swedish media
Source: Globe presentation at
MMA Asia Forum May 4-5, 2011

Girlswalker 45% Redemption Rate
•  Teen girl mobile magazine Tokyo Girl / Girlswalker
twice weekly with youth content: fashion, dating,
make-up etc. Concept is freemium - base mobile web
magazine free, premium editions from paid premium
Gold level with videos etc to platinum level live shows
•  Alan Moore reports it is achieving 45% redemption
rates to its fashion-oriented coupons and offers
Source: Alan Moore
book No
Straight Lines 2012


From Banking Side


m-Banking 40% of Kenya GDP
•  M-Pesa by Safaricom is now 5 years old, with 15M
users. Rival Airtel (ex Zain) has 2.9M users.
•  Kenya pop 40M (26M age 18+) 69% of adults have
m-banking account, 2.2x more than 'real' bank acct
•  M-Pesa has 37,000 merchants
•  Central Bank of Kenya says daily transaction value is
2B Kenya Shillings ($20M). Average transfer $29
•  Already 40% of Kenya GDP transits a mobile phone
Sources: Mobile Money Africa 1 Feb
2012, Business Day 22 Mar 2012,
Chetan Sharma Consulting Apr 2012


Imagine Perfect Money


If Money had a Screen


Welcoming w Exchange Rate
•  Singtel in Singapore has introduced personalised
exchange rates for the welcoming message to
incoming tourists
based on what
country your
roaming phone is from.
For frequent
travellers this is a
brilliant innovation


If Money 'Remembered'


QR Codes Used by 10% Globally
•  TNS Survey of 48,000 mobile users in 57
countries reported on QR Code use. When
analyzed by TomiAhonen Consulting, QR
Codes have 380M unique users: 9.5% of
global unique mobile owners
•  Leading countries according to TNS were Japan
60%, Hong Kong 47%, South Korea 43%, Singapore
33%, UK 26%, Canada & Taiwan 25%
•  Regionally, QR codes used by 27% of advanced
APAC, 19% of N America, 14% of W Eur, 12% of Lat
Am, 6% of Middle East, 5% of E Eur, and 1% of
Developing Asia and Africa
Sources: TNS Survey April 2012 and
TomiAhonen Consulting May 2012

If Money Stopped Crime?


Sweden - Bus Drivers Robbed
•  Sweden had a wave of robberies of bus drivers for
their cash. So Sweden followed Estonia's m-
parking example, and eliminated cash as
acceptable payment for public transport
•  The crime ended
•  Most used way to pay?
Mobile of course
•  Sweden became first
country to start official
government discussions
of the elimination of
cash altogether, in
parliament in 2010

If Money Sold more


14% More Vending via SMS
•  Coca Cola revealed at MMA Asia Forum that when
they implemented SMS payments to their vending
machines in Spain, they achieved a 14% increase in
the sales per vending machine on average
•  Note Coca Cola invented the SMS-enabled vending
machine, in Finland in 1998 and holds many patents
in the SMS area of mobile commerce and marketing
Source: Coca Cola presentation at MMA Asia Forum May 4-5, 2011

Pearls: Real Mobile Services
collected by Tomi T Ahonen

Mobile Will Win

It Is Inevitable


Future of Money is...
•  Visa Europe showed a corporate Visa video to the
Slovakian Mobile Marketing Forum with a stunning
statement about mobile phone based credit cards
and payment cards. The official Visa view is that:
•  "The Visa card of the future is a Visa mobile card."
•  And the video ended with the position
of Visa about the future of money:
•  "The future of payments is mobile."
Source: Visa Europe corporate video shown at
MMMMXI Conference Bratislava 10 May 2011
STOP PRESS:
Nov 21, 2011: Turkey
announces target date of
2025 to end cash!


Next: Merge The Two


Carrefour Mobile Shopping App
•  I talked about this coming. Now Carrefour the big
retailer in France has deployed its smartphone app to
help shoppers find what have on their shopping list
•  It seems innocent enough at the start - you can use it
to create your shopping list - and to help you, you can
use the 2D barcode scanner while in the store to
easily add items to the shopping list
•  But here is the magical benefit - you tell it which
Carrefour store you will shop in, and the shopping list
will be re-arranged in the order of the items in the
shopping aisles!
•  Similar also Albert Heijn in NetherlandsReal Mobile Services
Pearls:
Source: Lebensmittel Zeitung 5 Oct 2012

iConsierge NTT DoCoMo
•  Start with Osaifu Keitai - the world's first mobile wallet
•  So your money is mobile, your coupons are mobile,
your keys are mobile, your loyalty cards are mobile..
•  Then add intelligence: iConsierge
•  Now your mobile phone acts like the most helpful
assistant, secretary, or consierge service ever
•  Japanese users say it seems like the mobile phone
reads their minds!


Digital Identity is Worthless

Digital Footprint is Priceless


Digital Identity and Footprint
•  Understand "digital identity" is what we humans value
and want to protect - the digital identity is mostly
worthless and cannot be monetized.
•  The "digital footprint is priceless" it is the real
value. Amazon does not offer me recommendations
based on my age or zip code or marital status...
•  Amazon recommends based on what I have bought
or looked at, based on what others like me have done
•  Read: Tony Fish book "My Digital Footprint" for more


Must Be Opt-In
•  All mobile advertising and marketing must be based
on active opt-in (ask each customer for permission)
•  It means work
•  It means you have to convince every prospective
mobile phone owner to volunteer to sign up with you
•  It means you have to give honest value to the
consumer
•  But - the value of an opt-in database of consumers,
willing to accept ads, and giving you info about them
and permission to use them - is infinitely more
valuable than demographics data on mass media
consumption..


We Love Amazon Advertising
•  Amazon is first 'perfect' case of where we don't even
think of the communication being advertising
•  Its the Amazon recommendation engine
•  It learns what we bought, and what we looked at, and
makes recommendations based on what other
people who bought those books, also bought
•  We love it.
•  We actually love it so much -
we seek more of the
recommendations


Want More Ads?
•  Alan Moore said this would happen
•  Blyk was first mobile ad service where consumers
were reported saying they wanted more ads
•  Now Qustodian of UK and Spain is reporting same.
•  A Qustodian user Andrew Manley wrote at FB:
"I never thought I would be asking this question
in my life but how can I receive more ads?"

Source: Message left at Qustodian
page on Facebook on 2 Nov 2011


Bonus: Magic Happens


"Ads + money = advocurrency."
- Jonathan 'JMac' MacDonald


Obama 2012 SMS Volunteers
•  The Obama 2008 campaign used social media and
mobile very successfully. For 2012 they turbocharged
their efforts. One of their most ingenious ideas was
the recruiting of SMS volunteers on election day
•  "Would you like to make one call to support President
Obama today? We'll send you one phone number."
•  Campaign achieved 10% conversion of targeted
Obama supporters so out of 64M voters, about 6.4M
made this call. If half got through, and SMS activation
results in 50% success in voting, 3.2M votes were
generated this way - Obama's margin of victory was
4.1M votes. Source: Communities-Dominate.blogs.com Nov 22, 2012


What Comes Next?

If Mobile was 7th, what is 8th 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
Next? 8th mass medium will be Augmented Reality



Ikea AR Ads
•  Ikea Augmented Reality app that lets consumers to
'test' how furniture would appear in your home
Source: Tomi T Ahonen book The Insider's Guide to Mobile, 2011

Mobile Tech: AR App


Wonderbra App: Strip the Girl
•  Wonderbra launched smartphone AR app called the
Decoder campaign, lets you strip the dressed model
in the live video to see which bra she is wearing
Source: PSFK 5 Oct 2012

Mobile Tech: AR


Are There Any Numbers?

Is Augmented Reality only hype and hope?


iButterfly Flies to Hong Kong
•  Japanese AR iButterfly by D2C
•  300,000 users collected 10M butterflies in under 1 yr
Source: Cherry Picks presentation at MMA Asia Forum 25 April, 2012


AR Pages in Tesco Magazine
•  Tesco in the UK has been adding Augmented Reality
to many of its pages of the Real Food Magazine, its
customer magazine
•  AR links go to videos helping prepare foods, recipes,
and even the ability to make purchases instantly,
online
•  Through three months of use, the AR interactive
pages get consistently average click-through rates of
15% with best pages hitting 60% rates
Source: The Cloud and Compass 20 Nov 2012


AR Virtual Trials - Eyeglasses
•  French eyeglasses and sunglasses online retailer
DirectOptic has added AR trialing of their eyeware,
using Total Immersion's platform
•  Shoppers who try eyeglasses using AR have 41%
higher conversion rate than normal online shoppers
•  And those who use AR trialing will spend 12.5% more
on their eyeglasses on average than non AR users
•  41% x 112.5% = 45.6% more revenue through AR
Source: The Cloud and Compass 20 Nov 2012


Mobile Media And AR Media
Global Mobile Media
Consumers, in Millions

2 Years Mobile
5M audience

Mobile


Mobile Media And AR Media
Global Mobile Media
Consumers, in Millions

AR passes 1B by
year 2020

2 Years AR pass
5M audience

Mobile
AR 2009 2011 2013 2015 2017 2019 2021 2023

Lets take a tour of the future

Hong Kong is a chaotic place..


(here was a video)
•  To see the video shown at the conference and 3
other simulations of what AR will be like in the near
future, please see my TEDx Talk video on YouTube

•  Just go to YouTube, search 'Ahonen TEDx' and you
should easily see my 20 minute presentation about
Augmented Reality including the video I showed


Dieting With AR Goggles
•  Tokyo University led by Professor Michtaka Hirose
has produced AR based goggles that magnify the
view of food.

•  When food appeared 50% bigger, the tested people
ate 10% less
Source: Tokyo University August 2012


Who Wants My Latest Book?

Available Now Free on Lulu.com: 350 pages

And finally, some magic..

Try to make your new concepts seem magical


Axe/Lynx Virtual Peep Holes
•  Axe/Lynx deodorant ran an experiment with QR code
based 'virtual peep holes' in discos, restaurants, bars
and clubs in Puerto Rico
•  Inside the men's toilets, the men could use their
cameraphones and 'see through the wall' to the
womens' rest rooms and see videos of the women
and what they do in there..
•  Result? 23% of target audience
accessed the videos (and proof
that all men are Peeping Toms)
Source: 2D Code 26 June 2012

Mobile Tech: QR & mobile video


Now: The Caloriephone..
•  NTT DoCoMo in Japan has introduced service for its
cameraphones where the consumer just points his
cameraphone at a dish and takes picture
•  The operator's database will recognize over 1,000
items in Japanese cuisine and estimate the calories
involved - and count the calories for the consumer
Source: Ubergizmo 3 Oct 2011

Mobile Tech: Smartphone App
& Mobile Internet

Tomi T Ahonen, Author & Consultant
Competitiveness, Business Case, Marketing, and Profitability
"Service creation and marketing will be key to 3G," Ahonen said. Total Telecom 12 October 2000

•  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; is quoted in 120 books by his peers
•  Quoted in over 400 press stories in a dozen languages;
keynotes at over 300 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 at your event!
•  Read his bestsellers "Digital Korea", "Communities
Dominate Brands", “Mobile as 7th of the Mass Media” etc
website: www.tomiahonen.com Earlier Tomi Ahonen has set up &
run Nokia’s 3G Business
e-mail: tomi@tomiahonen.com
Consultancy. Previously he
blog: communities-dominate.blogs.com worked for 3 operators where he
twitter: @tomiahonen created the world’s first fixed-
mobile service bundle and set a
•  Tomi's newest book "The Insider's Guide to Mobile" world record for taking market
share from the incumbent

Bonus Info


Major Milestones Coming Soon
•  TomiAhonen Mobile Forecast 2012-2015 gives
following dates of major milestones coming in mobile:
•  Smartphones to sell 1B units annually by year 2013
•  More people vote via SMS on TV shows than total TV
sets in world by year 2013
•  Total handset sales to pass 2B annually by 2014
•  More active users of SMS than humans alive 2014
(obviously this means many of us using 2+ accounts)
•  Half of new phones sold to have touch screens 2014
•  Half of internet users will never use a PC to access
the internet by 2014 (rest are mobile & PC users, and
diminishing slice of 'only PC' users)
Source: TomiAhonen Mobile Forecast 2012-2015 - see more at tomiahonen.com

Mobile Subscribers, Unique Users, Phones

Source: Tomi Ahonen Amanac 2012 - see www.tomiahonen.com - 191 page eBook only 9.99 Euros

Price Pyramid of Mobile Phones

Premium Smartphones Over $450 11%

Mid-Price Smartphones $150 - $449 13%

Low cost Smartphones $80 - $149 17%

Featurephones $40 - $79 21%

Ultra-cheap phones Under $40 38%

Source: TomiAhonen Phone Book 2012 - see www.tomiahonen.com - eBook only 9.99 Euros

400M Touch Screen Smartphones
•  Deloitte projects that by the end of Q2 of 2012, the
world will have 400 million touch screen smartphones
in use
•  Tomi comment: the world will have passed 1 billion
smartphones in use by the summer of 2012, so it
means about 38% of all smartphones would be touch
screen smartphones in the summer of 2012

Source: Deloitte Media & Telecommunications 2012


Smartphones & 3G Users: by Region

Source: TomiAhonen Phone Book 2012 - see www.tomiahonen.com - eBook only 9.99 Euros


Feature Creep UK 2008-2011
•  Of new phone models sold in UK in 2008 and 2011,
the following features and abilities were available:
2008 2011
HSPA 3.5G 51% 90%
3+ megapixel camera 49% 88%
GPS 11% 86%
Smartphone 33% 85%
WiFi 22% 85%
Touch screen 21% 82%
Source: Survey by TomiAhonen Consulting Dec 2008-2011

Largest 'Mobile' Companies
•  TomiAhonen Consulting provides exclusive ranking of world's
largest corporations when measured by only their mobile
industry revenues (removing other revenues). The top 12 are:
1 China Mobile*, China Operator $77B
2 Verizon Wireless**, USA Operator $72B
3 Vodafone Mobile**, UK Operator $66B
4 AT&T Wireless**, USA Operator $58B
5 Telefonica Movil**, Spain Operator $55B
6 T-Mobile**, Germany Operator $49B
7 Orange Mobile**, France Operator $48B
8 Nokia Mobile**, Finland Handsets $45B
9 Apple iPhone**, USA Smartphones $42B
10 Samsung Mobile**, S Korea Handsets $40B
11 NTT DoCoMo*, Japan Operator $38B
12 Telecom Italia Mobile**, Italy Operator $36B
*real company under this name, **virtual company with estimated revenues
Source: TomiAhonen Almanac 2012 - see more at www.tomiahonen.com

Tomi Ahonen Index of Mobile Leadership 2011

Source: Tomi Ahonen Amanac 2012 - see www.tomiahonen.com - 191 page eBook only 9.99 Euros

Tomi Ahonen Report
eBooks only via tomiahonen.com
TomiAhonen Mobile Forecast 2012-2015
86 pages, eBook format only, May 2012 - Cost only 99 Euro
TomiAhonen Consulting's forecast of the 110 most
requested mobile industry numbers is in ebook format. Table
of contents:
Chapter 1 - Intro (4 pages)
Chapter 2 - Size of Industry (8 pages) 3 charts, 7 tables
Chapter 3 - Customers (7 pages) 1 chart, 10 tables
Chapter 4 - Handsets Overall (10 pages) 6 charts, 8 tables
Chapter 5 - Handset Market Shares (25 pages) 24 charts
Chapter 6 - Mobile Data (18 pages) 15 charts, 15 tables
Chapter 7 - Smartphone Apps (2 pages) 1 chart, 1 table
Chapter 8 - Customer Types (5 pages) 3 charts, 3 tables
Chapter 9 - Annual Statistical Summaries (5 pages) 4 tables
More info see www.tomiahonen.com


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 Advertising
Foreword 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


Tomi Ahonen eBooks
Pearls Vol 3: Mobile Money
171 pages, eBook format only, June 2011 - Cost only 9.99 Euro
Tomi's third volume of "Pearls", has 50 case studies of real
world services around topics of mobile social money, mobile
payments, mobile banking and mobile wallets. Includes all
biggest stories such as Coca Cola, M-Pesa, NTT DoCoMo
Osaifu Keitai etc.


Tomi Ahonen eBooks
Tomi Ahonen Almanac 2012
190 pages, eBook format only, February 2012 - Cost only 9.99 Euro
Comprehensive industry review and almanac with 93 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.
"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 as an eBook
for mobile nuts. In it, you can quickly find mobile penetration of say, Thailand, or that 51% of
the Earth's population has at least one cellphone, and one in 8 mobile 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. The Almanac is full of hard to find information."
- WAP Review

Tomi Ahonen eBooks
Tomi Ahonen Phone Book 2012
173 pages, eBook format only, September 2012 - Cost only 9.99
Euro

Complete update of the volume, data current to December
2012.

Comprehensive review and almanac of handset side of
mobile industry with 100 tables, charts and diagrams, with
all market shares, average sales prices, features, operating
systems etc for smartphones, dumbphones and major
brands in handsets.

It is the companion piece to highly popular TomiAhonen
Almanac.


Tomi Ahonen six hardcover books
all six hardcover books are available at Amazon
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, 2005
with 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
Still only complete business book for mobile, 360 p
Services for UMTS, 2002, with Joe Barrett was first
services and applications book for 3G, 373 pages


Tomi Ahonen Books:
2012 TomiAhonen Phone Book 2012 (ebook: tomiahonen.com)
2012 Mobile Forecast 2012-2015 (ebook: tomiahonen.com)
2012 TomiAhonen Almanac 2012 (ebook: tomiahonen.com)
2011 Pearls Vol 3: Mobile Money (ebook: tomiahonen.com)
2010 The Insider's Guide to Mobile (free ebook: lulu.com)
2009 Pearls Vol 2: Mobile Social Networking (ebook: tomiahonen.com)
2009 Pearls Vol 1: Mobile Advertising (ebook: tomiahonen.com)
2008 Mobile as 7th of the Mass Media (hardcover: futuretext)
2006 Digital Korea (hardcover: futuretext)
2005 Communities Dominate Brands (hardcover: futuretext)
2004 3G Marketing (hardcover: John Wiley)
2002 M-Profits (hardcover: John Wiley)
2002 Services for UMTS (hardcover: John Wiley)

see all Tomi T Ahonen's books with links at www.tomiahonen.com


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 tomi@tomiahonen.com for more.

Tomi's Mobilista Primus Inter Pares TW List
•  If you are in mobile and on Twitter, the 'must follow' Twitterati in addition to
@TomiAhonen are Tomi's Primus Inter Pares list:
•  @AjitJaokar - author of tons of mobile books, advisor to governments
•  @ChetanSharma - Chetan Sharma author, best view to US stats & industry
•  @DW2 - David Wood ex CEO of Symbian
•  @EOrtiz - C Enrique Ortiz author on mobile tech
•  @Ew4n - Ewan MacLeod, editor of Mobile Industry Review
•  @FjordMark - Mark Curtis author ex CEO of Flirtomatic, now at Fjord
•  @JMacDonald - JMac Jonathan MacDonald the author and superguru
•  @KimDushinski - Kim Dushinski author on mobile marketing
•  @MTrends - Rudy De Waele what can I say, a mobile social butterfly
•  @PGolding - Paul Golding author on mobile apps, web, tech
•  @RussellBuckley - Russell Buckley author ex MMA Chair ex Google ex Admob
•  @TechnoKitten - Helen Keegan runs Swedish Beers
•  @Textually - Emily Turrettini editor of Textually and Ringtonia
•  @TonyFish - Tony Fish mobile author but also guru on digital identity & privacy
•  @Torgo - Daniel Appelquist author & mobile strategist now with Bluevia
•  @Wireless_Watch - Lars Cosh-Ishii editor Wireless Watch Japan, MoMo Tokyo


The Guru's Bookshelf in Mobile:
•  Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008
•  Communities Dominate Brands Ahonen & Moore, 2005
•  Mobile Advertising, Sharma, Herzog & Melfi, 2008
•  My Digital Footprint, Tony Fish, 2010
•  Digital Korea, Ahonen & O'Reilly, 2007
•  Mobile Marketing Handbook (2nd ed), Kim Dushinski, 2012
•  No Straight Lines, Alan Moore, 2011
•  Mobile Internet for Dummies, O'Farrell, Levine, et al 2008
•  Wireless Broadband, Fotheringham & Sharma, 2008
•  Next Generation Wireless Apps (2nd ed), Paul Golding, 2010
•  M-Profits, Tomi T Ahonen, 2002
•  Mobile Web 2.0, Jaokar & Fish, 2006
•  3G Marketing, Ahonen, Kasper & Melkko, 2004
•  ...And of course The Dilbert Future by Scott Adams..

[Mobile Future] Tomi Ahonen

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