Presentation by Mr. Tomy Ahonen Finale December 09, 2014 1st day

1. "Tomi Ahonen is the most influential expert in mobile." - Forbes January 11, 2012
Tomi T Ahonen, MBA
Author and Consultant
Twitter: @tomiahonen
Ncell App Camp
Kathmandu, Nepal
9 December 2014
Mobile: The Magical
Money-Making Machine of
Digital Convergence
(Keynote)

2. The Numbers
Now into uncharted territory...

3. 8
7
6
5
4
3
2
1
0
Global Media End of 2014
1964 1969 1974 1979 1984 1988 1994 1999 2004 2009 2014
Mobile 7.3B
Population 7.2B
FM Radio 4.2B
Internet 3.0B
TV 2.1B
Smartphone 2.0B
PC 1.5B
Landline 1.0B
Source: TomiAhonen Almanac 2014

4. The 10 Dollar iPhone?
• Ah, the relentless pace of Moore's Law... Take any 'superphone'
of 2010 like iPhone 4, Nokia N8, Samsung Galaxy, Blackberry
Bold, etc
• Summer 2010: unsubsidised price of: US $600 gave you touch
screen, 3G, WiFi, GPS, 8mp & flash
• Winter 2011, same phone would cost $300. Summer 2013:
$150; winter 2014: $75 summer of 2016: $38; winter 2017: $19
• By summer 2019 cost of same specs of what was condered
superphone in 2010 would be $10 (including marketing &
profit)
Projection: TomiAhonen Consulting July 2010

5. The 10 Dollar iPhone?
• Ah, the relentless pace of Moore's Law... Take any 'superphone'
of 2010 like iPhone 4, Nokia N8, Samsung Galaxy, Blackberry
Bold, etc
• Summer 2010: unsubsidised price of: US $600 gave you touch
screen, 3G, WiFi, GPS, 8mp & flash
• Winter 2011, same phone would cost $300. Summer 2013:
$150; winter 2014: $75 summer of 2016: $38; winter 2017: $19
• By summer 2019 cost of same specs of what was condered
JiaYu G2F: 4.3inch touch screen,
3G, WiFi, GPS, 8mp camera.
Launched May 2014 Cost US$81
(499 RMB)
superphone in 2010 would be $10 (including marketing &
profit)
Projection: TomiAhonen Consulting July 2010

6. The Consumer and Mobile
We look at our mobile 221 times per day

7. 221 Times Per Day
• The stats of our mobile phone use keep growing
• Latest survey by Tecmark in UK of 2,000 smartphone owners
finds that the average UK smartphone owner looks at their
phone 221 times per day
• Thats once every 4 minutes and 18 seconds of every waking
hour
• We also stare at the phone screen now 3 hours per day on
average, so 18.9% of the time we are awake
Source: Daily Mail 8 Oct 2014

8. Where Vietnam Uses Mobile Web
• Vietnam has 19.5 million mobile web users (22% of population). 85% are from
smartphones.
• 70% use mobile internet while in bed
• 55% while waiting for something
• 17% while watching TV
• 16% while commuting
• 10% in meetings
• 9% while shopping
• 6% on toilet
Sources: Google, Nielsen, Inmobi: MMA Forum Vietnam October 2013

9. South Africa Mobile 2014
• MMA reported on South African mobile users:
Send sms 85% MMS 34%
Take picture 62% Search 34%
Listen to FM radio 42% Vote on TV 24%
Access internet 41% Download Ringtone 23%
Use Instant Messaging 38% Email 20%
Download music 37% Play games 17%
Social media 36% Download apps 14%
Source: MMA South Africa Digest 2014

10. US Teen Survey: Its still SMS
• Brand new Niche survey of 7,000 USA teens in 2014
on their daily use of their cellphones
• 87% use SMS
• 61% use Facebook
• 55% watch YouTube
• 51% use Instagram
• 46% use Snapchat
• 34% place voice calls
Source: The Atlantic 19 June 2014

11. US Teen Survey: Its still SMS
• Brand new Niche survey of 7,000 USA teens in 2014
on their daily use of their cellphones
• 87% use SMS
• 61% use Facebook
• 55% watch YouTube
• 51% use Instagram
• 46% use Snapchat
• 34% place voice calls
Source: The Atlantic 19 June 2014
In 2014, in the USA, among
the youth, still today:
basic SMS text messaging
reaches a 43% larger US
teen audience than
Facebook.

12. Texting Helps Grammar
• UK university study reported in the Journal of Developmental
Psychology finds that children who send lots of SMS text messages
do not suffer from spelling or grammar problems
• With a follow-up study a year later of the school-aged children, the
heavy use of messaging actually improved grammar skills
Source: The Telegraph 13 June 2014

13. South Africa - Please Call Me
• Vodacom in South Africa introduced free ‘Please Call Me’ service, so
anyone who cannot afford to call, can send free SMS to family or
friend and ask them to call. Now rival networks also offer same
• Call Me is sponsored by advertising
• Caller pays normal calling rates
• 87% of South African adults have sent PCM message and 100% have
received a “PCM” request
Source MMA South Africa Digest 2014

14. 10% use during Sex
• Astonishing finding by latest Harris poll in the USA:
• 10% of US adults admit to having used their mobile phone while
having sex
• This is consistent with earlier findings out of UK by Zeldi and
Retrovo of the same level use
Source: Harris Poll 2013

15. New Zealand Mobile Web
• Vodafone statistics at the annual Tel.Con conference:
• 38% have settled bet by finding answer on phone
• Source: Vodafone NZ presentation at Tel.Con in Auckland April 2012
The Truth is In My
Pocket

16. Mobile and Media
Mobile is the 7th Mass Media

17. 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

18. 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, 2012

19. Unique benefit number 1 of 9:
Mobile is first personal mass medium
First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006

20. Kenya Mobile Exam Prep
• SMS based exam prep by Eneza via mobile for high school entrance exams (at age 12)
• Costs 10 US cents per week including exam prep questions & cost of student responses
• Results? 35,000 students already use the prep.
• Students using the system alone achieved 5% improvement in exams. When teachers
involved in classroom, the performance boost is 11%
Source: Take Part 29 Sept 2014

21. Unique benefit number 2 of 9:
Mobile is permanently connected
First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006

22. Hershey Cocoa Link
• Hershey SMS based Cocoa Link in various African languages from 2011,
to help Cocoa farmers.
• Over 100,000 farmers using Cocoa Link already.
• Farmers have increased Cocoa yields by 15%-40%
Source: mTrends Mobile Opportunities in Africa 2013

23. Unique benefit number 3 of 9:
Only mobile is always carried
First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006

24. 79% consume news in China
• Research from the Time Mobility Poll of 4,700 people in 8
countries in 2012 found:
• 79% of Chinese consume news via their mobile phones (vs
49% globally).
• Most of the news services are branded news such as
mobile versions of major newspaper headlines and run on
SMS and MMS
Source: Time presentation at MMA Forum 8-10 May 2013

25. Unique benefit number 4 of 9:
Mobile has built-in payment channel
First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006

26. Price Compare AND Instant Shop
• Moneymarket Com in Ghana offers mobile price comparison service
which including instant-buy links
• Consumers can do regular price-shopping
• Stores can join with instant-buy links using Airtel mobile payments making
best-price shopping effortless
• 25% of Ghana’s mobile phone owners use mobile payments
Source: Mahindra Comviva presentation at Mobile Web Africa
conference in Johannesburg 10-12 September 2014

27. Unique benefit number 5 of 9:
Mobile is available at creative impulse
Thank you Tony Fish for discovering this fifth benefit in 2007

28. Wikipedia via SMS & USSD
• Bharti Airtel Kenya offers free Wikipedia
searches for featurephone users via USSD and
SMS *515#
• Each first SMS free, more detail cost regular
SMS
• 118,000 users searched 660,000 times in first 6
months
• They will expand the service to cover 70 million
mobile phone users in Africa and Asia
Source: Praekelt Presentation at Mobile Web Africa Conference 10-12
Sep 2014

29. Unique benefit number 6 of 9:
Mobile measures audience accurately
Thank you AMF Ventures for discovering this sixth benefit in 2007

30. Kan Khajura (‘Radio’) Station
• Unilever has launched a ‘proper’ radio channel that offers them an
exclusive radio advertisement channel for all their brands.
• The Kan Khajura ‘radio’ station is a free voice service on mobile phones
• Users dial a ‘missed call’ then they receive 15 minutes of voice ‘radio’
entertainment like Bollywood music and jokes, plus ads
• 24 million signed up. 8 million regular listeners. 25.5% of the target
audience is signed up
• In 6 months 2.3 million hours of media plus served 70 million ads
Source: Cannes Lions 2014

31. Unique benefit number 7 of 9:
Only mobile captures social context
Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008

32. NFL Fans Text While Watching
• RadiumOne survey of 1,501 NFL fans: 56% send SMS text messages
while watch games on TV.
• Compare with 41% who use use social media like Facebook, Twitter
Source: Adweek 8 Oct 2014

33. Unique benefit number 8 of 9:
Mobile enables augmented reality
Thank you Raimo van der Klein of Layar for discovering this 8th benefit in 2009

34. Augmented Reality (AR) and Print Media
• Layar is now deployed digitizing newspaper ads. Their solution lets
any page be digitzed in just 60 seconds
• Canadian publisher of local newspapers Glacier Media says they sell
AR upgrades to print advertisements for 99 dollars each
• This AR premium advertising solution to newspaper ad sales has
already earned 7.5 million Canadian dollars in first quarter of 2013
Source: Peter Kvarnstrom at WNC13 newspaper event, May 2013

35. Unique benefit number 9 of 9:
Mobile offers a digital interface
Thank you Russell Buckley for discovering this 9th benefit in 2011

36. Press The Button - For Pizza!
• Red Tomato Pizza in UAE offers a fridge magnet with GSM chip, hard-coded call
number, users configure pizza on magnet: press button to order
Source: T-3 presentation at MMA Forum New York City, 8-10 May, 2013

37. Grand Convergence
As Methodology to Understand Near Future

38. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

39. 2014: Grand Convergence
Theory by Tomi T Ahonen 2002-2014
Computers
Internet
Broadcast Music
Gaming
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
65%
90%
60%
45%
50%
60%
70%
65%
85%

40. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

41. m-Banking 51% of Kenya GDP
• M-Pesa by Safaricom is now 6 years old. Kenya now
has 6 more mobile payments providers: Airtel, Orange,
Yu, Zioncell, Tangaza Pesa, Finserve. Kenya population
40M (26M age 18+) 80% adults m-banking account,
2.5x more than 'real' bank acct
• Central Bank of Kenya says total mobile transactions
worth 22.4B USD. Kenya's GDP is 44.1B USD
• At end of 2013, 51% of Kenya GDP runs via mobile
Sources: Coastweek 31 Jul 2014, Mahindra Comviva 11 Sept 2014

42. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

43. Smart Billboard
• British Airways identified actual
flying BA jets above London with
smart billboards.
• The child would point to the plane
above and the billboard correctly
identified the BA plane.
Source: Cannes Lions 2014

44. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

45. Click-to-Buy SI Swimsuit App
• Sports Illustrated introduced freemium to Swimsuit edition in 2009.
Premium edition cost $1.99. 10% who saw free app, bought via click-to-
buy link
• The 2013 edition had 500,000 downloads of the free version and the
upgrade now costs $7.99. Has 360 degree views of models
• SI have not published how many are now buying the premium version
but as price is up, likely its still a very good seller. If only 10% bought it
like before, SI earned $399,500
Source: Adweek 18 May 2014

46. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

47. Missed Calls to Jokes in India
• Laundry detergent brand Wheel in India ran free media entertainment
advertising campaign for rural areas using missed call
• They hired top Bollywood star Salman Khan to create 30 voice based
short stories in the form of jokes. Audience got number for missed call.
Generated return call with recording of star telling joke
• Reached 1.5 million consumers, generated 18.2 million missed
calls.
• Detergent sales up 300%
Source: Mindshare presentation at MMA Forum Vietnam 23 Oct 2013

48. Missed Calls to Jokes in India
• Laundry detergent brand Wheel in India ran free media entertainment
advertising campaign for rural areas using missed call
• They hired top Bollywood star Salman Khan to create 30 voice based
short stories in the form of jokes. Audience got number for missed call.
Generated return call with recording of star telling joke
• Reached 1.5 million consumers, generated 18.2 million missed
calls.
• Detergent sales up 300%
Source: Mindshare presentation at MMA Forum Vietnam 23 Oct 2013

49. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

50. Hijack Customers from Competitor
• Guatemala sports shoe store chain Meat Pack hijack campaign when visited rival
shoe stores. Geo-located every store in Guatemala of rivals. Then they invited their
own customers to opt in to mobile marketing
• For one week when their registered opt-in customer visited a rival store, the
customer received timed offer of discount to come to the nearest Meat Pack
• The discounts were on count-down, starting at 100%, then 99%, 98%, 97%
etc until customer entered store
• 600 customers were hijacked in one week. Highest discount achieved was 89%
Source: Cannes Lions International Awards May 2013 (Agency: 4AM Saatchi & Saatchi, Guatemala)

51. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

52. Drinks: Voice Call Airtime
• Coca Cola has installed Coke-themed Happiness
phone booths in Dubai to allow migrant Pakistani
workers to call home with every bottle of Coke
• The ‘currency’ for the special phone booths is the
plastic bottle-top. Each bottle bought earns 2
minutes of talk time from Dubai to Pakistan
Source: Coca Cola May 2014

53. 2014: Grand Convergence
Computers
Internet
Music Gaming Broadcast
Print
Advertising
Credit
Mobile
Mapping
Telecoms
Watch
Banking
Insurance
Camera
Marketing Research
Social Media
Virtual
Theory by Tomi T Ahonen 2002-2014

54. ...Dance!
• Win Coke loyalty points by playing adventure game on South
Korea's streets 'Coke Play'
• Win points also by dancing, or buying Coca Cola
• Redeem points with smartphone apps,songs, airtime, or
Coca Cola products
• Campaign had 933,000 South Koreans participating
Source: Coca Cola presentation
MMA Forum Singapore August 2013

55. ...Dance!
• Win Coke loyalty points by playing adventure game on South
Korea's streets 'Coke Play'
• Win points also by dancing, or buying Coca Cola
• Redeem points with smartphone apps,songs, airtime, or
Coca Cola products
• Campaign had 933,000 South Koreans participating
Source: Coca Cola presentation
MMA Forum Singapore August 2013
So Coca Cola is now in the
money business..

56. Mobile is the Magical Measurement Machine

57. 27M M-Web Audience in Brazil
• Globo the Brazilian media giant has four versions of mobile screens
• Globo had 27 Million visitors to their mobile sites using featurephones
and smartphones. This is a third of total Brazilian internet audience.
• Average user visits Globo mobile 6 times per month, and sees on
average 4 pages during visit
Source: book Fast Shopper, Slow Store by Gary Schwartz 2013

58. Capture Music Into Score
• DoReMir of Sweden has launched the ScoreCleaner app that allows smartphones to
listen to any music and convert it accurately to its music score, including live singing
Source: Cannes Lions May 2013

59. Measure Cup Size. By Phone?
• A startup in the USA called ThirdLove (some ex Google execs and some NASA
scientists) have found a way to use the selfie camera function to measure bra
sizes
accurately.
• Apparently 80% of women wear a
wrong size bra because accurate
measurement was so clumsy.
Source: Fast Company 30 March 2014

60. Measure Trees? By Phone..
• Trestima in Finland has business app for forestry management by taking
pictures with smartphone camera.
• 12x faster and 2.5 times more accurate than the older method of walking in
forest physically counting trees
Source: Good News from Finland 30 Sept 2014

61. Use Mobile Number as Password
• Twitter has introduced ‘Digits’ ID option for its users.
• Now if any Twitter user wants to sign onto any app running on
Twitter, they can simply use digits from their mobile phone
number
• Note: Twitter’s users in the UK and USA who access always
or sometimes from mobile phones has reached 84% in both
countries
Source: The Telegraph 22 Oct 2014

62. Finnair Mobile Check In
• Finnair started mobile check-in late in 2001.
• By 2010 half of Finnair
frequent fliers using it
• Latest version by Book It
offers Finnair instant upgrade:
After passenger checked in economy
class, they are offered instant upgrades
paid by credit card or frequent flier miles!
• 23% who received offer have used it for upgrade
Sources: SITA 2011, Book It 2013

63. Finnair Mobile Check In
• Finnair started mobile check-in late in 2001.
• By 2010 half of Finnair
frequent fliers using it
• Latest version by Book It
offers Finnair instant upgrade:
After passenger checked in economy
class, they are offered instant upgrades
paid by credit card or frequent flier miles!
• 23% who received offer have used it for upgrade
Sources: SITA 2011, Book It 2013

64. Am Here Because of You

65. If you like my slides...

66. I am here to meet YOU..

67. Who Wants My 10th Book?
Available Now Free on Lulu.com: 350 pages

68. And Finally Some Magic
The true power of mobile

69. Talking Statues in London
• London has introduced interactivity to many of its most popular statues. Famous actors
have created audio recordings so that visitors can hear the statues speak. Service
activated via QR code or NFC
Source: 2D Code 19 Aug 2014

70. AR Make-Up Mirror
• Sephora has introduced an AR make-up mirror app that lets
users pre-test various makeup on their own faces virtually,
using the AR mirror
Source: Site Pro News 26 Aug 2014

71. "The world will change more in the next 10 years, than it
has in the previous 100 years."
- Chetan Sharma, 7 July 2011

72. Thank you
Follow Tomi on Twitter and his blog..
Twitter @tomiahonen
communities-dominate.blogs.com
tomi@tomiahonen.com
www.tomiahonen.com

73. 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
e-mail: tomi@tomiahonen.com
blog: communities-dominate.blogs.com
twitter: @tomiahonen
• Tomi's newest book "The Insider's Guide to Mobile"
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

74. Bonus Info

75. Mobile Subscribers, Unique Users, Phones
Source: Tomi Ahonen Amanac 2014 - see www.tomiahonen.com - 191 page eBook only 9.99 Euros

76. Price Pyramid of Mobile Phones
Source: Tomi Ahonen PhoneBook 2014 - see www.tomiahonen.com - 191 page eBook only 9.99
Euros

77. Tomi Ahonen Books:
2013 TomiAhonen Almanac 2013 (ebook: tomiahonen.com)
2012 TomiAhonen Phone Book 2012 (ebook: tomiahonen.com)
2012 Mobile Forecast 2012-2015 (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

78. 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
• @CarolineWIP - Caroline Lewko author, expert on the developers
• @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

79. The Guru's Bookshelf in Mobile:
• Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008
• Communities Dominate Brands Ahonen & Moore, 2005
• My Digital Footprint, Tony Fish, 2010
• Global Mobile, Bruck & Rao, 2013
• Mobile Marketing Handbook (2nd ed), Kim Dushinski, 2012
• Fast Shopper, Slow Store, Gary Schwartz, 2013
• Mobile Advertising, Sharma, Herzog & Melfi, 2008
• Digital Korea, Ahonen & O'Reilly, 2007
• No Straight Lines, Alan Moore, 2011
• Social Gaming, Schmid, Talos & Aguilina, 2013
• Mobile Internet for Dummies, O'Farrell, Levine, et al 2008
• Digital Money Reader, Dave Birch (ed), 2011
• 3G Marketing, Ahonen, Kasper & Melkko, 2004
• ...And of course The Dilbert Future by Scott Adams..