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Mobile Communities Everything you ever wanted to know but were afraid to ask.. ie Killer Content for the 7th Mass Media Tomi T Ahonen, MBA Author & Consultant Mobile Monday Amsterdam Netherlands Sept 24, 007 "The mobile phone is the only device that 30% of the world's population carry"    says Tomi Ahonen   The Financial Times  1 Sept 2005
8 C's of Cellphones..
Need 1 - 1979 - Communication ,[object Object],[object Object],[object Object],Telecoms (service) industry is worth $1.3 Trillion
Need 2 - 1998 - Consumption ,[object Object],[object Object],[object Object],[object Object],[object Object]
Need 3 - 2000 - Charging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
Need 4 - 2000 - Commercials (ads) ,[object Object],[object Object],[object Object],[object Object],Advertising industry is worth $450 Billion
Need 5 - 2001 - Creation ,[object Object],[object Object],[object Object]
Need 6 - 2003 - Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Need 7 - 2005 - Cool (fashion) ,[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
Need 8 - 2006 - (Remote) Control ,[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
Our Eight Needs served by phone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting January 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen
Customer of Mobile Communities?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Youth Today First Generation to... Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],...But Gen-C is defined by SMS Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Permanent communication?
Youth and SMS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],More on Youth by Carphone W Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Near-Telepathic Connectivity Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Aching Thumbs? 100 SMS per day Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Don't think its only mobile Pearls: Real Mobile Services collected by Tomi T Ahonen
7th Mass Media
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The 7 Mass Media Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
1st Mass Media: Print ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
2nd Mass Media: Recordings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 1 to 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
3rd Mass Media: Cinema ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 2 to 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
4th Mass Media: Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 3 to 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
5th Mass Media: TV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 4 to 5 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
When BBC introduced TV News ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6th Mass Media: Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 5 to 6 ,[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
7th Mass Media: Mobile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006
Transition Lessons from 6 to 7 ,[object Object],[object Object],[object Object],[object Object],[object Object],Sources: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006  and SMLXL White Paper on 7th Mass Media June 2007
[object Object],[object Object],[object Object],[object Object],Fugees Trial Hits Through Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],See Me TV - 14 M videos in UK Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],Your Own Music Video Version Pearls: Real Mobile Services collected by Tomi T Ahonen
7 Mass Media / Content Formats Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006 OO OOO O OO Share OOO OO O Vote OO+ OOO Browse OOO OO Messg OO+ OOO Search OO OO OOO Reality OO+ OOO O OO O Game OO+ OO OOO OO O O OO Advg OO+ OO OO OOO O OO XX Music O OO OOO OO X OO Sport O OO OO OO O OOO Info OO+ OO OOO OO XX O News O+ O OO O OOO X OO Story Mobile Internet TV Radio Cinema Record Printing
[object Object],Media Consumption Pearls: Real Mobile Services collected by Tomi T Ahonen 18-35 Year Olds Over 55 Year Olds TV TV Digital Digital Print Print Radio Radio Source: ITU Digital Life Dec 2006 Note: Both groups consume 40h/week
[object Object],[object Object],[object Object],[object Object],[object Object],Smash Hits - R.I.P Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Peak Times for Media Pearls: Real Mobile Services collected by Tomi T Ahonen
Compare Cinema & TV Content ,[object Object],[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],eMail to SMS Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],MP3 to ring tones Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],Need for Speed to Sudoku Pearls: Real Mobile Services collected by Tomi T Ahonen
HUGE OPPORTUNITY ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Ticker Tape on NTT DoCoMo ust in  -  NTT DoCoMo news ticker for mobile phones  -  This just in - NTT DoCoMo Pearls: Real Mobile Services collected by Tomi T Ahonen
Don't Focus on Limitations
Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25" colour): 38cm x 50cm = 0.19  m ² Size differentials: cinema is 379x larger screen ie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm ² Phone screen 4.2cm x 3.6cm = 15 c m ² Laptop screen is 36x larger than phone ie phone is 2.8% the size of a laptop
What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not  type at all.. Why can't the  phone read my mind?
[object Object],[object Object],[object Object],2D Barcodes Pearls: Real Mobile Services collected by Tomi T Ahonen
Don't Copy - Create Magic
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cameraphone OCR Translator Pearls: Real Mobile Services collected by Tomi T Ahonen
Marketing and Community
"Nobody is as clever as everybody"   - Alan Moore CEO of SMLXL in the book  Communities Dominate Brands
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Willing to Receive mAd? Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],And remembering the 8 C's Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],AdMob vs eMail Marketing Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],Mobile Junk 2.0 - MTV Pearls: Real Mobile Services collected by Tomi T Ahonen
Viral
"Think global, act viral" - Rudy De Waele, mTrends
mAd - Value of Recommendation Pearls: Real Mobile Services collected by Tomi T Ahonen "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
[object Object],[object Object],[object Object],[object Object],Make it Sufficiently Contageous Pearls: Real Mobile Services collected by Tomi T Ahonen
From Interactive to Engagement
[object Object],[object Object],[object Object],Pop Idol Case Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Peoples Idols - Karaoke Finland Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],Sugababes Mobisodes Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Nike inside Video Gaming Pearls: Real Mobile Services collected by Tomi T Ahonen
How? Use Flower Diagramme
So, set the controls for the heart of the 4C’s Connectivity Culture
[object Object],[object Object],[object Object],[object Object],Find 10 x Bigger Audience Pearls: Real Mobile Services collected by Tomi T Ahonen
Set the controls for the heart of the 4C’s Commerce Community
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Real Business and 2nd Life Pearls: Real Mobile Services collected by Tomi T Ahonen
Set the controls for the heart of the 4C’s Connectivity Commerce Culture Community
[object Object],[object Object],[object Object],[object Object],[object Object],Ohmy News Pearls: Real Mobile Services collected by Tomi T Ahonen
User Generated Content
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AQA UK already 8 M Queries Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Most Popular UCC in Korea Pearls: Real Mobile Services collected by Tomi T Ahonen
Asian Mobile Community Examples
Super Stable - Hong Kong ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
Twins Mobile - Hong Kong ,[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],Elven Legends Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Kart Rider Pearls: Real Mobile Services collected by Tomi T Ahonen
Innovation Ping Pong..
Habbo Hotel 10 M Users ,[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Habbo Renews Every 6 Weeks Pearls: Real Mobile Services collected by Tomi T Ahonen
CyWorld - 43% of South Koreans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Cyworld Economics Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Flirtomatic More Mobile than Web Pearls: Real Mobile Services collected by Tomi T Ahonen
[object Object],[object Object],[object Object],[object Object],[object Object],Flirtomatic Update 007 Pearls: Real Mobile Services collected by Tomi T Ahonen
Is It Real?
Ratio of Creation to Consumption ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Mobile Communities: $3.45 B Pearls: Real Mobile Services collected by Tomi T Ahonen
Creating Mobile: 6 M's (5 M's) Movement Moment Me Multi-user Money Machines Source: book  m-Profits  by Tomi T Ahonen 2002 THIS is your tool to build billable value when creating mobile services
www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford"
Ask Alan Moore for White Paper [email_address]
But wait - There is still More Info ” In a connected age  sharing  information is power.”   Tomi T Ahonen in Services for UMTS  2002
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Industry Metrics '007
Top 20 Digital Maturity Dec 2006 Familiarity Index (Sweden = 100%) Innovation Index (Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100% ,[object Object],20% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],20 Countries with highest penetrations of TV, internet & mobile phone Familiarity Index : The penetration rates of TV, internet & cellphone Innovation Index : The penetration rates of Digi TV, Broadband & 3G Indexes by TomiAhonen Consulting December 2006 ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top 20 Blogsites on Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen
Good sources of information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommended Books  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tomi T Ahonen, Author & Consultant Competitiveness, Business Case, Marketing, and Profitability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
Recent Ahonen Articles/Columns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics  by Tomi T Ahonen & Jim O'Reilly foreword Dr Hyun-Oh Yoo, CEO SK Communications (284 pages, Hardcover, Futuretext, July 2007) South Korea is the world's highest penetration country for broadband, 3G, digital TV, videogaming etc. This book looks at how that environment spawns innovations and changes society, from mobile commerce to virtual reality to home robotics with resulting cultural changes from education to government to healtcare to crime. Packed with IT statistics and 12 cases. - book website is  www.DigitalKorea.info Available now at Futuretext.com, at Amazon and all major booksellers worldwide “ This book really helps the reader understand what makes a winning Digital ecosystem within a Global context” - JaeHong Yoon, Sr VP  Korea Telecom “ I recommend this book as an insightful resource base for the near future concept creation. ” - Karri Mikkonen Director of Strategy,  TeliaSonera Sweden
Communities Dominate Brands: Business & Marketing Challenges for the 21st Century  by Tomi T Ahonen & Alan Moore with foreword by Stephen C Jones of Coca Cola (274 pages, Hardcover, Futuretext, March 2005) -  ALREADY INTO ITS SECOND PRINTING !!!  -  Business book that discusses the emerging power of digitally empowered communities. Discusses virtual worlds, mobile swarms, blogging. Introduces the 4 Cs, Generation-C (Community), and explains how Alpha Users and Reachability impact marketing communications and customer loyalty. With 13 case studies and 100 real business examples, shows how business must move from inter- ruptive advertising to engagement marketing. - book blogsite is  www.CommunitiesDominate.com Available now at Futuretext.com and all major booksellers including Amazon "Authors vividly illustrate the rapidly growing power of digital communities." - Harry Dronec, Red Bull UK "Clearly identifies the issues impacting the audio-visual industry. " - John Ranelagh, TV2 Norway "Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan
3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike Short of O2 (333 pages, softcover, John Wiley & Sons, 2004) -  ALREADY INTO ITS SECOND PRINTING !!!  -  World’s first book on the marketing and sales of  3G and other advanced wireless services.  Covers Market Intelligence, Segmentation, Service Creation, Distribution Channels, Promotion, Bundling, Tariffing, Billing, and Churn.  With up-to-the-minute theories of cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson  "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore
M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360 pages, hardcover, John Wiley & Sons, 2002) World’s first business book on mobile telecoms became world's bestselling 3G book Oct & Dec 2003.  Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear money focus, m-Profits includes mobile industry issues as Money Migration, Hockey Sticks, and the 5 M’s theory.  The book covers service creation, revenue sharing, content partnerships, telecoms economics, and includes contrasts among all major wireless technologies.  Available now at all major bookstores and at Amazon.com “ Good read for industry professionals, operators, bankers and analysts.” - Voytek Siewierski NTT DoCoMo “ Only book to give comprehensive view of marketing and revenue.” - Sophie Ghnassia France Telecom “ Great guide to making money in mobile services.” - Joao Baptista Mercer Management Consulting “ Makes complex theories easy to understand.” - Mark Weisleder Bell Canada
Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John Wiley & Sons, 2002) World’s first book on 3G services is also the world's bestselling 3G book in Oct 2002.  Covers 200 service ideas with lots of illustrations, statistics, charts.  Written by 14 leading 3G experts, for the non-technical reader.  Includes the 5 M’s theory, service creation, content partnerships, revenue sharing,  marketing and competition in  3G.  Covers all major service  groupings such as SMS, MMS,  m-commerce, mobile adver-  tising, video, music, gaming,  infotainment, B2B, B2C, B2E... -  also translated to Chinese  -  Available now at all major  bookstores and at Amazon.com “ This book provivdes a framework for launching UMTS.” - Mike Short mmO2 “ A must read.” - Dr Roberto Saracco Telecom Italia Future Lab “ Welcome change from technology led literature.” - Dr Didier Bonnet Cap Gemini Ernst & Young “ Explains some of the compelling services.” Jeff Lawrence Intel

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Ahonen Mobile Communities2007

  • 1. Mobile Communities Everything you ever wanted to know but were afraid to ask.. ie Killer Content for the 7th Mass Media Tomi T Ahonen, MBA Author & Consultant Mobile Monday Amsterdam Netherlands Sept 24, 007 "The mobile phone is the only device that 30% of the world's population carry" says Tomi Ahonen The Financial Times 1 Sept 2005
  • 2. 8 C's of Cellphones..
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  • 12. Customer of Mobile Communities?
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  • 40. 7 Mass Media / Content Formats Source: TomiAhonen Consulting Thought Piece on 7th Mass Media Dec 2006 OO OOO O OO Share OOO OO O Vote OO+ OOO Browse OOO OO Messg OO+ OOO Search OO OO OOO Reality OO+ OOO O OO O Game OO+ OO OOO OO O O OO Advg OO+ OO OO OOO O OO XX Music O OO OOO OO X OO Sport O OO OO OO O OOO Info OO+ OO OOO OO XX O News O+ O OO O OOO X OO Story Mobile Internet TV Radio Cinema Record Printing
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  • 50. Don't Focus on Limitations
  • 51. Screen Sizes.. Cinema (medium size): 12 m x 6 m = 72 m ² TV (25" colour): 38cm x 50cm = 0.19 m ² Size differentials: cinema is 379x larger screen ie TV is 0.26% the size of a cinema screen Laptop screen 27cm x 20cm = 540 cm ² Phone screen 4.2cm x 3.6cm = 15 c m ² Laptop screen is 36x larger than phone ie phone is 2.8% the size of a laptop
  • 52. What of keyboard vs keypad? And mouse vs stylus etc Actually, I'd rather not type at all.. Why can't the phone read my mind?
  • 53.
  • 54. Don't Copy - Create Magic
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  • 57. "Nobody is as clever as everybody" - Alan Moore CEO of SMLXL in the book Communities Dominate Brands
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  • 62. Viral
  • 63. "Think global, act viral" - Rudy De Waele, mTrends
  • 64. mAd - Value of Recommendation Pearls: Real Mobile Services collected by Tomi T Ahonen "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
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  • 66. From Interactive to Engagement
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  • 71. How? Use Flower Diagramme
  • 72. So, set the controls for the heart of the 4C’s Connectivity Culture
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  • 74. Set the controls for the heart of the 4C’s Commerce Community
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  • 76. Set the controls for the heart of the 4C’s Connectivity Commerce Culture Community
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  • 96. Creating Mobile: 6 M's (5 M's) Movement Moment Me Multi-user Money Machines Source: book m-Profits by Tomi T Ahonen 2002 THIS is your tool to build billable value when creating mobile services
  • 97. www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford"
  • 98. Ask Alan Moore for White Paper [email_address]
  • 99. But wait - There is still More Info ” In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002
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  • 107. Digital Korea Broadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics by Tomi T Ahonen & Jim O'Reilly foreword Dr Hyun-Oh Yoo, CEO SK Communications (284 pages, Hardcover, Futuretext, July 2007) South Korea is the world's highest penetration country for broadband, 3G, digital TV, videogaming etc. This book looks at how that environment spawns innovations and changes society, from mobile commerce to virtual reality to home robotics with resulting cultural changes from education to government to healtcare to crime. Packed with IT statistics and 12 cases. - book website is www.DigitalKorea.info Available now at Futuretext.com, at Amazon and all major booksellers worldwide “ This book really helps the reader understand what makes a winning Digital ecosystem within a Global context” - JaeHong Yoon, Sr VP Korea Telecom “ I recommend this book as an insightful resource base for the near future concept creation. ” - Karri Mikkonen Director of Strategy, TeliaSonera Sweden
  • 108. Communities Dominate Brands: Business & Marketing Challenges for the 21st Century by Tomi T Ahonen & Alan Moore with foreword by Stephen C Jones of Coca Cola (274 pages, Hardcover, Futuretext, March 2005) - ALREADY INTO ITS SECOND PRINTING !!! - Business book that discusses the emerging power of digitally empowered communities. Discusses virtual worlds, mobile swarms, blogging. Introduces the 4 Cs, Generation-C (Community), and explains how Alpha Users and Reachability impact marketing communications and customer loyalty. With 13 case studies and 100 real business examples, shows how business must move from inter- ruptive advertising to engagement marketing. - book blogsite is www.CommunitiesDominate.com Available now at Futuretext.com and all major booksellers including Amazon "Authors vividly illustrate the rapidly growing power of digital communities." - Harry Dronec, Red Bull UK "Clearly identifies the issues impacting the audio-visual industry. " - John Ranelagh, TV2 Norway "Authors show how living in a converging mobile world introduces threats to your business model. - Kazutomo Robert Hori, Cybird Japan
  • 109. 3G Marketing: Communities and Strategic Relationships by Tomi T Ahonen, Timo Kasper and Sara Melkko, with foreword by Mike Short of O2 (333 pages, softcover, John Wiley & Sons, 2004) - ALREADY INTO ITS SECOND PRINTING !!! - World’s first book on the marketing and sales of 3G and other advanced wireless services. Covers Market Intelligence, Segmentation, Service Creation, Distribution Channels, Promotion, Bundling, Tariffing, Billing, and Churn. With up-to-the-minute theories of cellular telecoms including Reachability, the 5 M’s, Murfing, Alpha Users, Omega Customers and the Early Eight, this book covers the “how” of new wirless services. Available now at all major bookstores and at Amazon.com Only book on winning in 3G "Insightful look into capitalising on customer data and developing targetted marketing propositions." - Jan-Anders Dalenstam, Ericsson "Packed with useful and practical techniques to achieve success in competitive marketplace" - Steven S K Chan, MobileOne Singapore
  • 110. M-Profits: Making Money from 3G Services by Tomi T Ahonen, with foreword by Teppo Turkki of Elisa Corporation Finland (360 pages, hardcover, John Wiley & Sons, 2002) World’s first business book on mobile telecoms became world's bestselling 3G book Oct & Dec 2003. Covers revenues, revenue-sharing, pricing, profits of mobile services. m-Profits includes 170 service ideas and 50 real services in use around the world. Written with a clear money focus, m-Profits includes mobile industry issues as Money Migration, Hockey Sticks, and the 5 M’s theory. The book covers service creation, revenue sharing, content partnerships, telecoms economics, and includes contrasts among all major wireless technologies. Available now at all major bookstores and at Amazon.com “ Good read for industry professionals, operators, bankers and analysts.” - Voytek Siewierski NTT DoCoMo “ Only book to give comprehensive view of marketing and revenue.” - Sophie Ghnassia France Telecom “ Great guide to making money in mobile services.” - Joao Baptista Mercer Management Consulting “ Makes complex theories easy to understand.” - Mark Weisleder Bell Canada
  • 111. Services for UMTS: Creating Killer Applications in 3G Edited by Tomi T Ahonen and Joe Barrett (373 pages, hardcover, John Wiley & Sons, 2002) World’s first book on 3G services is also the world's bestselling 3G book in Oct 2002. Covers 200 service ideas with lots of illustrations, statistics, charts. Written by 14 leading 3G experts, for the non-technical reader. Includes the 5 M’s theory, service creation, content partnerships, revenue sharing, marketing and competition in 3G. Covers all major service groupings such as SMS, MMS, m-commerce, mobile adver- tising, video, music, gaming, infotainment, B2B, B2C, B2E... - also translated to Chinese - Available now at all major bookstores and at Amazon.com “ This book provivdes a framework for launching UMTS.” - Mike Short mmO2 “ A must read.” - Dr Roberto Saracco Telecom Italia Future Lab “ Welcome change from technology led literature.” - Dr Didier Bonnet Cap Gemini Ernst & Young “ Explains some of the compelling services.” Jeff Lawrence Intel

Notes de l'éditeur

  1. Slide by Tomi T Ahonen, 3G Author, Strategy Consultant, Blogger and Podcaster. His books are: Digital Korea , with Jim O'Reilly 2007 Communities Dominate Brands , with Alan Moore, 2006 3G Marketing: Communities & Strategic Partnerships , with Timo Kasper and Sara Melkko, 2003 m-Profits: Making Money from 3G , 2002 Services for UMTS: Creating Killer Applications , with Joe Barrett, 2002 His next book will be: Mobile as 7th Mass Media Channel (2007) Tomi Ahonen lectures regularly at Oxford University's short courses on 3G and Digital Convergence This slide is part of a tomiahonen.com keynote on Mobile Communites at Mobile Monday Amsterdam Sept 007 This slide may be forwarded and re-utilized as long as tomiahonen.com is credited as the original source For more information on Tomi T Ahonen, 3G Author and Strategy Consultant, or any of his books and services, please see the website www.tomiahonen.com