Mobile phone ownership exceeds basic sanitation access

"The mobile phone is the only device that 30% of the world's population carry"
says Tomi Ahonen The Financial Times 1 Sept 2005

Making Money with
Mobile Services
(keynote address)

Tomi T Ahonen, MBA
Author and Consultant

Mobile Squared
Camerjam Singapore 5 May 2010

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

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


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


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

One in Four Snoop Your Phone
• 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


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


Reaches You When You Sleep
• 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


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


Evolution since - Mobile Check In
• 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 Pearls: Real Mobile Services
Berney MMA 2010 collected by Tomi T Ahonen

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 $29
Sources: 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 Pearls: Real Mobile Services
2010 Conference London 21 Jan 2010 collected by Tomi T Ahonen

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 computers
Source: 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 300,000
Source: Financial Times 13 Nov 2009
• UDDATE - by Dec 13 the number is 400,000. Daily 3
minute lessons cost 4 cents; basic speaking course
runs 78 lessons ($3.12 total). Advanced lessons also
available. If Bangladeshi gets English speaking job,
gets 20X better salary in country where minimum
wage = 25 dollars/month
Source: AFP 13 Dec 2009


Mobile measures audience accurately

Thank you AMF Ventures for discovering this sixth benefit in 2007

Customer Data Accuracy
• 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:
Copyright © Tomi T Ahonen 2010 007
AMF Ventures May www.tomiahonen.com 3G Strategy Consulting

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

China - Puma and Formula One
• 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 Pearls: Real Mobile Services

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 dollars
Source: 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...


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

www.ForumOxford.com
First time registration, you need
enrollment key. Use the word:
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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

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 $ 6B $ 3B 85%
Handset Sales $ 160 B $ 155 B 3%
Network Infrastructure $ 45 B $ 45 B 0%
TOTAL $1,070 B $1,005 B 7%
Source: TomiAhonen Almanac 2010

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

Follow Tomi on Twitter
and his blog..

Twitter @tomiahonen
communities-dominate.blogs.com

tomi@tomiahonen.com
www.tomiahonen.com


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

4.6B Subs, 3.9B phones, 3.4B Uniques

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

Mobile Industry Revenues 2009 & 2008
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 $ 6B $ 3B 85%
Handset Sales $ 160 B $ 155 B 3%
Network Infrastructure $ 45 B $ 45 B 0%
TOTAL $1,070 B $1,005 B 7%
Source: TomiAhonen Almanac 2010

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 Pearls: Real Mobile Services
- sample pages at: www.tomiahonen.com

3 B SMS Users, 1.7 B Premium Data
Subscribers, Messaging Users, Data Users

4.5
4
3.5
3
Total subscribers
2.5
Messaging users
2
1.5 Premium data users
1
0.5
0
99
98

01
02

04
05

07
08
00

03

06
19
19

20
20
20
20
20
20
20
20
20

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

100%
90%
80%
70% 3.5G
60% 3G
50% 2.5G
40% 2G
30% 1G
20%
10%
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008


Regional Split of Mobile Media Income
Mobile Media Markets Regionally by Revenue

35
30
25
20
15
10
5
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&

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AC

M
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As
AP


Tomi Ahonen Almanac 2010
Table of Contents
171 pages, eBook format only, February 2009 - Cost 9.99 Euro
Chapter 1 - Introduction
Chapter 2 - Size of Mobile Industry
Chapter 3 - Customers 84 tables and graphs
Chapter 4 - Handsets and Smartphones in the eBook
Chapter 5 - SMS Text Messaging
Chapter 6 - Mobile Internet
cost only 9.99 Euros
Chapter 7 - Seventh Mass Media Channel order at
"Whenever I need a stat, Chapter 8 - Music on Mobile www.tomiahonen.com
Tomi seems to have it, I'd
highly recommend this."
Chapter 9 - Mobile TV and Video
- Russell Buckley, MD Chapter 10 - Mobile Gaming
Admob, Chairman Mobile Chapter 11 - Mobile Social Networking
Marketing Association Chapter 12 - Other Mobile Content
"Speaking of statistics, the Chapter 13 - Mobile Advertising and Marketing
Tomi Ahonen Almanac is Chapter 14 - Voice Calls
an eBook for mobile nuts."
- Ricky "The Guru" Cadden Chapter 15 - Business/Enterprise Services
at Symbian Guru Chapter 16 - Other Mobile Data
"Tomi Ahonen is the king Chatper 17 - Network Infrastructure
of mobile statistics." Chapter 18 - Mobile History and Milestones
- Paul Poutanen founder APPENDIX
and President of Mob4hire
Index of Mobile Leadership
"The Almanac is full of 60 Major Countries in Mobile
hard to find information."
- WAP Review 20 Biggest Mobile Operator Groups
Bibliography, Good Websites
Copyright © Tomi T Ahonen 2010 3G Strategy Consulting
www.tomiahonen.com
About the Author

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; 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”
Earlier Tomi Ahonen has set up &
website: www.tomiahonen.com
run Nokia’s 3G Business
e-mail: tomi@tomiahonen.com Consultancy. Previously he
worked for 3 operators where he
blog: www.7thMassMedia.com created the world’s first fixed-
twitter: @tomiahonen mobile service bundle and set a
• Tomi's new book "Mobile as 7th of the Mass Media" world record for taking market
share from the incumbent

Tomi Ahonen eBooks
eBooks only via tomiahonen.com
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
eBooks only via tomiahonen.com
Tomi Ahonen Almanac 2009
171 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.
"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
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
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


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 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 tomi@tomiahonen.com 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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