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• During the 2007 season, a parallel Formula One world championship has been run
• The races were on a modified Formula One simulator, and was a contest of who managed the best time around the circuit
• The global contest winner was from Hong Kong who won a full day at the F1 testing circuit in Valencia Spain, with the Williams team, with drivers Wurz and Rosberg, and getting to try out the current F1 car
Source: South China Morning Post 21 Oct 2007
Virtual F1 Champ
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Netherlands innovative new media producer company Ex Machina has developed an innovative multi-platform concept around TV-broadband-mobile convergence called Pop Kids
• Two real humans become parents to a virtual kid which needs to be trained for "18 years" (18 days)
• "DNA" of parents is merged in kid. Parents' music tastes, selections of the virtual kid's education etc will reflect how kid evolves in music, singing, dancing etc
• Along the way, youth contests against other kids• At 18 years, Pop Kid enters reality TV contest similar
to Pop Idol against other virtualsSource Ex Machina at MoMo San Francisco 15 Oct 007
Pop Idol meets Tamagotchi
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Next came digital money..• Smart Money / Philippines etc• NTT DoCoMo (Osaifu Keitai - mobile wallet) with
FeliCa - eg Tokyo commuters paying for subway train • 2D Barcodes in Japan• Credit cards into mobile like Visa in South Korea• And SMS based payments like Smart Money in the
Philippines
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Numerous Philippine companies such as Infonxx (118118) offer the ability to pay the salary directly to a mobile phone/banking account.
• In South Africa on-the-spot travel insurance via the mobile phone. The insurance by Metropolitan Life costs 1 USD; has a maximum payout of 6,300 USD.
• In Kenya the limit of how much one transfer may be from one mobile phone to another is 1 M USD
• In India Reliance Power allows households to pay their power utility bill via mobile phone using SMS. Receive 0.5% discount this way
Mobile Money
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
• Endemol (producer of Big Brother) is launching a mobile TV only reality TV series featuring the UK girl pop trio Sugababes, on their tour with Robbie Williams
• Each episode costs 50 pence (75 Euro cents, 85 US cents)
• The TV show will include lots of interactive elements including viewers designing dance moves for the band, sending them in via videoclips
• Service set up between Endemol, O2 and Universal Music
Source: Moco News 9 May 2006
Sugababes Mobisodes
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• SeeMeTV launched by Three Italy and Three UK. UK version was launched Oct 2005. Each video clip cost 50p to view and paid 1p to the creator of the clip
• By March received 30,000 clips, these downloaded 4 M times, and Three paid out 100,000 UKP
• Most popular clips were:– Hot dog boy – the quickest frankfurter eater in town!
– Pretzel girl – a real-life office contortionist
– The World's first wedding proposal over video mobile on Valentine’s day (Dating Game)
– Tornado chaos – footage of the aftermath of the tornado that hit Birmingham (24 Hours)
• One woman flashed her breasts and had 130,000 downloads, earned 1,300 UKPSources: www.3G.co.uk, 9 March 2006, Mobile Marketing Magazine 1 Feb 2006
See Me TV paid 100,000 UKP
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Now the phone is starting to emerge as the remote control
• We already have isolated applications such as SMS controlled tea kettle (I kid you not) and mobile phone controlled air conditioning, saunabath heating, etc
• Also remote control of locks, security systems
• And the South Koreans expect a robotin every home within ten years(note: picture is Japanese household robot "Wakamaru" by Mitsubishi)
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Need 1 - Communicate• Need 2 - Consume• Need 3 - Charging (money)• Need 4 - Commercials (advertising)• Need 5 - Create• Need 6 - Community (social networking)• Need 7 - Cool (fashion)• Need 8 - (Remote) Control
Source: TomiAhonen Consulting January 2007Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Sulake has Habbo Hotel in 30 countrieswith 76 M avatars, 40 M rooms and 7 Mactive users. Average session is 30 min
• Habbo Hotel is a childrens virtual online playground - kids don't have credit cards - payments are by premium SMS. Kids spend over 40 min per session. Sulake earns 29 M Euro (35 M USD) per year
• Calculated across its total subscriber base Habbo Hotel earns 5 USD per year per subscriber or 42 cents per month Sources: Kauppalehti 11 July 2006, Sulake January 2007
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessarySource: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007
Flirtomatic Update '007
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• UK Based converged flirting/dating service Flirtomatic launched May 2006. Flirtomatic CEO and author Mark Curtis updated at Mobile Web 2.0 in London:
• A new concept among the 80,000 users (60K on Web and 20K on WAP) is the personal ad
• Active flirters can get more traffic by being more visible on the front page
• Principle is location auction ie select which slot you want and bid for it - like Adwords auctions on Google
• Current top slot bid costs about 8 UKP for 6 hours as first face of FlirtomaticSource: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007
Flirtomatic version of Adwords
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Singapore game developers Nexgen Studio has launched Multiplayer Online Role-Playing Game for 3G and broadband, converged. The game is about elves (dwarfs) called Elven Legends
• Has typical multiplayer role playing elements such as customizing the character, challengesand quests, and of course fighting
• The game has lots of spells and mystical elements (make youropponent go blind, etc)
Source: Nexgen Studio June 007
Elven Legends
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game bynational adoption rate - 25% of all South Koreans have driven Kart Rider
• Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc
• You can have your rival's car spin on a banana peel, or shoot a rocket at it, or fly above with a balloon etc
• Makes its money on accessoriesSource: book Digital Korea, Ahonen & O'Reilly 2007
Kart Rider
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Kart Rider, a multiplayer cartoon-crazy car racing game developed by Nexon, has become world's most successful multiplayer game by national adoption: 25% of all South Koreans have driven Kart Rider
• Game combines car racing with crazy and violent cartoon behaviour from Tom & Jerry etc
• Real world rules, such as gravity etc are modified by "cartoon logic" to make it more fun. You can have your rival's car spin on a banana peel, or shoot a rocket at your rival, or fly above with a balloon etc
• Is free, makes all of its money on accessories. 2 TV channels are devoted to the gameSource: book Digital Korea, Ahonen & O'Reilly 2007
Kart Rider uses "Cartoon Logic"..
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Mobile Blogging/User-Generated Video on Orange France, 65,000 blogs viewed 140 million times. For every blog posting created, they are viewed 114 times Source: Lightreading.com 6 June 2006
• SeeMeTV on Three/Hutchison UK had received 30,000 clips, these downloaded 4 M times (ratio 1:133). Source: Mobile Marketing Magazine 1 Feb 2006
• It seems that for mobile networks and paid social networking access, the ratio of user-generated content to users viewing the content is about 1:100
• By contrast on free internet the ratio is about 1:1000
Good sources of information• Biggest free 3G info site - www.the3Gportal.com
sign up for their free daily 3G newsletter !
• Free panel on mobile - www.ForumOxford.com passcode forumoxford
• Community future blogs - www.communities-dominate.blogs.com• Free site of mobile news and blogs - www.wireless-watch.com• Podcasts on communities and mobile - www.horizonchannel.com• Disruptive and engagement marketing - www.smlxlarge.com• User interfaces and mobile blogging - www.fjord.co.uk• Most advanced Segmentation, Alphas etc - www.xtract.info• 3G and 2.5G training, Oxford - www.conted.ox.ac.uk/electronics• Mobile Data Association - www.mda-mobiledata.org• UMTS Forum Reports - www.umts-forum.org• More free service idea “Pearls” - www.tomiahonen.com
Recommended Books • Digital Korea, Tomi T Ahonen & Jim O'Reilly, 284 pages,
Futuretext, 2007• Communities Dominate Brands, Tomi T Ahonen & Alan
Moore, 274 pages, Futuretext, 2005• Mobile Web 2.0, A Jaokar & T Fish, 176 p, Futuretext, 2006• M-Profits, Tomi T Ahonen, 360 pages, Wiley 2002• Distraction, Mark Curtis, 240 pages, Futuretext, 2005• Next Generation Wireless Applications, Paul Golding, 588p,
Wiley 2004• 3G Marketing, Ahonen, Kasper & Melkko 333 p, Wiley 2004• Mobile Strategy, Tom Weiss, 320 pages, Futuretext 2006• Smart Mobs, Howard Rheingold, 288 p, Basic Books, 2003• The City in Your Pocket, T Kopomaa, 143 p Gaudeamus 2000• ...And of course The Dilbert Future by Scott Adams..
Tomi T Ahonen, Author & ConsultantCompetitiveness, Business Case, Marketing, and Profitability
• Provides 3G business case audits and 3G service marketing plan workshops for mobile operators, and value chain analysis for content providers, bankers etc.
• The world's most prolific new mobile service evangelist, has introduced over 1,000 new service concepts at public conferences; his books include 500 service ideas.
• Quoted in over 200 press stories in a dozen languages; keynotes/ chaired at over 200 major conferences on six continents; host of Communities Dominate Podcast.
• 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 & 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
Digital KoreaBroadband internet, 3G telecoms, Digital TV, Telematics, Multiplayer Gaming, Home Robotics
by Tomi T Ahonen & Jim O'Reillyforeword 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 Relationshipsby 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 Servicesby 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 3GEdited 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