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• 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 5.1 Billion people have a mobile phone subscription..Source: MMA Forum Asia 12-14 Apr 2010
• Young and Rubicam reported average African mobile phone user checked phone 82 times per day
• UPDATE - Nokia reported at MindTrek 2010 that the world average is already 150 times per day
• That means once every 6 and half minutes of every waking hour of every day across the planet..Sources: Young & Rubicam Mobile Mania Report April 2010, Nokia presentation MindTrek Tampere Finland Oct 2010
• 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..
• Finnair started mobile check-in late in 2001.• 2% of global travel used it in 2008 (IATA). • 10% of Lufthansa passengers used it in 2009 • 50% on some Finnair flights• 2010 Book It upgraded Finnair with iSMS: • After passenger checked in economy, they check
business class seats, and offer instant upgrade offer paid by credit card/mobile or frequent flier miles!Sources: Book It October 2010 and Paul Berney MMA May 2010
Source: www.finnair.com
Finnair Mobile Check In
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Invented in Norway as recently as year2000, m-Parking is now cannibalizingtraditional parking in all markets
• In 2007 Estonia became first countrywhere no other parking payments wereaccepted, so Parking became first m-payment service to cannibalize 100%of a specific industry sector
• The reason cash was eliminated, wasthe Mafia-led crime related to parking meters. The crime was eliminated..Source: Tomi Ahonen Pearls Vol 3: Mobile Money 2010
Cannibalizing Parking
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Sweden had a wave of robberies of bus drivers for their cash. So Sweden followed Estonia's m-parking example, and eliminated cash as acceptable payment for public transport
• The crime ended• Most used way to pay?
Mobile of course• Sweden became first
country to start officialgovernment discussionsof the elimination ofcash altogether, in parliament in 2010
• ABC's TV show aimed at young women, called Pretty Little Liars has run a mobile engagement campaign
• Girls asked to send the word 'Secrets' to a phone number, via SMS. They would then receive secret messages from a character known as "A" and also a preview MMS video clip of the upcoming episode
• 12% of core teen audience joined. 4X more than expectated
• 100K viewers. 550K messages. 2.2M page views. ABC monetized campaign selling ads to Microsoft
Source: Mogreet, November 2010 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
• So you are on that stunning Copacabana or Ipanema beach in Rio de Janeiro. Its a hot sunny day of course, and you want an ice cream. But you don't have your wallet...
• Mobile to the rescue! Mastercard Brazil has partnered with Unilever to bring mobile payments to the ice cream kiosks on the beach - via SMS
• Service developed by Spring Wireless
Source: eBook Tomi Ahonen Pearls Vol 3: Mobile Money
Ice Cream and Ipanema
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Three UK museums set up 'My Art Space' to help make school age childrens visits to the museums more useful for the kids
• In addition to more info about museum pieces, kids were tasked to take pictures, create blogs, rate items and discuss, all via their mobile phones. For kids who didn't have phones, the museums lent cameraphones
• Involved 100 schools and 3,000 children participated in the mobile phone enhanced museum visits
• The kids loved it so much, they spent 4.5x longer on average in the museums (90 minutes vs 20 minutes without My Art Space)source: mLearnCon, San Diego USA, 15 June, 2010
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Alan Moore CEO of SMLXL and multiple author presented at Oxford University course on 7th Mass Media in October 2010.
• He said that the Japanese Girlwalker mobile fashion magazine and fashion shop is achieving 45% redemption rates to its fashion-oriented coupons and offers Source: Alan Moore lecture Oxford University 13 Oct, 2010
• 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
• New York Daffy's had a promotion at their window display, where live models (men and women) would dress - and undress - and re-dress into outfits, driven by SMS interactivity of passers-by.
• 1,500 SMS messages between 6PM and 9:30 PM.
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• The phone has become aware of our physical and even emotional states. It knows where we are, are we in work or pleasure mode, even if we have checked into FourSquare to be Mayor of the nearest Starbucks
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Tesco in the UK offers a mobile phone based shopping assistant
• It seems innocent enough at the start - you can use it to create your shopping list - and to help you, you can use the 2D barcode scanner while in the store to easily add items to the shopping list
• But here is the magical benefit - you tell it which Tesco store you will shop in, and the shopping list will be re-arranged in the order of the items in the shopping aisles!
Source: Addictive presentation at Mobile Marketing Forum Sao Paulo Brazil 2 Sept, 2010 Pearls: Real Mobile Services
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Now AgriHouse in Japan offers the latest in communications beyond the human race - your houseplants! A device attached to the plant will send SMS to you when the plant needs to be watered
• Nokia N8 launch featured AR for print magazines• Suddeutsche Zeitung magazine prepared a special
issue with AR features. Using Junaio, a reader could see 3D images superimposed over magazine article, alternate images, and superimposed content such as 'thought bubbles' over people's faces Source: Nokia Sept
2010
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
• Fanta has a tennis game on that is a bluetooth game between mobile phones
• Pretty clever. Except that it makes bouncing ball noises, at such a high pitch, that only young people can hear them. These are called "mosquito noises".
• Some kids use sound as the ringing tone• Campaign resulted in 600,000 downloads
Sources: MobHappy 2 Dec 2008, MMA June 2010
Game with "Mosquito Noises"..
Pearls: Real Mobile Servicescollected by Tomi T Ahonen
Tomi Ahonen Almanac 2010 Table of Contents182 pages, eBook format only, February 2010 - Cost 9.99 EuroChapter 1 - IntroductionChapter 2 - Size of Mobile IndustryChapter 3 - CustomersChapter 4 - Handsets and SmartphonesChapter 5 - SMS Text MessagingChapter 6 - Mobile InternetChapter 7 - Seventh Mass Media ChannelChapter 8 - Music on MobileChapter 9 - Mobile TV and VideoChapter 10 - Mobile GamingChapter 11 - Mobile Social NetworkingChapter 12 - Other Mobile ContentChapter 13 - Mobile Advertising and MarketingChapter 14 - Voice CallsChapter 15 - Business/Enterprise ServicesChapter 16 - Other Mobile DataChatper 17 - Network InfrastructureChapter 18 - Mobile History and MilestonesAPPENDIXIndex of Mobile Leadership60 Major Countries in Mobile20 Biggest Mobile Operator GroupsBibliography, Good WebsitesAbout the Author
"Whenever I need a stat, Tomi seems to have it, I'd highly recommend this." - Russell Buckley, MD Admob, Chairman Mobile Marketing Association
"Speaking of statistics, the Tomi Ahonen Almanac is an eBook for mobile nuts." - Ricky "The Guru" Cadden at Symbian Guru
"Tomi Ahonen is the king of mobile statistics." - Paul Poutanen founder and President of Mob4hire
"The Almanac is full of hard to find information." - WAP Review
Tomi T Ahonen, Author & ConsultantCompetitiveness, Business Case, Marketing, and Profitability
• 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”
• Tomi's new book "Mobile as 7th of the Mass Media"
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
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 AdvertisingForeword by Russell Buckley, SVP Admob, Chairman Mobile Marketing Association
171 pages, eBook format only, January 2009 - Cost only 9.99 EuroLaunching 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 Almanac 2010182 pages, eBook format only, February 2010 - Cost only 9.99 Euro
Comprehensive industry review and almanac with 84 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.
eBooks only via tomiahonen.com
"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 Almanacas an eBook for mobile nuts. In it, you can quickly find mobile penetration of say, Thailand, or that 51% of the Earth's population has at least one cellphone, and one in 8 mobile walks around with 2 phones in their pockets!"
- Ricky "The Guru" Cadden at Symbian Guru
"Tomi Ahonen is the king of mobile statistics and knows more about the mobile space than any one I know"
- Paul Poutanen founder and President of Mob4hire
"If you're interested in mobile statistics, you really need to pick up a copy of Tomi Ahonen's Almanac. The Almanac is full of hard to find information."
Mobile as 7th of the Mass Media, 2008explains 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, 2005with Alan Moore
first business book on social networking 280 pages.
3G Marketing, 2004, with Timo Kasper & Sara Melkko is marketing handbook for mobile operators
M-Profits 2002 Still only complete business book for mobile, 360 p
Services for UMTS, 2002, with Joe Barrett was first services and applications book for 3G, 373 pages
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 [email protected] for more.
Tomi Thought Pieces & White Papers• TomiAhonen Thoughts Mobile Messaging, February 2010• 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 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
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..