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Published on March 30, 2008

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Next Generation Services (Keynote) :  Next Generation Services (Keynote) Tomi T Ahonen, MBA Author & Consultant Mobile Monday Tokyo Tokyo Japan 22 Oct 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 Virtual F1 Champ:  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 Services collected by Tomi T Ahonen 8 C's of Cellphones..:  8 C's of Cellphones.. Need 1 - 1979 - Communication:  Need 1 - 1979 - Communication Voice and SMS Voicemail, e-mail (Blackberry) The number keypad is relic from rotary dial Need 2 - 1998 - Consumption:  Need 2 - 1998 - Consumption Emerged with ringing tones in Finland in 1998 and i-Mode in Japan in 1999 Now we consume pictures, MP3 music, web content, TV clips, cartoons, horoscopes, jokes, information and on and on and on and on Consumption added high-resolution color screens, multimedia players, web access Need higher speed (2.5G, 3G, 3.5G) For "playback" relatively few controls are needed The 7 Mass Media:  1st mass media Print 1500: Buy-to-Own, Advertising, Subscr. books, pamphlets, newspapers, music scores, magazines 2nd mass media recordings 1900: Sound vinyl, tape, CD, DVD: music, software, videogames, movies 3rd mass media cinema 1910: Multimedia, Pay per View silent, b/w sound, color, cinemascope: newsreels, movies 4th mass media radio 1920: Streaming, License AM, FM, stereo, digital: news, music, sports, drama 5th mass media TV 1950: (no innovation!) b/w, color, cable/satellite, digital: news, drama, soaps, reality 6th mass media internet 1995: interactive & search narrowband, broadband: email, search, browsing, downloading 7th m.m. mobile 2000: pers/always-on/carried/pay/inspir/data 2G SMS, WAP, 2.5G, 3G: messaging, browsing The 7 Mass Media Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 7th Mass Media: Mobile:  7th Mass Media: Mobile mobile phone 2000 Can do everything the previous SIX media can do, including interactivity & search of the internet Personal mass media, always-on media, always carried media, with built-in payment channel; as creative tool - is always present at point of creative impulse; most accurate audience info 2G, 2.5G, 3G text messaging, ringtones, logos, news, music, gaming, voting.. subscription, pay-per-view, advertising major revenue shift for music, gaming, e-mail introduce text messaging, ringtones, logos, voting, picture messaging Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Pop Idol meets Tamagotchi:  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 virtuals Source Ex Machina at MoMo San Francisco 15 Oct 007 Pop Idol meets Tamagotchi Pearls: Real Mobile Services collected by Tomi T Ahonen Need 3 - 2000 - Charging:  Need 3 - 2000 - Charging 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 Services collected by Tomi T Ahonen Mobile Money:  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 Services collected by Tomi T Ahonen Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 Need 4 - 2000 - Commercials (ads):  Need 4 - 2000 - Commercials (ads) Then came advertising.. We get into commercials (advertisements, mobile marketing) Interactive advertising - opinions, feedback Engagement marketing - participation, co-creation, viral marketing! mAd? - Value of Recommendation:  mAd? - 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 Blyk the basics..:  Blyk launched 24 Sept in UK. Only for 16-24 year olds and by invitation only Service offers 43 minutes of free calls and 217 free texts per month (1.4 min/day, 7 SMS per day) Blyk has no phones, only offers SIM card User needs to watch up to 6 ads per day which are super-personalized (customers feel they are more content than ads) 44 major advertisers signed up: Coca Cola, Adidas, L'Oreal and MasterCard Already aiming France, Germany & Spain next year Source: Financial Times 25 Sept 007 Blyk the basics.. Pearls: Real Mobile Services collected by Tomi T Ahonen Need 5 - 2001 - Creation:  Need 5 - 2001 - Creation Then emerged need for content creation, starting with J-Phone (Vodafone KK, Softbank) and its cameraphones and Sha-Mail in 2001 Since then we've added video recording, sound recording (podcasts) and (mobile) blogging abilities to the phone Now we need to control the the device to gain good creations Sugababes Mobisodes:  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 Services collected by Tomi T Ahonen Need 6 - 2003 - Community:  Need 6 - 2003 - Community Now for our industry is Community MySpace, Flickr, Second Life, YouTube, Mixi, Cyworld, Bebo, World of Warcraft, Friendster... Not only create and consume but also Share Rate Recommend See Me TV paid 100,000 UKP:  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 UKP Sources: www.3G.co.uk, 9 March 2006, Mobile Marketing Magazine 1 Feb 2006 See Me TV paid 100,000 UKP Pearls: Real Mobile Services collected by Tomi T Ahonen SeeMeTV Update '007:  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 In Sept 007, Three gave latest 12 month data at Mobile Web 2.0 in London: 14.2 million videos downloaded past 12 months 6 million games downloaded in past 12 months Three has about 4 M subscribers (5% market share) Source: Three at Mobile Web 2.0 in London 20 Sep 007 SeeMeTV Update '007 Pearls: Real Mobile Services collected by Tomi T Ahonen Need 7 - 2005 - Cool (fashion):  Need 7 - 2005 - Cool (fashion) First with Benetton & NTT DoCoMo, now the phone is crossing over seriously to the fashion side, with ever more fashion awareness with the iPhone LG joins with Prada Motorola joins with Dolce & Gabbana And separately Nokia's top- end Vertu jewelry-phone line is on the catwalks around the world Pearls: Real Mobile Services collected by Tomi T Ahonen Text-to-Butt?:  Text-to-Butt? French Blue Jeans manufacturer Uranium Jeans has released the first SMS jeans. They have a flexible screen on the rear pocket of the jeans. You can now send a message to display on the back of your jeans First jeans went on sale in Uranium's flagship store in St Tropez France at about 300 dollars per pair Next to get smart jeans is Los Angeles Source: Textually 5 June 2006 Pearls: Real Mobile Services collected by Tomi T Ahonen Need 8 - 2006 - (Remote) Control:  Need 8 - 2006 - (Remote) Control 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 robot in every home within ten years (note: picture is Japanese household robot "Wakamaru" by Mitsubishi) Pearls: Real Mobile Services collected by Tomi T Ahonen Our Eight Needs served by phone:  Our Eight Needs served by phone 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 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen Copying Across Borders:  Copying Across Borders Habbo Hotel 7 M Users:  Habbo Hotel 7 M Users Sulake has Habbo Hotel in 30 countries with 76 M avatars, 40 M rooms and 7 M active 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 Services collected by Tomi T Ahonen CyWorld - 43% of South Koreans:  CyWorld - 43% of South Koreans Korean CyWorld used by 95% of the 20 year olds The web and mobile based virtual room, blogsite, mobile blogging, music and community site has 19 M koreans - 43% of the Korean population as users At 100,000 daily video uploads, Cyworld generates more video traffic than YouTube. Music 200,000 songs/day, World Nr 2 after iTunes 30,000 businesses active in CyWorld, offer 500,000 items of content for sale. 40% revenue-share Source: book "Digital Korea" by Ahonen & O'Reilly 2007 Pearls: Real Mobile Services collected by Tomi T Ahonen Self Central - Vodafone "Cyworld":  Vodafone in New Zealand has launched a mobile social networking service similar to Cyworld branded Self Central Users have rooms and avatars Part of Self Central's attraction is a user-generated content revenue-sharing model similar to SeeMeTV, but Self Central gives back 20% of UCG content revenues to original creator Source: Mobile Monday Amsterdam 24 Sept 007 Self Central - Vodafone "Cyworld" Pearls: Real Mobile Services collected by Tomi T Ahonen Flirtomatic Update '007:  UK flirting service Flirtomatic from May 2006. CEO Mark Curtis says: Today 60,000 web users, 20,000 WAP users, WAP users active twice as much as web users 3.5 million virtual "Red Roses" in 2007 at 23 pence per rose (805,000 UKP / 1.2 M Euro / 1.6 M USD) Offer branded sponsorship ie Loreal Lip Gloss sponsoring the Flirtomatic "Big Wet Kiss" Half of income from ads, half from personalization and gifts; Flirtomatic stopped subscription totally in April 2007 as unnecessary Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007 Flirtomatic Update '007 Pearls: Real Mobile Services collected by Tomi T Ahonen Flirtomatic version of Adwords:  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 Flirtomatic Source: Flirtomatic at Mobile Web 2.0 in London 20 Sept 007 Flirtomatic version of Adwords Pearls: Real Mobile Services collected by Tomi T Ahonen Best Examples:  Best Examples Elven Legends:  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, challenges and quests, and of course fighting The game has lots of spells and mystical elements (make your opponent go blind, etc) Source: Nexgen Studio June 007 Elven Legends Pearls: Real Mobile Services collected by Tomi T Ahonen Kart Rider:  Kart Rider in South Korea, a multiplayer cartoon-crazy car racing game by Nexon, has become the world's most successful multiplayer game by national 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 accessories Source: book Digital Korea, Ahonen & O'Reilly 2007 Kart Rider Pearls: Real Mobile Services collected by Tomi T Ahonen Kart Rider uses "Cartoon Logic"..:  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 game Source: book Digital Korea, Ahonen & O'Reilly 2007 Kart Rider uses "Cartoon Logic".. Pearls: Real Mobile Services collected by Tomi T Ahonen User-Generated Content:  User-Generated Content Most Popular UCC in Korea:  User-Created Content in South Korea was measured by NIDA National Internet Development Agency June 2007 and found the most popular UCC to be: Humor, bizarre, fun: 80.4% of users have viewed Hobby, leisure: 58.1% Celebrity: 50.7% Healthcare, living: 34.1% Jobs, learning: 26.2% Personals, trivia etc: 25.0% News, issues: 21.7% Source NIDA June 007 Most Popular UCC in Korea Pearls: Real Mobile Services collected by Tomi T Ahonen Ratio of Creation to Consumption:  Ratio of Creation to Consumption 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 Source: TomiAhonen Consulting March 2006 www.ForumOxford.com:  www.ForumOxford.com First time registration, you need enrollment key. Use the word: "forumoxford" But wait - There is still More Info:  But wait - There is still More Info ”In a connected age sharing information is power.” Tomi T Ahonen in Services for UMTS 2002 Mobile Industry Metrics '007:  Mobile subscribers end June 007 were 3.0 B (2007 Informa) 28.8% with 2+ subscriptions ie 2.1 B unique users (2007 Informa) Mobile telecoms 2006 total revenues $646B (2007 Informa) Global ARPU by users $25.51 but by SIMs $19.91 (2007 Informa) 2006 SMS Revenues $80 B (2006 ITU), is 12% of global revenues 2007 Non-SMS mobile data content $45 B (2007 Informa) MVNO revenues in 2005 $18.4B (2005 Total Telecom) SMS used by 74% ie (2007 Logica CMG) ie 2 B people EOY 2006. Average price person-to-person SMS globally 3.7 cents (Informa 2007) 28% of users access internet via mobile phone, is 588 million people (2005 Ipsos) Note: Most of these also access via PC Handsets replaced in 18 mo (2006 Semiconductor Industry Assoc.) 2006 Handset sales 1.02 B units (2007 IDC) and $115 B in annual revenues (2005 iSupply) Mobile Industry Metrics '007 Top 20 Digital Maturity Dec 2006:  Top 20 Digital Maturity Dec 2006 Familiarity Index (Sweden = 100%) Innovation Index (Korea 100%) 80% 60% 40% 20% 60% 40% 80% 100% 100% Sweden 20% Finland Denmark USA Japan Korea UK Hong Kong Austria Norway Canada Netherlands Italy Taiwan Germany New Zealand Australia Ireland Singapore 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 Israel Top 20 Blogsites on Mobile:  So, here are the popular mobile blog sites, according Technorati. 1. Smart Mobs - rank: 1,033 (4,755 links from 1,081 blogs) 2. textually.org - rank: 1,181 (3,213 links from 1,009 blogs) 3. MobileBurn - rank: 1,868 (5,609 links from 766 blogs) 4. All About Symbian - rank: 2,833 (1,864 links from 589 blogs) 5. MobileCrunch - rank: 3,465 (1,538 links from 508 blogs) 6. MobHappy - rank: 4,920 (1,344 links from 390 blogs) 7. pasta and vinegar - rank: 6,187 (1,145 links from 332 blogs) 8. The Mobile Technology Weblog - rank: 7,928 (2,565 links from 262 blogs) 9. Mopocket rank: N/A (569 links to this URL sorted) 10. Open Gardens - rank: 9,230 (510 links from 232 blogs) 11. Mobile Mentalism - rank: 11,626 (465 links from 189 blogs) 12. Techdirt Wireless - rank: 12,632 (434 links from 175 blogs) 13. Darla Mack - rank: 13,125 (859 links from 169 blogs) 14. Communities Dominate Brands - rank: 13,203 (446 links from 166 blogs) 15. m-trends.org - rank: 17,238 (435 links from 132 blogs) 16. mobile jones - rank: 18,012 (343 links from 127 blogs) 17. The 3G Portal - rank: 18,195 (352 links from 126 blogs) 18. The Pondering Primate - rank: 19,256 (255 links from 120 blogs) 19. gotomobile.com - rank: 22,255 (226 links from 106 blogs) 20. Mobile Opportunity - rank: 23,427 (229 links from 101 blogs) Source: M-Trends.org 18 Aug 2006 Top 20 Blogsites on Mobile Pearls: Real Mobile Services collected by Tomi T Ahonen Good sources of information:  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 More information send e-mail to tomi@tomiahonen.com Recommended Books :  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 & Consultant Competitiveness, Business Case, Marketing, and Profitability:  Tomi T Ahonen, Author & Consultant Competitiveness, 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” website: www.tomiahonen.com e-mail: tomi@tomiahonen.com podcast: www.HorizonChannel.com blog: www.CommunitiesDominate.com 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:  Recent Ahonen Articles/Columns Mobile the Ubiquitous Technology Forum Oxford Journal Vol 1 Mobile as 7th Mass Media - Mobile Handset Analyst, Feb 2007 Mobile Social Networking - Asia Pacific Telecoms, Jan 2007 Celebrating the 1000th Pearl - The 3G Portal, Oct 2006 Hidden Power in Mobile - Mobile Communications June 6, 2006 Second Subscriptions - Wireless Watch June 5, 2006 Operator Customer Service - The 3G Portal, Apr 2006 3G TV Convergence - European Communications Spring, 2006 Seventh Mass Media - The 3G Portal Nov, 2005 Next 20 Years in Mobile - Ohmy News Korea Jun 17, 2005 Story of Mobile vs TV - New Media Knowledge Apr 25, 2005 NOTE - Ahonen blogs at www.CommunitiesDominate.com and is the host of Communities Dominate Podcast on HorizonChannel.com Slide45:  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 Slide46:  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 Slide47:  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 Slide48:  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 Slide49:  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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