Twitter: @tomiahonen Copyright © Tomi T Ahonen 2014 "Tomi Ahonen is the most influential expert in...

Copyright © Tomi T Ahonen 2014 www.tomiahonen.com Twitter: @tomiahonen

"Tomi Ahonen is the most influential expert in mobile." - Forbes January 11, 2012

Tomi T Ahonen, MBAAuthor and Consultant

Twitter: @tomiahonenwww.tomiahonen.com

A Morning With MobileMMA and IAB, Johannesburg, South Africa

7 November 2014

Tomi Seen in:60 Countries 350 Conference Presentations 100 Cities Cumulative audience over 125,000 people

When Mobile Marketing Learned How to Walk, it Soon

Started to Run: Worldwide Insights From Bleeding Edge

of mAd


The Numbers

Now into uncharted territory...


0

1

2

3

4

5

6

7

8

1964 1969 1974 1979 1984 1988 1994 1999 2004 2009 2014

Global Media End of 2014

Population

Source: TomiAhonen Almanac 2014

Population 7.2B

FM Radio 4.2B

PC 1.5B

Landline 1.0B

Mobile 7.3B

Population

FM Radio

TV

Landline Phone

Inte

rnet

PC

Mo

bile

Internet 2.7B

TV 2.1B


Mobile Media $236B• Strategy Analytics has its latest count of global

mobile media, at 236 Billion US dollars in 2013• It found following user counts:

– 1.9 Billion mobile browsing users– 1.1 Billion on mobile social networking– 1.0 Billion mobile app users– 900 million ringback tone users

Source: PCC Mobile Broadband 7 Aug 2014


The 10 Dollar iPhone?

• Ah, the relentless pace of Moore's Law... Take any 'superphone' of today: iPhone 4, Nokia N8, Samsung Galaxy, Blackberry Bold, or whatever is your favorite

• Summer 2010: unsubisidised price of: US $600gave you touch screen, 3G, WiFi, GPS, 8mp & flash

• Winter 2011, same phone would cost $300• Summer 2013: $150; winter 2014: $75

summer of 2016: $38; winter 2017: $19• By summer 2019 cost of same specs

of what was condered superphonein 2010 would be $10 (includingdistribution, marketing & profit)Projection: TomiAhonen Consulting July 2010


The Consumer and Mobile

We look at our mobile 221 times per day


221 Times Per Day• The stats of our mobile phone use

keep growing• Latest survey by Tecmark in UK of

2,000 smartphone owners finds that the average UK smartphone owner looks at their phone 221 times per day

• Thats once every 4 minutes and 18 seconds of every waking hour

• We also stare at the phone screen now 3 hours per day on average, so 18.9% of the time we are awakeSource: Daily Mail 8 Oct 2014


US Teen Survey: Its still SMS• Brand new Niche survey of 7,000 USA teens in

2014 on their daily use of their cellphones• 87% use SMS• 61% use Facebook• 55% watch YouTube• 51% use Instagram• 46% use Snapchat• 37% use Pandorra• 35% use Twitter• 34% place voice calls• 25% use FB Messenger• 23% use Google+• 9% use Whatsapp• 8% use Skype

Source: The Atlantic 19 June 2014


10% use during Sex

• Astonishing finding by latest Harris poll in the USA:

• 10% of US adults admit to having used their mobile phone while having sex

• This is consistent with earlier findings out of UK by Zeldi and Retrovo of the same level useSource: Harris Poll 2013


New Zealand Mobile Web

• Vodafone statistics at the annual Tel.Con conference:• 74% check social networking from bed• 41% check the mobile internet while on toilet• 38% have settled bet by finding answer on phone• 23% access the mobile internet from the beach

Source: Vodafone NZ presentation at Tel.Con in Auckland April 2012

The Truth is In My Pocket


mAd Stats

Utterly counter-intuitive


• IAB has started to report on the full size of the mobile advertising market including messaging

• In 2013 they counted total market nearly doubled from 2012 and reached size of $19.3 Billion

• Mobile ads were by type:– Search $9.5B = 49% – Banner ads $8.0B = 41% – Messaging $1.9B = 10%

• Regionally: North America $8.1B, APAC $7.1B, Europe $3.3B, MEA $225M, LatAm $144MSource: Marketing Land 13 Aug 2014

mAd Market $19.3B in 2013


Marketers Behind on Mobile• Forrester 2014 survey of marketing professionals:• 42% are employed in companies so new to mobile,

they are still building their first mobile strategy or it is less than a year old

• 65% don’t have adequate budgets for mobile• 62% don’t collect any data on mobile use by

their customers. Of those that do, most only measure mobile web banner ad clicks

• 41% don’t even know own customers’ attitudes to and uses of mobile

• Forrester is critical of marketers focusing on wrong tools like apps rather than SMS

• Also responsive design use as substitute for understanding full power of mobileSource: Mobile Marketer 24 Oct 2014


Want In-Game Ads with 1% CTR?• RockYou reported on the in-game advertising on

its popular games like Zoo World, Bingo, Gardens of Time etc at Mobile Games Forum 2014:

• Pre-roll and mid-roll advertising generate between 0.5% and 1% click-through rates. Ads were shown at natural breaks in gameplay

• RockYou felt these rates were ‘extremely strong’

• (Tomi comment: yes 1% or less on mobile ads, which is better than online ads they may be used to but pitifully low compared to what mobile can do)Source: RockYou Games presentation at Mobile Games Forum, Seattle USA Oct 2014


Consumer Dislikes With Mobile• Netbiscuits survey of 6,000 consumers

in USA, UK, Germany, Brazil, India and China found:

• 96% have abandoned a mobile website because of poor experience

• 91% have gone to a competitor site when disappointed in the intended mobile website

• 91% had deleted an app that they felt was intrusive

• 40% will abandon a site if it asks for location infoSource: Internet Retailing 28 Oct 2014


How many of you have ever been in a

situation, where you were exposed to a

bunch of ads, and then decided to ask for more

ads?


We Love Amazon Advertising• Amazon is proof that its possible to ask for more ads • Amazon recommendation engine learns what we

bought, and what we looked at, and gives us advertising ("recommendations") based on what other people who bought those books, also bought

• Amazon says 30% of sales from recommendations• We love it so much - we ask for more

recommendations (ie ads!!!)


Click-to-Buy SI Swimsuit

• Sports Illustrated introduced freemium to Swimsuit edition in 2009. First premium edition cost $1.99 and 10% who saw free app, bought via click-to-buy link

• The 2013 edition had 500,000downloads of the free version and the upgrade now costs $7.99. Has 360 degree views of models

• SI have not published how many are now buying the premium version but as price is up, likely its still a very good seller. If only 10% bought it like before, SI earned $399,500Source: Adweek 18 May 2014


Acceptance of mAd• An annual tracking poll by Harris of 2,000 US adults

has been asking on acceptance of mobile marketing• When asked in 2009 for the first time, whether US

consumers would want permission-based mobile alerts and offers, 26% said they would like it

• Against all ‘conventional wisdom’ thenumber has gone up every year.

• Latest number is 45% would like it• Finding is counter-intuitive, where

conventional wisdom suggested early appeal of mobile ads was a short-term fad, and would decrease over timeSource: GoMo News 15 Aug 2013


Gap in Consumer & Business SMS• Textmarketing survey of 1,368 UK

consumers:• 89% would like to receive delivery

notices via SMS, but only 26% have received any (gap 63%)

• 84% would like appointment reminders via SMS but only 29% have received any (gap 55%)

• 68% would like SMS offers or discounts from brands they purchased from in past 3 months - yet only 12% had received any (gap 56%)Source: Textmarketing UK survey Oct 2012


Doing SMS? Now Go MMS• Twilio is one of many messaging experts who is

advising all businesses to migrate their messaging from basic SMS to MMS

• MMS allows longer text than 160 characters, plus pictures, sounds, videos, coupons, QR codes, URLs


Mobile and Media

Mobile is the 7th Mass Media


The 7 Mass Media

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

Wikipedia page: Seven 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: Tomi Ahonen book The Insider's Guide to Mobile, 2012

Tomi: Mobile Has 9 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

9. Offers Digital Interface (to real world)


Unique benefit number 1 of 9:Mobile is first personal mass medium

First four benefits identified by Tomi T Ahonen about 7th Mass Media in 2006


Mobile Disrupts Everything• Bessie Lee CEO of WPP China said: • 66% have broken up in China using mobile

phones - most of this is break-up by text message

• 60% would give up sex for a month rather than go without mobile for a week

• In China, if marketing budget limited, go 100% mobileSource: WPP Presentation at MMA Asia Forum August 2013


• Seattle Sun Tan chain of 35 tanning saloons seeked opt-ins for its SMS marketing channel. Offering a discount of $20 for any who accepted, they signed up 4,750 area residents

• The initial offer was run for one month. 57% redeemed the coupon (on average 136 unique customer visits per saloon)

• The 30 day campaign generated $200,000 in new revenue ($5,700 per saloon)

• Furthermore, the customers who used the SMS coupon spent on average 500% more than customers who didn’t use the couponSource: Tatango 2014

Sun Tan Saloon Sign-Up


Unique benefit number 2 of 9:Mobile is permanently connected



79% consume news in China• Research from the Time Mobility Poll of 4,700 people

in 8 countries in 2012 found:• 79% of Chinese consume news via their mobile

phones (vs 49% globally). • Most of the news services are branded news such as

mobile versions of major newspaper headlines and run on SMS and MMSSource: Time presentation at MMA Forum 8-10 May 2013


Hijack Customers from Competitor• Guatemala sports shoe store chain Meat Pack hijack

campaign when visited rival shoe stores. Geo-located every store in Guatemala of rivals. Then they invited their own customers to opt in to mobile marketing

• For one week when their registered opt-in customer visited a rival store, the customer received timed offer of discount to come to the nearest Meat Pack

• The discounts were on count-down, starting at 100%, then 99%, 98%, 97% etc until customer entered store

• 600 customers were hijacked in one week. • Highest discount achieved was 89%

Source: Cannes Lions International Awards May 2013 (Agency: 4AM Saatchi & Saatchi, Guatemala)


Unique benefit number 3 of 9:Only mobile is always carried



49% Changed Mind in Store

• MMA survey of US consumers gave details at the MMA Forum in New York City in May 2013

• 49% of US consumers had been inside a store, ready to buy something but then changed purchase decision in store because of mobileSource: MMA Consumer Survey May 2013


UPS Reroutes Packages• UPS allows packages to be redirected at the delivery

to any address for faster delivery, less uncollected packages to have to try to deliver second timeSource: T-3 presentation at MMA Forum New York City, 8-10 May, 2013


Unique benefit number 4 of 9:Mobile has built-in payment channel



UK: The MacFinder • MacDonald’s in the UK has expanded its range of

restaurants that stay open 24 hours. The UK public is not yet well aware of this and MacDonalds needs to help the nightcrawlers find a Big Mac

• Launched MacDonalds’s Restaurant Finder on app, mobile web & SMS alerts

• 500,000 apps were downloaded. • 1.5M mobile web hits in 6 months. • 70% are regular users• Bottom line? UK MacDonalds

night-time sales are up 4% due to this campaignSource: MMA The Relationship Channel 2014


Price Compare AND Instant Shop• Moneymarket Com in Ghana has introduced a mobile

price comparison service with Airtel’s mobile payment solution including instant-buy links

• Consumers can do regular price-shopping• Stores can join with instant-buy links using

Airtel mobile payments making best-price shopping effortless

• Mobile payments are used by about 25% of Ghana’s mobile phone ownersSource: Mahindra Comviva presentation at Mobile Web Africa conference in Johannesburg 10-12 September 2014


Unique benefit number 5 of 9:Mobile is available at creative impulse

Thank you Tony Fish for discovering this fifth benefit in 2007


25% Search in Toilet• Finding from latest Google research covering

2,138 consumers finds that 25% of us now do Google searching while sitting on the toiletSource: The Telegraph 28 Oct 2014


• Tecno Mobile is Nigeria’s largest domestic mobile phone manufacturer

• They ran treasure hunt to promote new phone models. 500,000 consumers participated

• Average user spent 12 minutes on the game on their mobile phones

• 84,000 gamers won prizes which were given out as Eskimi virtual currency coinsSource: Eskimi presentation at Mobile West Africa 21 May 2014

Tecno Treasure Hunt in Nigeria


Unique benefit number 6 of 9:Mobile measures audience accurately

Thank you AMF Ventures for discovering this sixth benefit in 2007


Kan Khajura (‘Radio’) Station • Unilever has launched a ‘proper’ radio channel that

offers them an exclusive radio advertisement channel for all their brands.

• The Kan Khajura ‘radio’ station is a free voice service on mobile phones

• Users dial a ‘missed call’ then they would receive 15 minutes of voice ‘radio’ entertainment like Bollywood music and jokes, plus ads

• 24 million signed up. 8 million regular listeners. 25.5% of the target audience is signed up

• In 6 months delivered 2.3 million hours of media plus served 70 million ads Source: Cannes Lions 2014


McDonalds Denmark - Coinoffers• Daniel Lee of McDonalds spoke at MMA Forum Asia:• McDonalds in Denmark offers Coinoffers loyalty via QR

codes and advertising. Find virtual coins in Copehagen, in ads and get coins when buy McD

• "Money grows on trees" - Coinoffers can be used to pay for real McD food

• People would wait in front of TV to see another McD ad so to get more coinoffers

• 10 Coinoffers buys you a burger• "Mobile is a bridge between digital &

physical world, creating stronger customer engagement“Source: McDonalds presentation MMA Forum Singapore August 2013


Unique benefit number 7 of 9:Only mobile captures social context

Thank you Alan Moore and Xtract for discovering this seventh benefit in 2008


NFL Fans Text While Watching• RadiumOne survey of 1,501 NFL fans: 56% send

SMS text messages while watch games on TV• Compare with 41% who use use social media • 91% of NFL fans check NFL info on their mobile

phones on game day. 51% do it 5 - 15 times on game day for NFL-related news and updates

• 77% of NFL fans have at least two NFL-related apps on their phones like ESPN or Yahoo!Source: Adweek 8 Oct 2014


Partnering...• Starbucks has gone mobile first. The CEO said in

2013: "Nothing is more important to our future than mobile.“

• Its two years from when Starbucks launched its mobile wallet. Today 15% of Starbucks USA revenues come from mobile payments

• Now Starbucks has partnered with Uber• If you order an Uber ride to a Starbucks

and buy a coffee, the taxi ride is freeSource: Starbucks and Uber press release Sept 4, 2014


Unique benefit number 8 of 9:Mobile enables augmented reality

Thank you Raimo van der Klein of Layar for discovering this 8th benefit in '09


• Layar is now deployed digitizing newspaper ads. Their solution lets any page be digitzed in just 60 seconds

• Canadian publisher of local newspapers Glacier Media says they sell AR upgrades to print advertisements for 99 dollars each

• This AR premium advertising solution to newspaper ad sales has already earned 7.5 million Canadian dollars in the first quarter of 2013Source: Peter Kvarnstrom at WNC13 newspaper event, May 2013

AR and Print Media


• Luxuy watchmaker Tissot has introduced an AR based wristwatch tester. The consumer straps a paper-based strap onto the wrist

• Then consumer can see on screen what the particular watch model would look like, select colors, models, straps etcSource: Rapid Blue presentation at Mobile Web Africa conference in Johannesburg 10-12 September 2014

Tissot AR Watch Tester


Unique benefit number 9 of 9:Mobile offers a digital interface

Thank you Russell Buckley for discovering this 9th benefit in 2011


SMS Street Light Control

• A service called Dial4Light has launched the world's first remote control for street lights in Germany town of Lemgo (pop 42K) near Hannover & Dortmund

• Street lights on side streets are not turned on for the whole night. But if a consumer wants the lights on, they send a premium SMS message and get the lights on for 15 minutes, which costs 50 cents

• The town of Lemgo is saving 50,000 Euro per year in not unnecessarily spending electricity to keep lights on at nightSource: Tomi Ahonen book The Insider's Guide to Mobile 2012


Press The Button - For Pizza!• Red Tomato Pizza in UAE offers a fridge magnet with

GSM chip, hard-coded call number, users can configure pizza on magnet and press button to order Source: T-3 presentation at MMA Forum New York City, 8-10 May, 2013


Mobile is the Magical Measurement Machine


27M M-Web Audience in Brazil• Globo the Brazilian media giant deploys four versions

of mobile screens to suit different handset groupings• David Lindgren, Globo's head of mobile was quoted

in Mobile Time, they had 27 Million visitors to their mobile sites using featurephones and smartphones. This is a third of total Brazilian internet audience.

• Average user visits Globo mobile 6 times per month, and sees on average 4 pages during visitSource: book Fast Shopper, Slow Store by Gary Schwartz 2013


• Finnair started mobile check-in late in 2001. SITA & Air Traveller World 2011 survey 4 continents

found 17% use mBoarding pass

• By 2010 Finnair passed 50% of fliers using it

• Latest version by Book It offers Finnair instant upgrade: After passenger checked in economy, offered instant upgrades paid by credit card or frequent flier miles!

• 23% who received offer have used it for upgradeSources: SITA 2011, Book It 2013

Finnair Mobile Check In


Measure Cup Size. By Phone?• A startup in the USA called ThirdLove (some ex

Google execs and some NASA scientists) have found a way to use the selfie camera function to measure bra sizes accurately.

• Apparently 80% of women wear a wrong size bra because accurate measurement was so clumsy. Source: Fast Company 30 March 2014


Measure Trees? By Phone..• Trestima in Finland has business app for forestry

management to accurately trees, by type, number, age etc by taking pictures with smartphone camera.

• 12x faster and 2.5 times more accurate than the older method of walking in forest physically counting trees

• Trestima promises speed of 5 minutes per hectare of trees surveyed with error rate down to 10% (vs 25% with traditional manual method)Source: Good News from Finland 30 Sept 2014


The New Black Gold

aka ‘big data’


The New Black Gold

• This is theoretically the 'holy grail' of commerce into the next decade (2020-2030). Alan Moore said: "Mobile user data is the new black gold for the 21st century.“ Many futurists since have agreed

• If true, by year 2030 the biggest Fortune 500 companies globally will not drill for oil, they will mine mobile data


Must Be Opt-In

• All mobile advertising and marketing must be based on active opt-in (ask each customer for permission)

• It means work• It means you have to convince every prospective

mobile phone owner to volunteer to sign up with you• It means you have to give honest value to the

consumer• But - the value of an opt-in database of consumers,

willing to accept ads, and giving you info about them and permission to use them - is infinitely more valuable than demographics data on mass media consumption..


Value of Opt-In: Kiehl’s• Kiehl’s is a premium cosmetics store brand in the

USA. They introduced an opt-in mobile campaign of ‘Kiehl’s Offers’ that promised not to spam customers and send only 3 SMS message offers per month

• Campaign was featured in stores, online and allowed short code sign-up via SMS

• After 6 months of modest message load, the result was 73% of customers signed up had made at least one purchase with those offers

• A customer survey sent to the same recepients achieved 81% response rate (also via SMS)Source: Tatango 17 July 2013


What is Value of New Black Gold

• Qustodian revealed at Forum Oxford in 2009 that the theoretical maximum value of personal ownership of attention, for marketing and advertising is about 3% of the global GDP or 2.5 Trillion US Dollars

If Google were able to only take half of this market (via Android on most phones)

they could make all calls free - and still earn 50% profit margin!


Advocurrency in Gaming• Beach Buggy Racing first mobile game to

incorporate Jonathan MacDonald’s idea of ‘advocurrency’

• As normal, gamers collect rare, hidden treasures to convert to virtual currency. They also can pay to buy virtual currency (aka ‘in-app purchase’)

• There is advertising of course. What is new, now gamers can recharge their virtual wallet by watching ads at times when they feel like it (rather than interruptive ads before or during gaming)Source: Pandora presentation at Mobile Gaming Forum 2014 Seattle USA Oct 2014


And Finally Some Magic

The true power of mobile


• Sephora has introduced an AR make-up mirror app that lets users pre-test various makeup on their own faces virtually, using the AR mirrorSource: Site Pro News 26 Aug 2014

AR Make-Up Mirror


"The world will change more in the next 10 years, than it has in the

previous 100 years." - Chetan Sharma, 7 July 2011


Now would you have questions?

Twitter @tomiahonencommunities-dominate.blogs.com

[email protected]

Follow Tomi on Twitter and his blog..


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; is quoted in 120 books by his peers

• Quoted in over 400 press stories in a dozen languages; keynotes at over 300 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 at your event!• Read his bestsellers "Digital Korea", "Communities Dominate

Brands", “Mobile as 7th of the Mass Media” etc

website: www.tomiahonen.com e-mail: [email protected]

blog: communities-dominate.blogs.com

twitter: @tomiahonen

• Tomi's newest book "The Insider's Guide to Mobile"

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


Bonus Info


10 Commandments of mAdKim Dushinski author of Mobile Marketing Handbook issued 10

Commandments of mobile marketing:

1 Thou shall not send mobile spam

2 Thou shall only cause mobile action with QR codes

3 Mobilize thy site

4 Thou shall only create a mobile app if there is a valid reason to

5 Honor your mobile campaigns by marketing them fully and accurately

6 Mobilize thy email

7 Thou shall not ignore mobile, for thy neighbor won't

8 Thou shall provide relevant value

9 Obey the context in which your customers are interacting with you

10 Use only mobile when it is the right tool for the job


Smartphone Prices By Region

• IDC reported on the regional average sales prices of smartphones in November 2013 as being:

• North America $531• Europe $419• Middle East and Africa $338• Latin America $288• Asia/Pacific $262

• World average $337

Source: IDC November 26, 2013


Mobile Subscribers, Unique Users, Phones

Source: Tomi Ahonen Amanac 2014 - see www.tomiahonen.com - 191 page eBook only 9.99 Euros


Digital Divide - per capita

Source: TomiAhonen Almanac 2014

Industrialized World Emerging World

Population 1.2 Billion 5.9 Billion

Households 480 million 1.4 Billion

Mobile subscriptions 2.1 Billion (175%) 5.0 Billion (85%)

FM radio receivers 2.8 Billion (233%) 1.7 Billion (29%)

Banking account holders 1.0 Billion (83%) 1.5 Billion (25%)

Televisions 675 million (56%) 1.3 Billion (22%)

PCs incl laptops&tablets 750 million (63%) 900 million (15%)

PC web users home/office 750 million (63%) 800 million (14%)

Internet cafe users 40 million (3%) 250 million (4%)

Mobile Internet users 700 million (58%) 1.9 Billion (32%)

Landline phones 300 million (25%) 700 million (12%)

Automobiles 650 million (54%) 400 million (7%)


Price Pyramid of Mobile Phones

Source: Tomi Ahonen PhoneBook 2014 - see www.tomiahonen.com - 191 page eBook only 9.99 Euros


Your Action Plan for Mobile

• 1 - Launch immediately (or expand if you already have) your SMS text messaging mobile service

• 2 - Launch immediately (or expand) your MMS multimedia messaging mobile service

• 3 - Optimize your website for mobile.• 4 - Share this slide set with your digital team• 5 - Download Tomi Ahonen free ebook The Insider's

Guide to Mobile from www.lulu.com• 6 - Have your digital team build a

solid mobile strategy• (and resist the urge to deploy an

iPhone app as your mobile strategy)


Tomi Ahonen Report

TomiAhonen Mobile Forecast 2012-201586 pages, eBook format only, May 2012 - Cost only 99 Euro

TomiAhonen Consulting's forecast of the 110 most requested mobile industry numbers is in ebook format. Table of contents:

Chapter 1 - Intro (4 pages)

Chapter 2 - Size of Industry (8 pages) 3 charts, 7 tables

Chapter 3 - Customers (7 pages) 1 chart, 10 tables

Chapter 4 - Handsets Overall (10 pages) 6 charts, 8 tables

Chapter 5 - Handset Market Shares (25 pages) 24 charts

Chapter 6 - Mobile Data (18 pages) 15 charts, 15 tables

Chapter 7 - Smartphone Apps (2 pages) 1 chart, 1 table

Chapter 8 - Customer Types (5 pages) 3 charts, 3 tables

Chapter 9 - Annual Statistical Summaries (5 pages) 4 tables

More info see www.tomiahonen.com

eBooks only via tomiahonen.com


Tomi Ahonen eBooks

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 eBooks

Pearls Vol 3: Mobile Money171 pages, eBook format only, June 2011 - Cost only 9.99 Euro

Tomi's third volume of "Pearls", has 50 case studies of real world services around topics of mobile social money, mobile payments, mobile banking and mobile wallets. Includes all biggest stories such as Coca Cola, M-Pesa, NTT DoCoMo Osaifu Keitai etc.



Tomi Ahonen eBooks

Tomi Ahonen Almanac 2013190 pages, eBook format only, February 2013 - Cost only 9.99 Euro

Comprehensive industry review and almanac with 93 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 as 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."

- WAP Review


Tomi Ahonen eBooks

Tomi Ahonen Phone Book 2012173 pages, eBook format only, September 2012 - Cost only 9.99 Euro

Complete update of the volume, data current to December 2012.

Comprehensive review and almanac of handset side of mobile industry with 100 tables, charts and diagrams, with all market shares, average sales prices, features, operating systems etc for smartphones, dumbphones and major brands in handsets.

It is the companion piece to highly popular TomiAhonen Almanac.



Tomi Ahonen six hardcover books

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

all six hardcover books are available at Amazon


Tomi Ahonen Books:2013 TomiAhonen Almanac 2013 (ebook: tomiahonen.com)

2012 TomiAhonen Phone Book 2012 (ebook: tomiahonen.com)

2012 Mobile Forecast 2012-2015 (ebook: tomiahonen.com)

2011 Pearls Vol 3: Mobile Money (ebook: tomiahonen.com)

2010 The Insider's Guide to Mobile (free ebook: lulu.com)

2009 Pearls Vol 2: Mobile Social Networking (ebook: tomiahonen.com)

2009 Pearls Vol 1: Mobile Advertising (ebook: tomiahonen.com)

2008 Mobile as 7th of the Mass Media (hardcover: futuretext)

2006 Digital Korea (hardcover: futuretext)

2005 Communities Dominate Brands (hardcover: futuretext)

2004 3G Marketing (hardcover: John Wiley)

2002 M-Profits (hardcover: John Wiley)

2002 Services for UMTS (hardcover: John Wiley)

see all Tomi T Ahonen's books with links at www.tomiahonen.com


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's Mobilista Primus Inter Pares TW List• If you are in mobile and on Twitter, the 'must follow' Twitterati in addition to

@TomiAhonen are Tomi's Primus Inter Pares list:• @AjitJaokar - author of tons of mobile books, advisor to governments• @CarolineWIP - Caroline Lewko author, expert on the developers• @ChetanSharma - Chetan Sharma author, best view to US stats & industry• @DW2 - David Wood ex CEO of Symbian• @EOrtiz - C Enrique Ortiz author on mobile tech• @Ew4n - Ewan MacLeod, editor of Mobile Industry Review• @FjordMark - Mark Curtis author ex CEO of Flirtomatic, now at Fjord• @JMacDonald - JMac Jonathan MacDonald the author and superguru• @KimDushinski - Kim Dushinski author on mobile marketing• @MTrends - Rudy De Waele what can I say, a mobile social butterfly• @PGolding - Paul Golding author on mobile apps, web, tech• @RussellBuckley - Russell Buckley author ex MMA Chair ex Google ex Admob• @TechnoKitten - Helen Keegan runs Swedish Beers• @Textually - Emily Turrettini editor of Textually and Ringtonia• @TonyFish - Tony Fish mobile author but also guru on digital identity & privacy• @Torgo - Daniel Appelquist author & mobile strategist now with Bluevia• @Wireless_Watch - Lars Cosh-Ishii editor Wireless Watch Japan, MoMo Tokyo


The Guru's Bookshelf in Mobile:• Mobile as 7th of the Mass Media, Tomi T Ahonen, 2008• Communities Dominate Brands Ahonen & Moore, 2005• My Digital Footprint, Tony Fish, 2010• Global Mobile, Bruck & Rao, 2013• Mobile Marketing Handbook (2nd ed), Kim Dushinski, 2012• Fast Shopper, Slow Store, Gary Schwartz, 2013• Mobile Advertising, Sharma, Herzog & Melfi, 2008• Digital Korea, Ahonen & O'Reilly, 2007• No Straight Lines, Alan Moore, 2011• Social Gaming, Schmid, Talos & Aguilina, 2013• Mobile Internet for Dummies, O'Farrell, Levine, et al 2008• Digital Money Reader, Dave Birch (ed), 2011• 3G Marketing, Ahonen, Kasper & Melkko, 2004• ...And of course The Dilbert Future by Scott Adams..

Twitter: @tomiahonen Copyright © Tomi T Ahonen 2014 "Tomi Ahonen is the most influential expert in...

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