Evento MOMO - UADE: Tomi Ahonen

Copyright © Tomi T Ahonen 2009 [email protected]

3G Strategy Consulting

Nuevas oportunidades de negocios en las redes

sociales móviles

Tomi T Ahonen, MBAAutor y Consultor, Hong Kong

Mobile MondayBuenos Aires, 31 de agosto de 2009

“El teléfono móvil es el único dispositivo que lleva el 30% de la población del mundo" dice Tomi Ahonen The Financial Times 1 Sept 2005



The Seven Mass Media

Wikipedia page: Seven Mass Media



The 7 Mass Media1st mass mediun Print 1500: books, newspapers, magazines

2nd mediun Recordings 1890s: music, games, movies3rd mediun Cinema 1910s4th mediun Radiel 1920s5th mediun TV 1950s6th mediun Internet 1995s7th mediun Mobile 2000s

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



The 7 Benefits of the 7th Medium

Better than the internet or television



Unique benefit number 1 of 7:Mobile is first personal mass medium

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



Survey by Virgin Mobile in Australia found that one in three mobile phone owners will snoop in phones of their partners60% of them will del it when the partner is in shower. 41% del it with partner in view45% of the snoops reported finding flirtateous or evenexplicit sexual messages by their partner, with someone else

One in Three Snoop Your Phone



KDDI network now offers Ez My Styling, a service that lets any users send in their pictures, select a hairstyle, and the user's photel is adjusted sel you have the hairstyle you selected. Users can compare hairstyles and find the one they want. Then - of course - the network offers the nearest hairdressers whel can del that haircut.. Clever..

Source: Japan Marketing News 28 Oct 2008

Ez My Styling



Unique benefit number 2 of 7:Mobile is permanently connected




The UK Sleep Council reports that 25% of British couples sleep apart some times or always, because the couple are incompatible for communication technology in bed, such as phones, Blackberries etc

Source: Guardian 9 March 2008

25% sleep apart - to text at night



Twitter first was just a microblog site. Then it was called an affinity or celebrity blogNow Twitter is finding a particular breaking news media-related nicheCNN quoted Twitter as first source when breaking story of Turkish Airlines Crash in the NetherlandsSky News has appointed journalist tel monitor Twitter

Source: Wall Street Journal 9 March 2009

Twitter update

Pearls: Real Mobile Servicescollected by Tomi T Ahonen



Unique benefit number 3 of 7:Only mobile is always carried




no more alarm clock..UK newspaper Birmingham Post reports a study that 71% of British citizens feel the alarm clock is obsolete. The most common use of wake up is now the alarm on the mobile phone

Source: Birmingham Post 19 May 2008




Maxim readers tel send and receive pix of girls from MMS phones. Also download screensavers of Maxim cover girls. Readers can enter a Bar Shots competition, where readers send in MMS photos of beautiful girls seen in bars, for a chance tel £1,000. Source: Tomi T Ahonen book Mobile Pearls Vol 2: Mobile Social Networking, 2009

Maxim MMS for Men



Unique benefit number 4 of 7:Mobile has built-in payment channel




Prefer mobile phone over wallet?Unisys survey: it takes an average of 26 hours for a user to (notice and) report a lost walletyet if you lose a mobile phone, the average time to report it is 68 minutesSource: book Mobile as 7th of the Mass Media , Tomi T Ahonen 2008



Orange in UK in partnership with the movie theatre chain UCG offers Orange Wednesdays, any Orange customer can bring in a friend for free on WednesdaysSource: UCG Cinemas July 2004

Multiuser - Take Friend to Movies




Unique benefit number 5 of 7:Mobile is available at creative impulse

Thank you Tony Fish for discovering this fifth benefit in 2007



MorganStanley reported in 2007 that: 91% of mobile phone owners keep the phone within the range of one meter (3 feet) 24 hours a day, 365 days

Source: MorganStanley Nov 2007

Cannot live without phone




CNN iReport - 240,000 clipsCNN launched iReport citizen journalism 2 years ago. By the March 2009 it had received over 240,000 submitted iReport video clips and images from over 180 countries. CNN aired 1,300 iReport clips and images during Feb 2009Source: CNN March 1, 2009



Unique benefit number 6 of 7:Mobile measures audience accurately

Thank you AMF Ventures for discovering this sixth benefit in 2007



AMF Ventures has measured the accuracy of mediaOn TV accuracy is 1% of total customer dataOn the internet accuracy is about ten times better, with about 10% of customer data currently capturedBut on mobile it is nearly 10 times more accurate once again, with 90% of customer behaviour that can be accurately captured

Source: AMF Ventures May 007

Customer Data Accuracy




A TV quiz show on Asahi TV on "losers eliminated" principle, using mobile-phone created avatars and interactivity, called Hoshi-Ichi Maniac ("Number One Star Maniac"). The quiz format was multiple-choice47,000 viewers competed generated 163,000 responses.

Source: Artificial Life July 2008

Hoshi-Ishi Maniac




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

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



Value of Recommendation

"64% of consumers will try something recommended by a friend. 69% of will forward something they like tel from 2 tel 6 friends."

- Jupiter Research Sept 2006

Source: Xtract 2008Used with Permission



The Barack Obama campaign of 2007-2008 was the one using mobile phones most intensely in any US election and contributed to his winAlso: At the first meeting of local campaign offices, volunteers told to invite friendsiPhone app showed latest poll at each phone number for friends

Source: Communities Dominate blog 2008

The Obama M-Campaign




http://lanacion.com.ar/1107280



Newer Business Models

"Mobile is the magical money-making machine" - Tomi T Ahonen



Primary Business ModelsMobile social networking has six business models1 - Pay (Subscriptions, Per-Use, or mixture)2 - Advertising3 - Personalization4 - Revenue share with user-generated content5 - Gifting6 - Ego-services

Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009



Most popular game in Austria is called Killer Bees, a Game2One WAP service on the A1 networkrun by Xidris, a WASP

You have a bee hive. You have 2 types of bees, worker bees and killer bees. You build your hive & you attack other players' hives

If your hive is attacked by someone, you get an SMS message that tells of the attack (and tells you what options you have tel react)Of game has course national leader board

Source: www.xidris.com and www.a1-net.at

WAP Game - Killer Bees


Revenue concept: Subscription



Mixi is to Japan what MySpace is in the USA, the primary social networking site. Mixi has 10 million users in JapanMixi has a mobile version, available as official sites on both NTT DoCoMo and KDDI networks, and as an unofficial site on Softbank (ex Vodafone KK)Generates most of its revenue from advertising

Mixi Mobile generated about 35% of Mixi's total traffic

Source: MobikYo Japan Mobile Internet Report Sept 2007

Mixi Mobile Japan


Revenue concept: Advertising



Sulake founded in 1999, owner of Habbo Hotel, Registered users 135 M, 90% teenagers, 31 countriesSulake earned 50 M Euro out of Habbo in 2008and 4.8 M Euros of profit for the yearOnly 10% is advertising/sponsorship; rest paid by kidsHabbo Hotel keeps very actively renewing itself, with a new Habbo environment release every 6-8 weeksNow offer unique items (eg furniture) made available only once

Sources: Sulake/Habbo Hotel April 2009

Habbo Hotel Update 2009


Revenue concept: Subscription



Mobile One M1 in Singapore has launched MeTV as mobile video sharing serviceGimmick is that for every video that is viewed the original creator gets a revenue-share Copycats include SeeMeTV on Three networks and LookAtMe on O2

Sources: MobileOne, Three and O2

MeTV Pays Revenue-Share


Revenue concept: Revenue-share



CyWorld - 50% South KoreaSouth Korean CyWorld used by 95% of 20 year oldsThe web and mobile based virtual room, blogsite, mobile blogging, music and community site has 23 M 50% of the Korean population as usersGifts of virtual properties

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


Revenue concept: Gifts



UK flirting service Flirtomatic now 2M users US, GermanySold virtual boob jobsSold 3.5M virtual roses in 2007 at 23 pence eachNewest concept: "ego services". If you don't like your rating (5 stars etc), eliminate worst rating but payStopped subscription in April 2007 as unnecessary

Source: Tomi Ahonen Pearls Vol 2: Mobile Social Networking, 2009

Flirtomatic 2009


Revenue concept: Ego-services



Primary Business ModelsMobile social networking has six business models1 - Pay (Subscriptions, Per-Use, or mixture)2 - Advertising3 - Personalization4 - Revenue share with user-generated content5 - Gifting6 - Ego-services

Source: eBook Tomi Ahonen Pearls Vol 2: Mobile Social Networking 2009



Forum Oxford reports that by Feb 2008 in the UK, SeeMeTV and rivals had 32M paid video downloads, paying over £800,000 ($1.6M) to content creators, for 60,000 clips submitted (average creator earned £13.33 per clip )

Source: Forum Oxford, Feb 19, 2008

SeeMeTV Economics





http://linkcortos.meriti.com/foromovil



Make Mobile Fun



Mobile Love Detector !


The Love Detector from South Korea!KTF launched a service that measures voice patterns and gives an on-screen measure of how much affection (and how honestly) the person is talkingAlso summary data provided after a discussion via SMS

Source: Forun Oxford 15 Feb 2008



Fanta bluetooth tennis game between mobile phonesPretty clever. Except that it makes bouncing ball noises, that are 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

Source: MobHappy 2 Dec 2008

Game with "mosquito Noises"..




we are here for YOU..



ForoMóvilPrimer foro hispanoparlante, focalizado en la Movilidad en los Negocios del siglo XXI,

cuyo lema es: "Nadie es tan inteligente como todos“ (Alan Moore)

http://www.meriti.com/foromovil.html

Apadrinado por Tomi T. Ahonen

http://linkcortos.meriti.com/foromovil



Our White Paper is Coming..Nuevo Nomadismo

El ocio y el negocio en el siglo XXI

ask for it at [email protected]



Martín’s bioEstudió en el Colegio Nacional de Bs. As.y se graduó en Conway High School, USA.Lic. En Administración (UBA) y egresado de la Escuela de Negocios IAE – Business SchoolFormación en escuelas y empresas de Francia (Universidad de la Sorbonne), Suiza (Vins des Chevaliers) y USA (FMC Corporation)Socio Fundador (1985) y Director General de MERITI (Google Apps Reseller)Especialista en Telecomunicaciones e Internet Mentor y Consultor de Endeavor y de NAVES (Incubadora de nuevas empresas) - IAE – Business SchoolCreador del Seminario Soluciones Móviles (5 ediciones) y de ForoMovil, 1er foro hispano focalizado en la movilidad en los negocios del S.XXISocio del Club del PetróleoArtículos publicados en La Nación:

El nuevo nomadismoLa movilidad en los negocios del Siglo XXI

Desarrolló alianzas estrategicas con Lotus, IBM, Oracle, Microsoft y Google Enterprise (actual)Ha dictado conferencias en eventos nacionales e internacionales invitado por IBM, Microsoft, Telefónica de Argentina, Telecom Personal, Movistar, AT&T, Telmex, Google Enterprise, entre otros

http://www.meriti.com/

http://sites.google.com/a/meriti.com/google-partners/

http://www.endeavor.org.ar/

http://www.iae.edu.ar/pi/centros/Entrepreneurship/Paginas/NAVES.aspx

http://sites.google.com/a/meriti.com/seminario-soluciones-moviles/

http://groups.google.com/group/meriti-movil/topics

http://www.lanacion.com.ar/1107280

http://www.lanacion.com.ar/993334



We have had fun with MartínMobile is the seventh mass mediathere are 7 unique benefits to mobile we have six ways to make money on mobileand we need to make services fun



Latinoamé[email protected] ForoMóvil: http://linkcortos.meriti.com/foromovil

Tomi T. Ahonenwww.tomiahonen.com

[email protected] @tomiahonen

blog: www.7thMassMedia.com

Muchas Gracias!

Evento MOMO - UADE: Tomi Ahonen

Technology

Transcript of Evento MOMO - UADE: Tomi Ahonen