Tomi Ahonen
Tomi gave a rousing presentation that was almost too fast to follow. His blogs are full of information and, as Tom put it, slightly scary stats.
- Joke:
- If you get upset by other people bringing phones to table — you’re in your 50s
- If you can leave it somewhere else on silent — in your 40s
- If you keep phone with you but go to bathroom to txt — in your 30s
- If you can send txt messages under the table — in your 20s
- If you are txting on two phones at once — in your teens!
- Introduction:
- Known as the guy who knows where the money is
- Now lives in Hong Kong
- Exactly 10 years ago since mobile content industry was born
- First downloadable ringtone launched in Autumn of 1998
- Now grown to $30Bn industry in 10 years
- This presentation is not about voice calls, enterprise, mobile commerce, telematics
- As new media arises, content migrates to new medium
- But content designed for new medium does not migrate back
- Customer stats:
- 91% of people keep phone within arms reach 24hrs a day
- Mobile phone usage is addictive…
- More dangerous than being drunk or stoned when driving
- 63% will not share content with spouse
- One in three partners will snoop on your phone
- 25% UK couples sleep apart due to one of them spending their time on mobile tech :-)
- What are each of the previous media doing with mobile?
- Print: mobile books are $82 million industry in Japan
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- In 2007, 5 out of 10 best selling printed books in Japan were originally mobile books
- Recordings, Cinema, Radio, Television…
- Internet:
- Habbo Hotel — can make money from stuff that’s already available for free
- Another example: Mice Love Rice — wrote a song and made available for free as MP3
- Already had 100 million downloads (i.e. everybody who wanted it already had it)
- An operator made it available as a ringback tone and made $22 million!
- (The only way to install a ringback tone is via your operator)
- Mobile mass media — can do everything that others do plus extras:
- personal
- permanently connected
- always carried
- built-in payment channel
- present at creative impulse
- most accurate audience
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- can capture 90% audience
- captures social context of media consumption
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- by seeing who communicates while event is happening
- Some more examples of mobile-specific media:
- Carbon Diem
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- tracks how your mobile moves
- uses movement profile of bus, walking, car, etc
- then uses info to track your carbon usage
- Tohato World’s Worst War
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- Invited people buying snacks to fight on online war
- Pick your side based on the snack you ate, then pick a location for your battle
- If you recruited people to join, you got promoted
- Had 100,000 downloads each day
- People went to facebook to plan where they would battle
- Hoshi-Ichi Maniac
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- Joining big brother voting with quiz shows
- Create an avatar & join live television quiz show
- Camera zooms looking at all avatars — you can see your name on TV
- 200,000 live users on first run
- MediaSeek developed Kamera Jiten — Cameraphone OCR Translator
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- Displays answer on your phone screen
- New report coming out
- Some samples:
- Watch blog 7thMassMedia for lots of similar writings
- To get more reports, send Tomi an email at end of November tomi@tomiahonen.com
- Some samples:
- Feel free to use Tomi’s slides (but I could only find the slightly out of date ones shown below)
- Join forumoxford.com!
- need enrollment key: forumoxford
Here's a slightly older version of the same presentation from slideshare (but you don't get the feel of being there!):
