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3G Consultant Tomi T Ahonen book m-Profits: Making Money from 3G Services

 

Box on contents of Book Services for UMTS by Tomi T Ahonen & Joe Barrett (editors)

Cover of book m-Profits: Making Money from 3G Services, by Tomi T Ahonen (360 pages hardcover, John Wiley & Sons, Sept 2002)                                                                                    m-Profits: Making Money from 3G Services                Don’t forget Tomi Ahonen’s

                                                                                     - the world’s first business book on 3G -                         first book Services for UMTS

                                                                                    Written by Tomi T Ahonen, 360 pages, hardcover,           see it here [Services 4 U]

Cover of book Services for UMTS, Ahonen & Barrett, 2002published by John Wiley & Sons, August 2002

 

                                                                                    With a foreword by Teppo Turkki, of Elisa

Corporation Finland, famous futurist and visionary

 

                                                                                    NEW: MORE OPINIONS ON THE BOOK, below

Also Exec Summary & Table of Contents below

 

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NEW  LATEST OPINIONS ON M-PROFITS

 

"The book provides a sneak preview of the potentially important wireless-enabled applications that will exist in

banking, customer relationship management, marketing and location-based services. As such, the book is a

sound primer for those who know, sooner rather than later, their organisations will want to exploit wireless

opportunities."

- Infoconomy 8 February 2003

 

"..exciting new applications of some of the best ideas of services in the fixed telecoms, cellular/mobile telecoms,

 and internet environments, with many revolutionary new possibilities which simply do not exist in the current

 media and communications vehicles"

- Hi Tech Insider 6 February 2003

 

"..a fresh attempt to throw light on how that unwired world will develop...a sound primer...a valuable guide

 to the coming revolution..."

- Information Age January 2003

 

 

 

FIRST OPINIONS ON M-PROFITS:

 

"Just like the book Services for UMTS, this book offers a very interesting perspective on the dynamics of mobile money making. 
It is particularly interesting because it attempts to deal with the wireless industry at the moment of the sector's global recession 
and retreat. I am sure the book will be a good read not only for academics but also for industry professionals, operators, 
bankers and analysts."

- Voytek K. Siewierski, Executive Director, Global Business Department, NTT DoCoMo

 

"In this book Tomi Ahonen illustrates a solid understanding of how money will be made in 3G with corporate solutions,

m-commerce and mobile advertising."

- Paul May, Principal Consultant and Founder Verista; Author of Mobile Commerce and The Business of E-Commerce

 

"M-profits is one of very few books on 3G services and the only to give a comprehensive view of the issues of marketing and

 revenue. It is a useful tool for 3G professionals and amateurs alike."

                      - Sophie Ghnassia, GPRS & UMTS Project Director, France Telecom

 

"M-Profits is a detailed, down to earth book and a great guide to the ABC of making money in mobile services."

- João Baptista, Vice President, Mercer Management Consulting

 

"This is the first book I have seen to discuss the money side of the 3G opportunity, with very thorough coverage from the angles

of the major players.  This book gives practical guidance on creating win-win opportunities to bring content and satisfied users to 3G."

 - Steve Jones, Founder, the3Gportal.com

 

"In this book, Tomi Ahonen has made complex theories easy to understand, using practical examples from the leading

 innovative countries in the world, which can be applied in telecom markets in Europe, Asia and North and South America."

 - Mark S. Weisleder, Director Channel Development, Bell Distribution Inc., Canada

 

 

 

(From the back cover of m-Profits)

 

The money side of mobile services.……..

 

M-Profits covers the business aspects of all major areas of new wireless services in UMTS/3G and its near rival technologies, including topics such as m-Commerce, multimedia messaging, mobile advertising, m-Banking, telematics, location based services, B2B, B2C and B2E business services, CRM and ERP business systems, music, gaming, information, entertainment, etc services.  The book has discussions on customer segmentation, service creation and bundling. 

 

The book addresses new mobile service phenomena such as micropayments, reachability and how personal the mobile phone has become.  With contrasts to the PC and PDA world, various other technical delivery systems such as W-LAN, Bluetooth and digital TV are covered, and looking at cellular networks from 2G, 2.5G, 3G and 4G directions, m-Profits highlights business impacts to the major players involved such as the network operators, MVNOs, portals and service providers, application developers, content providers and equipment manufacturers.

 

M-Profits is a book about what revenues can be generated, profitably, and how they can be shared.  It is a book about new service propositions, new value systems, new partnerships and new competitive forces that meet in the 3G (third generation mobile) or UMTS (Universal Mobile Telecommunications System) environment. M-Profits takes the reader onto a journey into the near future where a mobile services industry, which started only in 1998, is forecasted to reach a Trillion dollars in annual revenues worldwide by 2010.

 

  • The money angle to over 200 new service ideas
  • 50 real services from around the world proving concepts in the book
  • The 5 M's of how to create value in mobile services
  • Money Migration theory of how telecoms economics will evolve
  • The Hockey Sticks theory of how revenues and costs relate in 3G
  • Over 10 analogies from other industries to explain new concepts
  • Over 25 context-specific hints to outfox the competition

 

Written for the non-technical reader, with a solid business and money focus m-Profits explains why the mobile services opportunity is vibrantly viable even when the current fixed internet business model is having difficulty. If you are a cellular carrier/mobile operator, wireless application developer, virtual network operator, content provider, banker, regulator, consultant or educator involved in telecoms, and looking to cash in on their share of the Trillion Dollar cake: you must read this book!……….. 

 

 

EXECUTIVE SUMMARY IS HERE BELOW NEXT

 

 

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EXECUTIVE SUMMARY

 

m-Profits: Making Money from 3G

by Tomi T Ahonen

(approx 360 pages hardcover, John Wiley & Sons, August 2002).

 

 

Moving from market share to profits.  The cellular telecoms industry has lived through a decade of hypergrowth where connecting subscribers to the network was the primary objective.  Growth, subscriber numbers and market share were the guiding themes.  Now in the first decade of the next millennium growth is no longer the focus, profitability is.  As new data services are being brought to the market by mobile operators new value propositions are built often with partners from outside the telecoms industry.  The whole business proposition is in flux, old rules do not apply and a new world is being formed.  Framed amongst the backdrop of the internet dot-com failure, the mobile internet opportunity is seen as the saviour to billable - and profitable - content delivery.

 

The world's first book on the money side of 3G/UMTS and the mobile internet, m-Profits: Making Money from 3G Services examines methodically the business opportunities in new mobile services. New mobile data services have grown dramatically from zero in 1998 to over a billion dollars worldwide at the end of 2001.  Some operators are reporting data revenues at as much as 25% of total revenues.  The growth rate projections are derived by combining the explosive growth of cellular telecoms of the late 1990s with the explosive growth of the fixed internet of the late 1990s.  Current forecasts project total revenues of the new mobile services industry to reach 1 Trillion (1000 billion) dollars by 2010.  That money will be divided between mobile operators and virtual operators; service providers and portals; application developers; IT integrators; equipment vendors; and of course content providers and owners of intellectual property ranging from giants like Disney to small start-up gaming companies.

 

There will be glorious winners over the next ten years but also dramatic losers.  A key to finding fortune in new mobile services is to understand why mobile services are different from existing digital services and products, what makes mobile services compelling and even addictive.  The book m-Profits draws lessons from early adopter mobile countries like Finland, Sweden and Italy, as well as early mobile internet countries like Japan, Korea and the Philippines.  The book explains which players have natural strengths in any given service area; and who are natural partners and competitors in the new environment. 

 

m-Profits offers insights into who will be making profits: how, when and why.  With a dozen useful analogies and exploring over 170 service ideas the book covers person-to-person communications, messaging, business services, m-commerce, mobile advertising, machine-to-machine services, location services etc.  The user benefits, service propositions and the players involved are discussed for all major service types.  The theories and concepts are validated with 50 real new services already in use around the world.

 

m-Profits starts by examining the environment for mobile services with comparisons to the fixed internet world showing why some content will migrate from the fixed internet to the mobile internet.  The book explains why both the mobile billable internet and fixed mostly-free internet will co-exist in the future.  m-Profits looks at how the mobile phone has emerged as the most personal and valued device preferred to any other gadgets such as the walkmans, gameboys, and PDAs, and already starting to overtake the only other universal personal gadget, the wristwatch.  The book looks at mobile phone users and how users are brought to the 3G opportunity, and explores the addictiveness of mobile phones and mobile services.  The book looks at micropayments and illustrates how the magic of tiny amounts of incomes will migrate the best and most current content to the mobile internet.  Some common mobile service creation theories are covered briefly.

 

m-Profits then discusses the theory of the "Five M's" of creating value into mobile services and applies the theory to the money and profits angles of new mobile services.  By examining how Movement is the dimension best known by mobile operators and the one least easy to replicate on other technologies, the first of the 5 M's is a key to the mobile operator's role in all mobile services.  The Moment attribute provides the profit opportunity of serving sudden impulses and needs of customers and is the most activating of the 5 M's.  The "Me" attribute is the most valued by users and their communities; it is the key to highly desirable, even addictive services.  The "Me" attribute is the one least understood by current mobile operators.  The Money attribute brings revenues to new services and especially with micropayments attracts the best content to migrate to the mobile internet.  The Money attribute also enables a myriad of new services around advertainment and sponsorship. And the last of the five, the Machines attribute enables machine connectivity and is a key to improving profitability of new mobile services.

 

Next m-Profits looks at service profits in several broad categories.  Each service category is described through several vividly realistic service examples.  Services include location and travel, B2B (Business to Business), B2C (Business to Consumer), B2E (Business-to-Employee), information, entertainment, banking, games, video calls, rich calls, CRM (Customer Relationship Management), SMS text messaging, MMS multimedia messaging, chat, adult entertainment, mobile commerce, ticketing, mobile advertising, coupons, viral marketing, automobile telematics and remote control of machines. Each of the service types is discussed from the angle of the benefit delivered to the user and which players are naturally strong in revenue sharing propositions.  Service ideas are supported with up to date statistics, forecasts, calculations and value chains.

 

m-Profits explains the new concept of reachability where it has been observed and proven, and what effect reachability has on service adoption and usage.  The book explains how mobile service usage and service revenues develop over time, how cellular infrastructure costs develop over time, and plots the revenues and costs onto the same time line through the theory of Double Hockey Sticks.  The book then devotes a chapter to tariffing for profit, illustrating various pricing strategies and proving how there are two distinct costs to bad pricing.  Then the book continues to marketing and segmentation of mobile services with a sample segmentation model and discussions of brands, service bundling and customer loyalty. 

 

Keeping the focus still on money and profitability, m-Profits covers competition including that of rival technologies like W-LAN (WiFi or 802.11), Bluetooth and digital TV; competition among telecoms operators both 3G and other; and gives insight into winning strategies on telecoms competition and handling churn.  Next the book looks at the vitally important dimension of revenue sharing and partnering in delivering profits from digital content.  The book ends with a look into the near future of telecoms economics with the theory of Money Migration, an overview of current thinking on the operator 3G business case and some early thoughts on what might become 3.5G and 4G during this decade. At the back of the book are also a glossary of abbreviations, an index to services, an index to key words, a listing of useful websites, and a bibliography.

 

m-Profits: Making Money from 3G Services is written for the non-technical reader, focusing on how money and profits can be made with new mobile services.  A natural companion volume to Services for UMTS (Ahonen & Barrett editors, 373 pages hardcover, John Wiley & Sons 2002), m-Profits uses some of the same theories and builds upon the same concepts as that ground-breaking book.  m-Profits is intended as the opening statement for the dialogue between the players needed to develop new mobile services.  Covering familiar telecoms and IT theories such as Metcalfe's Law and Moore's Law and explaining new theories specific to cellular telecoms such as reachability, the Hockey Sticks theory and the 5 M's, m-Profits includes over 170 hypothetical new service ideas, a dozen illustrative analogies, and over 25 profit-making context-specific hints.  The book validates its service propositions and business ideas with 50 brand new services that have been introduced recently by innovative operators and companies around the world.

 

m-Profits is intended to advise, guide and inspire people and companies involved creating profitable new mobile services.  The book will serve anybody working in partnership management, product management, service creation, service deployment, application development, pricing and marketing of services in the mobile internet, 3G and UMTS.  The book will be of particular interest to any telecoms business development, strategic planning, venture financing and banking people.  m-Profits is also a good general book to show what the new mobile internet future is all about, for any non-technical audience.

 

 

TABLE OF CONTENTS IS HERE NEXT

 

 

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Table of Contents for book m-Profits: Making Money from 3G Services

 

TABLE OF CONTENTS

 

FOREWORD

 

ACKNOWLEDGEMENTS

 

INTRODUCTION TO M-PROFITS                             

Soup Du Jour is Alphabet Soup

For Whom                                                                   

Usage                                                                          

 

CHARACTERISTICS OF 3G SERVICES                  

Value in Mobile Services                                          

Other Attributes of 3G Services  

Service Formulae                                                      

 

MOBILE PHONE AS THE MOST PERSONAL DEVICE

First Universal Gadget - The Wrist Watch            

Science Fiction is Here Today   

Mobile Phone is the Most Personal Device of All Time                  

Near Future Evolution of Mobile Phones

 

THE MAGIC OF MICROPAYMENTS                         

How the Internet Evolved to Adjust to Access Devices

Fundamental Curves                                                

Billing on the Fixed Internet                                     

Mobile Billing is the Exact Opposite                      

Customers and Money will Move Content            

Keep Charges Below Pain Threshold

 

5 M'S OF 3G SERVICES                                            

The Five M's                                                                                             

Movement - Escaping the Fixed Place

Moment - Expanding the Concept of Time

Me - Extending Me and My Community                                              

Money - Expending Financial Resources

Machines - Empowering Devices and Gadgets

Using the 5 M's to Build Value to a Service                                       

The Killer App in 3G

 

PROFIT OF MOVEMENT                                           

Guiding Services                                                       

Travelling Life                                                             

Translation Services

Business Services on the Move

Telehealth

Synchronized Gadgets                                             

Services for Employees (B2E)   

My Services Travel With Me

Real Services Today on Movement

 

PROFIT OF MOMENT

Mobile Information

Mobile Entertainment                                               

Repackaging Serial Content

Mobile Banking                             

Mobile Games                                                           

Real Services Today on Moment

 

PROFIT OF ME

Rich Calls

Show Me

Video Calls

CRM Customer Relationship Management        

Messaging and Love Life                                        

Communities

Mobile Chat                                                                

Adult Entertainment                                                  

Real Services Today on Me

 

PROFIT OF MONEY

M-Commerce                                                             

Selling Digital Content

Mobile Advertising (mAd)                                         

When Ads Become Content                                    

Viral Marketing

Call to Action in mAd

User Created Content                                              

Real Services Today on Money

 

PROFIT OF MACHINES

Automobile Telematics                                            

Remote Views

Remote Control                                                         

Law Enforcement                                                      

Feedback Systems

Other Machine Services                                           

Real Services Today on Machines

 

PATTERNS IN CELLULAR NETWORKS                 

Cellular is a Distorted Case of Metcalfe's Law   

Phenomenon of Reachability

Service Usage: Hockey Stick Curve                       

Network Build-Up Pattern                                        

Double Hockey Sticks                                              

 

TARIFFING FOR PROFIT

Some Customer are Willing to Spend More                                     

Profit and Pricing                                                       

Preparedness for Tariffing

Dynamic Pricing                                                        

How About One Price for All

Stay Below the Pain Threshold 

 

MARKETING 3G SERVICES                                      

From Door-to-Door Salesman to Supermarket

Segmentation                                                            

Example Segmentatoin Model  

Bundling                                                                      

 

COMPETITION IN 3G SERVICES                             

Types of Players in the Competitive Environment                           

Natural Strengths of Players                                   

Competing Technical Delivery Solutions             

Operator vs Operator                                                

Customer Satisfaction and Churn                         

Tariffing and Price Wars                                          

 

REVENUE SHARING AND PARTNERING

Know Your Dance Partner                                       

Revenue Sharing                                                      

Main Factors Influencing Split in Revenue Share   

Keys to Success                                                        

 

BUSINESS CASE FOR THE 3G NETWORK OPERATOR

Market Drivers for 3G

Service Revenues                        

Capital Expenses                         

Operating Expenses

Profits or Losses                          

Sensitivity Analysis

 

MONEY MIGRATION                                                  

Four Major Parts                           

Migration and Fixed Voice           

Migration and Mobile Voice        

Migration and Fixed Internet       

Migration and Mobile Internet     

Relevance of Money Migration   

 

4G                                                                                 

What is 4G                                     

3.5G or Enhancements Possible with 3G Networks

4G and Four Visions

 

POSTSCRIPT                                

 

m-Dictionary (humour)

 

VIGNETTES (15 Throughout the Book)

 

ABBREVIATIONS

 

3G SERVICES LISTING

 

WEBSITES

 

BIBLIOGRAPHY

 

INDEX

 

 

 

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