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3G Consultant Tomi Ahonen book "Services for UMTS" Creating Killer Applications in 3G, together with Joe Barrett

 

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

Book cover "Services for UMTS" by Tomi T Ahonen and Joe Barrett (editors),  - CLICK HERE for ENLARGED PICTURE                                            Services for UMTS:  Creating Killer Applications in 3G                ALSO: Tomi’s second

                                                                                                                                                     book has just been released

                                            Edited by Tomi T Ahonen & Joe Barrett                                          see [book m-Profits]

373 pages hardcover,

published by John Wiley & Sons, March 2002.

 

Foreword by Alan Hadden, President GSA

Contributions by: Jouko Ahvenainen, Russell Anderson,

Frank Ereth, Harri Holma, Päivi Keskinen, Ari Lehtoranta,

Canice McKee, Timo Rastas, Michael D Smith, Mika

Suomela and Antti Toskala

 

Services for UMTS became the best selling 3G book in October 2002 according to

the 3G Newsroom and Amazon see the list at [Link to 3G Newsroom].

 

First reviews include 3G Insight, Book News, M For Mobile, Dollargate and WAP Insight just click here  [3G Insight]   [M For Mobile]

 

NEW:  Four places to buy the book on-line, see below

 

To visit John Wiley & Son's website, click here  [Wiley Comm Tech Books]

 

To see other books by Tomi Ahonen, click here  [Ahonen books]

 

To return to top of Tomiahonen.com, click [Return to Tomiahonen.com]

 

 

MOST RECENT REVIEWS OF SERVICES FOR UMTS

 

"The book makes interesting reading, regarding the possible services that could sell over UMTS networks. Although the book is

 "UMTS-centred", it may also be of interest to the broadcasting community, as many services and applications identified in this

 book could readily be implemented in the interactive digital broadcast (radio/television) environment. Therefore, this book should

be regarded more as a comprehensive compendium of possible interesting "user-on-the-move" applications that could be

 implemented by means of any "convergent platform" – not solely by a given technology such as UMTS. It contains a number of

useful marketing and attribute lists that could generally be applied to almost any services hoping to have some chance of success."

- For Your Bookshelf, European Broadcasting Union (EBU), January 2003

 

 

 

Some of the opinions on the book Services for UMTS:

 

"If you only read one book about 3G, read this one."

                      - Tom Hume, Future Platforms

 

“This book looks at some 200 possible applications of UMTS and provides detailed scenarios for about 170 of them. Material is written for non-technical readers, with a strong business focus.

                             - Book News

 

"Whether you are an operator, service provider or content developer, this book will help you identify the opportunities ahead."

- M For Mobile

 

 "Services that customers need will be the only driver for 3G.  This book provides a framework for the launch of UMTS, but more significantly strong ideas for future demand and capability."

- Mike Short, Vice President mmO2, Past Chairman GSM Association

 

"A welcome change from the technology-led literature,  "Services for UMTS" focuses on the services and applications end of the mobile multimedia world."

- Dr Didier Bonnet, Global Head of Strategic and Business Consulting,

Telecom and Media Practice, Cap Gemini Ernst &Young

 

"This book is a must read if you want to understand the options, future services and dream about them from a rock solid standpoint."

- Roberto Saracco, Director, Future Centre, Telecom Italia Lab

 

"This book should help telecom operators, equipment manufacturers, content providers and the capital markets manage their $1 trillion bet on the success of 3G.”

- Assaad Razzouk, Deputy Head Global Corp Finance, Nomura International plc

 

"This book is a visionary outlook into the world of UMTS and its compelling services.  It outlines how modern tools can be used in mobile marketing to add value and utility to the user."

- Andreas X. Müller, Executive Board, 12Snap AG

 

"The authors provide an insightful discussion into a wealth of service possibilities that could be delivered by UMTS." 

- Dr. Stanley Chia, Director, Group R&D - USA, Vodafone

 

"This book explains some of the compelling services the players in the wireless industry will be able to develop and deploy based on the 3G infrastructure." 

- Jeff Lawrence, Director of Technology, Intel

 

“This is certainly the most comprehensive work I have seen on the subject. The book explains how various elements of technology, product development and system integration have come together to build successful 3G services.”

- Regina Nilsson, Director, Telecom Practice, PwC Consulting, Northern Business Unit

 

 

 

SERVICES FOR UMTS IS FOR SALE AROUND THE WORLD.  In Europe you can order it now from Amazon.co.uk or the3Gportal.com; in Finland buy it from Dataclub.fi; in USA, Asia and the rest of the world you can order it from Amazon.com:

 

Link to the3GPortal.com                          Link to Amazon.co.uk (UK site)                                    

[Link to the3GPortal.com]                        [Link to Amazon.co.uk]

 

Link to Dataclub.fi in Finland                    Link to Amazon.com in USA

[Link to Dataclub.fi]                                   [Link to Amazon.com]       

 

 

 

Text from the back cover of the book:

 

Services for UMTS

Creating killer applications in 3G

 

Edited by Tomi T Ahonen, independent consultant, UK

And Joe Barrett of Nokia Finland

 

UMTS is not about technology, its about Services...

 

The UMTS or 3G environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery.  The result is the largest, and most complex communications system that man has designed.  The industry is expected to generate revenues in excess of a trillion dollars in less than ten years.  If you want a challenge, then this is the industry to be in.

 

Services for UMTS (Universal Mobile Telecommunications System) or 3G (3rd Generation mobile networks) is a book about the near future, where UMTS allows mobile phones and other devices for communications, entertainment, personalised services, utility and fun to be used in new ways.

 

While it is difficult to predict the future in a precise way, broad categories and general service ideas are emerging.  This book looks at over 200 of these possible applications and providers more detailed scenarios on over 170 of them.  It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world.

 

Written for the non-technical reader and with a strong business focus, Services for UMTS is a "must-read" for anybody wanting to enter the UMTS environment, to understand it, or to make money in it.

 

To read a summary of the book, click here  [Summary of Book] and to see table of contents, click here [Table of Contents].  To see brief biographies of the editors, click here [Editors of Book].

 

 

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

 

    This book intends to answer many of the current UMTS service questions as
    well as introduce new ideas and concepts to enable operators to create a winning
    UMTS services strategy.

 

  • What should be the focus of service creation for rapid profits in UMTS
  • What are the key segments that should be addressed with UMTS services
  • What are the roles of the network operator, service provider, application
    developer, system integrator, and others in partnership
  • How to build more value into digital services to turn them into killer
    applications for their target segments
  • What are the differentiating factors that will separate the leaders from the
    UMTS pack
  • How the new Mobile Internet differs from the existing fixed Internet, and why
    users, content and revenues will migrate to the Mobile Internet
  • The 5 M's of creating desirable and profitable UMTS service

 

 

 

To visit John Wiley & Son's website, click here  [Wiley Comm Tech Books]

 

To see Amazon.Com's pages where you can order the book, click here  [Amazon.Com]

 

To see summary of the book contents, click here  [Summary of Services for UMTS]

 

To see the table of contents for the book, click here [Table of Contents]

 

To see brief bios and pictures of the editors, click here  [Editors Services for UMTS]

 

To return to top of Services for UMTS, click here  [Return to Top]

 

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Table of Contents for book Services for UMTS, edited by Tomi T Ahonen & Joe Barrett, 2002

 

                  TABLE OF CONTENTS

                  Services for UMTS

                  Edited by Tomi T Ahonen & Joe Barrett

 

                  Foreword                                                                                                

 

                  Acknowledgements

 

1.                   Intro to UMTS services                                                                                      

Enriching the Experience.  From Ears to Eyes

Fixed Internets, Second Generations, and UMTS

Recent Service Trends

Money Lessons from the Fixed Internet

The End of the Beginning

 

2.                   Attributes of services for UMTS                                                   

Competition from Old Economy and Beyond

Micro-payments

Further Attributes

Service Creation Aides 

At last on attributes

 

3.                   The 5 M's of UMTS services                                                         

The 5 M's of UMTS Service definition

   Movement

   Moment

   Me

   Money

   Machines

Testing the 5 M's: the Mobile Ring Tone

Using The 5 M's

Finally on the 5 M's

 

4.                   Services which Address Movement needs                                  

Adding Value To Traveling Life

Business To Employee "B2E" Services

Business To Business (B2B) Services

Telehealth (Telemedicine)

Messaging

Organiser Synchronisation

Moving Beyond Movement

 

5.                   Services to Address Moment needs                                            

Mobile Information

Mobile Entertainment

Music

Mobile Banking

Mobile Games

Adult Entertainment

Last Moment On Moment

 

6.                   Services to Address the "Me" needs                                           

Rich Calls

Wireless Telephony Application (WTA)

Video calls

Show Me

Session Initiation Protocol (SIP)

Social Messaging

Standards And Protocols To Help Customise Services

Profile Management

Me, Myself and I

 

7.                   Services to Address Money needs                                               

Mobile Commerce (mCommerce)

Buying and Consuming Digital Content

Intangible Services

Brick and Mortar Store Purchases

Mobile Advertising (mAd)

Adver-Tainment?

Forwarding Ads and Coupons

Free Trials

Ad-Pay (Promo Pay)

Show Me The Money

 

8.                   Services to Address Machine needs                                            

In-Car Telematics

Remote Metering

Remote Control

Shutting Off the Machines

 

9.                   Types of UMTS Services                                                              

Comparing 2g Networks And UMTS

Why The Mobile Internet Will Be Successful

Evolution Of Services From 2G To UMTS

Categorisation  of Services for UMTS

Interpersonal Communications

Infotainment

Corporate Services

Consumer Enterprise

Psychology of Service Creation

Typing Up Types

 

10.               Marketing UMTS Services                                                           

Retailer Analogy

Segmentation

Segmentation Model on UMTS Service Usage

New Segmentation Methods

Segmentation of initial network operator selection

The UMTS Operator Brand

Loyalty Schemes

Don't Forget the UMTS Distribution Channel

Preparing for Launch

Marking Off Marketing

 

11.               Competitiveness in UMTS                                                           

Operator Vs Non-Operator

Operator Vs MVNO

Operator Vs Operator

UMTS Operator Vs 2.5g Operator

Incumbent Vs Greenfield

UMTS Operator Vs UMTS Operator

Making A Start

Customer Experience

Handling Churn

Winning On Competitiveness

 

12.               Partnering in UMTS                                                                     

New Value Chains and New Roles

Partnerships

Revenue Sharing

Trusted partner

Mobile Virtual Network Operators (NVMO)

ASP - Application Service Provision

Last Part on Partnering

 

13.               Business case of UMTS                                                                                     

Market Drivers for UMTS

Business Case of UMTS

Services and Revenues in UMTS

ARPU (Average Revenue Per User)

Costs

Sensitivity Analysis

The Future of ARPU

Back to Business

 

14.               Technical Primer to UMTS                                                          

Air Interfaces for UMTS

Spectrum for UMTS

WCDMA Basics

WCDMA Physical Layer and Terminal Capabilities

WCMDA Air Interface Performance

In Summary

 

15.               Postscript                                                               

 

 

Service Vignettes (20 throughout the book)                       

 

 

Abbreviations

 

Services Index

 

Bibliography

 

Useful Websites

 

Index Of Key Words And Phrases

 

 

The Book Services for UMTS was published in March 2002 by John Wiley & Sons.

 

To visit John Wiley & Son's website, click here  [Wiley Comm Tech Books]

 

To order the book at Amazon.Com's pages, click here  [Amazon.Com]

 

 

 

To see summary of the book contents, click here  [Summary of Services for UMTS]

 

To see brief bios and pictures of the editors, click here  [Editors Services for UMTS]

 

To see the front and back covers, or to return to top of Services for UMTS, click here  [Return to Top]

 

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Summary of book, Services for UMTS, edited by Tomi T Ahonen & Joe Barrett, 2002

 

 

                      "A Trillion Dollar Business"

 

                                                                                                              

Services for UMTS

Creating Killer Applications in 3G

Edited by Tomi T Ahonen and Joe Barrett

John Wiley & Sons, March 2002

 

UMTS is not about technology, UMTS is about services.  The biggest telecommunications investment of all time in third generation (3G) networks and licenses is only the enabling part of the bold new future where service revenues are expected to generate a trillion dollars (1000 billion) annually before the decade is done.  Those services will not be consumed just because there is a newer mobile telecoms infrastructure, rather there must be compelling mobile services, content and applications.  Services for UMTS is a book about those services.  What makes a service desirable in a mobile environment?  How can existing services be moved to UMTS?  How can mobile services be made better to bring added value to their users?  How can operators make money out of UMTS?  How can content providers and application developers enter the UMTS opportunity and have access to the revenues?  How can profits be made in UMTS?  Best of all, most of the service ideas in the book are also applicable today on existing technologies, mobile and fixed, and any telecoms service can be improved with the ideas in the book.

 

Services for UMTS starts out by examining the new mobile services environment and attributes of mobile services, so that the reader can understand how these enable totally new opportunities for service creation.  The book explains in clear and simple terms how the Mobile Internet is not taking the fixed Internet into your pocket, but rather how both fixed and Mobile Internets will co-exist, with their own distinct strengths, weaknesses, and complementary areas with considerable overlap.  The book illustrates how the Mobile Internet space is naturally able to generate revenues for content consumption and to handle micropayments.  The reader is shown how developments such as the personal nature of the mobile phone and the trust we place in the device can be utilised in service creation.

 

Services for UMTS examines specific and unique aspects of mobile service creation such as the micropayments and billing ability of the network operator, the power of location information, the benefits of personalisation, and timeliness.  The book also discusses other elements which can create value such as multitasking, multisession and text-to-voice.  After examining several common service creation guides, the book offers a comprehensive service enhancement theory for UMTS, called the 5 M's.  The 5 M's are the five key attributes which can be used to enhance any service and make them more valuable in the mobile services arena, both as more desirable to the user and more profitable for the service provider. 

 

The book explains each of the 5 M's in detail: the Movement attribute being more than location information; the Moment attribute expanding the concepts of time; the Me attribute with personalisation and the personal community dimensions; the Money attribute discussing how payments, funds, and sponsorship affect services; and the Machines attribute allowing automated devices, machines, metering devices, robotics, automobiles and any other devices to communicate with each other and interact with humans.

 

Services for UMTS proceeds to devote a whole chapter to each of the five attributes and illustrates how that attribute can be used to deliver real services of perceivable value and measurable profit.  In the Movement chapter the book includes services in business applications, telehealth and messaging.  The Moment chapter spends time with information, entertainment and banking services.  The Me chapter discusses video calls and profiling, and shows how new standards such as SIP and WTA can be used to enhance services.  The Money chapter covers mobile commerce (mCommerce) and mobile advertising.  The Machines chapter introduces services around automobile telematics and remote metering and control.

 

The book continues with chapters on how to implement services, from how to categorise services in Types of Services, to Marketing, Competitiveness and Partnering.  In the Marketing chapter Services for UMTS offers a usable analogy from the retail industry to build marketing strategies and discusses the segmentation and branding aspects of marketing UMTS services.  The Competitiveness chapter discusses the UMTS operator's role when compared with other operators, Mobile Virtual Network Operators (MVNOs) as well as the competitiveness amongst different types of operators, "Greenfield" new start-ups, incumbent operators, and operators without an UMTS license.  The chapter also discusses churn.  The Partnering chapter examines the UMTS operator's role with content providers, application developers and MVNOs, and gives an overview on the concepts of revenue sharing.

                     

The end of the book provides relevant understanding on the more specific aspects of UMTS to the network operator, first with a look at the UMTS operator business case, and then with a technical primer to the UMTS system.  The UMTS operator business case touches briefly upon the main elements of services and revenues, and the major components of the costs from capital expenses and licenses to the operating and implementation costs.  The technical primer covers briefly the main elements of the UMTS system from the radio and core network to the services and onto the terminals, as well as their main technical interfaces.  At the back of the book are also a glossary of abbreviations, an index to services, an index to key words, and a bibliography.

 

Services for UMTS is written for the non-technical reader, focusing on what kinds of new services can be made, with suggestions of many of the early winning services, and with some illustrations from real mobile services in use today.  The book includes discussions of how the various players may share in the development and subsequent revenues of the services, with the aim of maximising the profits of the services.  Services for UMTS is the first look into the broad service spectrum of UMTS, examining over 200 of them, and is intended as the opening statement for the dialogue needed to build the mobile service universe.  The book is intended to advise, guide and inspire people and companies involved in service creation, service deployment, application development, partnership management and product management in UMTS.  The book is also a good general book to show what the UMTS future is all about, for any non-technical audience.

 

 

The Book Services for UMTS was published in March 2002 by John Wiley & Sons.

 

To visit John Wiley & Son's website, click here  [Wiley Comm Tech Books]

 

To order the book at Amazon.Com's pages, click here  [Amazon.Com]

 

 

 

To see the Table of Contents for the book, click here [Table of Contents]. 

 

To see brief bios and pictures of the editors, click here  [Editors Services for UMTS]

 

To see the cover and brief description of the book Services for UMTS, click here [Return to Top]

 

To return to top of Tomiahonen.com, click here  [Return to Tomiahonen.com]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Picture of Joe Barrett, Co-Editor of book Services for UMTSEditors of book Services for UMTS

 

 

Picture of Tomi T Ahonen, Co-Editor of book Services for UMTS

 

 

 

 

 

 

 

 

 

Tomi T Ahonen, MBA                                                 Joe Barrett,

Independent Consultant, UK                                       Nokia Networks, Finland

 

Tomi is an independent consultant on 3G strategy.      Joe has been in the telecommunications industry

Previously he set up and headed Nokia's Global 3G     since 1979 when he joined BT.  He has worked in

Business Consultancy department.  Earlier he has      the mobile telecommunications arena since 1985

worked for three operators/carriers in Finland and       where he worked in the emerging European mobile

New York, creating the world's first fixed-mobile           phone market .  He has been with Nokia for over

service bundle, setting a world record for challenger    10 years holding various positions in sales,

operator market share, as well as participating in         marketing and strategic areas for  the mobile

telecoms standardization.  He started work as a          infrastructure business.  He started his career in

controller on Wall Street.  Tomi holds an MBA from     the Royal Navy as a radio engineer and now lives

St John's University New York.                                      in Finland with his family.

 

 

The Book Services for UMTS was published in March 2002 by John Wiley & Sons.

 

To visit John Wiley & Son's website, click here  [Wiley Comm Tech Books]

 

To order the book at Amazon.Com's pages, click here  [Amazon.Com]

 

 

 

To see summary of the book contents, click here  [Summary of Services for UMTS]

 

To see the Table of Contents for the book, click here [Table of Contents]. 

 

To see the cover and brief description of the book Services for UMTS, click here [Return to Top]

 

To return to top of Tomiahonen.com, click here  [Return to Tomiahonen.com]

 

 

 

 

 

 

 

 

 

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