My Photo

Ordering Information

Tomi on Twitter is @tomiahonen

  • Follow Tomi on Twitter as @tomiahonen
    Follow Tomi's Twitterfloods on all matters mobile, tech and media. Tomi has over 8,000 followers and was rated by Forbes as the most influential writer on mobile related topics

Book Tomi T Ahonen to Speak at Your Event

  • Contact Tomi T Ahonen for Speaking and Consulting Events
    Please write email to tomi (at) tomiahonen (dot) com and indicate "Speaking Event" or "Consulting Work" or "Expert Witness" or whatever type of work you would like to offer. Tomi works regularly on all continents

Tomi on Video including his TED Talk

  • Tomi on Video including his TED Talk
    See Tomi on video from several recent keynote presentations and interviews, including his TED Talk in Hong Kong about Augmented Reality as the 8th Mass Media


Blog powered by Typepad

« Like SMS before it: Mobile Social Networking now the megabillion dollar killer app for 3G mobile | Main | The Network is Female »

October 26, 2006


Mark Earls

Think this is spot on, Alan.

The only thing we need to remember is that the technology is revealing what was always the case. We are a networking species - a Super Social Ape as I dub it in my forthcoming Herd book.

While the technology is new and exciting - certainly for those who value the monetising bit - it's really showing an abiding truth about who we are. And that truth changes everything.


alan moore

Hey Mark,

Thanks for posting. I like the super scial ape analogy.

I certainly shall look foward to reading your book!


Alan :-)

Peter Cranstone

Great post... one thought, about half way down you mention "interruptive ads"... I think this is a killer to people using mobile devices. Interruptive ads on the desktop is one thing, on the mobile device it's something else entirely.

So what if the web site actually knew what I liked and it also knew where I was at any particular time (all user controlled of course so you can opt-in) - now all of a sudden ads become information and not interruptions. The value of the ad just went up dramatically.

We actually have a working demo of this relevant ad capability. Send me an email if you're interested in learning more.



Paul Jardine

The reason Social Networks are worth so much is because they create trust. If a complete stranger wants to sell me something, I'm unlikely to listen, but if it's someone I know - however loosely - then I'll listen, at least.
The smaller the network, the greater the trust, which is why niche communities will flourish and why the big ones will eventually die or evolve more defined sub-communities.
In terms of marketing, it's pretty hard to determine audience in this new 'channel', perhaps 'influence' is a better measure - though I'm not sure what the means of measurement is.

Tomi T Ahonen

Hi Peter and Paul

Good comments and insightful observations, thank you.

Peter good point about interruptive ads and mobile. And yes, the ultimate achievement in what we call "engagement marketing" in our book is precisely, that, when advertising becomes content. Then it is no longer an interruption, the content (ie ad) is welcomed. But that requires a lot of creative work at the "advertising" creative end. Of course it can be done, but for that we need precise targeting and segmentation, leading nicely to Paul's thoughts.

Paul - totally agree here too. The more tight and relevant our community, the more it means to us. For example a car club is good. A car club in Britain is better. An Audi drivers club in the UK is even better. An Audi A4 drivers club in Britain is better still, etc.

And in terms of measuring influence, yes we are already rapidly developing the metrics. Xtract of Finland for example will calculate an "Alpha Score" for every member of a given community. The top 5% or so, with the highest Alpha Score, will be those members of the community who yield the biggest influence on the whole community. Early real customer data reveal dramatic improvements in just about every marketing impact, from more rapid new service adoption (when offered via Alpha users) to higher retention ie lower churn when loyalty of Alpha users is secured, etc.

Thanks for visiting and posting your comments

Tomi Ahonen :-)

Mark Earls

Great post Tomi. Keen to know more about Xtract's approach. Could you share?

Couple of questions, though on your post.

1. While I agree with the thrust of the communities argument, I think we need to be careful not to think about communities as selfishly as the old school marketing world thinks about its "audiences".

Human beings are social animals - brand communities are primarily built for social reasons and not for product reasons (although that is where our interest tends to lie in our observations of them).

One test of this would be to see if social and product base influence map on each other in these communities. Do you have any indications of whether or not this is true.

2. One sceptical critque of the "interruptive" conclusion you write of in the book goes like this: good advertising and commercial comms has always been stuff that the audience welcomes as content; bad advertising is just annoying. Is your distinction really any more profound than this? (I suspect you're trying to say more than this but I wondered what you thought...)

Keep up the good work...

Tomi T Ahonen

Hi Mark

Oh no! You've read the book? What did we say? ha-ha. very good catch. Yes, we wanted to go further with that thought, I remember, but felt we had done enough "damage" already (remember we wrote several pages of the whole industry and competences also being tossed upside down...)

But yes, good point. I think we do discuss those themes here at the blog, in occasional "thought pieces" that go deeper. I can't pick the first of our 600+ blog postings to suggest where to start, ha-ha, but yes, we do try to celebrate the smart stuff (I am thinking of for example the Nike shoe inside the videogame, or the Rihanna video teaching the dance steps to the fan, etc)

On Xtract - stop by their website and you'll want to read their white paper (or brochure) on Alpha Users, and other social animals if you will, and their roles. They have spotted Omega customers, Sigma customers, Delta customers etc already from how differently we behave just by studying real social behaviour in networks. Xtract's website is at I can also put you in touch with their people if you'd like more. Both Alan and I do various workshops and seminars with Xtract from time to time, so we're pretty close.

Thanks for stopping by and posting the comment. And thanks for having our book. Bring it along when you next see Alan or me, and we'll love to sign it for you.

Tomi :-)

alan moore

Dear Mark,

You are right our articulation of interruptive marketing goes beyond "good advertising and commercial comms has always been stuff that the audience welcomes as content; bad advertising is just annoying."

Its about, for example the fact that broadcast communications is not about a persistent conversation, which social networking is.

"We are also witnessing the shift from individualised and pesonalised consumption towards consumption as a networked practice." Henry Jenkins in Media Convergence

Engagement is about context, experience, and a valuable experience, shared flows of communication, and co-creation. Its about belonging, reputation and validation. Again these are all things that interruption cannot deliver.

I also agree, with you that to create value for communities, one needs to think about the best end-user experience and work back from that.

That is why - the rules of engagement are completely different. Look at SeeMeTV or Current TV co-creation with different models of incentive and revenue splits. even though in SeeMeTV's case those revenue splits are small they are an indication of the possibilities.

I would like to discuss your thoughts on communities and product based mapping though as Tomi said, Xtract are world class in this area - in many many ways. But this probably would be better done face to face its been a while anyway since we did the IPA thing toogether

I certainly think they would provide real value for you and your work.

Thanks for posting

Kind regards


Mark Earls

Cool. Let's do it soon.



Mobile social networking is ig in Japan, bigger than web=based. Its specific feature is that it is closely linked to real-life. Here is the latest example of niche mobile SNS, targeting young moms:

Tomi T Ahonen

Thanks Yaromir!

Tomi :-)


Im surprised that it took this much time to blow up. Its a stable investment because the cellphone will always be a staple in everyday life. Going mobile interms of socail networks only makes sense.


This is the reason for it being worth 3.45b: People are making the transition from facebook and myspace. Even these powerhouse social networks are starting to add apps for the phone.


Houses are not very cheap and not everyone can buy it. But, are invented to support different people in such kind of hard situations.

Testking 70-649

Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.

Louboutin sale

And those who can't attend the courrse, the book to read is obviously my latest hardcover book, Mobile as 7th of the Mass Media, the definitive guide of 322 pages to media success on mobile, with 16 case studies of the most innovative success stories now, in the age of the iPhone..

cheap jewelry

Thanks for your share,thanks a lot.Good luck!

mortgage loans

I received 1 st loans when I was 32 and that supported my relatives very much. Nevertheless, I require the financial loan once more time.


Merci de prendre le temps de discuter de cela, je crois fermement à ce sujet et de l'amour en apprendre davantage sur ce sujet. Si possible, comme vous acquérir de l'expertise, auriez-vous l'esprit la mise à jour de votre blog avec plus d'informations? Il est extrêmement utile pour moi.


Azioni di Abercrombie & Fitch è sceso 1, 15 dollari, a some, a couple of every cento, every chiudere any money 26. 10.Inoltre il Venerdì, JC Penney, il valore-prezzo negozio di reparto, haya detto che il profitto every my partner and i tre mesi che si è concluso a couple of maggio cadde il 79 every cento, any money twenty-five milioni, a 11 centesimi every azione, rispetto ai money 120 milioni, a 54 centesimi every azione, every il periodo di not anno fa.

The comments to this entry are closed.

Available for Consulting and Speakerships

  • Available for Consulting & Speaking
    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Helsinki but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

Tomi's eBooks on Mobile Pearls

  • Pearls Vol 1: Mobile Advertising
    Tomi's first eBook is 171 pages with 50 case studies of real cases of mobile advertising and marketing in 19 countries on four continents. See this link for the only place where you can order the eBook for download

Tomi Ahonen Almanac 2009

  • Tomi Ahonen Almanac 2009
    A comprehensive statistical review of the total mobile industry, in 171 pages, has 70 tables and charts, and fits on your smartphone to carry in your pocket every day.

Alan's Third Book: No Straight Lines

Tomi's Fave Twitterati