My 10th book: Insider's Guide to Mobile - cover image, table of contents, summary

Thank you all for the very kind early support of my newest, my 10th book. Here is a somewhat more 'formal' announcement of the book, The Insider's Guide to Mobile, by Tomi T Ahonen, which runs 340 pages and is available for free download in an unrestricted pdf file, for direct download at Lulu. There will soon be also a paid hardcover edition, as well as a paid m-book small screen version. But the main pdf file version will be free always.

So here we go. Here is the book cover:

 

(Cover Image of book The Insider's Guide to Mobile by Tomi T Ahonen, 2010) 

And here is a short outline version of the table of contents, including the 11 case studies, 8 myths and 7 essays that the book includes:

BOOK CHAPTER OUTLINE:

Foreword
To the Reader
Acknowledgements

Chapter 1 - INTRODUCTION

Chapter 2 - SIZE OF MOBILE
 - Essay 1: Telephone Houses

Chapter 3 - CONSUMERS OF MOBILE
 - Myth 1 - Input Myth
 - Case Study 1 - Fanta Mosquito Noises (UK)

Chapter 4 - 7TH MASS MEDIA
 - Myth 2 - Screen Size Myth
 - Case Study 2 - Tohato Snacks (Japan)

Chapter 5 - 8 UNIQUE ABILITIES OF MOBILE
 - Myth 3 - Location-Based Services
 - Case Study 3 - Blackberry Pocket Cop (USA)

Chapter 6 - HANDSETS
 - Essay 2 - The Nokia Decade

Chapter 7 - SMARTPHONES
 - Essay 3 - A Supercomputer in your Pocket

Chapter 8 - MOBILE MESSAGING
 - Myth 4 - MMS is a Failure
 - Case Study 4 - Finnair Mobile Check-In (Finland)

Chapter 9 - MEDIA CONTENT ON MOBILE
 - Case Study 5 - Puma Racing Advergame (China)

Chapter 10 - MOBILE SOCIAL NETWORKING
 - Case Study 6 - My Art Space (UK)

Chapter 11 - MOBILE MONEY
 - Case Study 7 - Iron Man M-Tickets (USA)

Chapter 12 - BEYOND REALITY
 - Case Study 8 - Axe Wake-up Girls (Japan)

Chapter 13 - MOBILE ADVERTISING
 - Myth 5 - Nobody Wants Advertising on Phones
 - Case Study 9 - Girlswalker (Japan)

Chapter 14 - DIGITAL FOOTPRINT
 - Case Study 10 - Tesco Shopping Guide (UK)

Chapter 15 - CONVERGENCE AND THE CANNIBAL
 - Myth 6 - Smartphone Apps Are Good Economics
 - Essay 4 - Before iPhone After iPhone

Chapter 16 - INTERNET AND MOBILE
 - Myth 7 - WAP is Crap
 - Essay 5 - Mobile First

Chapter 17 - ECONOMICS OF MOBILE
 - Essay 6 - The 5 Trillion Dollar Convergence

Chapter 18 - DIGITAL DIVIDE
 - Case Study 11 - Mobile Radio (India)

Chapter 19 - MOBILE INDUSTRY
 - Myth 8 - Saturation Myth

Chapter 20 - A SHORT HISTORY OF MOBILE
 - Essay 7 - Ten Things That Changed

Chapter 21 - CONCLUSION

Humorous Interlude
How Does Someone Get From There to Here?
Abbreviations
Bibliography
Good Websites and Blogs
Index
About the Author
Other Books by Tomi T Ahonen

The above book is about 340 pages in length currently in the 'Pre-Release' or 'Beta' version, where some of the supplementary parts are still under development (index, table of contents, bibliography etc). The final book will be about 360 pages in length.

The book includes practially all currently hot services and apps in mobile, such as Flirtomatc, M-Pesa, Layar, Girlswalker, Angry Birds, AQA, Mixi, Blyk, ChaCha, Itsmy, MobageTown, Qik. The book discusses all the hottest companies innovating in mobile from Google to QQ, from NTT DoCoMo to Apple and from Nokia to RIM, from Vodafone to MTV. It celebrates successes from the simple but successful Babajob in India to Carlos Slim the new wealthiest person on the planet, from Mexico. The book includes many celebrated mobile advertising and marketing highlights too, from BMW Winter Tyres to NorthWest Airlines Mobile Puzzles, to Tohato Adver-Wargames, to Puma Racing Adver-App, to Tesco Shopper to Axe Wake-up Girls to Guinness Sevens Guide. The book includes over 100 innovative, creative and successful mobile services and applications.

Tomi T Ahonen exposes 8 famous and widely-held myths of mobile in his newest book, The Insider's Guide to Mobile, including that myths that Apps will make you rich, that WAP is crap, that the screen size hinders mobile success, that inputs on phones are limited, that location-based services can make major revenues, etc. Each myth is meticulously described, where it came from and why it seems believable, and the real truths and facts that expose it as a myth.

In his 10th book, the hihgly respected industry analyst and consultant Tomi T Ahonen also runs several deeper business calculations and explains for example why the smartphone 'app store' economics are not sustainable in the short term, and why 'engagement marketing' advertising on mobile can sustain 25% - 45% response rates, and how new mobile services can make money while abandoning subscriptions and not relying on advertising.

The free eBook edition includes 'advertisements' which are all relevant to the book or to Tomi Ahonen consulting practise. The majority of the added content, is full chapter-length excerpts from six of Tomi T Ahonen's previous est-selling books including in hardcover: Mobile as 7th of the Mass Media, Communities Dominate Brands (the signature book to this blog), Digital Korea, and in eBook format: TomiAhonen Almanac 2010, Pearls Vol 1: Mobile Advertising and Pearls Vol 1: Mobile Social Networking.

The 'Pre-Release' edition now in December, is not complete, but the main text is in near-final form, and can be already read 'from cover to cover' and includes most intended charts and illustrations as well. It can now be downloaded and read and shared. The final, formal 'First Edition' of The Insider's Guide to Mobile by Tomi T Ahonen will be announced on this blog with a January target date, and that final edition will also be fully free in pdf format and free to share. The final formal First Edition will include the Foreword by someone who is very highly respected by our industry and whose company has been remarkably in the spotlight recently. But I cannot say more about it, except that I am honored to have that person's contributoin to my book.

So there. Please feel free to go and get your own free copy of my 10th book, The Insider's Guide to Mobile. And please feel free to rate the book on Lulu if you like it, and to spread it freely to all of your colleagues and friends, if you find it useful. Here is the link to the book for free download:

http://www.lulu.com/content/e-book/insiders-guide-to-mobile-free-edition/9882582

Meanwhile I will return to work on the 11th, 12th and 13th books haha..

Tomi Ahonen   :-)

Comments

[Martin]

Amazing! 10x for writing and sharing it!

[Jimmy Choo]

Its always good to get useful information like you share for blog posting.

[Marat]

Thanks, Tomi! That's a really good Christmas gift!

[Andreu Castellet]

Tomi, thanks a lot for another gift (possibly the largest one!). I am starting with it -I am on my "devices" chapter of my PhD Thesis on the mobile ecosystem so the moment is perfect- and I dare to pose you a technical question: have you put your pdf on the web with some bug embedded that makes impossible any automating quoting? I cannot take any text quotations -you see, pure PhD student stuff- thru my reference manager, Sente, although your pdf file works OK for OCR.
Congrats anyway,

Andreu

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Salut, où avez-vous obtenu cette information peut vous s'il vous pla?t appuyer ce avec une certaine preuve ou vous pouvez dire quelques bonnes références que moi et d'autres apprécieront vraiment. Cette information est vraiment bon et je vais dire sera toujours utile si nous essayer sans risques. Donc, si vous pouvez le sauvegarder. Cela nous aidera vraiment à tous. Et cela pourrait apporter un peu de bonne réputation pour vous.

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i was going through the awesome index that you posted. as i got farther and farther down, i started scrolling faster and faster... thinking, "c'mon Toni, let's get to the price already!"
my jaw's still on the floor...this amazing ebook is... FREE? like..really, REALLY FREE?

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Merci pour le blog chargé de l'information tant. L'arrêt de votre blog m'a aidé à obtenir ce que je cherchais.

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Arghh.. yeah, thanks Claus212 - I didn't notice I apparently took all numbers from the wrong column for Nokia, and didn't see that being 32% (should have been 23%). So the numbers should have read 76%, 23% and 1% for Nokia. Now it is (finally) correct. Thank you

I will return to comment to the others later

Tomi :-)

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