 Let's start, those of you who've seen me before know that I like to start with an opening joke. So, first of all, obviously, Salam Aleykum. Thank you for having me here. Very much my honor to be here. It's my first time in Qatar. But yes, an opening joke. If the topic is going to be the future, and our favorite gadget is obviously the iPhone, then let's take a little bit of a guess what the next couple of iPhones might be like. I think it's rather easy to guess when today's iPhone is the iPhone 4S. Easy guess that maybe the iPhone 5 will have near-field NFC, so we can do mobile payments. What could the iPhone 6 have? I think the iPhone 6 will have wireless electricity so that we can charge the iPhone without touching anywhere. iPhone 7, that I think gets interesting. I think the iPhone 7 will have the special kind of camera that can see through walls. They have them in the military already, infrared cameras that see through walls. This is like Superman who can see through X-ray vision in the movies, right? How about the iPhone 8? I think the iPhone 8, Apple will have perfected the technology to read our mind. This is like the movie where the guy was reading the minds of what the ladies were thinking. Remember? Now, how about the iPhone 9? iPhone 9, then I think we have teleportation. This is Star Trek. Beam me up, Scotty. Tommy doesn't have to fly cut to our airways to go back to Hong Kong. I can just beam me instantly back to my apartment in Hong Kong. That will be about 10 years, maybe 12 years, but how about the iPhone 10? I think the iPhone 10 will be the ultimate device because the iPhone 10, maybe around here 2025, I've already retired then. But 2025, you will all see it. That will be the iPhone with time travel. Back to the future. Now, I know that's not very funny, but remember, I will be one of the first people to have the iPhone 10 in 2025. I will then program the iPhone to take me back to Doha in February 2012 and I will finish this joke with a better ending. Okay, so I'm Tommy Ahonen and we'll talk about 3G and the future. And to start with, I want to talk about Coca-Cola's Rule 702010. 702010. Yesterday, those of you who are here, so we had a lot of presentations by design by accident but happened to be several American companies who were talking about United States innovations in mobile that were smartphone applications that were for the iPhone. Now, on a practical point of view, that's really not very relevant for the Gulf region because this is mostly Symbian with Blackberry, the second most popular smartphone, etc., so iPhone actually isn't that relevant. Now, obviously, lots of good examples from the United States, excellent presentations and a lot of relevant stuff. But I last night went to change my presentation. I wasn't going to show you this slide at all, but I wanted to bring it so. Last night I changed half of my slides after what we saw yesterday. I took every United States innovation slide that I had away. We had enough of that yesterday and I made sure that we will now see more of Japan, South Korea, Scandinavia, Turkey, Egypt, more relevant here, Pakistan, looking at other places, Indonesia and so forth. And I will show you no smartphone applications on any platform. No Symbian, no Blackberry, no iPhone. We saw enough smartphone applications yesterday and I will look at the rest of the world, not the United States. And with that, this is Coca-Cola's mobile strategy. Coca-Cola, the biggest brand advertiser on the planet. Coca-Cola, which has been in mobile for 15 years. Coca-Cola, which invented mobile money. The world's first payment by mobile were two vending machines in Finland to sell Coca-Cola. Coca-Cola invented mobile payments. This company says today, 2011, their strategy 70-20-10. Out of all the money that Coca-Cola spends in mobile, 70% is spent on mobile messaging, SMS and MMS. 20% is spent on the mobile internet and only 10% on all apps, including iPhone, including Android, including Blackberry, including Symbian, including Java, including Bada, including Migo and Limo and Mamo and every one of them, 10%. The right ratio for you to think about mobile, what you're doing in the app space unless you're an application developer or game developer, unless you, for any other one in this industry, you should double the money you do in apps, in mobile web, and when you take all of your investment in mobile web and apps combined, you should double it again on what you do in messaging. Okay, now let's take a look at that future. So I want to start with size. Yes, I read the Twitter feed yesterday. I know we don't want to hear once again what is penetration right here. But this industry has to start with the story about size. How big is mobile? Globally, all of you know locally, the red number you know. For those of you who are Americans, you might be shocked by the ratio of some of these other numbers globally. There are four times as many mobile users, total personal computers used on the planet, including desktops, laptops, netbooks, iPods, iPads combined, business and residential combined, four times more mobile, three times more mobile in use on the planet than total television sets. More than twice as many mobiles as there are bank accounts, credit cards, or total internet users, and half of those internet users access on mobile. There's nothing like mobile. There has never been anything like mobile, more mobiles than wristwatches, more mobiles than toothbrushes. That's where we are today. But size is not the issue. That's only the start. Now it gets interesting how fast is mobile. In New Zealand, they measured and compared. The average email is read in 48 hours. The average SMS text message is read in four minutes. Do the math. 720 times faster. Mobile is not twice as fast as the internet. Mobile is not ten times as fast as the internet. Mobile is not a hundred times faster than the internet. Almost a thousand times faster. 720 times faster. You take a sailboat, and you compare it to the Concorde supersonic jet. That's your speed difference. Maybe SMS is an anomaly. This cannot hold true for everything comparing the internet to mobile. Or can it? The internet advertising board measured in England last year. The average British person who goes to an e-commerce site, buying Tommy's book at Amazon, goes to the e-commerce site and says, you know, first time to the site and when do I actually give the credit card and buy something? It takes one month on average. The average British person who goes to a mobile e-commerce site to make a purchase, one hour. Do the math. It gets spooky. It's not seven hundred ten times faster. It's not six hundred ninety times faster. It's not seven hundred thirty five times faster. It's seven hundred twenty times faster. Guys, there's something weird about mobile. There's never been anything as broadly spread on the planet. There has never been anything nearly as fast as mobile. But I'm not interested in size and speed only. The really interesting part comes how about addiction? How addicted are we? Nokia measured. The average person looks at their mobile phone a hundred and fifty times per day. That's not you and me in this room. We are tech geeks. The average person is your husband, your wife, your father, your mother, your daughter, your son. The average person looks at their mobile phone a hundred and fifty times per day. This was not a Finland statistic. This was a global statistic. Look at the Africa statistic. We have a similar Africa statistic from Young and Ruby Camp even in Africa. Eighty-two times per day. Hundred and fifty times per day means that you look at your mobile phone on average every waking hour, once every six and a half minutes. During Tommy's presentation today, you are going back into your pocket eight times. You cannot avoid that. This is addiction. There has never been anything like mobile. So how is that 3G then? If we're looking at the future into 3G, we actually now have a perfect case study. Japan was the country where 3G launched first, October 1st, 2001. Japan has had 3G now for ten years and four months. Japan will become the first country to extinguish 2G this year. The first country to go the full migration from 100% 2G and 03G to 02G and 100% 3G or faster. First country. In 2007, that was the year the iPhone launched in America, Japan had stopped selling 2G phones. The iPhone, which the Americans loved so much that this is the greatest phone ever made, was obsolete literally in Japan that same year. It was never sold in Japan. The first iPhone that sold in Japan was iPhone 3G. By 2010, the first 2G network had turned itself off in Japan out of the three networks. Now, two of the three have turned off. The last one entity, Dokomo, will turn off this year, probably this spring. So we have the perfect example. Japan will reach during this year complete migration from 2G to 3G. The next country to do so probably will do it before the end of this year, South Korea. They're already at 98%. They're really, really, really competitive and they want to beat Japan to this or be very, very quick after Japan. They'll be very, very close. The next countries we have are like Singapore and Hong Kong and Sweden and Finland which have about 75-80% migration into 3G. Then we have your mainstream industrialized countries like France and Germany and the United States which are about halfway to 3G. Then we have those emerging BRIC countries which are rather advanced in the emerging world like Brazil and Russia and China and Malaysia and so forth which are in the 10-15% range and then very early countries just starting now in 3G like India and so forth. But this pattern gives us a little bit of a lesson to think what will happen here in this region because I'm very convinced that Qatar will follow more this pattern for emerging world countries, India, etc. The period of time will probably be significantly longer but everyone will end up in 3G eventually. But this pattern for Europe and North America and Australia and so forth it's very close to this 11-year cycle. Give me plus, minus a year and almost every industrialized country including the Gulf States will fit this pattern. About 11 years from launch of 3G to turning off 2G. So that means that we have a case study. If you want to think about what will 3G environment be like here when every phone is a 3G phone or better what will Doha be like? We can see a good vision of that if we study Japan today. So this is the latest consumer data. To see the future, don't look at California obviously. They're years behind you. Look at Japan. So here is Tokyo today. This is the CIAG, the Communication Industry Association of Japan. The latest survey published the English version published a wireless watch Japan in December of 2011. This is what Japanese people are doing daily on their mobile phones. Daily. Japanese more than 90% send messages daily. The Americans have only reached 80%. Cameras 77%. Search 64%. Americans are only at about half point on those. But look at these. These are the messaging elements I wanted to highlight. Among the most popular services even in the most advanced mobile country on the planet text messaging or email, picture messaging and video messaging all ranking very high among total usage in Japan. Some of the things look video call. Japan was the first country to do 3G video call and still today only 1% use it. So I know I wrote in my first book that oh everyone's going to be doing video calls. Obviously I was wrong. So 1% even in Japan. It's not going to be big in any country for a very, very long time. But here are two interesting items. I want to mention one in five Japanese people reads books on their mobile phone daily and 19% almost one in five uses what is called the mobile wallet. I won't show more about them now. We'll come back to them later. I'll show them in context of our story about the future. But I do, oops, oops, oops, sorry. I do want to talk a little bit about what is kawaii in K-tai today. Kawaii means cute or cool and K-tai means mobile. What is the hottest thing in Japan today on mobile? And that is balloon fishing. Now Japanese always have weird names so don't worry about the balloon part of this. But notice that this is a guy with a camera phone taking a picture of a coffee cup or a tea cup. You see in the background, he's at a restaurant and there's a coffee cup. And then you see the camera phone looking at the coffee cup but there's a fishing rod. He's fishing inside his coffee cup. This is an augmented reality virtual fishing multiplayer game. Where all of Japan is a virtual lake. Anywhere you want to fish, all you need to do is find some cup or some glass and you take your phone and it will recognize that goes to the lake and you can start fishing. And you can pull big fish from this, you know, if you're lucky. Maybe just small fish. It takes a little while and then you find a fish. You can have a bowl of soup. You can have a cup of tea. You can have a glass of water. Imagine that you are in a meeting with your boss and boss is going on and on and on and then you notice that we have some bottled water on the table. So you reach over, you're not thirsty, but you reach over and you take the bottle and you pour yourself a glass. And a little bit later while the glass is there and nobody's paying attention, you just take, you know, the glass is there on the table in front of you and your boss is still going. Then you take your phone, you start fishing. And your friend, your colleague who's on the other side of the table, Tommy, you can't be fishing. And takes his own phone and also fishes in your hole. Who gets the fish first? Incredibly addictive. Crazy, absolutely bizarre game. Augmented reality virtual fishing. Balloon fishing. This is the latest craze from Japan today. So this is the kind of stuff that's coming from Japan. You'll soon do it here too. Okay, now, grand convergence. All of you know who've been looking at the digital space. No, the standard convergence story. I wrote about it 10 years ago. I didn't invent it. The convergence of telecommunications of the internet and of media. That's the standard convergence story. Long, boring story. Now, this is the new story of convergence. I now talk about grand convergence. Grand convergence looks at 15, 15 industries which I am currently working on. 15 industries which I am convinced will all end in the middle of this circle in a mobile. These 15 industries all I believe are destined to be in the middle of the circle. Recognize that's not the whole planet. Farming is not going to go to mobile. Travel is not... wrong. Retail is not in this diagram. Manufacturing is not in this diagram. But these 15 industries I believe will all go into the middle of the circle. Every one of these arrows is the same length. The thickness of the arrow tells you how big the industry is. Music and gaming are about 20, 30 billion dollars. Advertising is about half a trillion dollars, 500 billion dollars, so is broadcast. Telecommunications, banking, insurance, about 1 trillion dollars each. So the thickness of the arrow tells you how big the industry is. Now I will move every one of these arrows inside the circle to suggest where I believe currently how much of that industry has already migrated into mobile. You want to take a picture, this is the one you want. So... Here I've calculated rough percentages of where we are at the end of 2011. 40% of all computers made are currently smart phones. 50% of all internet usage on the planet, 55% is internet. 80% of all telecommunication connections are mobile. We know that fixed is only 20% left of mobile. And the one that has gone further is cameras. Already 90% of all cameras are camera phones. Nokia's and so forth, no longer traditional camera makers. The aggregate value of these 15 industries when added together is 6 trillion dollars. 6,000 billion dollars. You have a little tournament coming here soon. FIFA. That's a nice prize to win the football tournament. This is a little bit of a bigger prize. This is like if you take the FIFA tournament and the Stanley Cup ice hockey tournament and the Super Bowl and the NBA and Formula One and Wimbledon and then you add in the Oscars and the Tonys and you add the Nobel Prize every contest, the Olympics, Winter Olympics and Summer Olympics, every contest ever made combined. This is still a bigger race. This is the biggest race mankind has ever seen for the greatest prize ever in the middle. You are all part of that race. You are all part of that race and the question is are you going to be one of the winners or one of the losers? But let's take a look at a couple of these players. For example, social media. One of the smallest industries here but already more than half of it has migrated to mobile. If anyone asked me in September of 2010, you've written 12 books on mobile. You wrote a book on mobile social networking. Do you think we can do a multiplayer game around football soccer via SMS? I would say no. Maybe you can do a game where you can kick against the goalie but a football game multiplayer will never work on SMS. Don't even bother trying. Very, very good thing that my friend Erto Piano, who has all of my books autographed in his bookcase, CEO of VoxLine in Romania didn't ask my advice, Mr. Consultant. His company just went and did it. The world's first multiplayer online game football on SMS. Incredibly realistic addictive powerful. Being launched in many countries. The prototype was demoed at the Forum Oxford conference in October of 2010. An astonishing multiplayer game. How does it work? You don't have 11 players. Your team is limited to four players on both sides. One of them is designated the goalie who wants to play the goalie and the other three are on the field. The game has logic which explains what's happening and you get an alert suddenly as SMS tell me you have the ball. Do you want to kick it to the player near to you or your other colleague who's far from you or do you try to score? Those are your three choices. I don't have much time. If I don't answer quickly, the opponent stole the ball. Then the opponent has the ball. Now all of us, our team says we're getting ready to score. You have to tell where am I going to kick and the goalie has to decide where he's going to defend and everyone gets the alert on the mobile. They scored 1-0 against us. Oh Tommy, you should have kicked. What was wrong with you? Very realistic. It takes about 12 to 15 minutes to play per game. I would never have thought this possible. SMS works on every single phone here. Works on every single phone in Pakistan, in Egypt, in Nigeria. Everywhere. This is this. SMS based multiplayer game. Oh my God, I never thought that was possible. How about print? Remember I mentioned that Japan statistic? E-books? You want to see what mobile books look like in Japan? Absolutely amazing. This is statistics from 2008 and I'm sorry I don't have newer statistics but back in 2008 mobile books on mobile phones outsold e-books in Japan by 8 to 1. Mobile books alone were worth almost half a billion dollars out of the book publishing industry worth 100 billion dollars. Meaning one half of 1% of the planets books sold are mobile books in Japan. Five of the best 10 best-selling books in Japan printed books from 2007 originally released as mobile books. The best-selling book is this from 2008. I'm sorry 2007 is this A Deep Love by Yoshi. Typical youth book. Teenage girl falls in love with a man. Man turns out to be married. She gets pregnant. She gets a sexual disease. He will not divorce his wife. She commits suicide. Youth book. Not very clever plot. Not excellent writing. Not excellent, you know but best-selling book of Japan turned into a movie. Huge success. Originally launched as a mobile book. You want the really scary weird stuff? Most mobile books sold in Japan were originally written on mobile phones. I've written 12 books. I type. You know, no matter how great Blackberry is or whatever keyboard you have, I'm not going to kill my thumbs doing this. But if a teenager sends 100 text messages a day keeps their page on Facebook and updates and keeps their diary online it's easy for them to turn that into a little love story and get that published. Half a billion dollars, almost half a billion dollars in 2008 will be close to a billion dollars in 2011. I'm sorry I just don't have newer numbers on it. How about the Internet? This gets very interesting. There are lots of people who still throw that stupid idea around that there's going to be one Internet that somehow mobile and PC are going to be the same. Absolute, absolute rubbish. Now we have absolute proof, absolute proof. Finally that's not just stupid theories for me. Now we have absolute proof. Tiffany's, ladies know Tiffany's. This is the jewelry store, right? Expensive jewelry. So Tiffany's has an e-commerce site where you can buy jewelry online. They're advertising agency in New York called RGA noticed that the mobile commerce site was the same as the e-commerce site, only shrunk to the small screen. It was not mobile optimized. After RGA mobile optimized the e-commerce site for mobile phones the sales of jewelry on the mobile commerce site more than doubled grew by 125%. Absolute fact. Beyond a shadow of a doubt there cannot be one Internet that is the same for the personal computer and mobile or this could not happen. You could not possibly optimize for one if they were the same. There will not be one same stupid Internet. There's an old fashioned legacy Internet which you should not bother with because you're going to leap from them and a much better mobile Internet. A much better mobile Internet which is different and now we have evidence to prove it. I've been saying that for a long time writing about that. Many other mobilists have been saying that but now we have proof which brings us to the seventh mass medium. I wrote a book about this explaining this with lots of cases and examples. You don't need to buy the book because it's not on Wikipedia go to seven mass media and see all of it. So the seven mass media chronologically there are seven mass media the oldest is print newspapers books and magazines billboards then came recordings then came cinema radio television Internet and mobile. Seven different mass media each one of them has a different business model has a different kind of audience a different kind of delivery mechanism different kind of competences different kind of successful and unsuccessful service concepts. Every one of you knows instinctively that radio as a mass media is different from cinema. I am telling you mobile is as different from the Internet as radio is different from cinema and now we have evidence for it. I've been saying this for many years but now we actually have evidence for it and why is it because mobile does have we have so far discovered nine unique benefits for mobile all of you have a camera phone take a picture of this this is the most important slide you will see this year take your camera phone out this is your future the reason you are spending an hour with me today is to understand mobile this is your promotion this is your salary this is your budget this is your team this is your future if you want it to be a millionaire this is the slide that makes it if you are already a millionaire and you want it to be a billionaire this is the picture you take this is the one that you teach every one of your team to memorize this is unique abilities of mobile you cannot do on DVD you cannot do on the Internet you cannot do on a PC you cannot do on television you cannot do on print only on mobile nine unique abilities any one of them can make money for you any one of them can deliver better health services for your patients any one of them can make your students learn better any one of them can improve the service that you are trying to build if you are doing a converged opportunity adding one of these makes your mobile the key to success and customer satisfaction take a picture of this it is going last time we see it but these are the nine unique abilities you will create a slide of this putting it in frame in your office when you notice how powerful this is this is what you will make your whole team memorize but remember it is on Wikipedia you don't need to buy the book okay what can we do with this the first unique ability was personal in personal we have lots of things which might be ashamed about if I am going through bankruptcy if I am having a very bad disease or for example the case of illiteracy this is one of those heartwarming stories I am really proud to be in mobile when I heard about this the United Nations gives awards which are the World Summit Awards the only technology awards that the United Nations awards I was speaking at their awards gala in 2010 in Abu Dhabi the award this was an honorable mention in e-learning from Pakistan you know many African and Middle Eastern countries and parts of Asia long ago it used to be that boys were allowed to go to school but girls were not today boys and girls get to go to school but there are plenty of older women especially in rural areas who are still illiterate their husband can read their son can read their daughter can read they cannot read or grandmother or sister the sister in the city knows how to read the sister living in the village cannot imagine what it is like to be today in society if you cannot read so what they had in Pakistan they delivered a tutorial mentoring service with SMS where the sister who is illiterate can help her sister where the daughter who is illiterate can help her mother gradually learn to read and write Arabic at her own pace no pressure no schools no tests but have the daughter mentor or the husband mentor the wife and let them learn at their own pace to read and write this is the magic we can do in mobile personal the kind of stuff we don't want to admit and go to class or go somewhere and buy a book that they can't read so let's talk about mad money mad as in mobile advertising and money remember this diagram it's not exciting for me to look at one of these 15 industries going into the circle I find it interesting if two of them clash they or more then to me as an analyst it becomes a really exciting opportunity imagine it was possible that money had advertising that's what I mean imagine if it was possible that advertising could actually pay you money that's what I'm talking about the clash of money and advertising now it becomes interesting how crazy is this it's not that crazy cameras Minolta Canon and Nokia completely different industries and they clashed and now today most of the cameras sold on the planet are Nokia it's not that crazy how about computers and music computer makers never sold music what did Apple do they decided to take on Sony Walkman and release the iPod music maker and then take on HMV music stores with iTunes a big computer company in the middle of this opportunity we can get clash and today obviously iPods and iTunes huge so let's look at that advertising and banking what if these two fight it out in the middle what kind of opportunities come out of this from the advertising side this is what's happening Egypt, Adidas an engagement marketing principle campaign if you don't know really the definition of engagement marketing read Alan Moore's book not nonsense we need to engage with our customers no engagement marketing is a specific term as created and invented by Alan Moore but if you do engagement marketing this is not the ceiling this is the floor 35% response rate peak rate at 55% in Egypt this is not crazy in England this is not crazy Japan, Egypt how about if you don't like response rate how about redemption rate Indonesia, McDonald's coffee decided to test new flavors of coffee 18% response rate 16% redemption rate not 16% out of the 18 16% out of the original contact 16% redemption mobile and what can we do with this Honda virtual hitchhiker Honda motorcycle not Honda cars imagine this the future of fan clubs whatever fan club it is so Honda has created the opportunity for anyone who owns a Honda motorcycle to register to become a host to take a hitchhiker in Japan based on your mobile phone and based on how your mobile phone moves you are now available to take hitchhikers then anyone who is a fan of Honda doesn't have to own a Honda motorcycle or car it's just a fan can be a 12 year old who wants to own a Honda someday or can be the boyfriend or girlfriend of a Honda owner or just someone who someday might like to have a Honda Honda fans can sign up as Honda hitchhikers create their own avatar do you want to have your leather jacket do you want to have your t-shirt Tommy with his crazy suit you know hitchhike then you go somewhere in Tokyo somewhere in Japan and you try to figure out what is a good crossing of major streets, major roads where you think would be a good place to be hitchhiking and you take your mobile phone you walk there and you go this I think is the best place to hitchhike for Honda motorcycles tell the network I'm hitchhiking here then you go home three hours later someone is having an adventure someone is riding a Honda motorcycle north my avatar is going up I don't know is it maybe to the suburbs of Tokyo or maybe drives all the way up to Hokkaido Island I'm having an adventure through my avatar I can see who is the rider oh she's a sexy girl who's riding the motorbike she's riding a fireblade we're going fast, cool we start talking to each other we start chatting I'm going to ride on my real motorbike because she looks at my avatar and says oh old guy maybe he's interesting foreigner so virtual hitchhiking I mean Harley Davidson motorcycles Porsche cars, Ferrari Jaguar, Mini obviously this is something we can do in cars motorcycles space like that recognize you don't need to have 3G for this you don't need to have a smartphone for this this can be done on HTML web this can be done on WAP WAP is crap on basic mobile internet we don't need to have science fiction super duper Japan technology to make this work from the banking side that was the advertising side how about banking and mobile we talked about M-Pesa yesterday this is one of the most advanced mobile payment services did you know the statistic in 4 years from launch of the first mobile payment in Kenya in the spring of 2011 30% almost one third of the total Kenya economy was going through mobile phones in 4 years almost a third 30% of the total Kenya GDP I got better notes than that the first major financial institution bank or credit card company to say the future of money is mobile was visa when did they say it May 10th of last year 8 months ago the first major institution on the planet not contactless payment plastic cards not octopus or these kind of things mobile phone payments will kill cash the future of payment is mobile says visa stop the press Turkey has now committed to a date goal, purpose, not definite date but their target is to eliminate the manufacturing cash year 2025 that's almost tomorrow now it's a race Sweden is already in the race Estonia is in the race Somaliland is in the race Kenya, Philippines, Japan South Korea but Turkey is the first country to dare to give a date we believe we will stop the manufacturing of cash in 2025 reason is not plastic is not paypal, is not debit cards it's mobile money Turkey, keep your eyes on Turkey so I mentioned in Japan we have something called the mobile wallet if any of you are involved in mobile money, mobile payments this is your ultimate story until they do something better in Japan or Korea this is in the mobile money this is the holy grail this is the eye concierge the world's first full mobile wallet service in Japan your car keys, your house keys your credit cards, your debit cards your bank cards your office access keys your loyalty cards everything is already on your mobile phone secure wonderful, beautiful now what did entity docomo do it created the ultimate virtual assistant based on your payments this is not creepy spyware this is the most gentle, beautiful assistant that you could ever imagine the best secretary you ever had that's it now so, eye concierge notices that tommy takes the train every day most evenings at 6 o'clock eye concierge then reminds me at 5.30 tommy, you probably need to leave soon and take your train at 6 or would you like me to schedule you a taxi because the eye concierge has noticed that once or twice a month I stay later at the office and then I take a taxi the country which is the most advanced in mobile, Japan which has the highest penetration of 3G the most advanced phones on the planet where more than half of all mobile users are on all you can eat data plans which has the most advanced ecosystem, the most demanding customers who have been spoiled for mobile for more than 10 years the country which invented the mobile internet and first launched 3G these customers have forgotten more about mobile than most of us have learned the most knowledgeable customers say this is the best mobile service they have ever seen this is the fastest adopted mobile service on the planet ever 19% of the customers are using it in 18 months never anything close to this why do the customers love it they say it seems like the mobile phone is reading my mind maybe that iPhone joke wasn't that far from the future we can maybe get the mind reading faster than this I know what you are thinking you are thinking this is so utterly creepy I don't want this ever on my phone and let me prove you wrong with one example Amazon remember the first time you went to Amazon and you were interested in mobile and you bought Ajit Jaukar's wonderful mobile web 2.0 and a week later you came back to Amazon you had read his book and suddenly Amazon was recommending to you if you liked Ajit Jaukar's mobile web 2.0 this is Amazon's book M-profits you did not think that was creepy you fell in love with that idea immediately it was not abusive it was not spying on us even though it was detecting what we were doing and they were quite open about it this is the recommendation on Amazon is like the steam engine I concierge on entity Dokomo is like a jet engine this is the future of every bit of mobile money that will come this is why Google is launching Google money because Google study everything what happens in Japan in mobile this is the future of mobile money if you are interested in mobile money study I concierge next we take advertising and money let's merge the two and see what happens let's go to South Korea this is a train station in Seoul see the guys are walking into the train the doors are open and the guy here is looking at something which is a poster from the floor to the ceiling with pictures of grocery items from the store picture of orange juice picture of milk picture of corn flakes et cetera it's a poster from floor to ceiling let me show you close up what he's doing he takes his camera phone and he takes a picture of it clicks buys it most Koreans use mobile payments it's immediately on to his cart paid from your mobile phone the products are delivered to his home before he gets home if you are in retail if you work for Ikea if you work for Carrefour if you work for Hennes and Maurits if you are able to increase retail sales by 20% you are the hero of that company and you get immediately the whole golf region to run all of the stores in this region this service increased sales for the retailer by 130% 130% increased more than double their sales by putting posters in the subway station the greatest commercial jump ever in retail so successful when this was announced in July it was copied in Prague the Czech Republic October copied in Chicago in November copied in December in London the future retail when we start putting advertising and money together totally new kind of radical concepts become possible but no, I'm not satisfied that's still the obvious if I had really thought hard come up with that now we need the gurus where it goes way beyond I could possibly imagine let's find the real experts Jonathan McDonald's been thinking about this Jay Mac started writing I wish I thought of the word I wish I thought of the theory he's a hero of mine I quote him everywhere he has started to talk about the future of mobile and money coming together as being Advoc currency when advocacy and currency when your recommendation and cash come together Jonathan McDonald's believes and I agree with him Jonathan McDonald's believes in the future we will be dealing with our reputations and our recommendations like we today deal with banks where we can deposit it where we can collect interest on it where we can lend it when we can borrow it it will create value over time and we can use it in large amounts we can pull it together and so forth Advoc currency that's the exciting part if you're in advertising or if you're in money look at this direction and read what Jonathan writes on his blog and read his books that's cool that's getting exciting and my book thank you for making me an 11 times bestseller we made my 10th book totally free 350 pages PDF it's my thank you to you was current as of January 2011 it's full of statistics 350 pages case studies several of the examples I talked about here is there go download it from lulu.com just look for it it's totally unrestricted PDF you can share it with all your friends etc so just lots of case studies and stats and so forth so if you like it recommend it on the side if you like my slides my job is to make you a success you don't have to send me that wonderful email saying Tommy I saw you in Doha I really love that one slide you had about the Honda hitchhiker could I please borrow it you can use all of these slides automatically the conference producers will get them for you they'll email them for you if your boss is not in this room today you take my slide you remove my name tomorrow morning you tell your boss I had a brilliant idea let's do this that is why I'm here I want you to be a success I want you to take these stupid ideas they're all yours I want you to take these stupid ideas and make them better you tell me Tommy this is how we adapted it in Qatar look now we're selling it we took it to Saudi and now we're launching it in Iran and we're going to modify it even further in our Egypt version and so forth please make these ideas steal them take them use them make them better that's my job I don't need my name people know me you make your success and then you tell me how great you got it I am here to meet with you so I know we don't have lunch breaks and tea breaks today but I'm here at the end as long as you want and I'm coming back for the tweet meet this room at 6.30 so with Claire so please I am here to meet with you I'm not here to tell you my stories you can read them on my blog etc I'm here to meet you why are you interested in mobile are you interested in making mobile advertising work where you're having a gaming company what are you doing with that SMS service how can I help you is there something I can help you oh then you have to read Russell Buckley's book then you should go and follow the mob happy blog etc I want to help you that's why I am here so now those who have seen me again know I like to have a couple of thoughts of magic when you create services on mobile when you create your innovations your ideas your concept your apps try to aspire for the magical let me show you a little bit of magic this first one is it's a little bit magical for those people who are in the education business here kind of magical for the teachers it's also kind of magical for the students but any of you who are parents with kids in school this is for you the most magical service I have seen oops sorry this is from South Africa the first time we have quantified the benefit of mobile education South Africa high schools took 4000 students in 30 schools who were given the chance to do mathematics exercises on their mobile phones they were prepared by a textbook publisher called Maskew Miller Maskew Miller Longman and they had 10,000 different math exams that these kids could practice on their mobile phones at their own leisure at their own time anyone who works in education knows it is much more effective to learn if you do the learning in short bits of repeated work than one long session rather than two hours of cramming for your exam if you split that two hour into 12 sessions of 10 minutes you learn much more kids all have a mobile phone it's their favorite device they don't hate learning, they don't hate school they just don't want to spend two hours studying for the exam when their friends are on World of Warcraft and daddy says now you have to go and study math give them a chance to do it, they will do it look at the results the national exams in South Africa these schools compared to the rest of South Africa the kids scored on average 14% better math scores if you have the American grading system where F is a failure and A is perfect this is a whole other grade better on average if your kid is on the danger of failing and gets D's now gets a C if your kid is good but not brilliant in math and gets B's now gets an A magically only by using this on their mobile phone average across all of these 4,000 students if you are a good parent they do more of this and get a better score than the average always when I show this slide people come to me afterwards tell me what was the South Africa example do you think it would work in my school do you think you could get me this slide so I can send it to our principal do you think my kid has problem with biology I think that my kid needs a little bit help with English or Arabic need some help with history of course this will work everywhere this is the first case study this copied everywhere I want every principal here the whole Gulf region use these kind of ideas make it better use these kind of ideas to help kids learn they don't hate school they don't hate learning but they just traditional ways of learning are not perfect for them this is a way to use the tool that they want so that's magic how about this for magic those of us who have little problems with eating to keep your calories on your smart phone writing down every time that oh now I had a big mac now I had a diet coke and typing that out on your phone yes now I had a salad and so forth this is magic in Japan they've now perfected it so all you need to take is one picture of what's on your dish and the system identifies that's a salad that's a big mac that's french fries that's a big coke and calculates estimates the amount of calories that it will add to your daily diet one picture and it does everything else this is magic this is the future this is what I want to have these kind of things I would like you to look for so I started with the story about the future of what the iPhone might look like you notice my presentation wasn't really much about mobile phones presentation talking about smart phones here in Qatar so I didn't even want to mention about mobile phones but I have one thought I want to end on this was presentation about the future not the future of mobile phones this was a presentation about your personal future for the next 10 years where are you going to take mobile and your career your team your department your company maybe you're going to start up a new company maybe you are considering a change in career get your career into mobile so let's end on one thought about that future maybe to a little bit inspire you and help you future on mobile let me borrow from two thinkers who have been looking at the technology and future big author mobile books and statistics Chetan says the world will change more in the next 10 years that it has changed in the previous 100 years Chetan said this in November I'm sorry July of last year very many futurists have agreed with him since including me this is very likely think how much the world has changed in the next 10 years even greater and Chetan obviously says central to that change is mobile and I agree with that how about what Eric Schmidt says when he was CEO of Google now he is of course the chairman of Google he says put your best people on mobile put your best people on mobile you're spending Sunday morning with us at this event many of you were here yesterday all day this was the right room this is the greatest economic opportunity not only of our lifetimes but ever central to it that $6 trillion prize is mobile you already are inspired I know that you've seen the light bulb went on it was something you heard something you saw I know you are several of you this morning and so forth you heard Gabe talk about gamification and some of you said oh my god this is what I want to do with my life now I get it Claire telling us wonderful examples you don't have to be profit driven mobile can be wonderful to help us heal the sick help the poor people in trouble government democracy in our pocket through the mobile phone we go fishing in the glass we go motorcycling virtually with Honda whatever you have that opportunity the light bulb has gone on so what happens next I know we will meet again two years from now five years from now might be that you've moved to another office in Dubai new employer you're working in Bahrain you've made your first million you have your yacht here in Doha and you invite me over to take your boat for a spin maybe you're off to visit with some of your contacts in Japan and you visit me in Hong Kong on your stopover maybe we just cross at Heathrow airport you're going I'm coming or we speak together at the same conference in New York or South Bahrain we will meet again when we meet again you will come to me in 2012 at the ICT forum you know that something that you said kind of stayed with me and I've actually changed my business and so forth I will tell you what I tell everyone else I will ask you are you still in mobile today and if you say yes I say what are you doing in mobile today I will want to know what you did with it I will want to see your idea and how you implemented it when you show it to me like the proud father or the proud mother of the first baby here are the pictures you will show me your cool mobile service that your team of four built with blood and sweat and tears over the next three weeks and then which grew and you expanded and today you are 57 people with six offices and opening the London office and talking to Google who might buy you you will show it to me and I will see it on your phone why it is beautiful why it is wonderful why it is magical you have that saying in Arabic when you say goodbye I'm sorry I don't speak Arabic so I cannot say it in Arabic but you know when I say it in English you know roughly what the meaning is when you say goodbye you say may your journey be blessed may God look after your journey may you have a blessed journey you are now embarking on a journey to your mobile we will meet again and when we do I want to see where you took it so I can put your service into my next book thank you