Tomi Ahonen’s new book Mobile as 7th of the Mass Media released
I’ve been a big fan of Tomi Ahonen’s writing and approach for a while now, and so I am excited that his new book, Mobile as 7th of the Mass Media has just been released.
You can download a 30 page extract of the first chapter, or do what I have done, pre-order the bookat Futuretext.
The blurb from the Futuretext website is below to tempt you.
With the subtitle of Cellphone, Cameraphone, iPhone, Smartphone, Tomi’s latest book takes readers to a journey of the most advanced content and media services deployed on mobile phones in the most advanced mobile telecoms countries such as Japan, South Korea, Hong Kong, Finland etc.
He goes through the taxonomy of the seven mass media, with an emphasis of what lessons can be learned when newer media were introduced. These lessons he applies now to the 7th media, mobile, with compelling arguments for why just copying television, newspaper or internet content to mobile is not enough.
The book starts by setting the stage by examining the overall industry and the consumers of mobile content in four chapters. Next Tomi devotes two chapters into explaining how to build compelling content to mobile, and exploding the myths of the limitations of supposedly too small keypad and tiny screen.
In the book he then devotes a chapter each to the most promising early media content types: music, gaming, TV, internet, advertising and social networking. Tomi explains what works and what doesn’t when deploying content to the mobile. He also includes a chapter on SMS text messaging.
In the book Tomi expands his 5 M’s mobile service theory to 6 M’s. He discusses the seven unique benefits of mobile as a mass media channel, and he discusses how mobile phones have evolved through the 8 C’s.
He concludes the book with essays on related matters such as disruptive factors now creating new opportunities, and a chapter on discussing why the American industry lags the rest of the world in mobile telecoms.
Like Tomi’s previous books (Communities Dominate Brands, co-authored with Alan Moore and Digital Korea, co-authored with Jim O’Reilly) Mobile as 7thof the Mass Media is also a hardcover book, which runs 322 pages and is packed with 16 case studies, up-to-the-minute statistics, end-user analysis, and real world examples.
The book is in production and will be available in bookstores soon.
If you’re in this space, you need this book, along with “Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market” by Chetan Sharma, Joe Herzog and Victor Melfi.