For the past two months, I've had a book list at Amazon to which I've been meaning to get to. Due to a sprained knee last weekend, I started on the list and this week, the first two books came in. The first one to be read, Mobile as 7th of the Mass Media by Tomi Ahonen.
So I simply made a goal for myself with this book: that I would take only one day to read it front to back. And that I did. 4hrs even it took, and this was the hardest book to read that I went straight through. Simply put, there were so many points that stuck out that I found myself stopping to reflect more and more - not just about mobile - but what it means to live in a connected generation.
Mobile as 7th of the Mass Media is a bit more than 300 pages of statistics and perspectives about the rise and impact of mobile devices as litereally the most pervasive new technology in the last 100 years. Ahonen chronicles not only the history of mass media to this point, but how each media interacts with one another, statistically reaching more and different people, eventually growing out from the media the preceeded it, to something else world-changing. We are in the 7th iteration of mass media in repsect ot mobiles (or cellphones), and its in this 7th interation that we have and will continue to see the most disruptive changes to our lives across every social and economic strata.
From a literary perspective, this is a very thick book that does a great job of presenting facts and figures, then rounding perspectives in a global manner to the reader. Its very hard to read this book only in the perspective of "I don't see this in my neighborhood," because the effects are so far reaching.Read more ›
Tomi Ahonen's new book is a media mapping gift for organizational leaders world wide. He has outlined a rigorous and documented structure for publishers, governments, corporations, activists, and individuals to understand the 21st Century media maelstrom and to implement mobile strategies immediately.
By enumerating all the unique issues with mobile, and its ability to cannibalize the power and effectiveness of the older 6 media types, Tomi is giving moguls and newbies alike a matrix to understand a world where a Twitter user with SMS is now 100000X more effective in 30 minutes than Reuters et al can be in the new 'user generated media' universe ---untracked by Google for 48 hours or longer it seems.
Tomi's experience and sharing of deep market research in Finland and in Korea and with dozens of other mobile markets, is another gift for CEO's and CMO's in this book.
With 3 billion and soon to be 4 billion mobile users messaging, receiving intelligent network based SAAS alerts, and navigating to local language websites configured for mobile; Tomi is giving SME's and desperate media executives the needed framework and linkages to coordinate the 7 media types seamlessly.
As with many things with the world in tumult, the march of mobile as a 10 to the X political, economic, social, and educational bulwark continues with billions of messages per day etc and new business models.
Tomi's book is a complete marketing and strategy class under one cover. I had to read it twice to understand many of the innovations bubbling quickly in the youth markets of Japan and Korea. Those who read it, and ponder its lessons for their affairs with mobile enablement will be enormously enriched and informed of leading trends and innovations.Read more ›
Tomi is a great spokesperson for the mobile industry and this book reflects that. Building his case step-by-step, he puts forth the case for mobile as a compelling mass media channel detailing the evolution of media itself and how mobile differs, enhances, and excels. For folks looking to become familiar with the intricacies, it is a brilliant primer. For people already in the industry, it has stats and case studies that one can learn from. Highly recommended.