Mobile Innovation
                     at ChangingWorlds




                                              CONFIDENTIAL
17...
Overview


•     Introduction to ChangingWorlds

•     Usability challenges of mobile internet

•     How personalization ...
About ClixSmart


• Innovation based on 10+                  • Innovators in Personalization
  years of Advanced Research ...
Challenges in the Mobile Internet

      73% Mobile Subscribers NOT using Mobile Internet*




                           ...
Mobile Content Discovery

• Different content discovery methods

                                 Browse: Easy Access
    ...
Personalized Intelligent Navigation

• ClixSmart Intelligent Navigation
  Personalization
    - Reorders portal menu struc...
Relevant Recommendations

• Content discovery method
      – Use what other subscribers have found
      – Use meta-data t...
What is the CIC?

 •    ChangingWorlds Innovation Centre based in Nova UCD
 •    Goal: To foster innovation and creativity...
Ideas to Products




                                                 Great products
              Incubations

         ...
Sample Projects in CIC

                                       Blogging
                                 UGC

            ...
Intelligent Search

                                   eagles

                                              Traditional S...
Intelligent Search

               eagles                  eagles




eagles




                                      1

...
Benefits of intelligent Search

Intelligent Search Benefits
                                                              ...
PTV
                                   • Personalized EPG for mobile, Web and Set Top Box
Cinema Guide
                   ...
Conclusion

• Mobile Internet is a challenging environment
• Key to success is getting great content to people
      – Few...
Upcoming SlideShare
Loading in...5
×

Keith Bradley - Mobile Innovation at ChangingWorlds

1,980

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,980
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Keith Bradley - Mobile Innovation at ChangingWorlds"

  1. 1. Mobile Innovation at ChangingWorlds CONFIDENTIAL 17 May 2007 Slide # 1 © 2007 ChangingWorlds Ltd.
  2. 2. Overview • Introduction to ChangingWorlds • Usability challenges of mobile internet • How personalization enhances the content discovery process for mobile users • Research directions at ChangingWorlds Innovation Centre (CIC) CONFIDENTIAL 17 May 2007 Slide # 2 © 2007 ChangingWorlds Ltd.
  3. 3. About ClixSmart • Innovation based on 10+ • Innovators in Personalization years of Advanced Research – First commercial Intelligent Portal Navigation service – University College Dublin • Vodafone Ireland • Artificial Intelligence • O2 Germany and UK • Personalization • I-mode • PTV • ClixSmart • Award Winning Technology – Targeted Consumer Intelligence • American Association of AI • European Committee for AI – Carrier-grade portal solution • British Computer Society – Proven in commercial deployment • Irish Software Association – Scalable platform • Clients with 30+ million subs • Proven business case CONFIDENTIAL 17 May 2007 Slide # 3 © 2007 ChangingWorlds Ltd.
  4. 4. Challenges in the Mobile Internet 73% Mobile Subscribers NOT using Mobile Internet* *Source: Hostway Corporation August 2006 CONFIDENTIAL 17 May 2007 Slide # 4 © 2007 ChangingWorlds Ltd.
  5. 5. Mobile Content Discovery • Different content discovery methods Browse: Easy Access To Relevant Content Advertising: Search: Right results for me Relevant adverts Recommendation: Serendipity: What’s my Things I’m likely to be community doing interested in CONFIDENTIAL 17 May 2007 Slide # 5 © 2007 ChangingWorlds Ltd.
  6. 6. Personalized Intelligent Navigation • ClixSmart Intelligent Navigation Personalization - Reorders portal menu structure based on each subscriber’s usage behaviour - Promotes the most regularly accessed services closer to the users’ home page Menu Page Content Page CONFIDENTIAL 17 May 2007 Slide # 6 © 2007 ChangingWorlds Ltd.
  7. 7. Relevant Recommendations • Content discovery method – Use what other subscribers have found – Use meta-data to identify related content • Other Subscribers – Lots of content discovery & consumption happening – Leverage this to help other subscribers - profiles • Meta-data – Describes content features – Provides a road-map for linking content • No Single Strategy is sufficient – Requires multiple techniques CONFIDENTIAL 17 May 2007 Slide # 7 © 2007 ChangingWorlds Ltd.
  8. 8. What is the CIC? • ChangingWorlds Innovation Centre based in Nova UCD • Goal: To foster innovation and creativity in ChangingWorlds – Capture and evaluate new product ideas from employees and customer feedback – Opportunity for all engineers to engage in early stage innovation – Develop a valuable knowledge-base of relevant ideas, market intelligence and future directions. – Work with Prof. Barry Smyth’s research group CONFIDENTIAL 17 May 2007 Slide # 8 © 2007 ChangingWorlds Ltd.
  9. 9. Ideas to Products Great products Incubations Prototypes 1. An initial pool of ideas is generated 2. This initial pool will generate a number of incubations Ideas 3. Prototypes will be created 4. Product is developed CONFIDENTIAL 17 May 2007 Slide # 9 © 2007 ChangingWorlds Ltd.
  10. 10. Sample Projects in CIC Blogging UGC Digital TV PTV Social Networking reloaded Personalisation Mobile TV Intelligent Search (CIS) Recommendations CONFIDENTIAL 17 May 2007 Slide # 10 © 2007 ChangingWorlds Ltd.
  11. 11. Intelligent Search eagles Traditional Search eagles •No personalized links •Mixed Results on a variety of topics eagles Unpersonalized User CONFIDENTIAL 17 May 2007 Slide # 11 © 2007 ChangingWorlds Ltd.
  12. 12. Intelligent Search eagles eagles eagles 1 personalized personalized for Sports for Music interests interests •Sponsored links •Personalized links relevant to User’s interests CONFIDENTIAL 17 May 2007 Slide # 12 © 2007 ChangingWorlds Ltd.
  13. 13. Benefits of intelligent Search Intelligent Search Benefits 45% More Relevant Adverts Relative • increased click-thrus on adverts Increase* Ability to promote operator content • click to call and premium content • Retain users on-portal by promoting on-portal alternatives to off-portal content 44% More relevant results Relative • Increase click-thrus on search Decrease* results and successful searches • Happier users spend longer online * Figures from research of Web-based Intelligent Search conducted at UCD, published in International Joint Conference on Artificial Intelligence (IJCAI) 2005 CONFIDENTIAL 17 May 2007 Slide # 13 © 2007 ChangingWorlds Ltd.
  14. 14. PTV • Personalized EPG for mobile, Web and Set Top Box Cinema Guide – With the enormous amount of content available on TV Guide modern VOD systems PTV recommends items that you will like and that are liked by your friends Recommendations based on • Your genre preferences • Keyword Tags • Your liked programmes And also • Programmes liked by your friends • Programmes liked by people with Live similar tastes TV… Mix of collaborative and tagged x approaches enables The OC Links to content x Bones x Stargate • Lucky finds • Sharing preferences among communities CONFIDENTIAL 17 May 2007 Slide # 14 © 2007 ChangingWorlds Ltd.
  15. 15. Conclusion • Mobile Internet is a challenging environment • Key to success is getting great content to people – Fewer opportunities to show content on mobile – Quality is critical • Solution: Intelligent Personalization – User-centric view of the Web – Pushes relevant and interesting content to users • Intelligent Navigation, Recommendations, Intelligent Search – Implicit profiling – Recommendations from your Community – Can explain why recommendations are made – Allows users to influence content CONFIDENTIAL 17 May 2007 Slide # 15 © 2007 ChangingWorlds Ltd.

×