Keith Bradley - Mobile Innovation at ChangingWorlds

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Keith Bradley - Mobile Innovation at ChangingWorlds

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