Azuki Systems Overview
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Azuki Systems Overview Azuki Systems Overview Presentation Transcript

  • ClickZoom TM & In-Video Mobile Advertising November 2008
  • Azuki Systems – Company Profile
    • Azuki Systems is a technology innovator for delivering personalized and interactive mobile media services to consumers, on an Internet scale
    • Founded in January 2007 by a team of digital media, Web content delivery and mobile veterans and led by top serial entrepreneurs on East Coast
    • Headquarters in the Boston area and $6.6 million in venture funding from Sigma Partners and Kepha Partners
    • Mission:
      • Drive mainstream adoption of Interactive Mobile Media Services by streamlining navigation with snackable forms of media, ensuring content relevancy through contextualization and fostering viral socialization of content and services
    • Problems to Solve:
      • Automatic creation of consumable content
      • Streamline desktop-mobile content exchange
      • Make backend services accessible from both browser and device applications
      • Extend desktop social networking to mobile, instead of mobile only communities
      • Flexible service monetization options
  • An Experienced Team with a Successful Track Record
    • Solid history of solving big industry challenges and deploying solutions on an Internet scale
      • Cheng Wu - Co-Founder & Chairman
        • Founded and led Acopia Networks ($210M acquisition by F5 Networks), ArrowPoint ($5.7B acquisition by Cisco) and Arris Networks ($217M acquisition by Cascade/Lucent)
      • Jim Ricotta – CEO & President
        • CEO at DataPower ($100M acquisition by IBM), Founder and CEO at SightPath ($800M acquisition by Cisco) and exec at Avid Technology
      • Balance of team with deep experience across mobile applications, Web content delivery, SaaS and digital media
        • Raj Nair – Co-Founder & CTO
        • Eric Lin – Co-Founder & VP, Engineering
        • John Tremblay – Co-Founder & VP, Marketing
        • Andy Roberts – VP, Advanced Technology
        • Dan Carney – VP, Operations
        • Mark Basler – VP, Business Development
    ( Video Spotlight ) Azuki Systems unveils its latest technology Click to Play View slide
  • Mobile Content Revolution Underway
    • Mobile audience approaching 3.3 Billion consumers
      • Advanced high res screens, processors, device storage
      • New business models and monetization of viewership
    • Global Mobile Entertainment Market surge
      • Service revenues growing from $20B (2007) to $64B (2012)
    • Availability of 3G, Wi-Fi and HSPA networks
      • Support rich media and streaming services
    • Networks and devices becoming more open
      • Off-deck browsing, handset platforms
    • Entire digital media value chain in pursuit of mobile
      • Content providers, advertisers, Web brands, handset OEMs
      • Universal push of “direct to consumer” strategies
    • Shift in focus from communications to content orientation
    1 Juniper Research, January 2008 2 eMarketer, March 2008 3 Strategy Analytics, April 2008 View slide
  • Mobile Web: From Chasm to Mainstream
    • Shift away from carrier on-deck dominance
    • Manual desktop to mobile content migration
    • Duplication of desktop content functions from CMS, advertising, social networking
    • HTML/WAP focused w/rich media after-thought
    • User experience deficiencies
    • Handset/OS diversity
    • Closed, proprietary mobile content platforms
    1 st Generation 2 nd Generation
    • Mobile content derived directly from its desktop sources (open ingestion model)
    • 2-way mobile-desktop exchange for social networking, mashups, search engines
    • Consumable forms of rich media, content filtering and personalization
    • Device/OS fragmentation minimized with browser based media delivery
    • Roll-out services more quickly from the cloud
    Basic Mobile Websites Interactive Mobile Media RSS $$
  • Mobilizing Desktop Content Challenge Solution Desktop content too overwhelming for mobile viewing
    • Automatic process of information reduction to maintain user attention
    • Runtime personalization of content
    Desktop interface is designed for browsing
    • Mobile requires interface designed for glancing
    • Based upon snackable media
    • Extend desktop social networking to mobile with 2-way socialization
    • Viral user interactivity and sharing
    Avoid building separate desktop and mobile communities
  • Azuki Solution: First to Deliver an Interactive Mobile Media Platform Smart Phones & Feature Phones Ad Networks Pre/Mid/Post Roll Video Banner Content Management System Content Publisher User Context & Content Personalization Clues Social Interactivity Mobile Desktop Social Networks Azuki MashMedia Platform White Labeled Hosted Service (SaaS) Marketing Analytics Sub DB Real Time Media Mashup of Content, Ads & UGC 2 / 3G & Wi-Fi Viral Socialization of Content Open Ingestion Model (Media, Metadata, Feeds) Contextual Ad Delivery Browser Delivered Services RSS SMS @ Pre-Roll Ad Media 1 Media 2 Mid-Roll Ad Media 3 Media 4 Banner Ads User Gen Comments & Ratings User Gen Comments & Ratings User Gen Comments & Ratings
  • Azuki MashMedia Platform (Snackable User Interface)
    • Creation of a ‘Snackable Media’ consumption paradigm purposed for mobile
      • Method for information reduction, aligning shorter form content and quickly getting consumer to desired content
      • Extend interactivity within limitations of existing feature phones and smart phones
    • Decomposition of Web, UGC or premium content into smaller, more consumable objects
    • Media Markers
      • Method for referencing specific portions of snackable media (commenting, rating, sharing, personalization)
      • Framework for publisher or user created media mashups
    • ClickZoom TM user interface for novel media navigation, consumption and interactivity
      • Tiled representation of snackable media with zoom (in/out/left/right) controls
      • Native browser and media player delivered services
      • Creation of a wealth of new inventory for ads
    ClickZoom TM Interface
  • Azuki MashMedia Platform (In-Video Mobile Advertising)
    • Limitations holding rich media advertising back today
      • Manual process of targeting and stitching pre-rolls
      • Mobile mid-rolls impractical – unable to replicate desktop model for premium/longer form content
      • Limited pool of mobile ads & ad slots (1 ad/media)
    • In-video mobile advertising enabled by ClickZoom TM and snackable media
      • Chapterization and zoom navigation of content creates a wealth of ad inventory slots
      • Pre/post roll for each snackable clip (contextual)
      • Sequencing of campaigns around ClickZoom
      • Interactive ads with user commenting, rating and sharing for additional viral distribution
      • Able to leverage mobile and desktop ad pools
    Zoom into ad tile for campaigns Actionable WAP site or video ad Pre/post rolls with snackable clips Chapterization of video User comments, rating & sharing of ad
  • Azuki MashMedia Platform (Socialization Engine)
    • Layer socialization around media for viral user interactivity and sharing (desktop-mobile)
    • Media Wall
      • Threaded user-generated comments and ratings around context of media
      • Building community around content
    • BuddyBlast TM
      • Fluid sharing of a particular rich media experience w/friends (video, comment, playlist)
      • Enables sharing of a particular view or context (eg. just last 30 sec of a 2 minute sports video clip)
      • Share via SMS, social networks and desktop
    • Social networking ‘connectors’
      • Leverage 2-way exchange between mobile and desktop social networking APIs (Facebook, OpenSocial)
      • Posting to user’s news feed; importing of user profiles and friends lists; posting from Web to mobile
    Mobile Web (Desktop) Social Networks SMSMMS @
  • Azuki MashMedia Platform (Personalization Engine)
    • Real time intersection of contextual user intelligence with ingested content to enable consumer relevancy
      • Device sensors (location, time, network)
      • User preferences, tastes and viewing habits
      • Demographic targeting data
    • Organization of content catalog
    • Personalization engine performs group and user analysis involving rules and ranking
    • Creation of ‘Personalized Media Channel’
      • Content personalized to user tastes and real-time context to ensure relevant user experiences
    Explicit User Actions Implicit User Actions Real-Time User Context
      • User Profile /
      • Registration
      • Content Search Queries
      • Social Networking
      • (Friend’s Tastes)
      • Recommendation
      • Engines
      • Profiling
      • “ Like Users”
      • Viewing
      • History
      • Rating of
      • Content
      • Device Capabilities
      • Location & Presence
      • Time
      • of Day
      • Network
    Context Clues
  • Interactive Mobile Media Platforms - Defined
    • Web & mobile 2-way content exchange to drive scale and operational efficiencies
      • Automated ingestion and published feeds
      • Connector based architecture (CMS, ad networks, social networks, sub DB)
    • Creation of ‘snackable’ consumption paradigm purposed for mobile
    • Dynamic and user creation of services via media mashup based upon SaaS and without required app download
    • Content personalization from real time intersection of content and contextual user intelligence
    • Layer socialization around mobile media for viral user interactivity and sharing
    • Adaptation of Web, premium and user-gen content with reach to the broadest mobile audiences
    Interactive Mobile Media Services
    • Ingestion
    • Media
    • Ads
    Media Mashup Snackable U/I Personalization Socialization Content Adaptation & Delivery Mobile Feeds Desktop Service Integration Operations & Management Interactive Mobile Media Platforms
  • Scorecard – Delivery of Interactive Mobile Media Services HTML/WAP Content Adaptation Video Transcoding & Streaming Video Portals Real-Time Media Mashup Video, Audio, Photo, Feeds, HTML, Ads Limited to Web=>Mobile Webpage Transformation Bulk Video Transformation Technology Only Separate Mobile & Web Infrastructure Technology for Rendering Ads Only Bias with Own Ad Sales, No In-Video Ads Ad Partners, Complete In-Video Ad Solution None Limited to User Bookmarks Limited Limited to sharing of links None Limited to sharing of video links via SMS UGC & Sharing of Media Context (SMS/Facebook) Filtered Content Aligned to User Context & Tastes 2-Way Exchange of Backend Ingestion/Feeds 1 st Generation 2 nd Generation Snackable U/I Purposed for Mobile No Special Treatment of Rich Media Lack Navigation within Media Lack Navigation within Media Bias with Own Ad Sales, Banner Centric Snackable Media Mobile Content Personalization Mobile Content Collaboration Mixed Media Mashup Ad Serving (Pre, Post, In-Video) Desktop-Mobile Content Operations
  • Different Approaches to Building Audiences and New Levels of Consumer Engagement for Mobile Content Level of Interactivity Level of Personalization On-Device Portals Mobile TV / Broadcast Platforms WAP Portals / Storefronts Web Content Adaptation Platforms Mobile Search & Location Platforms Mobile Social Networking Solutions High High Low Low
    • Content Relevancy to User Tastes/Context
      • Along With Targeted Advertising
    • Viral Socialization of Short/Long-Tail Content
    • “ Snackable” Media Purposed for Mobile
    Interactive Mobile Media Services
    • Mobile Ease of Use - streamline navigation and purposed snackable forms of media for mobile
    • Personalized User Experience – ensure content & ad relevancy aligned to user tastes and context
    • User Interactivity Around Media - promote socialization around media to drive viral service expansion
    Summary: Core Azuki Guiding Principles
    • Rapid Service Creation Across Web & Mobile – ease time to market/cost, real-time service refinements and desktop-mobile content exchange
    • Broad Reach to Audiences – immediate reach to any mobile endpoint via native browser and media player
    • Service Monetization – enable a wealth of monetization options (build ad inventory, in-video ads, subscription via D2C or in concert with MNOs)
    Consumer Content Publishers & Mobile Operators
  • Contact Info : John Tremblay Co-Founder & Vice President, Marketing Azuki Systems, Inc. 43 Nagog Park Acton, MA 01720 +1 (978) 844-5106 [email_address]
  • Interactive Mobile Media Services – Real Time Intersection of User Context & Content TV Web Mobile User Gen Content Premium Subscription Content Web Content Video Photo Music News/ Feeds User Context Digitized Content
    • Location, Network, Device
    • Context Clues
      • User Demographic, Tastes & Personality
      • Social Graph
    • Backend Content Access
    • Metadata
    • Content Catalog Dictionary
    • Ad Targeting Rules
    Ads Social Personality Gender Age NASCAR Politics Football Drama Soccer Poker Cooking Red Sox Comedy Motorcycles Income RSS $$
  • Packaging - Azuki MashMedia Platform Web Driven Solutions Web API (SOA Oriented) Base Platform Media Mashup Engine Media Transcoder Media Cache & Stream Server Media Object DB Usage Analytics Capture & Reporting Subscriber DB Interface Operations & Management Interface Content Management System Ingestion
    • ClickZoom TM
    • Module
    • Snackable Media Framework
    • Media Slicing
    • Media Tiling
    • Socialization
    • Module
    • Commenting
    • Rating
    • Media Wall
    • BuddyBlast TM
    Ad Serving Module Ad Network & Trafficing Server Ad Trafficing Ser Connectors & Metrics Social Networking Module Facebook / MySpace Connectors & Widgets Service Modules Interactive Media Portal (Brandable Ref Service) ClickZoom TM Navigation Template Facebook / Desktop Widget Subsystem or External Connectors
    • Personalization
    • Module
    • Metadata Dictionary
    • Contextual Media
    • Personalized Channels
    Interactive Mobile Media Services