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A new King has rise "The mobile phone"
 

A new King has rise "The mobile phone"

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An evolving historic technological revolution is under way, which is creating new industries, new products, new services and, unmercifully redefining or even destroying others. It is more powerful, ...

An evolving historic technological revolution is under way, which is creating new industries, new products, new services and, unmercifully redefining or even destroying others. It is more powerful, with greater reach and is growing faster than any other media-ecology. Let´s try to understand the Giant!!

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  • Thanks for the coment. And I agree with you in some of your points but you must understand that 3-5 years before was early time´s infrastructure and mobile content were only nice ideas..... 3G, TRUETONES, VIDEO, 3G, SMARTPHONES were only proyections in business plans and focus of mobile operators was selling phones!. Today experience will be te key to make the difference and win new user and power mobile content business
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    A new King has rise "The mobile phone" A new King has rise "The mobile phone" Presentation Transcript

    • A
new
King
has
risen

 3.3
billion
of
subedits
 Confirm
this

 Lets
understand
the
giant
!!!



    • Iken
Solu=ons
 •  IKen
Solu*ons,
is
a
so/ware
product
company
 specialized
in
intelligent
business
systems
backed
 by
hybrid

Ar*ficial
Intelligence
techniques,
expert
 system,
case‐based
reasoning,
neural
networks
 www.iitb.ac.in www.sineiitb.org and
gene*c
algorithms.

 •  Iken
Solu*ons
is
an

IIT
Bombay
research
spin‐off.
 •  Iken
solu=ons
awards:
 •  Winner
TIE
CANAAN
entrepreneur
challenge
 2008.
 •  Iken
has
been
awarded
with
a
direct
entry
 into
the
MicrosoE
Startup
Accelerator
 Program
2008
 •  Silver
award
for
“Best
Technology
 Innova=on”
at
the
Mobile
Content
Awards
 2008
in
London.

    • 6.760.177.421
 WORLD
 POPULATION

    • 3.3


 Billion
 Mobile
phones



    • 3.3
Billion
in
Perspec=ve
 1.5
Billion
 1.4
Billion
 1.3
Billion
 0.9
Billion
 0.8
Billion
 Mobile
 Credit
 Tv
 Phone
 card
 Car
 Pc
 Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
    • Understanding
the
 Giant

    • Technologies
usage
 Handset
support
 Usage Usage Usage (SMS,
WAP,
download)
 (SMS) (WAP) (download) 90%
 60% 20% 5% Warning:
actual
usage
of
 technologies
differs
from
 technical
penetra*on
 Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking
    • The
unknown
User!!
 57
%


 World
Mobile
phones

 are
Pre
Paid

 La=n
America
82
%
!
 Source:
Telecom‐DATA
based
on
data
from
operators
and
regulators.
 Source:
Yankee
group

    • P
 E
 R
 S
 O
 N
 Recent
ar*cle
by
Wired
reported
that
 A
 63%
of
Americans
will
not
be
willing
to
 share
their
mobile
phone
with
anyone.
 L

    • Current
mobile
content

 scenario:

 Understanding
the
Problems
!

    • Mobile
Value
Added
Service


 Vs.
 •  SIMPLE
 •  STATIC
 •  FRIENDLY
 •  SLOW
 •  MASIVE
 •  UNFRIENDLY

    • Mobile
VAS
–
Current
Scenario

 Everybody
gets
the
same
!! 

    • Mobile
VAS
–
Current
Scenario

 • Content
providers
and
Carriers
 select
the
“hoaest”
and
latest
 content
to
be
marketed
to
 consumers.
 NEW
 Beyonce
 6
Months
 1
year
 Song
 later
 later
 • The
best
sellers
of
each
period
 Beyonce
 Beyonce
 are
profitable,
so
therefore
 Song
 Song
 “safe”.
 • Consumers
are
constantly
 updated
with
new
content
as
 operators
con*nuously
reinvent
 their
por]olios.
 • No
longer
“hoaest”
=
No
longer
 relevant
or
profitable
 Sta$c
limited
offer
placement 

    • The

 opportunity
 is
Huge
!!!!!


    • • 
Mobile
is
becoming
the
primary
way
to
 consume
content
when
on
the
move.
 • ‘Always
on’
and
close
to
their
owners.
 • Mobile
offers
an
a`rac*ve
adver=sing
 medium:
 • 
Targeted

 • 
Direct
to
consumer
 • 
Always
on
 3.3
 Billion
poten=al
 • 
Any*me,
anywhere
 customers
 • 
Poten*al
for
measurable
conversion
 • 
66%
of
major
brands
will
devote
at
least
10%
of
their


 ad
budget
to
mobile
adver*sing
within
next
two
years


    • Learning
from
successful
models:
 The
evolu=on
 of
digital
business


    • “The
long
tail”
of
digital
Business

 • The
Pareto
Principle:
80/20
rule,
 tradi*onal
pa`ern
of
sales
concentra*on.

 • C.
Anderson
(WiredMagazine‐2004):
The
 Long
Tail:
 • By
lowering
inventory
storage,
 distribu*on
and
search
costs,
digital
 markets
have
the
poten*al
to
increase
the
 collec=ve
share
of
niche
products,
 crea*ng
a
longer
tail
in
the
distribu*on
of
 sales.

 Now
there
are
2
markets
to
aaack:
 • 
Old
Market:
Top
Sellers.
 • 
New
Market:
Long
Tail.
 What
percentage
of
your
items
are
you
selling
at
least 
once
a
month? 

    • “The
Wisdom
of
crowds”

 • James
Surowiecki
(2004):
Wisdom
of
Crowds
 • A
diverse
collec=on
of
independently‐deciding
individuals
is
likely
to
 make
decisions
and
predic=ons
beaer
than
individuals
or
even
 experts.
 Lego:
encourages
its
fana*cal
customers
to
design
their
products.
 InnoCen=ve.com:
Companies
pay
solvers
from
$10k
to
$100k
per
 solu*on.
More
than
30
percent
of
the
problems
posted
on
the
site
 have
been
cracked.
 The
Many
Are
Smarter
Than
the
Few
!! 

    • Learning
from
Successful
models

 Make
everything
available,
help
your
customer
find
it 
and
you
will
increase
your
sales. 

    • What
should
we
do
 ?


    • It
is
all
about
 Experience

 Understanding
the
CONTEXT!!

    • “User
experience
is
not
about
how
a
 product
works
on
the
inside.
User
 experience
is
about
how
it
works
on
the
 outside,
where
a
person
comes
into
 contact
with
it

and
has
to
work

with
it.”

 




















Jesse
James
Garret,
The
Elements
of
User
Experience

    • • 
Gone
are
the
days
of
assumed
context
 of
consump*on.
 • 
Mobile
strategy
should
follow
exis*ng
 model,
but
consider
new
contexts.
 • 
The
concept
of
“me”
is
lost.
 • 
The
mobile
strategy
does
not
meet
the
 expecta=ons
of
experience.

    • A
good
example
 My
Sec=on
 Recommenda$ons
based
on
everything
I
have
ever
 done
on
the
system.

    • Conclusion


 • 
Each
subscriber
is
an
individual
so
why
are
we
not
having
 a
one‐to‐one
interac=on
with
each
and
every
individual
 user?

 • 
To
grow
VAS
revenues
for
the
long
term,
the
user
 experience
is
the
key.
 • 
The
key
for
success
is
to
provide
an
extremely
 personalized
and
a
highly
relevant
end
user
experience
for
 each
and
every
user
based
on
their
learned
tastes.

 • 
To
treats
each
user
on
a
one‐to‐one
basis
and
in
real‐ *me,
constantly
learning
and
constantly
adap=ng.


    • So
here
it
is
:
 MOOGA

 The
mobile
content
revolu=on.

 Understandig
the
user.

    • 
MOOGA
is
a
Viral
self
learning
entertainment
 ecosystem
incorpora*ng
Ar=ficial
Intelligence
 techniques
to
understand,
track,
predict
and
 recommend
content
based
on
individual
user
 tastes,
downloads
&
popular
contents.


    • Mooga
revolu=on


 • 
RESHAPE:
A
whole
new
mobile
world
 • 
reshapes
and
personalizes
the
subscriber
storefronts
on
mobile
 for
users
 • 
REMEMBER:
Your
personal
mobile
friend
and
butler
 • 

AI
remembers
what
you
like
and
dislike
 • 
RECOMMEND:
Intelligently
knows
your
likes
and
dislikes
 • 
Detailed
profiling
to
ensure
that
the
user
is
enjoying
the
moments
 and
experience
on
mobile
 • 
REFERRAL:
Share the information •  
Allows
the
user
to
share
their
findings
with
their
networks
 • 
REWARD:
Set
off
the
mul$plier
effect
 • Let
your
subscribers
be
your
sales
agents
and
help
to
sell
on
the
 network

    • Mooga
‐
User
perspec=ve


 Dynamic
personalized
one
to
one
offer 

    • Mooga
‐
Content
perspec=ve


 •  Adap*ve
subscriber 
storefronts
lead
to 
infinite
mobile
shelf Spiderman
III
 Spiderman
I
 
space
and
=me
 Fergie
 Clips
 Songs
 •  Subscriber
analy=cs
and 
recommenda=on Black
Eye
Peas
 
engines
allow
the
long Songs
 Star
Wars
 
tail
of
niche
markets
to 
form
across
the
content 2005
Spring
 Fashion
Clip
 Beatles
Oldies
 
universe
 Elvis’s
Hits
 •  
Incen=ve‐based 
subscriber
self ‐distribu=on
allows
for 
spread
of
mobile
content 
and
for
easier
content 20,000
 80,000
and
ongoing
 
discovery
across
users

    • Mooga
‐
Viral
distribu=on
and
reward


 
quot;64%
of
consumers
will
try
something
recommended
by
a
friend.
69%
of
will
 forward
something
they
like
to
from
2
to
6
friends.quot;
‐Jupiter
Research
Sept
 2006

    • Mooga
‐
Intelligent
Ads
Portals
 The
AD
is
intelligently
selected
by
the
AI
as
the
user
has
a
 preference
for
Hollywood
movies.
Clicking
on
the
ad
will
bring
the
 use
to
relevant
WAP
page.

    • Case
Study

    • Introduc=on


 • 
Sony
BMG
was
looking
to
enter
the
market
with
a
 differen=ated
service
that
was
unlike
any
other
compe*tor
 offering
 • The
approach
taken
by
Mooga
was
seen
as
ground
 breaking
and
market
leading
 • Mooga
is
currently
administra*ng
SonyBMG´s
portal
in
 Argen=na,
Chile
and
being
launched
in
other
Latam
 countries
 • This
is
the
first
mobile
music
portal
administrated
by
 ar=ficial
intelligence
in
the
market

    • Overview


 • 
Auto
Context
 Classifica=on
of
exis=ng
meta‐data/informa=on/ classifica=on
can
be
used
to
automate
the
process
of
 contextualiza=on.

 The
SONYBMG
Contextual
Framework
has
been
 automa=cally
built
with
our
auto‐context
scrip=ng
 engine
using
SonyBMG´s
exis*ng
metadata,
enabling
a
 rapid
deployment.



    • Overview


 Mooga
allows
to
mix
dynamic
and
sta*c
sec*ons
to
 promote
specific
content
due
to
marke*ng
needs.


    • Overview


 In
order
to
find
a
content,
you
must
know
what
you
are
 looking
for.

 Mooga
discovers
relevant
content
for
each
user.

    • Overview


 Search
results
provide
a
3
=er
view
to
useful
 and
relevant
content
as
the
crowd
knows
best
 what
everyone
wants!

    • Overview


 Ease
of
content
access
coupled
with
implicit
recommenda*ons
powered
by
 Ar*ficial
Intelligence

    • Sta*s*cal
 Valida=on


    • Sta=s=cal
Valida=on


 •  Give
each
customer
WHAT
THEY
WANT,
not
what
you
think
they 
need:
 –  Sta=c
Top5
made
25%
of
total
sales
meanwhile
the
Dinamic
Storefront
and 
the
Recommenda=on
engine
(AI)
administrated
75%.
 –  Up
to
50%
of
users
who
clicked
on
a
recommenda*on
ended
making
a 
download.
 •  CONTEXT
IS
KING
 –  Almost
20%
of
users
made
mul*ple
downloads
from
same
ar*st.
 Hey,
I
don´t
like
fish!

    • Sta=s=cal
Valida=on


 •  Give
customers
INFINITE
CHOICE
and
they
will
make Without
 With
 
infinite
choices
 MOOGA
 MOOGA
 –  90,7%
of
the
content
available
was
download
at 
least
once.
 –  98,9%
of
ar*sts
got
at
least
one
download.
 •  Help
your
customers
FIND
RELEVANT
CONTENT
 –  More
than
22%
of
subscribers
used
the 
recommenda=on
engine.
 –  24,3%
users
made
more
than
one
download
in
a 
single
session.

    • MOOGA “Beyond
the
*p
of
the
iceberg”