A new King has rise "The mobile phone"

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     \"64% of consumers will try something recommended by a friend. 69% of will  forward something they like to from 2 to 6 friends.\" ‐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” 

A new King has rise "The mobile phone"

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Notes on slide 1

6 Favorites & 2 Groups