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, with greater reach and is growing faster than any other media-ecology. Let´s try to understand the Giant!!
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A new King has rise "The mobile phone"
- 1. A new King has risen 3.3 billion of subedits Confirm this Lets understand the giant !!!
- 2. 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.
- 3. 6.760.177.421 WORLD POPULATION
- 5. 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
- 7. 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
- 8. 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
- 9. 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
- 10. Current mobile content scenario: Understanding the Problems !
- 11. Mobile Value Added Service Vs. • SIMPLE • STATIC • FRIENDLY • SLOW • MASIVE • UNFRIENDLY
- 12. Mobile VAS – Current Scenario Everybody gets the same !!
- 13. 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
- 15. • 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
- 16. Learning from successful models: The evolu=on of digital business
- 17. “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?
- 18. “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 $100k per solu*on. More than 30 percent of the problems posted on the site have been cracked. The Many Are Smarter Than the Few !!
- 19. Learning from Successful models Make everything available, help your customer find it and you will increase your sales.
- 20. What should we do ?
- 22. “User experience is not about how a product works on the inside. User experience is about how it works on the outside, where a person comes into contact with it and has to work with it.” Jesse James Garret, The Elements of User Experience
- 24. A good example My Sec=on Recommenda$ons based on everything I have ever done on the system.
- 26. So here it is : MOOGA The mobile content revolu=on. Understandig the user.
- 27. 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.
- 28. 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
- 29. Mooga ‐ User perspec=ve Dynamic personalized one to one offer
- 30. 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
- 32. 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.
- 33. Case Study
- 35. 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.
- 37. Overview In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user.
- 38. Overview Search results provide a 3 =er view to useful and relevant content as the crowd knows best what everyone wants!
- 39. Overview Ease of content access coupled with implicit recommenda*ons powered by Ar*ficial Intelligence
- 41. 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!
- 42. 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.