Mobile internet
• 8 years old
• Reaches 2.7 B users
• Tons of traffic on free+paid
• Mobile content worth $ 31B
• Largest categories: music and
social networking
Fixed internet
• 13 years old
• Reaches 1.1B users
• Tons of traffic on free sites
• Content industry worth $25B
• Greatest revenues from adult
entertainment + gambling
Mobile internet: younger, larger, and growing faster !!!
Source : nielsen

Mobile Market
There are 2.26 billion consumers under 30 in the world
That’s the equivalent of India and China combined
1.1 billion youth own a mobile phone
Growing at just under 100,000 a year
1 in every $10 of youth disposable income globally
is spent on mobile products & services
Youth spend 8 times more on mobile
than they do on music
By 2010, youth spend on mobile will
reach $300 billion
That includes over $100 billion on data
Source : www.mobileyouth.org

Mobile Content market
150 Billions
2011
Source: Informa Telecoms and Media

Mobile advertising
Eric Schmidt Google CEO
\"The next big wave in advertising is the mobile internet\"
\"mobile will be a larger business than the PC-Web. But it will take
a few years.\"
Experts have predicted that over the next 5 years,
mobile advertising will become a $6.5 billion business.
Mobile Advertising: After the Growing Pains
Source : www.mobileyouth.org

The unknown user!!
57 %
World Mobile phones
are Pre Paid
Latin America 85 % !
Source: Telecom-DATA based on data from operators and regulators.
Source: Telecom‐DATA based on data from operators and regulators.

Actual content usage
Handset support Usage
Usage
Usage
(SMS, WAP, download) (SMS)
(WAP)
(download)
60%
5%
20%
90%
Warning: actual usage of
technologies differs from
technical penetration
Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and
M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

Mobile content
dicovery challenge
Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and
M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

Search
Help | Cost | Home
Everybody gets the same

• The Pareto Principle: 80/20 rule,
traditional pattern of sales
concentration.
• C. Anderson
(WiredMagazine-2004): The Long
Tail:
• By lowering inventory storage,
distribution and search costs, digital
markets have the potential to
increase the collective share of
niche products, creating a longer
tail in the distribution of sales.
Now there are 2 markets to attack:
• Old Market: Top Sellers.
• New Market: Long Tail.
What percentage of your items are you selling at least once a
month?

• James Surowiecki (2004): Wisdom of Crowds
• A diverse collection of independently-deciding individuals is likely to
make decisions and predictions better than individuals or even
experts.
Lego: encourages its fanatical customers to design their products.
InnoCentive.com: Companies pay solvers from $10k to $100k per
solution. More than 30 percent of the problems posted on the site
have been cracked.
The Many Are Smarter Than the Few !!

• Amazon: over 25% of Amazon’s book sales come from books not
available in brick and mortar stores.
• Rhapsody: 22% of sales are from songs not played on traditional
media. 53% of 750k Rhapsody´s songs are streamed at least once a
month.
• Netflix: 20% of DVD rentals are documentaries, B class movies and
niche movies.
• Google: Niche advertisers provide Google over 60% of their Ad Words
revenues
Make everything available, help your customer find it
and you will increase your sales.

“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

Key for success
• Each subscriber is an individual so why are we not having a one-to-
one interaction 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-time,
constantly learning and constantly adapting.
Source : Harris Interactive, 2008

Key for success
• Personalization – Enables you to get know the subscriber
• Understand the subscriber’s behaviour, interests, needs
• It increases accessibility of available content
• So users are presented with
• The right content
• Appropriate to users interests and needs
• At the right time
• In context
• In the rightway
• To optimise the capabilities of the user’s handset
Source : Harris Interactive, 2008

MOOGA
MOOGA is a comprehensive Consumer 3.0 analytics
framework for N=1 personalized experiences. Acts like a
backbone for all personalization and recommendations
across different types of verticals (online/mobile/ipTV/
DTH/Retail/BFSI, etc).
Source : Harris Interactive, 2008

Dynamic personalized one to one offer

Non-intrusive
•
o Must not involve explicit user input or action.
Adaptive
•
o Continually learns about user individual interests and behaviour
Dynamic
•
o Real time
Intelligent
•
o Automatically derive individual user behavioural patterns
o Identify common behaviour across users “wisdom of crows”
o Able to predict subscriber’s future interests
Context aware
•
o Understand the context of the user request
o Understands the subscriber’s environment

• 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
•
o REWARD: Set off the multiplier effect
• Let your subscribers be your sales agents and help to sell on the network

Intelligent Ads
and Premium 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

\"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

• Sony BMG was looking to enter the market with a differentiated
service that was unlike any other competitor offering.
• The approach taken by Mooga was seen as ground breaking and
market leading.
• Mooga is currently administrating SonyBMG´s portal in Argentina,
Chile and being launched in other Latam countries.
• This is the first mobile music portal administrated by artificial
intelligence in the market.

The SONYBMG Contextual Framework has been automatically
built with our auto-context scripting engine using SonyBMG´s
existing metadata, enabling a rapid deployment.

Mooga allows to mix dynamic and static sections to
promote specific content due to marketing needs.

In order to find a content, you must know what you are looking for.
Mooga discovers relevant content for each user.

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

Ease of content access coupled with implicit recommendations powered by
Artificial Intelligence

• Give each customer WHAT THEY WANT, not what you think they
need:
o Static Top5 made 25% of total sales meanwhile the Dynamic
Storefront and the Recommendation engine (AI) administrated
75%.
o Up to 50% of users who clicked on a recommendation ended
making a download.
• CONTEXT IS KING
o Almost 20% of users made multiple downloads from same artist.
Hey, I don´t like
fish!

• Give customers INFINITE CHOICE and they will
make infinite choices
o 90,7% of the content available was
download at least once.
o 98,9% of artists got at least one download.
• Help your customers FIND RELEVANT CONTENT
o More than 22% of subscribers used the
recommendation engine.
o 24,3% users made more than one
download in a single session.

Beyond the tip of the iceberg

Iken Solutions
Iken is a software product company specialized in
•
intelligent business systems backed by hybrid AI
(Artificial Intelligence) techniques (expert system,
case-based reasoning, neural networks and genetic
algorithms). It is an IIT Bombay research spin-off.
www.iitb.ac.in
www.sineiitb.org
Iken solutions awards:
•
Iken Solutions finalist satrtup in NASSCOM
•
Innovation Awards 2008
iKen Solutions selected by Microsoft to
•
participate in Le Web ´08 as one of the Top 10
innovative startups in the world
Winner TIE CANAAN entrepreneur challenge
•
2008.
Iken has been awarded with a direct entry into
•
the Microsoft Startup Accelerator Program 2008
Silver award for “Best Technology Innovation” at
•
the Mobile Content Awards 2008 in London.