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Convergence 2
 

Convergence 2

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    Convergence 2 Convergence 2 Presentation Transcript

    • 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 quot;The next big wave in advertising is the mobile internetquot; quot;mobile will be a larger business than the PC-Web. But it will take a few years.quot; 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
    • quot;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.