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
Microso/ Startup Accelerator Program 2008
• Silver award for “Best Technology Innova*on” at
the Mobile Content Awards 2008 in London.

THE MOBILE MARKETING IS COMING !!
Are we ready ?
Flickr photo by look4u: http://www.flickr.com/photos/look4u/279668622/

3.3
Billion
Mobile phones
Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

3.3 Billion in Perspec*ve
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html

• Warning: actual usage of technologies differs from technical
penetra*on
Usage Usage
Usage (WAP) (download)
5%
Handset support (SMS)
20%
(SMS, WAP, download)
60%
90%
Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and 6
M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

Yankee group predicts that by 2008 prepaid mobile users will make up
57 percent of all mobile subscribers worldwide
Source: Telecom‐DATA based on data from operators and regulators.

Search
Help | Cost | Home
Everybody gets the same

We’ve Left Optimization Behind
Flickr photo by mfajardo:
http://www.flickr.com/photos/mfajardo/396104047/
by Jason Grigsby

What do we need
to drive the wave?
Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/

• Mobile is becoming the primary way to consume content when
on the move.
• ‘Always on’ and close to their owners.
• Mobile offers an afrac*ve adver*sing medium:
– Targeted
– Direct to consumer
– Always on
– Any*me, anywhere
– 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
(Source: Forrester)

• Relevance: • Intui*ve content discovery
– Matching the adver*sement with:
• Accessible from any network
• Subscriber
• Subscriber’s device • On Mul*ple channels
• Subscriber’s context • Offer a real benefit to the user
• User Experience • Useful
– Compelling content • Informa*ve
• Adver*sing intelligent linked to content • Value add

• 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.

Dynamic personalized one to one offer

• Personaliza*on – 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 *me
– In context
– In the rightway
– To op*mise the capabili*es of the user’s handset

• Non‐intrusive
– Must not involve explicit user input or ac*on.
• Adap*ve
– Con*nually learns about user individual interests and behaviour
• Dynamic
– Real *me
• Intelligent
– Automa*cally derive individual user behavioural paferns
– Iden*fy common behaviour across users “wisdom of crows”
– Able to predict subscriber’s future interests
• Context aware
– Understand the context of the user request
– Understands the subscriber’s environment

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
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.

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.

Mooga allows to mix dynamic and sta*c sec*ons to promote
specific content due to marke*ng 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:
– 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!

• Give customers INFINITE CHOICE and they
will make infinite choices
– 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.

Beyond the tip of the iceberg