Mobile Marketing Forum - MOOGA
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Mobile Marketing Forum - MOOGA

  • 4,569 views
Uploaded on

The Mobile Marketing Forum provides the opportunity for those new to mobile to learn how to engage the mobile channel – and those already engaged in mobile to learn how to deploy more advanced......

The Mobile Marketing Forum provides the opportunity for those new to mobile to learn how to engage the mobile channel – and those already engaged in mobile to learn how to deploy more advanced capabilities to enhance existing initiatives. The Mobile Marketing Forum brings together industry leaders and experts from around the globe to share their expertise on how to leverage this hot new media channel. Regardless of your current level of expertise, the MOBILE MARKETING FORUM is the premier event to attend this year.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,569
On Slideshare
4,557
From Embeds
12
Number of Embeds
1

Actions

Shares
Downloads
218
Comments
0
Likes
4

Embeds 12

http://www.slideshare.net 12

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 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.

  • 2. THE
MOBILE
MARKETING
IS
COMING
!!

 










Are
we
ready
?
 Flickr photo by look4u: http://www.flickr.com/photos/look4u/279668622/
  • 3. 3.3


 Billion
 Mobile
phones


 Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
  • 4. 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
  • 5. •  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
  • 6. 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.

  • 7. 
 Search 
Help
|
Cost
|
Home
 Everybody gets the same
  • 8. We’ve Left Optimization Behind Flickr photo by mfajardo: http://www.flickr.com/photos/mfajardo/396104047/ by
Jason
Grigsby

  • 9. What
do
we
need

 to
drive
the
wave?

 Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/
  • 10. •  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)

  • 11. •  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 

  • 12. •  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.


  • 13. Dynamic personalized one to one offer
  • 14. •  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

  • 15. •  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

  • 16. 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
  • 17. 
quot;64%
of
consumers
will
try
something
recommended
by
a
friend.
 69%
of
will
forward
something
they
like
to
from
2
to
6
friends.quot;
‐ Jupiter
Research
Sept
2006

  • 18. •  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.

  • 19. 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.



  • 20. Mooga
allows
to
mix
dynamic
and
sta*c
sec*ons
to
promote
 specific
content
due
to
marke*ng
needs.


  • 21. In
order
to
find
a
content,
you
must
know
what
you
are
 looking
for.

 Mooga
discovers
relevant
content
for
each
user.

  • 22. Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants!
  • 23. Ease of content access coupled with implicit recommendations powered by Artificial Intelligence
  • 24. •  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!

  • 25. •  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.

  • 26. Beyond the tip of the iceberg