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Mooga Sony Music Case study (Update April. 09)
 

Mooga Sony Music Case study (Update April. 09)

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Sony BMG was looking to enter the market with a differentiated ...

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 connected in Argentina and being connected
in other four South American countries
•This is the first mobile music portal with intelligence in the
market.

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    Mooga Sony Music Case study (Update April. 09) Mooga Sony Music Case study (Update April. 09) Presentation Transcript

    • To provide highly relevant and extremely personalized context-based end user experiences for the digital world (mobile/ online/voice/DTH/ipTV/Set-top Boxes/etc.)
    •   iKen Solutions is a NASSCOM Innovation Awards 2008 Finalist   iKen Solutions selected by Microsoft to participate in Le Web ´08 as one of the Top 10 innovative startups in the world.   iken Solutions won the Tie-Canaan Entrepreneurial Challenge 2008.   Mooga won Silver Award for “Best Technology Innovation” at the Mobile Content Awards 2008.   iken Solutions was awarded direct entry into the Microsoft Start-up Accelerator Program.
    • 
 Current Scenario
    • Search
 
Help
|
Cost
|
Home
 Everybody gets the same
    •   Content providers and Carriers select the “hottest” and latest content to be marketed to NEW
 consumers. Beyonce
 6
Months
 1
year
 Song
 later
 later
 Beyonce
 Beyonce
   The best sellers of each Song
 Song
 period are profitable, so therefore “safe”.   Consumers are constantly updated with new content as operators continuously reinvent their portfolios.   No longer “hottest” = No longer relevant or profitable. Static limited offer placement
    • The evolution of digital 
 business
    • • 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. o Lego: encourages its fanatical customers to design their products. o 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
    • Make everything available, help your customer find it and you will increase your sales.
    • Mooga 
 The new wave
    • Dynamic personalized one to one offer
    •   Adaptive subscriber storefronts lead to infinite mobile shelf Spiderman
III
 space and time Spiderman
I
 Clips
 Fergie
 Songs
   Subscriber analytics and recommendation engines Black
Eye
Peas
 Songs
 allow the long tail of Star
Wars
 niche markets to form 2005
Spring
 across the content Fashion
Clip
 Beatles
Oldies
 universe Elvis’s
Hits
   Incentive-based subscriber self- distribution allows for spread of mobile content 20,000
 80,000
and
ongoing
 and for easier content discovery across users
    • Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict & recommend content based on individual user tastes, downloads & popular contents.
    • iKen Studio (Hybrid AI framework)
    • Personalized Experiences Dynamic Behaviors Personal Mooga: Preferences and a consumer Interactions 3.0 analytic N=1 Contents Plat-form Products Personal Profile and Services Wisdom of Compliance, crowds & policy and Market Business info Rules
    • 
 Case Study
    •   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
    • 
 Statistical Validation
    •   Give each customer WHAT THEY WANT, not what you think they need: o  Static Top5 made 7,8% of total sales meanwhile the AI Dinamic Storefront and the Recommendation engine administrated 92,2%. o  67,6% of users who clicked on a recommendation ended making a download.   CONTEXT IS KING o  Almost 12% 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  54,5% of the content available was download at least once (2.554 pieces of content). o  83% of artists got at least one download (266 artists).   Help your customers FIND RELEVANT CONTENT o  Almost 25% of subscribers used the recommendation engine. o  27% users made more than one download in a single session.
    • Beyond the tip of the iceberg