Mooga Sonybmg Case study (Update Nov. 08)


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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

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  • Mooga Sonybmg Case study (Update Nov. 08)

    1. 1. 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.)
    2. 2. 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.
    3. 3. Current Scenario
    4. 4. Search Help | Cost | Home Everybody gets the same
    5. 5. 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
    6. 6. The evolution of digital business
    7. 7. The Pareto Principle: 80/20 rule, traditional pattern of sales concentration. C. Anderson (WiredMagazine-2004): The Long Tail y 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. ow 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?
    8. 8. 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. oLego: encourages its fanatical customers to design their products. 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
    9. 9. Long Tail + Wisdom of crowds 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.
    10. 10. Mooga The new wave
    11. 11. Dynamic personalized one to one offer
    12. 12. Adaptive subscriber storefronts lead to infinite mobile shelf space and time Spiderman III Spiderman I Clips Fergie Subscriber analytics and Songs recommendation engines allow the long tail of Downloads niche markets to form Star Wars across the content 2005 Spring universe Beatles Fashion Oldies Clip Elvis’s Hits Incentive-based subscriber self- distribution allows for Content Items spread of mobile content and for easier content 20,000 80,000 and ongoing discovery across users
    13. 13. Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict & recommend content based on individual user tastes, downloads & popular contents.
    14. 14. Portals/Websites/Mobile/Retail/BFS&I apps/etc. Web Services Extended Web Services Mooga Web Services Mooga Domain Specific Customizations (Consumer 3.0 analytics framework for N=1: Personalized experiences) (BFSI, Telecomm, Oil & Gas etc.) Web Services Web Services iKen Studio (Hybrid AI framework)
    15. 15. Case Study
    16. 16. 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.
    17. 17. Auto Context o Classification of existing meta- data/information/classification can be used to automate the process of contextualization. Grid Song Title Artist Name Presentation Name Genre ISRC Type Filename Number I Want You (Album partnersnetpeopleaudiomp3_3 I Want You (Album partnersCELLENTaudiom Bob Dylan Version) - Bob Rock AAAA XXXX 2k/BobDylan_IWantYouAlbum Version) p3_32k Dylan Version.mp3 Billie Jean (Single partnersCELLENTaudiomp3_32 Billie Jean (Single Michael partnersCELLENTaudiom Version) - Michael Pop BBBB YYYY k/MichaelJackson_BillieJeanSin Version) Jackson p3_32k Jackson gleVersion.mp3 Gotta Move Faster partnersCELLENTaudiomp3_32 Gotta Move Faster partnersCELLENTaudiom Sean Kingston (Album Version) - Hip Hop CCCC ZZZZ k/SeanKingston_GottaMoveFas (Album Version) p3_32k Sean Kingston terAlbumVersion.mp3 Best Of You (ALERT partnersCELLENTaudiomp3_32 Best Of You (ALERT partnersCELLENTaudiom Foo Fighters TONE) - Foo Rock DDDD WWWW k/FooFighters_BestOfYouALER TONE) p3_32k Fighters TTONE.mp3 The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s existing metadata, enabling a rapid deployment.
    18. 18. SonyBMG´s portal structure o Top 5 Section  Premium placed content defined by SonyBMG  Shows same content to each and every user (SonyBMG´s request).  One and only section not being administrated dynamically by Artificial intelligence. o Artists  Fully dynamic section administrated by AI.  Presents relevant content according to each user profile.  All content presented in context. Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs.
    19. 19. SonyBMG´s portal structure o Context, context, context!  Content is placed in easily recognised categories.  Provides with ALL available content related to the category.  Takes full advantage of IMPULSE increasing multiple transactions per session. o Recommendations  Fully dynamic section administrated by AI.  Presents relevant content according to each user profile.  All content is presented in context. In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user.
    20. 20. SonyBMG´s portal structure o Search functionality  Uses a “wisdom of crowds” ranking algorithm.  Its the quickest path to access items of interest.  Ranking is dynamic and continuously changes as the user activities evolve. Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants!
    21. 21. SonyBMG´s portal structure o Browsing functionality:  Mooga uses a “Top Down” approach.  This is the most effective path for a user to access items of interest.  Every list have been structured using intelligence based on entire portal activity of users. Ease of content access coupled with implicit recommendations powered by Artificial Intelligence
    22. 22. Statistical Validation
    23. 23. Give each customer WHAT THEY WANT, not what you think they need: o Static Top5 made 25,5% of total sales meanwhile the AI Dinamic Storefront and the Recommendation engine administrated 74,5%. o 60% of users who clicked on a recommendation ended making a download. CONTEXT IS KING o Almost 23% of users made multiple downloads from same artist. Hey, I don´t like fish!
    24. 24. Give customers INFINITE CHOICE and they will make infinite choices o 55% of the content available was download at least once (almost 1.000 pieces of content). o 87% of artists got at least one download(134 artists). Help your customers FIND RELEVANT CONTENT o Almost 30% of subscribers used the recommendation engine. o 25,5% users made more than one download in a single session.
    25. 25. Beyond the tip of the iceberg
    26. 26. Thanks! José F. Ugarte VP Commercial