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Mooga Case Study

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  • 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. 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. Current Scenario
  • 4. Help | Cost | Home Search Everybody gets the same
  • 5. Content providers and Carriers select the “hottest” and latest content to be marketed to consumers. The best sellers of each 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. NEW Beyonce Song 1 year later Beyonce Song 6 Months later Beyonce Song Static limited offer placement
  • 6. The evolution of digital business
  • 7. •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?
  • 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. oInnoCentive.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
  • 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. Mooga The new wave
  • 11. Dynamic personalized one to one offer
  • 12. Adaptive subscriber storefronts lead to infinite mobile shelf space and time Subscriber analytics and recommendation engines allow the long tail of niche markets to form across the content universe Incentive-based subscriber self- distribution allows for spread of mobile content and for easier content discovery across users Spiderman I Clips Beatles Oldies Star Wars 2005 Spring Fashion Clip 20,000 80,000 and ongoing Black Eye Peas Songs Elvis’s Hits Spiderman III Fergie Songs Content Items Downloads
  • 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. iKen Studio (Hybrid AI framework) Web Services Hybrid Expert System Domain Models Customized Expert System Domain Models E- Commerce Retail Mobile VAS Retail BFS&I Social Websites Media & Publishing Web Services Portals/Websites/Mobile/Retail/BFS&I apps/etc. Mooga Web Services Mooga (Consumer 3.0 analytics framework for N=1: Personalized experiences) Domain Specific Customizations (BFSI, Telecomm, Oil & Gas etc.) Hybrid Expert Systems AML Fast Track Claim Processing Well Works Re- engineering Employee Assessment Credit Rating Web Services Extended Web Services
  • 15. Mooga: a consumer 3.0 analytic N=1 Plat-form Dynamic Behaviors and Interactions Personal Profile Wisdom of crowds & Market info Compliance, policy and Business Rules Contents Products and Services Personal Preferences
  • 16. Case Study
  • 17. 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.
  • 18. Auto Context o Classification of existing meta- data/information/classification can be used to automate the process of contextualization. The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s existing metadata, enabling a rapid deployment. Song Title Artist Name Presentation Name Genre ISRC Grid Number Type Filename I Want You (Album Version) Bob Dylan I Want You (Album Version) - Bob Dylan Rock AAAA XXXX partnersCELLENTaudiom p3_32k partnersnetpeopleaudiomp3_3 2k/BobDylan_IWantYouAlbum Version.mp3 Billie Jean (Single Version) Michael Jackson Billie Jean (Single Version) - Michael Jackson Pop BBBB YYYY partnersCELLENTaudiom p3_32k partnersCELLENTaudiomp3_32 k/MichaelJackson_BillieJeanSin gleVersion.mp3 Gotta Move Faster (Album Version) Sean Kingston Gotta Move Faster (Album Version) - Sean Kingston Hip Hop CCCC ZZZZ partnersCELLENTaudiom p3_32k partnersCELLENTaudiomp3_32 k/SeanKingston_GottaMoveFas terAlbumVersion.mp3 Best Of You (ALERT TONE) Foo Fighters Best Of You (ALERT TONE) - Foo Fighters Rock DDDD WWWW partnersCELLENTaudiom p3_32k partnersCELLENTaudiomp3_32 k/FooFighters_BestOfYouALER TTONE.mp3
  • 19. 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.
  • 20. 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.
  • 21. 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!
  • 22. SonyBMG´s portal structure o Browsing functionality:  Mooga uses a “bottom” 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
  • 23. Statistical Validation
  • 24. 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!
  • 25. 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.
  • 26. Beyond the tip of the iceberg
  • 27. José F. Ugarte VP Commercial Jose.ugarte@ikensolutions.com Thanks!

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