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MAKING CONTENT RELEVANTArtificial Intelligence applied to content delivery
OurFocus 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. Recognitions
Current Scenario – User Perspective Search Help | Cost | Home Everybody gets the same
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. CurrentScenario–Content Perspective NEW BeyonceSong 1 yearlater BeyonceSong 6 Monthslater BeyonceSong Static limited offer placement
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: OldMarket: Top Sellers. New Market: Long Tail. The “Long Tail” of Digital Business What percentage of your items are you selling at least once a month?
A diverse collection of independently-deciding individuals is likely to make decisions and predictions better than individuals or even experts.
Lego: encourages its fanatical customers to design their products. 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 “Wisdom of Crowds” The Many Are Smarter Than the Few
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 The Evolution of Digital Business Make everything available, help your customer find itand you will increase your sales.
Mooga! User Perspective Dynamic personalized one to one offer
Mooga! Content perspective Spiderman III 2005 Spring Fashion Clip Fergie Songs Spiderman I Clips Black Eye Peas Songs Star Wars Beatles Oldies Elvis’s Hits 20,000 80,000 and ongoing 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 Downloads Content Items
What is MOOGA? Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict & recommend content based on individual user tastes, downloads & popular contents.
TheIken Framework Extended Web Services Mooga Web Services Portals/Websites/Mobile/Retail/BFS&I apps/etc. Web Services Customized Expert System Domain Models Hybrid Expert Systems Hybrid Expert System Domain Models E-Commerce Retail Mobile VAS RetailBFS&I Social Websites Media &Publishing AML Fast TrackClaim Processing Well WorksRe-engineering EmployeeAssessment Credit Rating Mooga (Consumer 3.0 analytics framework for N=1: Personalized experiences) Domain Specific Customizations(BFSI, Telecomm, Oil & Gas etc.) iKen Studio(Hybrid AI framework) Web Services Web Services
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. Introduction
Auto Context Classification of existing meta-data/information/classification can be used to automate the process of contextualization. Overview TheSONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s existing metadata, enabling a rapid deployment.
SonyBMG´s portal structure 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. Artists Fully dynamic section administrated by AI. Presents relevant content according to each user profile. All content presented in context. Overview Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs.
SonyBMG´s portal structure 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. Recommendations Fully dynamic section administrated by AI. Presents relevant content according to each user profile. All content is presented in context. Overview In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user.
SonyBMG´s portal structure 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. Overview Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants!
SonyBMG´s portal structure 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. Overview Ease of content access coupled with implicit recommendations powered by Artificial Intelligence
Give each customer WHAT THEY WANT, not what you think they need: Static Top5 made 7,8% of total sales meanwhile the AI Dinamic Storefront and the Recommendation engine administrated 92,2%. 67,6% of users who clicked on a recommendation ended making a download. CONTEXT IS KING Almost 12% of users made multiple downloads from same artist. Statistical validation Hey, I don´t like fish!
Give customers INFINITE CHOICE and they will make infinite choices 54,5% of the content available was download at least once (2.554 pieces of content). 83% of artists got at least one download (266 artists). Help your customers FIND RELEVANT CONTENT Almost 25% of subscribers used the recommendation engine. 27% users made more than one download in a single session. Statistical validation