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  • 1. MAKING CONTENT RELEVANTArtificial Intelligence applied to content delivery
  • 2. 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.)
  • 3. 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
  • 4. Current Scenario
  • 5. Current Scenario – User Perspective
    Search
    Help | Cost | Home
    Everybody gets the same
  • 6. 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
  • 7. The evolution of digital business
  • 8.
    • The Pareto Principle: 80/20 rule, traditional pattern of sales concentration.
    • 9. 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?
  • 10.
    • James Surowiecki (2004): Wisdom of Crowds
    • 11. 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
  • 12. 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.
  • 13. Mooga The new wave
  • 14. Mooga! User Perspective
    Dynamic personalized one to one offer
  • 15. 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
  • 16. 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.
  • 17. 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
  • 18. TheMooga Framework
  • 19. Case Study
  • 20. 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
  • 21. 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.
  • 22. 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.
  • 23. 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.
  • 24. 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!
  • 25. 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
  • 26. Statistical Validation
  • 27. 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!
  • 28. 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
  • 29. MOOGA
    Beyond the tip of the iceberg
  • 30. Thanks!
    José F. UgarteVP CommercialJose.ugarte@ikensolutions.com