An evolving historic technological revolution is under way, which is creating new industries, new products, new services and, unmercifully redefining or even destroying others. It is more powerful, with greater reach and is growing faster than any other media-ecology. Let´s try to understand the Giant!!

1. A new King has risen
3.3 billion of subedits
Confirm this
Lets understand the giant !!!

2. Iken Solu=ons
• IKen Solu*ons, is a so/ware product company
specialized in intelligent business systems backed
by hybrid Ar*ficial Intelligence techniques, expert
system, case‐based reasoning, neural networks
www.iitb.ac.in
www.sineiitb.org
and gene*c algorithms.
• Iken Solu*ons is an IIT Bombay research spin‐off.
• Iken solu=ons awards:
• Winner TIE CANAAN entrepreneur challenge
2008.
• Iken has been awarded with a direct entry
into the MicrosoE Startup Accelerator
Program 2008
• Silver award for “Best Technology
Innova=on” at the Mobile Content Awards
2008 in London.

3. 6.760.177.421
WORLD
POPULATION

4. 3.3
Billion
Mobile phones

5. 3.3 Billion in Perspec=ve
1.5 Billion
1.4 Billion
1.3 Billion
0.9 Billion
0.8 Billion
Mobile
Credit Tv
Phone card
Car Pc
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html

6. Understanding the
Giant

7. Technologies usage
Handset support Usage
Usage
Usage
(SMS, WAP, download) (SMS)
(WAP)
(download)
90% 60%
20%
5%
Warning: actual usage of
technologies differs from
technical penetra*on
Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and
M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

8. The unknown User!!
57 %
World Mobile phones
are Pre Paid
La=n America 82 % !
Source: Telecom‐DATA based on data from operators and regulators.
Source: Yankee group

9. P
E
R
S
O
N
Recent ar*cle by Wired reported that A
63% of Americans will not be willing to
share their mobile phone with anyone. L

10. Current mobile content
scenario:
Understanding the Problems !

11. Mobile Value Added Service
Vs.
• SIMPLE • STATIC
• FRIENDLY • SLOW
• MASIVE • UNFRIENDLY

12. Mobile VAS – Current Scenario
Everybody gets the same !!

13. Mobile VAS – Current Scenario
• Content providers and Carriers
select the “hoaest” and latest
content to be marketed to
consumers. NEW
Beyonce 6 Months 1 year
Song later later
• The best sellers of each period Beyonce Beyonce
are profitable, so therefore Song Song
“safe”.
• Consumers are constantly
updated with new content as
operators con*nuously reinvent
their por]olios.
• No longer “hoaest” = No longer
relevant or profitable
Sta$c limited offer placement

14. The
opportunity
is Huge !!!!!

15. • Mobile is becoming the primary way to
consume content when on the move.
• ‘Always on’ and close to their owners.
• Mobile offers an a`rac*ve adver=sing
medium:
• Targeted
• Direct to consumer
• Always on
3.3
Billion poten=al
• Any*me, anywhere customers
• Poten*al for measurable conversion
• 66% of major brands will devote at least 10% of their
ad budget to mobile adver*sing within next two years

16. Learning from successful models:
The evolu=on
of digital business

17. “The long tail” of digital Business
• The Pareto Principle: 80/20 rule,
tradi*onal pa`ern of sales concentra*on.
• C. Anderson (WiredMagazine‐2004): The
Long Tail:
• By lowering inventory storage,
distribu*on and search costs, digital
markets have the poten*al to increase the
collec=ve share of niche products,
crea*ng a longer tail in the distribu*on of
sales.
Now there are 2 markets to aaack:
• Old Market: Top Sellers.
• New Market: Long Tail.
What percentage of your items are you selling at least
once a month?

18. “The Wisdom of crowds”
• James Surowiecki (2004): Wisdom of Crowds
• A diverse collec=on of independently‐deciding individuals is likely to
make decisions and predic=ons beaer than individuals or even
experts.
Lego: encourages its fana*cal customers to design their products.
InnoCen=ve.com: Companies pay solvers from $10k to $100k per
solu*on. More than 30 percent of the problems posted on the site
have been cracked.
The Many Are Smarter Than the Few !!

19. Learning from Successful models
Make everything available, help your customer find it
and you will increase your sales.

20. What should we do ?

21. It is all about
Experience
Understanding the CONTEXT!!

22. “User experience is not about how a
product works on the inside. User
experience is about how it works on the
outside, where a person comes into
contact with it and has to work with it.”
Jesse James Garret, The Elements of User Experience

23. • Gone are the days of assumed context
of consump*on.
• Mobile strategy should follow exis*ng
model, but consider new contexts.
• The concept of “me” is lost.
• The mobile strategy does not meet the
expecta=ons of experience.

24. A good example
My Sec=on
Recommenda$ons based on everything I have ever
done on the system.

25. Conclusion
• Each subscriber is an individual so why are we not having
a one‐to‐one interac=on with each and every individual
user?
• To grow VAS revenues for the long term, the user
experience is the key.
• The key for success is to provide an extremely
personalized and a highly relevant end user experience for
each and every user based on their learned tastes.
• To treats each user on a one‐to‐one basis and in real‐
*me, constantly learning and constantly adap=ng.

26. So here it is :
MOOGA
The mobile content revolu=on.
Understandig the user.

27. MOOGA is a Viral self learning entertainment
ecosystem incorpora*ng Ar=ficial Intelligence
techniques to understand, track, predict and
recommend content based on individual user
tastes, downloads & popular contents.

28. Mooga revolu=on
• RESHAPE: A whole new mobile world
• reshapes and personalizes the subscriber storefronts on mobile
for users
• REMEMBER: Your personal mobile friend and butler
• AI remembers what you like and dislike
• RECOMMEND: Intelligently knows your likes and dislikes
• Detailed profiling to ensure that the user is enjoying the moments
and experience on mobile
• REFERRAL: Share the information
• Allows the user to share their findings with their networks
• REWARD: Set off the mul$plier effect
• Let your subscribers be your sales agents and help to sell on the
network

29. Mooga ‐ User perspec=ve
Dynamic personalized one to one offer

30. Mooga ‐ Content perspec=ve
• Adap*ve subscriber
storefronts lead to
infinite mobile shelf Spiderman III
Spiderman I
space and =me Fergie
Clips
Songs
• Subscriber analy=cs and
recommenda=on Black Eye Peas
engines allow the long Songs
Star Wars
tail of niche markets to
form across the content 2005 Spring
Fashion Clip Beatles Oldies
universe
Elvis’s Hits
• Incen=ve‐based
subscriber self
‐distribu=on allows for
spread of mobile content
and for easier content 20,000 80,000 and ongoing
discovery across users

31. Mooga ‐ Viral distribu=on and reward
quot;64% of consumers will try something recommended by a friend. 69% of will
forward something they like to from 2 to 6 friends.quot; ‐Jupiter Research Sept
2006

32. Mooga ‐ Intelligent Ads Portals
The AD is intelligently selected by the AI as the user has a
preference for Hollywood movies. Clicking on the ad will bring the
use to relevant WAP page.

33. Case Study

34. Introduc=on
• Sony BMG was looking to enter the market with a
differen=ated service that was unlike any other compe*tor
offering
• The approach taken by Mooga was seen as ground
breaking and market leading
• Mooga is currently administra*ng SonyBMG´s portal in
Argen=na, Chile and being launched in other Latam
countries
• This is the first mobile music portal administrated by
ar=ficial intelligence in the market

35. Overview
• Auto Context
Classifica=on of exis=ng meta‐data/informa=on/
classifica=on can be used to automate the process of
contextualiza=on.
The SONYBMG Contextual Framework has been
automa=cally built with our auto‐context scrip=ng
engine using SonyBMG´s exis*ng metadata, enabling a
rapid deployment.

36. Overview
Mooga allows to mix dynamic and sta*c sec*ons to
promote specific content due to marke*ng needs.

37. Overview
In order to find a content, you must know what you are
looking for.
Mooga discovers relevant content for each user.

38. Overview
Search results provide a 3 =er view to useful
and relevant content as the crowd knows best
what everyone wants!

39. Overview
Ease of content access coupled with implicit recommenda*ons powered by
Ar*ficial Intelligence

40. Sta*s*cal
Valida=on

41. Sta=s=cal Valida=on
• Give each customer WHAT THEY WANT, not what you think they
need:
– Sta=c Top5 made 25% of total sales meanwhile the Dinamic Storefront and
the Recommenda=on engine (AI) administrated 75%.
– Up to 50% of users who clicked on a recommenda*on ended making a
download.
• CONTEXT IS KING
– Almost 20% of users made mul*ple downloads from same ar*st.
Hey, I don´t like fish!

42. Sta=s=cal Valida=on
• Give customers INFINITE CHOICE and they will make Without With
infinite choices MOOGA MOOGA
– 90,7% of the content available was download at
least once.
– 98,9% of ar*sts got at least one download.
• Help your customers FIND RELEVANT CONTENT
– More than 22% of subscribers used the
recommenda=on engine.
– 24,3% users made more than one download in a
single session.

43. MOOGA
“Beyond the *p of the iceberg”