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Mobile Marketing Forum : LATAM (São Paulo) - March 24 - 26, 2009


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Case Study: Mobile 2.0 - Intelligent mobile advertising is one of the most interesting opportunities in mobile. Iken will present how by focusing and understanding the behaviours in the mobile ecosystem through smart applications you can deliver better results, enhancing the current information a company has on the user.
Antonio Peña, Regional Manager – Americas, Iken Solutions, Argentina

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Mobile Marketing Forum : LATAM (São Paulo) - March 24 - 26, 2009

  1. 2. Iken Solutions <ul><li>Iken is a software product company specialized in intelligent business systems backed by hybrid AI (Artificial Intelligence) techniques (expert system, case-based reasoning, neural networks and genetic algorithms). It is an IIT Bombay research spin-off. </li></ul><ul><li>Iken solutions awards: </li></ul><ul><ul><li>Iken Solutions finalist satrtup in NASSCOM Innovation Awards 2008 </li></ul></ul><ul><ul><li>iKen Solutions selected by Microsoft to participate in Le Web ´08 as one of the Top 10 innovative startups in the world </li></ul></ul><ul><ul><li>Winner TIE CANAAN entrepreneur challenge 2008. </li></ul></ul><ul><ul><li>Iken has been awarded with a direct entry into the Microsoft Startup Accelerator Program 2008 </li></ul></ul><ul><ul><li>Silver award for “Best Technology Innovation” at the Mobile Content Awards 2008 in London. </li></ul></ul>
  2. 4. Source: Car Pc Phone Tv Credit card Mobile
  3. 6. Source: Telecom-DATA based on data from operators and regulators. 57 % 87 % ! Latam Source: Telecom-DATA based on data from operators and regulators. The unknown user!! World M obile phones a re Pre Paid
  4. 8. Help | Cost | Home Search Everybody gets the same
  5. 9. <ul><li>Content providers and Carriers select the “hottest” and latest content to be marketed to consumers. </li></ul><ul><li>The best sellers of each period are profitable, so therefore “safe”. </li></ul><ul><li>Consumers are constantly updated with new content as operators continuously reinvent their portfolios. </li></ul><ul><li>No longer “hottest” = No longer relevant or profitable. </li></ul>NEW Beyonce Song 1 year later Beyonce Song 6 Months later Beyonce Song Static limited offer placement
  6. 11. Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict & recommend content based on individual user tastes, downloads & popular contents.
  7. 12. Dynamic personalized one to one offer
  8. 13. <ul><li>Adaptive subscriber storefronts lead to infinite mobile shelf space and time </li></ul><ul><li>Subscriber analytics and recommendation engines allow the long tail of niche markets to form across the content universe </li></ul><ul><li>Incentive-based subscriber self-distribution allows for spread of mobile content and for easier content discovery across users </li></ul>Content Items Downloads Spiderman I Clips Beatles Oldies Star Wars 2005 Spring Fashion Clip 20,000 80,000 and ongoing Elvis’s Hits Spiderman III Fergie Songs
  9. 14. Intelligent Ads and Premium 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
  10. 15. &quot;64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends.”  Jupiter Research Sept 2006
  11. 18. <ul><li>Sony BMG was looking to enter the market with a differentiated service that was unlike any other competitor offering. </li></ul><ul><li>The approach taken by Mooga was seen as ground breaking and market leading . </li></ul><ul><li>Mooga is currently administrating SonyBMG´s portal in Argentina, Chile and Uruguay and being launched in other Latam countries . </li></ul><ul><li>This is the first mobile music portal administrated by artificial intelligence in the market . </li></ul>
  12. 19. <ul><li>Auto Context </li></ul><ul><ul><li>Classification of existing meta-data/information/classification can be used to automate the process of contextualization. </li></ul></ul>The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s existing metadata, enabling a rapid deployment.
  13. 20. <ul><li>SonyBMG´s portal structure </li></ul><ul><ul><li>Top 5 Section </li></ul></ul><ul><ul><ul><li>Premium placed content defined by SonyBMG </li></ul></ul></ul><ul><ul><ul><li>Shows same content to each and every user (SonyBMG´s request). </li></ul></ul></ul><ul><ul><ul><li>One and only section not being administrated dynamically by Artificial intelligence. </li></ul></ul></ul><ul><ul><li>Artists </li></ul></ul><ul><ul><ul><li>Fully dynamic section administrated by AI. </li></ul></ul></ul><ul><ul><ul><li>Presents relevant content according to each user profile. </li></ul></ul></ul><ul><ul><ul><li>All content presented in context. </li></ul></ul></ul>Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs.
  14. 21. <ul><li>SonyBMG´s portal structure </li></ul><ul><ul><li>Context, context, context! </li></ul></ul><ul><ul><ul><li>Content is placed in easily recognised categories. </li></ul></ul></ul><ul><ul><ul><li>Provides with ALL available content related to the category. </li></ul></ul></ul><ul><ul><ul><li>Takes full advantage of IMPULSE increasing multiple transactions per session. </li></ul></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><ul><li>Fully dynamic section administrated by AI. </li></ul></ul></ul><ul><ul><ul><li>Presents relevant content according to each user profile. </li></ul></ul></ul><ul><ul><ul><li>All content is presented in context. </li></ul></ul></ul>In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user .
  15. 22. <ul><li>SonyBMG´s portal structure </li></ul><ul><ul><li>Search functionality </li></ul></ul><ul><ul><ul><li>Uses a “wisdom of crowds” ranking algorithm. </li></ul></ul></ul><ul><ul><ul><li>Its the quickest path to access items of interest. </li></ul></ul></ul><ul><ul><ul><li>Ranking is dynamic and continuously changes as the user activities evolve. </li></ul></ul></ul><ul><ul><ul><li>Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants! </li></ul></ul></ul>
  16. 23. <ul><li>SonyBMG´s portal structure </li></ul><ul><ul><li>Browsing functionality: </li></ul></ul><ul><ul><ul><li>Mooga uses a “Top Down” approach. </li></ul></ul></ul><ul><ul><ul><li>This is the most effective path for a user to access items of interest. </li></ul></ul></ul><ul><ul><ul><li>Every list have been structured using intelligence based on entire portal activity of users. </li></ul></ul></ul><ul><ul><ul><li>Ease of content access coupled with implicit recommendations powered by Artificial Intelligence </li></ul></ul></ul>
  17. 25. <ul><li>Give each customer WHAT THEY WANT, not what you think they need: </li></ul><ul><ul><li>Static Top5 made 25% of total sales meanwhile the Dynamic Storefront and the Recommendation engine (AI) administrated 75% . </li></ul></ul><ul><ul><li>Up to 50% of users who clicked on a recommendation ended making a download. </li></ul></ul><ul><li>CONTEXT IS KING </li></ul><ul><ul><li>Almost 20% of users made multiple downloads from same artist. </li></ul></ul>
  18. 26. <ul><li>Give customers INFINITE CHOICE and they will make infinite choices </li></ul><ul><ul><li>90,7% of the content available was download at least once. </li></ul></ul><ul><ul><li>98,9% of artists got at least one download. </li></ul></ul><ul><li>Help your customers FIND RELEVANT CONTENT </li></ul><ul><ul><li>More than 22% of subscribers used the recommendation engine . </li></ul></ul><ul><ul><li>24,3% users made more than one download in a single session. </li></ul></ul>
  19. 27. Beyond the tip of the iceberg
  20. 28. Antonio Peña General Manager Americas