1. Mobile Innovation
at ChangingWorlds
CONFIDENTIAL
17 May 2007 Slide # 1
© 2007 ChangingWorlds Ltd.

2. Overview
• Introduction to ChangingWorlds
• Usability challenges of mobile internet
• How personalization enhances the content discovery
process for mobile users
• Research directions at ChangingWorlds
Innovation Centre (CIC)
CONFIDENTIAL
17 May 2007 Slide # 2
© 2007 ChangingWorlds Ltd.

3. About ClixSmart
• Innovation based on 10+ • Innovators in Personalization
years of Advanced Research – First commercial Intelligent Portal
Navigation service
– University College Dublin
• Vodafone Ireland
• Artificial Intelligence
• O2 Germany and UK
• Personalization
• I-mode
• PTV
• ClixSmart
• Award Winning Technology
– Targeted Consumer Intelligence
• American Association of AI
• European Committee for AI – Carrier-grade portal solution
• British Computer Society – Proven in commercial deployment
• Irish Software Association
– Scalable platform
• Clients with 30+ million subs
• Proven business case
CONFIDENTIAL
17 May 2007 Slide # 3
© 2007 ChangingWorlds Ltd.

4. Challenges in the Mobile Internet
73% Mobile Subscribers NOT using Mobile Internet*
*Source: Hostway Corporation August 2006
CONFIDENTIAL
17 May 2007 Slide # 4
© 2007 ChangingWorlds Ltd.

5. Mobile Content Discovery
• Different content discovery methods
Browse: Easy Access
To Relevant Content
Advertising: Search:
Right results for me
Relevant adverts
Recommendation: Serendipity:
What’s my
Things I’m likely to be
community doing
interested in
CONFIDENTIAL
17 May 2007 Slide # 5
© 2007 ChangingWorlds Ltd.

6. Personalized Intelligent Navigation
• ClixSmart Intelligent Navigation
Personalization
- Reorders portal menu structure based on
each subscriber’s usage behaviour
- Promotes the most regularly accessed
services closer to the users’ home page
Menu Page
Content Page
CONFIDENTIAL
17 May 2007 Slide # 6
© 2007 ChangingWorlds Ltd.

7. Relevant Recommendations
• Content discovery method
– Use what other subscribers have found
– Use meta-data to identify related content
• Other Subscribers
– Lots of content discovery & consumption happening
– Leverage this to help other subscribers - profiles
• Meta-data
– Describes content features
– Provides a road-map for linking content
• No Single Strategy is sufficient
– Requires multiple techniques
CONFIDENTIAL
17 May 2007 Slide # 7
© 2007 ChangingWorlds Ltd.

8. What is the CIC?
• ChangingWorlds Innovation Centre based in Nova UCD
• Goal: To foster innovation and creativity in ChangingWorlds
– Capture and evaluate new product ideas from employees and
customer feedback
– Opportunity for all engineers to engage in early stage innovation
– Develop a valuable knowledge-base of relevant ideas, market
intelligence and future directions.
– Work with Prof. Barry Smyth’s research group
CONFIDENTIAL
17 May 2007 Slide # 8
© 2007 ChangingWorlds Ltd.

9. Ideas to Products
Great products
Incubations
Prototypes
1. An initial pool of ideas is
generated
2. This initial pool will
generate a number of
incubations
Ideas
3. Prototypes will be created
4. Product is developed
CONFIDENTIAL
17 May 2007 Slide # 9
© 2007 ChangingWorlds Ltd.

10. Sample Projects in CIC
Blogging
UGC
Digital TV
PTV
Social
Networking reloaded
Personalisation
Mobile TV
Intelligent
Search
(CIS)
Recommendations
CONFIDENTIAL
17 May 2007 Slide # 10
© 2007 ChangingWorlds Ltd.

11. Intelligent Search
eagles
Traditional Search
eagles
•No personalized links
•Mixed Results on a
variety of topics
eagles
Unpersonalized
User
CONFIDENTIAL
17 May 2007 Slide # 11
© 2007 ChangingWorlds Ltd.

12. Intelligent Search
eagles eagles
eagles
1
personalized
personalized
for Sports
for Music
interests
interests •Sponsored links
•Personalized links relevant to User’s interests
CONFIDENTIAL
17 May 2007 Slide # 12
© 2007 ChangingWorlds Ltd.

13. Benefits of intelligent Search
Intelligent Search Benefits
45%
More Relevant Adverts
Relative
• increased click-thrus on adverts Increase*
Ability to promote operator content
• click to call and premium content
• Retain users on-portal by
promoting on-portal alternatives to
off-portal content
44%
More relevant results
Relative
• Increase click-thrus on search Decrease*
results and successful searches
• Happier users spend longer
online
* Figures from research of Web-based Intelligent
Search conducted at UCD, published in International
Joint Conference on Artificial Intelligence (IJCAI) 2005
CONFIDENTIAL
17 May 2007 Slide # 13
© 2007 ChangingWorlds Ltd.

14. PTV
• Personalized EPG for mobile, Web and Set Top Box
Cinema Guide
– With the enormous amount of content available on
TV Guide
modern VOD systems PTV recommends items that
you will like and that are liked by your friends
Recommendations based on
• Your genre preferences
• Keyword Tags
• Your liked programmes
And also
• Programmes liked by your friends
• Programmes liked by people with
Live similar tastes
TV…
Mix of collaborative and tagged
x
approaches enables
The OC
Links to content
x
Bones
x
Stargate
• Lucky finds
• Sharing preferences among
communities
CONFIDENTIAL
17 May 2007 Slide # 14
© 2007 ChangingWorlds Ltd.

15. Conclusion
• Mobile Internet is a challenging environment
• Key to success is getting great content to people
– Fewer opportunities to show content on mobile
– Quality is critical
• Solution: Intelligent Personalization
– User-centric view of the Web
– Pushes relevant and interesting content to users
• Intelligent Navigation, Recommendations, Intelligent Search
– Implicit profiling
– Recommendations from your Community
– Can explain why recommendations are made
– Allows users to influence content
CONFIDENTIAL
17 May 2007 Slide # 15
© 2007 ChangingWorlds Ltd.