There are fundamental differences between searches on the Internet versus the mobile phone; mobile content is structured content and does not work in a similar fashion to the highly unstructured and dynamic nature of the World Wide Web.

1. Mobile Search
Vs.
Mobile Discovery

2. Most incumbent
internet search
companies such as
Google, Yahoo, MSN
and new start‐ups in
the mobile search
arena are placing
significant emphasis
on search
func6onality in the
mobile space.

3. They are all compe?ng heavily to
emulate internet search func?onality on
the mobile.
There is no ques6on that this focus will
strengthen the value proposi6on to the
end user; however it does not address a
number of fundamental issues that the
mobile handset and the mobile
environment in general present.

4. Strategically it s?ll maintains the mobile
operator as a pipe and makes search the
gateway for all ac6vi6es made by the
consumers.

5. Last but least, there are fundamental
differences between searches on the
Internet versus the mobile phone

6. 1. Mobile content is structured
Does not work in a similar fashion to the
highly unstructured and dynamic nature
of the World Wide Web.

7. 2.Mobile content is not as text based
as the market seems to think.
For the foreseeable future, mobile
content will be based on images, music,
videos, mobile TV, mobile games and
infotainment services.

8. 3. Search is reac?ve not proac?ve
while mobile content purchases can also
be classified as impulse purchases.

9. Understanding the user

10. Without addressing consumer tastes and
the lack of op6ons available to the end
user; advanced search func?onality will
only allow users to find items from an
already limited content offering faster.

11. Giving an end user an exact search result
related to a key word or words provided
is not comprehensive enough, there has
to be a ranking system to iden6fy what
the best search result for that query is.

12. Many search engines on mobile also
require the end user to specify not only
what item they are looking for but also
the content type.
This process in itself is 6me consuming
and does not beEer the experience for
the end user.

13. Mooga’s approach

14. Mooga's uses a quot;wisdom of crowdsquot;
approach to add relevance/ranking to
search results.
The power of collec?ve intelligence of all
subscribers is used to determine what
the top search results for a par?cular
query should be.

15. Mobile consumers want answers directly
and quickly and don't have the ?me or
the inclina?on to go through thousands
of quot;relevantquot; results.

16. This ranking algorithm con?nuously
evolves based on the collec?ve wisdom
of all users and their historical
aggregated interac?ons with Mooga.
.

17. If an end user uses a generic search term
like cricket, the Mooga Ranking Algorithm
determines the most relevant content for
cricket irrespec6ve of content types.
These results are influenced not only by
popularity but several other factors.

18. Mooga iSearch has acknowledged the
limita?ons the mobile medium creates
and has been developed to maximize the
use of the space available.
All items searched for are in context for
the end user.
The result is a rapid, relevant search
process and increased user sa6sfac6on.

19. Mooga iSearch has acknowledged the
limita?ons the mobile medium creates
and has been developed to maximize the
use of the space available.

20. This in turn ensures increased reten?on
and a higher number of downloads.
It also allows for a significantly higher
number of related and relevant items to
be placed within reach as a result of a
search query.

21. Iken Solu?ons
• IKen Solu6ons, is a soMware product company
specialized in intelligent business systems backed
by hybrid Ar6ficial Intelligence techniques, expert
system, case‐based reasoning, neural networks
www.iitb.ac.in
www.sineiitb.org
and gene6c algorithms.
• Iken Solu6ons 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 MicrosoW Startup Accelerator
Program 2008
• Silver award for “Best Technology
Innova?on” at the Mobile Content Awards
2008 in London.

22. Antonio Peña
General Manager Americas
antonio.pena@ikensolu6ons.com
hEp://www.linkedin.com/in/altergaia