The document discusses the challenges faced by mobile operators in content delivery and user navigation, emphasizing that limited choices result in lost revenue opportunities. It introduces 'mooga,' a solution that personalizes content for users based on their tastes and behaviors, ensuring relevant content is highlighted and easily accessible. The platform leverages artificial intelligence to revitalize 'dead' content, encouraging user engagement and creating a viral marketing effect through recommendations and rewards.

1. Mobile Operators The new supermarkets !! www.infinitemoco.com

2. Current mobile market scenario Why limit the product portfolio to a reduced number of content options? : A limited choice creates the following issues: Limited repeat business Limited number of unique subscribers Limited shelf life of existing content Limited understanding of a consumer’s true tastes Limited product placement opportunities The general consensus among operators and service providers is that what is popular is what will sell. It’s a tried and tested methodology. This is certainly true and is also profitable. But what of the content once it is considered to be past its use by date? The constant re-invention of popular content is a resource rich process. All content past and present has some value to someone; but nine times out of ten they will never find it. Who will return again and again just to search for content that they are never able to find?

3. Current Mobile navigation scenario The core usability problem with Mobile Internet services (such as WAP portals) is that users spend a significant time navigating content through a series of menus. More than 70% of the mobile content portal is essentially invisible to the user because of its positioning within its parent portal¹ Less than 30% of content sites are within 10 – 12 clicks of the portal home page. How many subscribers give up because they can’t find what they need or want effectively?

4. MOOGA scenario! Infinite choice is the answer ! True personalization is the key ! The right content to the right user at the right time….. Give them access to everything; and most importantly, don’t just help them find it but put it in front of them each and every time they log on. Welcome to Mooga! Mooga provides the means to gain profit from your whole content portfolio by recognizing content items that complement the subscriber’s tastes and placing such content in front of them Not just from recent content items, but from the whole content portfolio. Context not content is the primary motivation for our solution. Content that has drifted from the realms of “popular” genres is relegated to the content graveyard. No longer popular, so no longer profitable, right? WRONG! If it’s there to be found, the consumer will find it. If the consumer’s tastes are known, it can be placed within their reach. Each and every time they log in. Mooga creates a personalized shopping experience for every consumer by learning their download behaviour. Mooga creates a personal storefront for each and every user that contains only items that are within the scope of the consumer’s learned interests. And all content types; not just wallpapers or games. Everything…..

5. Our vision Give the consumer items of relevance and they will return again and again. Give a consumer a rapid download process and they will spend less time surfing and more time buying. Give a consumer infinite choice and they will make infinite choices. The Mooga solution also encourages viral marketing by providing a recommendation and reward model. By achieving this, all customers have the potential to become sales agents. The peer to peer functionality grows your consumer base at a rapid rate. 99% of Rhapsody’s top 400,000 tracks sell at least once a month. Why? Because it is there for the taking. Similar rules will apply to mobile content portfolios; but only through the use of effective filtering, recommendation and personalization techniques. Niche markets singularly are called niche markets for a reason. Combine the various niche markets and the numbers speak for themselves.

6. MOOGA Technology Differentiation Mooga’s constantly evolving and constantly learning artificial intelligence methodologies identify niche markets within the consumer space and content universe. These are markets that would otherwise be unidentifiable using normal data mining methods. The engagement of multiple niche markets not only provides a means of generating revenue from so called “dead” content items; it also ensures repeat business by giving unique consumers content of interest that would usually be impossible to find. Content that has been deemed outdated is either removed completely from listings, or it is placed so far down the listings that no one has any chance of discovering it. This content is just sitting on a server, it is not costing anything to be there….. Why not profit from it? The AI functions that Mooga performs will not only determine if a specific content item is relevant to the consumer it will move it to their personal storefront. Mooga does not discriminate against content type, content category, customer storefront or the current popularity of the content. If it is deemed relevant, it will be offered to the consumer. The consumer’s choice based on this offering will then determine Mooga’s next plan of action. Context, not content is king!

7. The 5 R´s of MOOGA! RESHAPE: A whole new mobile world! Mooga changes the perceptions of WAP on the mobile handset. As a result of the built in Artificial Intelligence system, each user has their own personalized page on WAP created every time they log in. REMEMBER Your personal mobile friend and butler! Once Mooga reshapes and personalizes the WAP on mobile for the user, it does not stop there. Basically, it is like your friend and butler. It remembers what you like and dislike and reacts accordingly. RECOMMEND Intelligently knows your likes and dislikes! The AI in Mooga is constantly analyzing the information and data of each individual user and grouping preferences on each piece of content in the system. When the user enters the personalized page and performs actions like search or others, Mooga will notice REFERRAL Share the information! Each individual user has personal preferences and tastes. On the other hand, a user can be part of a much bigger group that has similar interests and tastes. Mooga allows the user to share their findings and also the resource. REWARD Set off the multiplier effect! When subscribers refer content links and information to other users and the referred content or information is then purchased; the referrer receives a Reward of the purchase done. This creates new revenue streams.

8. Conclusion Mooga is a personal account manager, butler, recommender and friend to each and every one of your customer’s. A viral, self learning mobile entertainment ecosystem which uses artificial intelligence techniques Actively promotes the viral spreading of content. Recommend, Refer & Reward Ability to integrate intelligent mobile marketing and advertisements based on mobile content and users A self-adapting technology service. A Portal & Content Management Solution Don’t give consumer’s what you think they need. Give them what they want! Mooga – Complexity that translates into real value.

9. Iken Solutions IKen Solutions, is a software product company specialized in intelligent business systems backed by hybrid Artificial Intelligence techniques, expert system, case-based reasoning, neural networks and genetic algorithms. Iken Solutions is an IIT Bombay research spin-off. Our Vision is to make every software product and solution intelligence-enabled and add intelligence in every business process. Our Focus is to provide highly relevant and extremely personalized end user experiences for the digital world ( Web & Mobile) Our unique core technology helps to automate human expertise as well as derive intelligence from available and past data. Iken solutions awards: Winner TIE CANAAN entrepreneur challenge 2008. Iken has been awarded with a direct entry into the Microsoft Startup Accelerator Program 2008 Silver award for “Best Technology Innovation” at the Mobile Content Awards 2008 in London. www.iitb.ac.in www.sineiitb.org

10. Thank you! Antonio Peña General Manager Americas [email_address] www.infinitemoco.com