A new King has Rise the Mobile Phone

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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!!

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

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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. 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. Iken Solutions www.iitb.ac.in www.sineiitb.org

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6.760.177.421 WORLD POPULATION

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3 . 3 Billion M obile phones

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

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Understanding the Giant

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

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World M obile phones a re Pre Paid The unknown User!! 57 % Source: Yankee group Latin America 82 % ! Source: Telecom-DATA based on data from operators and regulators.

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

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Current mobile content scenario: Understanding the Problems !

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

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Mobile VAS – Current Scenario Everybody gets the same !!

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Mobile VAS – Current Scenario NEW Beyonce Song 1 year later Beyonce Song 6 Months later Beyonce Song Content providers and Carriers select the “hottest” and latest content to be marketed to consumers. The best sellers of each period are profitable, so therefore “safe” . Consumers are constantly updated with new content as operators continuously reinvent their portfolios. No longer “hottest” = No longer relevant or profitable Static limited offer placement

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The opportunity is Huge !!!!!

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M obile is becoming the primary way to consume content when on the move . ‘ Always on ’ and close to their owners. Mobile offers an attractive advertising medium: Targeted Direct to consumer Always on Anytime, anywhere Potential for measurable conversion 66% of major brands will devote at least 10% of their ad budget to mobile advertising within next two years 3.3 Billion potential customers

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Learning from successful models: The evolution of digital business

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“The long tail” of digital Business The Pareto Principle: 80/20 rule , traditional pattern of sales concentration. C. Anderson (WiredMagazine-2004) : The Long Tail: By lowering inventory storage, distribution and search costs, digital markets have the potential to increase the collective share of niche products , creating a longer tail in the distribution of sales. Now there are 2 markets to attack : Old Market: Top Sellers . New Market: Long Tail . What percentage of your items are you selling at least once a month?

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“The Wisdom of crowds” James Surowiecki (2004): Wisdom of Crowds A diverse collection of independently-deciding individuals is likely to make decisions and predictions better than individuals or even experts. Lego : encourages its fanatical customers to design their products. InnoCentive.com : Companies pay solvers from $10k to $100k per solution. More than 30 percent of the problems posted on the site have been cracked. The Many Are Smarter Than the Few !!

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Learning from Successful models Long Tail + Wisdom of crowds in action !! Amazon: over 25% of Amazon’s book sales come from books not available in brick and mortar stores. Rhapsody: 22% of sales are from songs not played on traditional media . 53% of 750k Rhapsody´s songs are streamed at least once a month. Netflix: 20% of DVD rentals are documentaries, B class movies and niche movies. Google: Niche advertisers provide Google over 60% of their Ad Words revenues Make everything available, help your customer find it and you will increase your sales.

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What should we do ?

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Experience Understanding the CONTEXT!! It is all about

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“ 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

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Gone are the days of assumed context of consumption. Mobile strategy should follow existing model, but consider new contexts . The concept of “me” is lost. The mobile strategy does not meet the expectations of experience .

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A good example My Section Recommendations based on everything I have ever done on the system.

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Each subscriber is an individual so why are we not having a one-to-one interaction 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-time, constantly learning and constantly adapting . Conclusion

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So here it is : MOOGA The mobile content revolution. Understandig the user.

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MOOGA is a Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict and recommend content based on individual user tastes, downloads & popular contents.

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RESHAPE : A whole new mobile world reshapes and personalizes the subscriber storefronts on mobile for users REMEMBER: Y our personal mobile friend and butler AI remembers what you like and dislike RECOMMEND: I ntelligently knows your likes and dislikes Detailed profiling to ensure that the user is enjoying the moments and experience on mobile REFERRAL: Share the information A llows the user to share their findings with their networks REWARD: Set off the multiplier effect Let your subscribers be your sales agents and help to sell on the network Mooga revolution

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Mooga - User perspective Dynamic personalized one to one offer

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Mooga - Content perspective Spiderman I Clips Beatles Oldies Star Wars 2005 Spring Fashion Clip 20,000 80,000 and ongoing Black Eye Peas Songs Elvis’s Hits Spiderman III Fergie Songs Content Items Downloads Adaptive subscriber storefronts lead to infinite mobile shelf space and time Subscriber analytics and recommendation engines allow the long tail of niche markets to form across the content universe Incentive-based subscriber self-distribution allows for spread of mobile content and for easier content discovery across users

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Mooga - Viral distribution and reward "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

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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.

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Case Study

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Sony BMG was looking to enter the market with a differentiated service that was unlike any other competitor offering The approach taken by Mooga was seen as ground breaking and market leading Mooga is currently administrating SonyBMG´s portal in Argentina, Chile and being launched in other Latam countries This is the first mobile music portal administrated by artificial intelligence in the market Introduction

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Auto Context Classification of existing meta-data/information/classification can be used to automate the process of contextualization. Overview The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s existing metadata, enabling a rapid deployment.

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Overview SonyBMG´s portal structure Top 5 Section Premium placed content defined by SonyBMG Shows same content to each and every user (SonyBMG´s request). One and only section not being administrated dynamically by Artificial intelligence. Artists Fully dynamic section administrated by AI. Presents relevant content according to each user profile. All content presented in context. Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs.

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SonyBMG´s portal structure Context, context, context! Content is placed in easily recognized categories. Provides with ALL available content related to the category. Takes full advantage of IMPULSE increasing multiple transactions per session. Recommendations Fully dynamic section administrated by AI. Presents relevant content according to each user profile. All content is presented in context. In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user . Overview

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SonyBMG´s portal structure Search functionality Uses a “wisdom of crowds” ranking algorithm. Its the quickest path to access items of interest. Ranking is dynamic and continuously changes as the user activities evolve. Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants! Overview

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SonyBMG´s portal structure Browsing functionality: Mooga uses a “Top Down” approach. This is the most effective path for a user to access items of interest. Every list have been structured using intelligence based on entire portal activity of users. Ease of content access coupled with implicit recommendations powered by Artificial Intelligence Overview

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Statistical Validation

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Give each customer WHAT THEY WANT , not what you think they need : Static Top5 made 25% of total sales meanwhile the Dinamic Storefront and the Recommendation engine (AI) administrated 75% . Up to 50% of users who clicked on a recommendation ended making a download . CONTEXT IS KING Almost 20% of users made multiple downloads from same artist. Hey, I don´t like fish! Statistical Validation

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Give customers INFINITE CHOICE and they will make infinite choices 90,7% of the content available was download at least once. 98,9% of artists got at least one download. Help your customers FIND RELEVANT CONTENT More than 22% of subscribers used the recommendation engine . 24,3% users made more than one download in a single session. Statistical Validation Without MOOGA With MOOGA

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“Beyond the tip of the iceberg” MOOGA

Antonio Peña General Manager Americas antonio.pena@ikensolutions.com :

Antonio Peña General Manager Americas antonio.pena@ikensolutions.com

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