Iken Solutions

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www.ikensolutions.com

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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

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The Big Opportunity using all the information Discover Better search Wisdom of crowd methodologies and statistical techniques Smarter & filtering collaboration Deeper integration Richer filtering content Better personalization

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The market evolution Connections between people Connections between Information Email Social Networking Groupware Javascript Weblogs Databases File Systems HTTP Keyword Search USENET Wikis Websites Directory Portals 2010 - 2020 Web 1.0 2000 - 2010 1990 - 2000 PC Era 1980 - 1990 RSS Widgets PC’s 2020 - 2030 Office 2.0 XML RDF SPARQL AJAX FTP IRC SOAP Mashups File Servers Social Media Sharing Lightweight Collaboration ATOM Web 3.0 Web 4.0 Semantic Search Semantic Databases Distributed Search Intelligent personal agents Java SaaS Web 2.0 Flash OWL HTML SGML SQL Gopher P2P The Web The PC Windows MacOS SWRL OpenID BBS MMO’s VR Web goes Mobile Intelligent Web The Internet Social Web Web OS Mobile

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Adaptive Technology IKen Solutions has built an Adaptive Personalization, Recommendation and Match Technology: A powerful state-of-the-art recommendation, matching, discovery and personalization framework supporting many kinds of products, structured contents and generic transactions seamlessly and uniformly. Based on social collaborative filtering, content logical and contextual filtering, intelligent matching and on individual tastes along with adaptation to time and location dimension. This framework works in real-time, is self-learning and is completely programmable, configurable and customizable based on products, contents and required functionality. It can be customized, configured and built into enterprise solutions like ERP, CBS (Core Banking Solution), CRM (Customer Relationship Management), CMS (Content Management Solutions including web-based) and KM (Knowledge Management) to provide built-in personalization, recommendation and match capabilities.

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Adaptive Framework

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Iken Studio Overview Iken Studio uses a hybrid integrated Artificial Intelligence approach: Expert systems Case based reasoning Content filtering Collaborative filtering Wisdom of crowd methodologies and statistical techniques A highly flexible system providing intelligence on the fly. Same framework used for analysis, development, configuration and deployment. iKen Studio can effectively address many functional areas like mobile and web personalization, algorithm trading, transaction monitoring, fraud detection, analytical CRM etc. Along with having the world’s first integrated AI-software that can be delivered in SaaS mode, we have hybrid AI technology rather than single technology which gives us tremendous advantages over other tools which work in a desktop environment and employ single technology.

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Our approach to implement intelligence Conventional Approach The traditional approach to intelligence (e.g. BI) is to build data warehouses and use data mining and OLAP technologies. Building data warehouses is costly and time consuming. This technology is meant to assist in strategic decision making. The data stored has been historical with BI systems treated separately to operational and management reporting systems. The techniques used for analysis are different than systems that implement intelligence (such as operational systems) Also the scope of BI is limited to data mining and OLAP tools; however, there are many business processes that need intelligence and knowledge components.

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Our approach to implement intelligence Iken’s Approach to Intelligence We advocate the use of intelligence every-where and for everyone possible. We define intelligence in a broader sense, and our approach is to make it part and parcel of every software product that implements business processes whether it is simple inventory management software or enterprise solutions like ERP and CRM. IKen Studio itself has distinct components core engines implementing AI technologies, user-interfaces, database access with built-in transformation, mapping and integration engines. Based on requirements in software products, iKen Studio components can be tailor-made, implemented and configured. For example, if an ecommerce software product vendor needs a customizable intelligent Q & A engine for users based on dynamic decision rules, iKen Studio's rule-based expert system component can be used. Similarly, other ecommerce solutions may need IKen's personalization and recommendation engine as a part of their overall product offering to their clients. This adds value to existing products tremendously because clients of these software products and solutions do not have to look at BI (and buy the tools) separately. IKen Studio can either be used as embedded/built-in/add-on or it can be used as Intelligence Middleware.

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Generic Applications using iKen Studio

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Technology Differentiation There are many companies who offer expert system development tools, case-based reasoning tools and neural network software. However, most of them offer products implementing only one technology like expert system or case-based reasoning or neural network. Their focus is on selling core products. Each of these techniques has weaknesses and strengths. In practical problem solving and decision making, only single techniques may be not adequate. Hybrid approaches using combinations of these techniques can solve problems more effectively. We aim to make operational business systems more intelligent by incorporating intelligence in them through customized and configurable AI components; which will make these systems smart, intelligent and knowledge-based at a reasonable cost. IKen has many unique selling propositions and competitive advantages over competitors. Along with having the world’s first integrated AI-software that can be delivered in SaaS mode, we have hybrid AI technology rather than single technology which gives us tremendous advantages over other tools which work in a desktop environment and employ single technology. We own software (IPR based on 10 years of research and development efforts) and this gives us an advantage over competitors in software services that use others tools to develop solutions for their clients.

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Differentiation between Iken Studio vs Data Mining based analytics

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Capabilities & features Collaborative filtering (social filtering): Understanding patterns based on transaction history (browsing/ downloading/ buying / etc. Patterns) Associating tagged contents Take into consideration rating by users More abstraction/inferences can be drawn based on or from user transactions. Content Filtering Showing contents/products logically matching on context as well as various attributes (like content type, common keywords associated with weights, content language, time, location etc.) Additional attributes can easily be added with matching options and logic. Personalized recommendation Based on individuals transaction system makes abstract profiles about users. It automatically adjusts profiles based on novice v/s frequent visitors, time and location of users, and fine tunes personalization to individuals. Takes into consideration user feedback/ratings while recommending personalized contents/products

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Capabilities & features Flexibility in modelling and automated learning Additional attributes can be added and modelled to do content as well as collaborative filtering. Supports both qualitative attributes like colour, content format as well as quantitative attributes like age, price etc. Large number of matching functions and options to match attributes logically. System can be configured to automatically (at periodic intervals) learn relationships; models can be seen and understood unlike neural networks. There is no need to do explicit analysis. Customizable business logic: Push/Search/Recommendation Logic can be customized according to business policy using factors like price, recency, margin, fast moving items, location, etc. to push most relevant contents/products. Rule-based expert system engine facilitation to add specific rules. Personal preferences: Personal preferences can be set by user based on liking and non-liking etc.

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Comparing Iken with other recommendation and perzonalization framework

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Products Mooga Mobile: Mooga’ is a mobile VAS service platform that tracks, predicts and creates adaptive storefronts for users based on their context. Eliminates the mobile content distribution losses by using a range of Artificial Intelligence techniques and methodologies. Integrates intelligent mobile marketing and advertisement delivery based on mobile content and user preferences. Is a self-adapting technology solution Mooga Net: Mooga.net is an adaptive storefront technology framework for online businesses. The framework provides personalization, recommendation, matching and discovery for various websites and portals for structured contents and products; based on social (collaborative) filtering, item (content and contextual) filtering, wisdom of crowds techniques, intelligent matching and on individual tastes. This framework would work in real-time and would be completely programmable, configurable and customizable based on products, contents and required functionality.

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Products Mooga Ad Mass media advertising today uses a very “hit & miss” approach. The mentality is that if enough consumers are exposed to an advertisement, then the law of averages means that enough consumers will respond to make it viable. Pay-per-click advertising models have proven to be very effective online yet will be even more effective in a highly personal medium like mobile. Moogads leverages the interactivity available on the mobile device to enable mobile commerce to flourish. Moogads uses a multi-dimensional approach for advertisement placements (such as context, location & profile) to serve the best possible advertisements to the right user at the right time at the right place! Advertisers’ pay-per-click or pay-per-call; allowing for a fully traceable advertising solution using an auction model similar to Google Ad words. Our operator partners generate and control substantial, completely new revenue streams that will kick-start mobile commerce via off-portal advertisers looking to reach their customers.

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Products ISDP iSDP is an intelligent Service Delivery Platform for carriers and brands. A complete end-to-end mobile VAS service platform for traditional mobile content retailing (such as Ringtones, Mobile Games, Wallpapers, Animations, Themes etc.) across the various storefronts channels such as SMS, WAP, IVR, WEB, USSD, On-Device-Portals. This platform will be provided to carriers, brands and other companies who have not yet made any investments or looking to make new Mobile VAS infrastructure.

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Thank you! Antonio Peña General Manager Americas antonio.pena@ikensolutions.com