convergence 2

Mobile internet •  8 years old •  Reaches 2.7 B users •  Tons of traffic on free+paid •  Mobile content worth $ 31B •  Largest categories: music and

social networking

Fixed internet •  13 years old •  Reaches 1.1B users •  Tons of traffic on free sites •  Content industry worth $25B •  Greatest revenues from adult

entertainment + gambling

Mobile internet: younger, larger, and growing faster !!!

Source : nielsen

Mobile Market

There are 2.26 billion consumers under 30 in the world

That’s the equivalent of India and China combined

Source : www.mobileyouth.org

1.1 billion youth own a mobile phone

Growing at just under 100,000 a year

1 in every $10 of youth disposable income globally

is spent on mobile products & services

Youth spend 8 times more on mobile

than they do on music

By 2010, youth spend on mobile will

reach $300 billion

That includes over $100 billion on data

Mobile Content market

150 Billions 2011

Source: Informa Telecoms and Media

Mobile advertising

Source : www.mobileyouth.org

"The next big wave in advertising is the mobile internet"

"mobile will be a larger business than the PC-Web. But it will take a few years."

Eric Schmidt Google CEO

Experts have predicted that over the next 5 years, mobile advertising will become a $6.5 billion business.

Mobile Advertising: After the Growing Pains

Source:Telecom‐DATAbasedondatafromoperatorsandregulators.

57 %

Latin America 85 % ! Source: Telecom-DATA based on data from operators and regulators.

The unknown user!!

World Mobile phones are Pre Paid

Handsetsupport(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

Actual content usage

Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

Mobile content dicovery challenge

Help|Cost|Home

Search

Everybody gets the same

• 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?

• 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 !!

• 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

Makeeverythingavailable,helpyourcustomerfinditandyouwillincreaseyoursales.

“Userexperienceisnotabouthowaproductworksontheinside.User

experienceisabouthowitworksontheoutside,whereapersoncomesinto

contactwithitandhastoworkwithit.”JesseJamesGarret,TheElementsofUserExperience

• 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.

Key for success

Source : Harris Interactive, 2008

• Personalization – Enables you to get know the subscriber

• Understand the subscriber’s behaviour, interests, needs

• It increases accessibility of available content

• So users are presented with

• The right content

• Appropriate to users interests and needs

• At the right time

• In context

• In the rightway

•  To optimise the capabilities of the user’s handset

Key for success

Source : Harris Interactive, 2008

MOOGA is a comprehensive Consumer 3.0 analytics framework for N=1 personalized experiences. Acts like a backbone for all personalization and recommendations

across different types of verticals (online/mobile/ipTV/DTH/Retail/BFSI, etc).

MOOGA

Source : Harris Interactive, 2008

Dynamic personalized one to one offer

•  Non-intrusive

o  Must not involve explicit user input or action.

•  Adaptive

o  Continually learns about user individual interests and behaviour

•  Dynamic

o  Real time

•  Intelligent

o  Automatically derive individual user behavioural patterns

o  Identify common behaviour across users “wisdom of crows”

o  Able to predict subscriber’s future interests

•  Context aware

o  Understand the context of the user request

o  Understands the subscriber’s environment

•  RESHAPE: A whole new mobile world

•  reshapes and personalizes the subscriber storefronts on mobile for users

•  REMEMBER: Your personal mobile friend and butler

•  AI remembers what you like and dislike

•  RECOMMEND: Intelligently knows your likes and dislikes

•  Detailed profiling to ensure that the user is enjoying the moments and experience on mobile

•  REFERRAL: Share the information

•  Allows the user to share their findings with their networks

o  REWARD: Set off the multiplier effect

•  Let your subscribers be your sales agents and help to sell on the network

Intelligent Ads and Premium 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

"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

•  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.

The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMG´s

existing metadata, enabling a rapid deployment.

Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs.

In order to find a content, you must know what you are looking for.

Mooga discovers relevant content for each user.

Search results provide a 3 tier view to useful and relevant content as the crowd knows best what

everyone wants!

Ease of content access coupled with implicit recommendations powered by Artificial Intelligence

•  Give each customer WHAT THEY WANT, not what you think they need:

o  Static Top5 made 25% of total sales meanwhile the Dynamic Storefront and the Recommendation engine (AI) administrated 75%.

o  Up to 50% of users who clicked on a recommendation ended making a download.

•  CONTEXT IS KING

o  Almost 20% of users made multiple downloads from same artist.

Hey,Idon´tlikefish!

•  Give customers INFINITE CHOICE and they will make infinite choices

o  90,7% of the content available was download at least once.

o  98,9% of artists got at least one download.

•  Help your customers FIND RELEVANT CONTENT

o  More than 22% of subscribers used the recommendation engine.

o  24,3% users made more than one download in a single session.

Beyond the tip of the iceberg

Iken Solutions

www.iitb.ac.in www.sineiitb.org

•  Iken is a software product company specialized in intelligent business systems backed by hybrid AI (Artificial Intelligence) techniques (expert system, case-based reasoning, neural networks and genetic algorithms). It is an IIT Bombay research spin-off.

•  Iken solutions awards:

•  Iken Solutions finalist satrtup in NASSCOM Innovation Awards 2008

•  iKen Solutions selected by Microsoft to participate in Le Web ´08 as one of the Top 10 innovative startups in the world

•  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.