A new King has rise "The mobile phone"
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A new King has risen 3.3 billion of subedits Confirm this Lets understand the giant !!!
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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!!
Transcript of A new King has rise "The mobile phone"
AnewKinghasrisen3.3billionofsubedits
ConfirmthisLetsunderstandthegiant!!!
• IKenSolu*ons,isaso/wareproductcompanyspecializedinintelligentbusinesssystemsbackedbyhybridAr*ficialIntelligencetechniques,expertsystem,case‐basedreasoning,neuralnetworksandgene*calgorithms.
• IkenSolu*onsisanIITBombayresearchspin‐off.
• Ikensolu=onsawards:
• WinnerTIECANAANentrepreneurchallenge2008.
• IkenhasbeenawardedwithadirectentryintotheMicrosoEStartupAcceleratorProgram2008
• Silverawardfor“BestTechnologyInnova=on”attheMobileContentAwards2008inLondon.
IkenSolu=ons
www.iitb.ac.in www.sineiitb.org
6.760.177.421WORLD
POPULATION
3.3BillionMobilephones
3.3BillioninPerspec=ve
Car
0.8Billion0.9Billion
Pc
1.3Billion
Phone
1.5Billion
Tv
1.4Billion
Creditcard
Mobile
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
Understandingthe
Giant
Technologiesusage
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:actualusageoftechnologiesdiffersfromtechnicalpenetra*on
WorldMobilephones
arePrePaid
TheunknownUser!!
57%
Source:Yankeegroup
La=nAmerica82%!Source:Telecom‐DATAbasedondatafromoperatorsandregulators.
PERSONAL
Recentar*clebyWiredreportedthat63%ofAmericanswillnotbewillingtosharetheirmobilephonewithanyone.
Currentmobilecontent
scenario:UnderstandingtheProblems!
MobileValueAddedService
• SIMPLE
• FRIENDLY
• MASIVE
• STATIC
• SLOW
• UNFRIENDLY
Vs.
MobileVAS–CurrentScenario
Everybodygetsthesame!!
MobileVAS–CurrentScenario
NEWBeyonceSong
1yearlater
BeyonceSong
6Monthslater
BeyonceSong
• ContentprovidersandCarriersselectthe“hoaest”andlatestcontenttobemarketedtoconsumers.
• Thebestsellersofeachperiodareprofitable,sotherefore“safe”.
• Consumersareconstantlyupdatedwithnewcontentasoperatorscon*nuouslyreinventtheirpor]olios.
• Nolonger“hoaest”=Nolongerrelevantorprofitable
Sta$climitedofferplacement
The
opportunityisHuge!!!!!
• Mobileisbecomingtheprimarywaytoconsumecontentwhenonthemove.• ‘Alwayson’andclosetotheirowners.• Mobileoffersana`rac*veadver=singmedium:
• Targeted• Directtoconsumer• Alwayson• Any*me,anywhere• Poten*alformeasurableconversion• 66%ofmajorbrandswilldevoteatleast10%oftheiradbudgettomobileadver*singwithinnexttwoyears
3.3Billionpoten=al
customers
Learningfromsuccessfulmodels:
Theevolu=onofdigitalbusiness
“Thelongtail”ofdigitalBusiness
• TheParetoPrinciple:80/20rule,tradi*onalpa`ernofsalesconcentra*on.• C.Anderson(WiredMagazine‐2004):TheLongTail:• Byloweringinventorystorage,distribu*onandsearchcosts,digitalmarketshavethepoten*altoincreasethecollec=veshareofnicheproducts,crea*ngalongertailinthedistribu*onofsales.Nowthereare2marketstoaaack:
• OldMarket:TopSellers.• NewMarket:LongTail.
Whatpercentageofyouritemsareyousellingatleastonceamonth?
“TheWisdomofcrowds”• JamesSurowiecki(2004):WisdomofCrowds• Adiversecollec=onofindependently‐decidingindividualsislikelytomakedecisionsandpredic=onsbeaerthanindividualsorevenexperts.
Lego:encouragesitsfana*calcustomerstodesigntheirproducts.InnoCen=ve.com:Companiespaysolversfrom$10kto$100kpersolu*on.Morethan30percentoftheproblemspostedonthesitehavebeencracked.
TheManyAreSmarterThantheFew!!
LearningfromSuccessfulmodels
Makeeverythingavailable,helpyourcustomerfinditandyouwillincreaseyoursales.
Whatshouldwedo?
ExperienceUnderstandingtheCONTEXT!!
Itisallabout
“Userexperienceisnotabouthowaproductworksontheinside.User
experienceisabouthowitworksontheoutside,whereapersoncomesinto
contactwithitandhastoworkwithit.”JesseJamesGarret,TheElementsofUserExperience
• Gonearethedaysofassumedcontextofconsump*on.
• Mobilestrategyshouldfollowexis*ngmodel,butconsidernewcontexts.
• Theconceptof“me”islost.
• Themobilestrategydoesnotmeettheexpecta=onsofexperience.
AgoodexampleMySec=on
Recommenda$onsbasedoneverythingIhaveeverdoneonthesystem.
• Eachsubscriberisanindividualsowhyarewenothavingaone‐to‐oneinterac=onwitheachandeveryindividualuser?
• TogrowVASrevenuesforthelongterm,theuserexperienceisthekey.
• Thekeyforsuccessistoprovideanextremelypersonalizedandahighlyrelevantenduserexperienceforeachandeveryuserbasedontheirlearnedtastes.
• Totreatseachuseronaone‐to‐onebasisandinreal‐*me,constantlylearningandconstantlyadap=ng.
Conclusion
Sohereitis:
MOOGAThemobilecontentrevolu=on.
Understandigtheuser.
MOOGAisaViralselflearningentertainmentecosystemincorpora*ngAr=ficialIntelligencetechniquestounderstand,track,predictandrecommendcontentbasedonindividualuser
tastes,downloads&popularcontents.
• RESHAPE:Awholenewmobileworld• reshapesandpersonalizesthesubscriberstorefrontsonmobileforusers
• REMEMBER:Yourpersonalmobilefriendandbutler• AIrememberswhatyoulikeanddislike
• RECOMMEND:Intelligentlyknowsyourlikesanddislikes• Detailedprofilingtoensurethattheuserisenjoyingthemomentsandexperienceonmobile
• REFERRAL:Share the information • Allowstheusertosharetheirfindingswiththeirnetworks
• REWARD:Setoffthemul$pliereffect• Letyoursubscribersbeyoursalesagentsandhelptosellonthenetwork
Moogarevolu=on
Mooga‐Userperspec=ve
Dynamicpersonalizedonetooneoffer
Mooga‐Contentperspec=ve
SpidermanIClips
BeatlesOldies
StarWars
2005SpringFashionClip
20,000 80,000andongoing
BlackEyePeasSongs
Elvis’sHits
SpidermanIII
FergieSongs
• Adap*vesubscriberstorefrontsleadtoinfinitemobileshelfspaceand=me
• Subscriberanaly=csandrecommenda=onenginesallowthelongtailofnichemarketstoformacrossthecontentuniverse
• Incen=ve‐basedsubscriberself‐distribu=onallowsforspreadofmobilecontentandforeasiercontentdiscoveryacrossusers
Mooga‐Viraldistribu=onandreward
"64%ofconsumerswilltrysomethingrecommendedbyafriend.69%ofwillforwardsomethingtheyliketofrom2to6friends."‐JupiterResearchSept
2006
Mooga‐IntelligentAdsPortals
TheADisintelligentlyselectedbytheAIastheuserhasapreferenceforHollywoodmovies.Clickingontheadwillbringthe
usetorelevantWAPpage.
CaseStudy
• SonyBMGwaslookingtoenterthemarketwithadifferen=atedservicethatwasunlikeanyothercompe*toroffering
• TheapproachtakenbyMoogawasseenasgroundbreakingandmarketleading
• Moogaiscurrentlyadministra*ngSonyBMG´sportalinArgen=na,ChileandbeinglaunchedinotherLatamcountries
• Thisisthefirstmobilemusicportaladministratedbyar=ficialintelligenceinthemarket
Introduc=on
• AutoContextClassifica=onofexis=ngmeta‐data/informa=on/classifica=oncanbeusedtoautomatetheprocessofcontextualiza=on.
Overview
TheSONYBMGContextualFrameworkhasbeenautoma=callybuiltwithourauto‐contextscrip=ng
engineusingSonyBMG´sexis*ngmetadata,enablingarapiddeployment.
Overview
Moogaallowstomixdynamicandsta*csec*onstopromotespecificcontentduetomarke*ngneeds.
Inordertofindacontent,youmustknowwhatyouarelookingfor.
Moogadiscoversrelevantcontentforeachuser.
Overview
Searchresultsprovidea3=erviewtousefulandrelevantcontentasthecrowdknowsbest
whateveryonewants!
Overview
Easeofcontentaccesscoupledwithimplicitrecommenda*onspoweredbyAr*ficialIntelligence
Overview
Sta*s*cal
Valida=on
• GiveeachcustomerWHATTHEYWANT,notwhatyouthinkthey
need:– Sta=cTop5made25%oftotalsalesmeanwhiletheDinamicStorefrontand
theRecommenda=onengine(AI)administrated75%.
– Upto50%ofuserswhoclickedonarecommenda*onendedmakingadownload.
• CONTEXTISKING– Almost20%ofusersmademul*pledownloadsfromsamear*st.
Hey,Idon´tlikefish!
Sta=s=calValida=on
• GivecustomersINFINITECHOICEandtheywillmakeinfinitechoices
– 90,7%ofthecontentavailablewasdownloadatleastonce.
– 98,9%ofar*stsgotatleastonedownload.
• HelpyourcustomersFINDRELEVANTCONTENT
– Morethan22%ofsubscribersusedtherecommenda=onengine.
– 24,3%usersmademorethanonedownloadinasinglesession.
Sta=s=calValida=on
WithoutMOOGA
WithMOOGA
“Beyondthe*poftheiceberg”MOOGA
