a new king has rise "the mobile phone"
DESCRIPTION
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
![Page 1: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/1.jpg)
AnewKinghasrisen3.3billionofsubedits
ConfirmthisLetsunderstandthegiant!!!
![Page 2: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/2.jpg)
• 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
![Page 3: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/3.jpg)
6.760.177.421WORLD
POPULATION
![Page 4: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/4.jpg)
3.3BillionMobilephones
![Page 5: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/5.jpg)
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
![Page 6: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/6.jpg)
Understandingthe
Giant
![Page 7: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/7.jpg)
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
![Page 8: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/8.jpg)
WorldMobilephones
arePrePaid
TheunknownUser!!
57%
Source:Yankeegroup
La=nAmerica82%!Source:Telecom‐DATAbasedondatafromoperatorsandregulators.
![Page 9: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/9.jpg)
PERSONAL
Recentar*clebyWiredreportedthat63%ofAmericanswillnotbewillingtosharetheirmobilephonewithanyone.
![Page 10: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/10.jpg)
Currentmobilecontent
scenario:UnderstandingtheProblems!
![Page 11: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/11.jpg)
MobileValueAddedService
• SIMPLE
• FRIENDLY
• MASIVE
• STATIC
• SLOW
• UNFRIENDLY
Vs.
![Page 12: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/12.jpg)
MobileVAS–CurrentScenario
Everybodygetsthesame!!
![Page 13: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/13.jpg)
MobileVAS–CurrentScenario
NEWBeyonceSong
1yearlater
BeyonceSong
6Monthslater
BeyonceSong
• ContentprovidersandCarriersselectthe“hoaest”andlatestcontenttobemarketedtoconsumers.
• Thebestsellersofeachperiodareprofitable,sotherefore“safe”.
• Consumersareconstantlyupdatedwithnewcontentasoperatorscon*nuouslyreinventtheirpor]olios.
• Nolonger“hoaest”=Nolongerrelevantorprofitable
Sta$climitedofferplacement
![Page 14: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/14.jpg)
The
opportunityisHuge!!!!!
![Page 15: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/15.jpg)
• Mobileisbecomingtheprimarywaytoconsumecontentwhenonthemove.• ‘Alwayson’andclosetotheirowners.• Mobileoffersana`rac*veadver=singmedium:
• Targeted• Directtoconsumer• Alwayson• Any*me,anywhere• Poten*alformeasurableconversion• 66%ofmajorbrandswilldevoteatleast10%oftheiradbudgettomobileadver*singwithinnexttwoyears
3.3Billionpoten=al
customers
![Page 16: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/16.jpg)
Learningfromsuccessfulmodels:
Theevolu=onofdigitalbusiness
![Page 17: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/17.jpg)
“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?
![Page 18: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/18.jpg)
“TheWisdomofcrowds”• JamesSurowiecki(2004):WisdomofCrowds• Adiversecollec=onofindependently‐decidingindividualsislikelytomakedecisionsandpredic=onsbeaerthanindividualsorevenexperts.
Lego:encouragesitsfana*calcustomerstodesigntheirproducts.InnoCen=ve.com:Companiespaysolversfrom$10kto$100kpersolu*on.Morethan30percentoftheproblemspostedonthesitehavebeencracked.
TheManyAreSmarterThantheFew!!
![Page 19: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/19.jpg)
LearningfromSuccessfulmodels
Makeeverythingavailable,helpyourcustomerfinditandyouwillincreaseyoursales.
![Page 20: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/20.jpg)
Whatshouldwedo?
![Page 21: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/21.jpg)
ExperienceUnderstandingtheCONTEXT!!
Itisallabout
![Page 22: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/22.jpg)
“Userexperienceisnotabouthowaproductworksontheinside.User
experienceisabouthowitworksontheoutside,whereapersoncomesinto
contactwithitandhastoworkwithit.”JesseJamesGarret,TheElementsofUserExperience
![Page 23: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/23.jpg)
• Gonearethedaysofassumedcontextofconsump*on.
• Mobilestrategyshouldfollowexis*ngmodel,butconsidernewcontexts.
• Theconceptof“me”islost.
• Themobilestrategydoesnotmeettheexpecta=onsofexperience.
![Page 24: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/24.jpg)
AgoodexampleMySec=on
Recommenda$onsbasedoneverythingIhaveeverdoneonthesystem.
![Page 25: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/25.jpg)
• Eachsubscriberisanindividualsowhyarewenothavingaone‐to‐oneinterac=onwitheachandeveryindividualuser?
• TogrowVASrevenuesforthelongterm,theuserexperienceisthekey.
• Thekeyforsuccessistoprovideanextremelypersonalizedandahighlyrelevantenduserexperienceforeachandeveryuserbasedontheirlearnedtastes.
• Totreatseachuseronaone‐to‐onebasisandinreal‐*me,constantlylearningandconstantlyadap=ng.
Conclusion
![Page 26: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/26.jpg)
Sohereitis:
MOOGAThemobilecontentrevolu=on.
Understandigtheuser.
![Page 27: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/27.jpg)
MOOGAisaViralselflearningentertainmentecosystemincorpora*ngAr=ficialIntelligencetechniquestounderstand,track,predictandrecommendcontentbasedonindividualuser
tastes,downloads&popularcontents.
![Page 28: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/28.jpg)
• RESHAPE:Awholenewmobileworld• reshapesandpersonalizesthesubscriberstorefrontsonmobileforusers
• REMEMBER:Yourpersonalmobilefriendandbutler• AIrememberswhatyoulikeanddislike
• RECOMMEND:Intelligentlyknowsyourlikesanddislikes• Detailedprofilingtoensurethattheuserisenjoyingthemomentsandexperienceonmobile
• REFERRAL:Share the information • Allowstheusertosharetheirfindingswiththeirnetworks
• REWARD:Setoffthemul$pliereffect• Letyoursubscribersbeyoursalesagentsandhelptosellonthenetwork
Moogarevolu=on
![Page 29: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/29.jpg)
Mooga‐Userperspec=ve
Dynamicpersonalizedonetooneoffer
![Page 30: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/30.jpg)
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
![Page 31: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/31.jpg)
Mooga‐Viraldistribu=onandreward
"64%ofconsumerswilltrysomethingrecommendedbyafriend.69%ofwillforwardsomethingtheyliketofrom2to6friends."‐JupiterResearchSept
2006
![Page 32: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/32.jpg)
Mooga‐IntelligentAdsPortals
TheADisintelligentlyselectedbytheAIastheuserhasapreferenceforHollywoodmovies.Clickingontheadwillbringthe
usetorelevantWAPpage.
![Page 33: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/33.jpg)
CaseStudy
![Page 34: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/34.jpg)
• SonyBMGwaslookingtoenterthemarketwithadifferen=atedservicethatwasunlikeanyothercompe*toroffering
• TheapproachtakenbyMoogawasseenasgroundbreakingandmarketleading
• Moogaiscurrentlyadministra*ngSonyBMG´sportalinArgen=na,ChileandbeinglaunchedinotherLatamcountries
• Thisisthefirstmobilemusicportaladministratedbyar=ficialintelligenceinthemarket
Introduc=on
![Page 35: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/35.jpg)
• AutoContextClassifica=onofexis=ngmeta‐data/informa=on/classifica=oncanbeusedtoautomatetheprocessofcontextualiza=on.
Overview
TheSONYBMGContextualFrameworkhasbeenautoma=callybuiltwithourauto‐contextscrip=ng
engineusingSonyBMG´sexis*ngmetadata,enablingarapiddeployment.
![Page 36: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/36.jpg)
Overview
Moogaallowstomixdynamicandsta*csec*onstopromotespecificcontentduetomarke*ngneeds.
![Page 37: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/37.jpg)
Inordertofindacontent,youmustknowwhatyouarelookingfor.
Moogadiscoversrelevantcontentforeachuser.
Overview
![Page 38: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/38.jpg)
Searchresultsprovidea3=erviewtousefulandrelevantcontentasthecrowdknowsbest
whateveryonewants!
Overview
![Page 39: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/39.jpg)
Easeofcontentaccesscoupledwithimplicitrecommenda*onspoweredbyAr*ficialIntelligence
Overview
![Page 40: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/40.jpg)
Sta*s*cal
Valida=on
![Page 41: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/41.jpg)
• 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
![Page 42: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/42.jpg)
• GivecustomersINFINITECHOICEandtheywillmakeinfinitechoices
– 90,7%ofthecontentavailablewasdownloadatleastonce.
– 98,9%ofar*stsgotatleastonedownload.
• HelpyourcustomersFINDRELEVANTCONTENT
– Morethan22%ofsubscribersusedtherecommenda=onengine.
– 24,3%usersmademorethanonedownloadinasinglesession.
Sta=s=calValida=on
WithoutMOOGA
WithMOOGA
![Page 43: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/43.jpg)
“Beyondthe*poftheiceberg”MOOGA
![Page 44: A new King has rise "The mobile phone"](https://reader035.vdocuments.mx/reader035/viewer/2022062615/548597a0b47959d80c8b4e43/html5/thumbnails/44.jpg)