•  IKenSolu*ons,isaso/wareproductcompanyspecializedinintelligentbusinesssystemsbackedbyhybridAr*ficialIntelligencetechniques,expertsystem,case‐basedreasoning,neuralnetworksandgene*calgorithms.

•  IkenSolu*onsisanIITBombayresearchspin‐off.

•  Ikensolu*onsawards:

•  WinnerTIECANAANentrepreneurchallenge2008.

•  IkenhasbeenawardedwithadirectentryintotheMicroso/StartupAcceleratorProgram2008

•  Silverawardfor“BestTechnologyInnova*on”attheMobileContentAwards2008inLondon.

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

IkenSolu*ons

THEMOBILEMARKETINGISCOMING!!

Areweready?

Flickr photo by look4u: http://www.flickr.com/photos/look4u/279668622/

3.3BillionMobilephones

Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html

3.3BillioninPerspec*ve

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

•  Warning:actualusageoftechnologiesdiffersfromtechnicalpenetra*on

Handsetsupport(SMS,WAP,download)

90%

Usage(SMS)

60%

Usage(WAP)

20%

Usage(download)

5%

Source:Telecom‐DATAbasedondatafromoperatorsandregulators.

Yankeegrouppredictsthatby2008prepaidmobileuserswillmakeup57percentofallmobilesubscribersworldwide

Help|Cost|Home

Search

Everybody gets the same

We’ve Left Optimization Behind Flickr photo by mfajardo:

http://www.flickr.com/photos/mfajardo/396104047/

byJasonGrigsby

Whatdoweneedtodrivethewave?Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/

•  Mobileisbecomingtheprimarywaytoconsumecontentwhenonthemove.

•  ‘Alwayson’andclosetotheirowners.•  Mobileoffersanafrac*veadver*singmedium:

–  Targeted–  Directtoconsumer–  Alwayson–  Any*me,anywhere

–  Poten*alformeasurableconversion

–  66%ofmajorbrandswilldevoteatleast10%oftheiradbudgettomobileadver*singwithinnexttwoyears

(Source:Forrester)

•  Relevance:–  Matchingtheadver*sementwith:

•  Subscriber•  Subscriber’sdevice•  Subscriber’scontext

•  UserExperience–  Compellingcontent

•  Adver*singintelligentlinkedtocontent

•  Intui*vecontentdiscovery•  Accessiblefromanynetwork•  OnMul*plechannels

•  Offerarealbenefittotheuser•  Useful

•  Informa*ve

•  Valueadd

•  Eachsubscriberisanindividualsowhyarewenothavingaone‐to‐oneinterac*onwitheachandeveryindividualuser?

•  TogrowVASrevenuesforthelongterm,theuserexperienceisthekey.

•  Thekeyforsuccessistoprovideanextremelypersonalizedandahighlyrelevantenduserexperienceforeachandeveryuserbasedontheirlearnedtastes.

•  Totreatseachuseronaone‐to‐onebasisandinreal‐*me,constantlylearningandconstantlyadap*ng.

Dynamic personalized one to one offer

•  Personaliza*on–Enablesyoutogetknowthesubscriber•  Understandthesubscriber’sbehaviour,interests,needs•  Itincreasesaccessibilityofavailablecontent•  Sousersarepresentedwith

–  Therightcontent–  Appropriatetousersinterestsandneeds–  Attheright*me

–  Incontext–  Intherightway–  Toop*misethecapabili*esoftheuser’shandset

•  Non‐intrusive–  Mustnotinvolveexplicituserinputorac*on.

•  Adap*ve–  Con*nuallylearnsaboutuserindividualinterestsandbehaviour

•  Dynamic–  Real*me

•  Intelligent–  Automa*callyderiveindividualuserbehaviouralpaferns

–  Iden*fycommonbehaviouracrossusers“wisdomofcrows”–  Abletopredictsubscriber’sfutureinterests

•  Contextaware–  Understandthecontextoftheuserrequest–  Understandsthesubscriber’senvironment

IntelligentAdsandPremiumPortals

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%ofconsumerswilltrysomethingrecommendedbyafriend.69%ofwillforwardsomethingtheyliketofrom2to6friends."‐

JupiterResearchSept2006

•  SonyBMGwaslookingtoenterthemarketwithadifferen*atedservicethatwasunlikeanyothercompe*toroffering.

•  TheapproachtakenbyMoogawasseenasgroundbreakingandmarketleading.

•  Moogaiscurrentlyadministra*ngSonyBMG´sportalinArgen*na,ChileandbeinglaunchedinotherLatamcountries.

•  Thisisthefirstmobilemusicportaladministratedbyar*ficialintelligenceinthemarket.

TheSONYBMGContextualFrameworkhasbeenautoma*callybuiltwithourauto‐contextscrip*ngengineusingSonyBMG´sexis*ng

metadata,enablingarapiddeployment.

Moogaallowstomixdynamicandsta*csec*onstopromotespecificcontentduetomarke*ngneeds.

Inordertofindacontent,youmustknowwhatyouarelookingfor.

Moogadiscoversrelevantcontentforeachuser.

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

•  GiveeachcustomerWHATTHEYWANT,notwhatyouthinkthey

need:–  Sta*cTop5made25%oftotalsalesmeanwhiletheDinamicStorefrontand

theRecommenda*onengine(AI)administrated75%.

–  Upto50%ofuserswhoclickedonarecommenda*onendedmakingadownload.

•  CONTEXTISKING–  Almost20%ofusersmademul*pledownloadsfromsamear*st.

Hey,Idon´tlikefish!

•  GivecustomersINFINITECHOICEandtheywillmakeinfinitechoices–  90,7%ofthecontentavailablewasdownloadat

leastonce.

–  98,9%ofar*stsgotatleastonedownload.

•  HelpyourcustomersFINDRELEVANTCONTENT–  Morethan22%ofsubscribersusedthe

recommenda*onengine.

–  24,3%usersmademorethanonedownloadinasinglesession.

Beyond the tip of the iceberg