Augmented Reality: From Marketing Buzzword to a Better Consumer Experience
Mooga Case Study
1.
2. To provide highly relevant and extremely
personalized context-based end user
experiences for the digital world
(mobile/online/voice/DTH/ipTV/Set-top
Boxes/etc.)
3. iKen Solutions is a NASSCOM Innovation
Awards 2008 Finalist
iKen Solutions selected by Microsoft to
participate in Le Web ´08 as one of the
Top 10 innovative startups in the world.
iken Solutions won the Tie-Canaan
Entrepreneurial Challenge 2008.
Mooga won Silver Award for “Best
Technology Innovation” at the Mobile
Content Awards 2008.
iken Solutions was awarded direct entry
into the Microsoft Start-up Accelerator
Program.
5. Help | Cost | Home
Search
Everybody gets the same
6. Content providers and
Carriers select the
“hottest” and latest
content to be marketed to
consumers.
The best sellers of each
period are profitable, so
therefore “safe”.
Consumers are constantly
updated with new content
as operators continuously
reinvent their portfolios.
No longer “hottest” = No
longer relevant or
profitable.
NEW
Beyonce
Song
1 year
later
Beyonce
Song
6 Months
later
Beyonce
Song
Static limited offer placement
8. •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?
9. •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.
oLego: encourages its fanatical customers to design their products.
oInnoCentive.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
10. Long Tail + Wisdom of crowds
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
Make everything available, help your customer find it and you will
increase your sales.
13. Adaptive subscriber
storefronts lead to
infinite mobile shelf
space and time
Subscriber analytics and
recommendation engines
allow the long tail of
niche markets to form
across the content
universe
Incentive-based
subscriber self-
distribution allows for
spread of mobile content
and for easier content
discovery across users
Spiderman I
Clips
Beatles Oldies
Star Wars
2005 Spring
Fashion Clip
20,000 80,000 and ongoing
Black Eye Peas
Songs
Elvis’s Hits
Spiderman III
Fergie
Songs
Content Items
Downloads
14. Viral self learning entertainment ecosystem incorporating Artificial
Intelligence techniques to understand, track, predict & recommend
content based on individual user tastes, downloads & popular contents.
15. iKen Studio
(Hybrid AI framework)
Web Services
Hybrid Expert System Domain Models
Customized Expert System Domain Models
E-
Commerce
Retail
Mobile
VAS
Retail
BFS&I
Social
Websites
Media &
Publishing
Web Services
Portals/Websites/Mobile/Retail/BFS&I apps/etc.
Mooga Web Services
Mooga
(Consumer 3.0 analytics framework for N=1: Personalized experiences)
Domain Specific Customizations
(BFSI, Telecomm, Oil & Gas etc.)
Hybrid Expert Systems
AML
Fast Track
Claim
Processing
Well Works
Re-
engineering
Employee
Assessment
Credit
Rating
Web Services
Extended Web Services
18. 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.
19. Auto Context
o Classification of existing meta-
data/information/classification can be used to automate
the process of contextualization.
The SONYBMG Contextual Framework has been automatically built with
our auto-context scripting engine using SonyBMG´s existing metadata,
enabling a rapid deployment.
Song Title Artist Name Presentation Name Genre ISRC
Grid
Number
Type Filename
I Want You (Album
Version)
Bob Dylan
I Want You (Album
Version) - Bob
Dylan
Rock AAAA XXXX
partnersCELLENTaudiom
p3_32k
partnersnetpeopleaudiomp3_3
2k/BobDylan_IWantYouAlbum
Version.mp3
Billie Jean (Single
Version)
Michael
Jackson
Billie Jean (Single
Version) - Michael
Jackson
Pop BBBB YYYY
partnersCELLENTaudiom
p3_32k
partnersCELLENTaudiomp3_32
k/MichaelJackson_BillieJeanSin
gleVersion.mp3
Gotta Move Faster
(Album Version)
Sean Kingston
Gotta Move Faster
(Album Version) -
Sean Kingston
Hip Hop CCCC ZZZZ
partnersCELLENTaudiom
p3_32k
partnersCELLENTaudiomp3_32
k/SeanKingston_GottaMoveFas
terAlbumVersion.mp3
Best Of You (ALERT
TONE)
Foo Fighters
Best Of You (ALERT
TONE) - Foo
Fighters
Rock DDDD WWWW
partnersCELLENTaudiom
p3_32k
partnersCELLENTaudiomp3_32
k/FooFighters_BestOfYouALER
TTONE.mp3
20. SonyBMG´s portal structure
o Top 5 Section
Premium placed content defined by SonyBMG
Shows same content to each and every user
(SonyBMG´s request).
One and only section not being administrated
dynamically by Artificial intelligence.
o Artists
Fully dynamic section administrated by AI.
Presents relevant content according to each user
profile.
All content presented in context.
Mooga allows to mix dynamic and static sections to promote specific
content due to marketing needs.
21. SonyBMG´s portal structure
o Context, context, context!
Content is placed in easily recognised categories.
Provides with ALL available content related to the
category.
Takes full advantage of IMPULSE increasing multiple
transactions per session.
o Recommendations
Fully dynamic section administrated by AI.
Presents relevant content according to each user
profile.
All content is presented in context.
In order to find a content, you must know what you
are looking for.
Mooga discovers relevant content for each user.
22. SonyBMG´s portal structure
o Search functionality
Uses a “wisdom of crowds” ranking algorithm.
Its the quickest path to access items of
interest.
Ranking is dynamic and continuously changes
as the user activities evolve.
Search results provide a 3 tier view to useful
and relevant content as the crowd knows best
what everyone wants!
23. SonyBMG´s portal structure
o Browsing functionality:
Mooga uses a “bottom” approach.
This is the most effective path for a user to access items of interest.
Every list have been structured using intelligence based on entire portal
activity of users.
Ease of content access coupled with implicit recommendations powered by
Artificial Intelligence
25. Give each customer WHAT THEY WANT, not what you think they need:
o Static Top5 made 7,8% of total sales meanwhile the AI Dinamic Storefront
and the Recommendation engine administrated 92,2%.
o 67,6% of users who clicked on a recommendation ended making a
download.
CONTEXT IS KING
o Almost 12% of users made multiple downloads from same artist.
Hey, I don´t like fish!
26. Give customers INFINITE CHOICE
and they will make infinite choices
o 54,5% of the content available was
download at least once (2.554 pieces of
content).
o 83% of artists got at least one download
(266 artists).
Help your customers FIND
RELEVANT CONTENT
o Almost 25% of subscribers used the
recommendation engine.
o 27% users made more than one
download in a single session.
