SONYBMG - Leading case 2008
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Transcript of SONYBMG - Leading case 2008
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Help | Cost | Home
Search
Everybody gets the same
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• 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 BeyonceSong
1 yearlater
BeyonceSong
6 Monthslater
BeyonceSong
Static limited offer placement
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•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?
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•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
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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.
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Dynamic personalized one to one offer
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• 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
FergieSongs
Content Items
Dow
nloa
ds
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Viral self learning entertainment ecosystem incorporating Artificial Intelligence techniques to understand, track, predict & recommend
content based on individual user tastes, downloads & popular contents.
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• 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 Latamcountries.
• This is the first mobile music portal administrated by artificial intelligence in the market.
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• Auto Context– 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 autocontext scripting engine using SonyBMG´s
existing metadata, enabling a rapid deployment.
Song Title Artist Name Presentation Name Genre ISRCGrid
NumberType Filename
I Want You (Album Version)
Bob DylanI Want You (Album Version) ‐ Bob
DylanRock AAAA XXXX
partnersCELLENTaudiomp3_32k
partnersnetpeopleaudiomp3_32k/BobDylan_IWantYouAlbum
Version.mp3
Billie Jean (Single Version)
Michael Jackson
Billie Jean (Single Version) ‐ Michael
JacksonPop BBBB YYYY
partnersCELLENTaudiomp3_32k
partnersCELLENTaudiomp3_32k/MichaelJackson_BillieJeanSin
gleVersion.mp3
Gotta Move Faster (Album Version)
Sean KingstonGotta Move Faster (Album Version) ‐ Sean Kingston
Hip Hop CCCC ZZZZpartnersCELLENTaudiom
p3_32k
partnersCELLENTaudiomp3_32k/SeanKingston_GottaMoveFas
terAlbumVersion.mp3
Best Of You (ALERT TONE)
Foo FightersBest Of You (ALERT
TONE) ‐ Foo Fighters
Rock DDDD WWWWpartnersCELLENTaudiom
p3_32k
partnersCELLENTaudiomp3_32k/FooFighters_BestOfYouALER
TTONE.mp3
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• SonyBMG´s portal structure– 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.
– 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.
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• SonyBMG´s portal structure– 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.
– 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.
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• SonyBMG´s portal structure– 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!
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• SonyBMG´s portal structure– Browsing functionality:
• Mooga uses a “Top Down” 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
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• Give each customer WHAT THEY WANT, not what you think they
need:– Static Top5 made 25% of total sales meanwhile the Dinamic Storefront and
the Recommendation engine (AI) administrated 75%.
– Up to 50% of users who clicked on a recommendation ended making a download.
• CONTEXT IS KING– Almost 20% of users made multiple downloads from same artist.
Hey, I don´t like fish!
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• Give customers INFINITE CHOICE and they will make infinite choices– 90,7% of the content available was download at
least once.
– 98,9% of artists got at least one download.
• Help your customers FIND RELEVANT CONTENT– More than 22% of subscribers used the
recommendation engine.
– 24,3% users made more than one download in a single session.
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Beyond the tip of the iceberg
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