THEMOBILECONTENTREVOLUTION“ContentisnottheKing,contexis”
BeyonceSong
Operatorsselectthe“ho:est”andlatestcontenttobemarketedtoconsumers
Thebestsellersofeachperiodareprofitable,sotherefore“safe”
ConsumersareconstantlyupdatedwithnewcontentasoperatorsconHnuouslyreinventtheirporJolios
Nolonger“popular”=Nolongerrelevantorprofitable
CurrentMocoScenario
CurrentMocoScenario
BeyonceSong
6MonthsLaterBeyonceSong 1YearLater
BeyonceSong
MoconomicsofMooga
NEWBeyonceSong
1YearLaterBeyonceSong
6MonthsLaterBeyonceSong
MoconomicsofMooga
BlackEyePeasSongs
SpidermanIClips
BeatlesOldies
StarWars
2005SpringFashionClip
20,000 80,000andongoing
FergieSongs
Elvis’sHits
SpidermanIII
MoconomicsofMooga(Indian)
Dhoom2DhoomClips
ARRehmanHits
KalHoNaHo
2006LamkeIndiaFashionWeekClip
20,000 80,000andongoing
HimeshReshammiyaSongs
Lata’sHits
KingfisherCalendar2007
• Amazon:ane‐commercewebsitesellingbooks,music,movies,etc
– QuarterofAmazon’sbooksalescomefromoutsideitstop130,000Htles
• Rhapsody:aonlinemusicstreamingservice
– Top400,000tracksofRhapsody’s750,000songsarestreamedatleastonceamonth
• NeYlix:anonlinevideorentalbusinessintheUS– 100,000Bollywoodmoviesarerentedouteverymonthalone.7rentalsamonthonanaverage,threeHmesashighasBrickandMortarstores
• Google:aninternetsearchengine– NicheadverHsersprovideGoogleover60%oftheirAdWordsrevenues
The“LongTail”ofDigitalBusiness
Whatpercentageofthetop10,000Htlesinanyonlinemediastore(NeJlix,iTunes,Amazonoranyother)willrentorsellatleastonceamonth?
MoconomicsofMooga
• PersonalizedsubscriberstorefrontsleadtoinfinitemobileshelfspaceandHme
• IncenHve‐basedsubscriberself‐distribuHonallowsforspreadofmobilecontentandeasiercontentdiscoveryacrossusers
• RecommendaHonengineandsubscriberanalyHcsallowstheformaHonof“nichemarkets”acrossthecontentuniverse
AskYourself!
• HowmanyexisHngsubscribersencounterfrustraaonandinabilitytofindwhattheyarelookingfor?Howmanydonotreturnforthesamereasons?
• Ifacustomerisgivenwhattheywant,whentheywantandrapidly;willtheykeepcomingbackandstayconnectedlonger?
• Isyourunderstandingofmainstreamcontentactuallymassmarketcontent?
• AreyougeengongoingprofitabilityanddownloadacHvityfromyourWHOLEcontentporJolio?
• AreyougivingyoursubscriberswhatyouTHINKtheywant….Orisitbasedontheirindividualtastes?
• AreyouREALLYlisteningtowhatyoursubscribersbuyinghabitsaretellingyou?
MOOGA–InfiniteMoCo
MOOGAinshortis
• Isaviral,selflearningmobileentertainmentecosystemwhichusesarHficialintelligencetechniques
• AcHvelypromotestheviralspreadingofcontent.Recommend,Refer&Reward
• abilitytointegrateintelligentmobilemarkeHngandadverHsementsbasedonmobilecontentandusers
• Isaself‐adapHngtechnologyservice
IntelligentVAS
• AllowsanintegratedcustomerfacingapproachonSMS,WAP,IVR,USSD,On‐deviceportals,etc.
• SeamlessintegraHonwithmulHplemobilecontentandserviceplaJorm
• CommoncontextualframeworkforAItouseacrossmulHplemobilecontentdeliverysystems
• RESHAPE–Awholenewmobileworld– reshapesandpersonalizesthesubscriberstorefrontsonmobileforusers
• REMEMBER–yourpersonalmobilefriendandbutler– AIrememberswhatyoulikeanddislike
• RECOMMEND–Intelligentlyknowsyourlikesanddislikes– detailedprofilingtoensurethattheuserisenjoyingthemomentsandexperienceonmobile
• REFERRAL–SharetheinformaHon– allowstheusertosharetheirfindingswiththeirnetworks
• REWARD–SetoffthemulHpliereffect– Letyoursubscribersbeyoursalesagentsandhelptosellonthenetwork
Hello,Mooga!
TheModules
ViralDistribuaonandReward
IncenHvedrivensubscriberdistribuHonisaposiHvesumgameforoperators
IntelligentAdsandPremiumPortals
TheadisintelligentlyselectedbytheAIastheuserhasapreferenceforHollywoodmovies.ClickingontheadwillbringtheusetorelevantWAPpage
MoogaSearch
• IfyouarerelyingononeoftwolifelinestoansweranyquesHononKBC,whichisstaHsHcallybe:ertouse?Phoneafriend?Asktheaudience?
• Wisdomofcrowdsstates–WhymanyaresmarterthanafewandhowtheircollecHveacHons(“wisdom”)leadstotheopHmalsoluHon
• WhatifausersearchesforCricket?Bollywood?WhatisthemostopHmalresult?
• WisdomofcrowdsisalsopartoftheMoogaDNA
• GiveyourcustomersaccesstoEVERYTHING,andhelpyourcustomersfindit
• GivecustomersINFINITECHOICEandtheywillmakeinfinitechoices
• EachcustomerisanINDIVIDUALwithindividualtastes.Givecustomerswhattheywant
notwhatyouthinktheyneed.
• AllowyourcustomerstodistributecontentandprovideincenHvestoallowrapiduptake
ofcontentdownloadsandincreasetheuserbase
• MakeMocomassmarketnotmainstreammarket.AllcontentWILLsell.
Operators:TheNewSupermarkets!
Currentscenario
• PromoteMYcontent• Givemehigherrevenueshares
• BeapipeandsellMYproducts
Doyouwanttobeapipe?
• YOURcustomers• YOURinfrastructure
• YOURbillingplaJorms
• YOURcustomerspurchasethecontentwhichinturnpaystheContentProviders
ContentProviders Operators
TakeControl
• Contextisking,notcontent
• Ifusersfindeverythingonportal,willtheygooffportal?
• Off‐portalisnotforcontent,butcommerce
• Searchisnotenough,itjustmakesyouapipefaster!
• YOUarethecenterpieceofaneverexpandingmobilemediauniverse‐content,
adverHsementsandcommerce
TheMoogaImplicaaons
But I don’t LIKE fish!
Things are not always as they seem..
MOOGAisarevoluHonaryproduct,whichaddressesallthe“painpoints”oftoday’s
mobilecontentmarket.Theself‐adapHng technology iniHaHvecreatessubstanaal
advantagesfortheoperators&serviceprovidersbyradicallyshioingthedynamics
ofthecontentmarketplace.
Operatorswillseeincreaseindata,contentandVASrevenuethroughhigherusage
of an integrated subscriber storefront approach. Thiswill generatehigher ARPU.
We strongly believe that improved user experience will build customer loyalty,
reduceschurn,communitybonding,sharingandrealizingthepotenaal inmobile
adverasing and markeHng through a consistent, intelligent and self‐learning
plaJorm
MOOGA–Thenewwave
• Cellentisamobiledataservicecompanyfocusingontheglobalwirelessdata
valuechain
• Foundedin2002,teamof70+insales,markeHng,telecomandsooware
professionals
• AcHviHesincludemessaging,contentdistribuHon,contentfactoryservices,
contentdeliveryplaJormsandotherinnovaHvemobilevalueaddedservices
• HeadquarteredinBombay,IndiawithdirectofficesinSingapore,Cairo,Antwerp
andDelhi
• AstrategicstakeiniKenSoluHons,acompanyspecializingonhybridArHficial
IntelligenceandtheirbusinessapplicaHons
AboutCellent
• AnIndianInsHtuteofTechnology(IIT)Bombayincubatedcompanybasedon
researchonHybridArHficialIntelligence
• Coreproduct:iKenStudioisadevelopmentalframeworkwhichallowsan
integratedapproachtomulHplearHficialintelligencetechniques
• CoreexperHseinarHficialintelligencetechnologies,frameworksandAI
modelingforbusinessapplicaHons
• www.ikensoluHons.com
• www.iitb.ac.in
AboutiKenSoluaons
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