Convergence 2

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<ul><li> 1. Mobile internet 8 years old Reaches 2.7 B users Tons of traffic on free+paid Mobile content worth $ 31B Largest categories: music and social networking Fixed internet 13 years old Reaches 1.1B users Tons of traffic on free sites Content industry worth $25B Greatest revenues from adult entertainment + gambling Mobile internet: younger, larger, and growing faster !!! Source : nielsen </li> <li> 2. Mobile Market There are 2.26 billion consumers under 30 in the world Thats the equivalent of India and China combined 1.1 billion youth own a mobile phone Growing at just under 100,000 a year 1 in every $10 of youth disposable income globally is spent on mobile products &amp; services Youth spend 8 times more on mobile than they do on music By 2010, youth spend on mobile will reach $300 billion That includes over $100 billion on data Source : www.mobileyouth.org </li> <li> 3. Mobile Content market 150 Billions 2011 Source: Informa Telecoms and Media </li> <li> 4. Mobile advertising Eric Schmidt Google CEO quot;The next big wave in advertising is the mobile internetquot; quot;mobile will be a larger business than the PC-Web. But it will take a few years.quot; Experts have predicted that over the next 5 years, mobile advertising will become a $6.5 billion business. Mobile Advertising: After the Growing Pains Source : www.mobileyouth.org </li> <li> 5. The unknown user!! 57 % World Mobile phones are Pre Paid Latin America 85 % ! Source: Telecom-DATA based on data from operators and regulators. Source:TelecomDATAbasedondatafromoperatorsandregulators. </li> <li> 6. Actual content usage Handsetsupport Usage Usage Usage (SMS,WAP,download) (SMS) (WAP) (download) 60% 5% 20% 90% Warning: actual usage of technologies differs from technical penetration Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking </li> <li> 7. Mobile content dicovery challenge Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking </li> <li> 8. Search Help|Cost|Home Everybody gets the same </li> <li> 9. 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? </li> <li> 10. 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 !! </li> <li> 11. Amazon: over 25% of Amazons 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 Rhapsodys 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 Makeeverythingavailable,helpyourcustomerndit andyouwillincreaseyoursales. </li> <li> 12. Userexperienceisnotabouthowa productworksontheinside.User experienceisabouthowitworksonthe outside,whereapersoncomesinto contactwithitandhastoworkwithit. JesseJamesGarret,TheElementsofUserExperience </li> <li> 13. Key for success Each subscriber is an individual so why are we not having a one-to- one interaction with each and every individual user? To grow VAS revenues for the long term, the user experience is the key. The key for success is to provide an extremely personalized and a highly relevant end user experience for each and every user based on their learned tastes. To treats each user on a one-to-one basis and in real-time, constantly learning and constantly adapting. Source : Harris Interactive, 2008 </li> <li> 14. Key for success Personalization Enables you to get know the subscriber Understand the subscribers behaviour, interests, needs It increases accessibility of available content So users are presented with The right content Appropriate to users interests and needs At the right time In context In the rightway To optimise the capabilities of the users handset Source : Harris Interactive, 2008 </li> <li> 15. MOOGA MOOGA is a comprehensive Consumer 3.0 analytics framework for N=1 personalized experiences. Acts like a backbone for all personalization and recommendations across different types of verticals (online/mobile/ipTV/ DTH/Retail/BFSI, etc). Source : Harris Interactive, 2008 </li> <li> 16. Dynamic personalized one to one offer </li> <li> 17. Non-intrusive o Must not involve explicit user input or action. Adaptive o Continually learns about user individual interests and behaviour Dynamic o Real time Intelligent o Automatically derive individual user behavioural patterns o Identify common behaviour across users wisdom of crows o Able to predict subscribers future interests Context aware o Understand the context of the user request o Understands the subscribers environment </li> <li> 18. RESHAPE: A whole new mobile world reshapes and personalizes the subscriber storefronts on mobile for users REMEMBER: Your personal mobile friend and butler AI remembers what you like and dislike RECOMMEND: Intelligently knows your likes and dislikes Detailed profiling to ensure that the user is enjoying the moments and experience on mobile REFERRAL: Share the information Allows the user to share their findings with their networks o REWARD: Set off the multiplier effect Let your subscribers be your sales agents and help to sell on the network </li> <li> 19. Intelligent Ads and Premium Portals 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 </li> <li> 20. quot;64% of consumers will try something recommended by a friend. 69% of will forward something they like to from 2 to 6 friends. Jupiter Research Sept 2006 </li> <li> 21. 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 SonyBMGs 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. </li> <li> 22. The SONYBMG Contextual Framework has been automatically built with our auto-context scripting engine using SonyBMGs existing metadata, enabling a rapid deployment. </li> <li> 23. Mooga allows to mix dynamic and static sections to promote specific content due to marketing needs. </li> <li> 24. In order to find a content, you must know what you are looking for. Mooga discovers relevant content for each user. </li> <li> 25. Search results provide a 3 tier view to useful and relevant content as the crowd knows best what everyone wants! </li> <li> 26. Ease of content access coupled with implicit recommendations powered by Artificial Intelligence </li> <li> 27. Give each customer WHAT THEY WANT, not what you think they need: o Static Top5 made 25% of total sales meanwhile the Dynamic Storefront and the Recommendation engine (AI) administrated 75%. o Up to 50% of users who clicked on a recommendation ended making a download. CONTEXT IS KING o Almost 20% of users made multiple downloads from same artist. Hey,Idontlike sh! </li> <li> 28. Give customers INFINITE CHOICE and they will make infinite choices o 90,7% of the content available was download at least once. o 98,9% of artists got at least one download. Help your customers FIND RELEVANT CONTENT o More than 22% of subscribers used the recommendation engine. o 24,3% users made more than one download in a single session. </li> <li> 29. Beyond the tip of the iceberg </li> <li> 30. Iken Solutions Iken is a software product company specialized in intelligent business systems backed by hybrid AI (Artificial Intelligence) techniques (expert system, case-based reasoning, neural networks and genetic algorithms). It is an IIT Bombay research spin-off. www.iitb.ac.in www.sineiitb.org Iken solutions awards: Iken Solutions finalist satrtup in NASSCOM Innovation Awards 200...</li></ul>

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