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 connected in Argentina and being connected in other four South American countries •This is the first mobile music portal with intelligence in the market.

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.

4.
Current Scenario

5. Search
Help | Cost | Home
Everybody gets the same

6. Content providers and
Carriers select the
“hottest” and latest
content to be marketed to NEW
consumers. Beyonce 6 Months 1 year
Song later later
Beyonce Beyonce
The best sellers of each Song Song
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.
Static limited offer placement

7. The evolution of digital
business

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.
o Lego: encourages its fanatical customers to design their products.
o 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

10. Make everything available, help your customer find it and you will
increase your sales.

11. Mooga
The new wave

12. Dynamic personalized one to one offer

13. Adaptive subscriber
storefronts lead to
infinite mobile shelf
Spiderman III
space and time Spiderman I
Clips
Fergie
Songs
Subscriber analytics and
recommendation engines Black Eye Peas
Songs
allow the long tail of Star Wars
niche markets to form
2005 Spring
across the content Fashion Clip Beatles Oldies
universe
Elvis’s Hits
Incentive-based
subscriber self-
distribution allows for
spread of mobile content 20,000 80,000 and ongoing
and for easier content
discovery across users

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)

16. Personalized Experiences
Dynamic
Behaviors Personal
Mooga: Preferences
and
a consumer
Interactions
3.0 analytic
N=1 Contents
Plat-form Products
Personal
Profile and
Services
Wisdom of Compliance,
crowds & policy and
Market Business
info Rules

17.
Case Study

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. The SONYBMG Contextual Framework has been automatically built with
our auto-context scripting engine using SonyBMG´s existing metadata,
enabling a rapid deployment.

20. Mooga allows to mix dynamic and static sections to promote specific
content due to marketing needs.

21. In order to find a content, you must know what you
are looking for.
Mooga discovers relevant content for each user.

22. Search results provide a 3 tier view to useful
and relevant content as the crowd knows best
what everyone wants!

23. Ease of content access coupled with implicit recommendations powered by
Artificial Intelligence

24.
Statistical Validation

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.

27. Beyond the tip of the iceberg