The Mobile Marketing Forum provides the opportunity for those new to mobile to learn how to engage the mobile channel – and those already engaged in mobile to learn how to deploy more advanced capabilities to enhance existing initiatives. The Mobile Marketing Forum brings together industry leaders and experts from around the globe to share their expertise on how to leverage this hot new media channel. Regardless of your current level of expertise, the MOBILE MARKETING FORUM is the premier event to attend this year.

2. Iken Solu*ons
• IKen Solu*ons, is a so/ware product company
specialized in intelligent business systems backed
by hybrid Ar*ficial Intelligence techniques, expert
system, case‐based reasoning, neural networks www.iitb.ac.in
www.sineiitb.org
and gene*c algorithms.
• Iken Solu*ons is an IIT Bombay research spin‐off.
• Iken solu*ons awards:
• Winner TIE CANAAN entrepreneur challenge 2008.
• Iken has been awarded with a direct entry into the
Microso/ Startup Accelerator Program 2008
• Silver award for “Best Technology Innova*on” at
the Mobile Content Awards 2008 in London.

3. THE MOBILE MARKETING IS COMING !!
Are we ready ?
Flickr photo by look4u: http://www.flickr.com/photos/look4u/279668622/

4. 3.3
Billion
Mobile phones
Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

5. 3.3 Billion in Perspec*ve
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html

6. • Warning: actual usage of technologies differs from technical
penetra*on
Usage Usage
Usage (WAP) (download)
5%
Handset support (SMS)
20%
(SMS, WAP, download)
60%
90%
Sources: Telephia http://telephia.com/html/Comscorejanuary2007UK.html and 6
M:Metrics: http://mmetrics.com/press/PressRelease.aspx?article=20061214-social-networking

7. Yankee group predicts that by 2008 prepaid mobile users will make up
57 percent of all mobile subscribers worldwide
Source: Telecom‐DATA based on data from operators and regulators.

9.
Search
Help | Cost | Home
Everybody gets the same

10. We’ve Left Optimization Behind
Flickr photo by mfajardo:
http://www.flickr.com/photos/mfajardo/396104047/
by Jason Grigsby

12. What do we need
to drive the wave?
Flickr photo by .Hessam: http://www.flickr.com/photos/essamo/1070527547/

13. • Mobile is becoming the primary way to consume content when
on the move.
• ‘Always on’ and close to their owners.
• Mobile offers an afrac*ve adver*sing medium:
– Targeted
– Direct to consumer
– Always on
– Any*me, anywhere
– Poten*al for measurable conversion
– 66% of major brands will devote at least 10% of their ad budget to mobile
adver*sing within next two years
(Source: Forrester)

14. • Relevance: • Intui*ve content discovery
– Matching the adver*sement with:
• Accessible from any network
• Subscriber
• Subscriber’s device • On Mul*ple channels
• Subscriber’s context • Offer a real benefit to the user
• User Experience • Useful
– Compelling content • Informa*ve
• Adver*sing intelligent linked to content • Value add

15. • Each subscriber is an individual so why are we not having a one
‐to‐one interac*on 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‐*me,
constantly learning and constantly adap*ng.

16. Dynamic personalized one to one offer

17. • Personaliza*on – Enables you to get know the subscriber
• Understand the subscriber’s 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 *me
– In context
– In the rightway
– To op*mise the capabili*es of the user’s handset

18. • Non‐intrusive
– Must not involve explicit user input or ac*on.
• Adap*ve
– Con*nually learns about user individual interests and behaviour
• Dynamic
– Real *me
• Intelligent
– Automa*cally derive individual user behavioural paferns
– Iden*fy common behaviour across users “wisdom of crows”
– Able to predict subscriber’s future interests
• Context aware
– Understand the context of the user request
– Understands the subscriber’s environment

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

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.quot; ‐
Jupiter Research Sept 2006

22. • Sony BMG was looking to enter the market with a
differen*ated service that was unlike any other
compe*tor offering.
• The approach taken by Mooga was seen as ground
breaking and market leading.
• Mooga is currently administra*ng SonyBMG´s portal in
Argen*na, Chile and being launched in other Latam
countries.
• This is the first mobile music portal administrated by
ar*ficial intelligence in the market.

23. The SONYBMG Contextual Framework has been automa*cally built
with our auto‐context scrip*ng engine using SonyBMG´s exis*ng
metadata, enabling a rapid deployment.

24. Mooga allows to mix dynamic and sta*c sec*ons to promote
specific content due to marke*ng needs.

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

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

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

29. • Give each customer WHAT THEY WANT, not what you think they
need:
– Sta*c Top5 made 25% of total sales meanwhile the Dinamic Storefront and
the Recommenda*on engine (AI) administrated 75%.
– Up to 50% of users who clicked on a recommenda*on ended making a
download.
• CONTEXT IS KING
– Almost 20% of users made mul*ple downloads from same ar*st.
Hey, I don´t like fish!

30. • Give customers INFINITE CHOICE and they
will make infinite choices
– 90,7% of the content available was download at
least once.
– 98,9% of ar*sts got at least one download.
• Help your customers FIND RELEVANT
CONTENT
– More than 22% of subscribers used the
recommenda*on engine.
– 24,3% users made more than one download in a
single session.

31. Beyond the tip of the iceberg