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

AntonioPeñaCellentAmericasRegionaldirector

apena@cellent.com