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Modules

Current Modules

All modules developed for Mooga have addressed the fundamental issues existing in today's mobile communications and mobile content industry. The modules creatively increase revenues, decrease internal logistical requirements, streamline processes and take the guesswork out of campaign delivery by harnessing the power of end user knowledge. Each and every module is customizable to suit our clients exacting requirements. The following descriptions provide an overview of the base functionality of each module.

Personalized Surfing & Adaptive Storefronts

Existing portals are static. They will display only content items that have been predetermined by providers; and regardless of the individuality of a user, all will see the same offering. Each and every time they log in.

The inherent problem with this approach is that not only are assumptions made by providers that all subscribers are the same; but access to content items of relevance involves an exhaustive process that is more times than not effected via multiple links. If a subscriber returns to the portal at a later date, they will once again start at the beginning and their self generated activity will determine what screen they see next.

Mooga's Personalized Surfing & Adaptive Storefront uses a variety of hybrid artificial intelligence techniques such as expert systems, case based reasoning, neural networks, content filtering, and collaborative filtering methodologies to ensure that each and every visit by an end user to the portal is different and unique, yet relevant to their tastes. Proactive adaptation based on an individual's learned tastes and their positioning within groups of similar individuals places all items of relevance directly in their storefront. Mooga does not rely on a subscriber making the first move, Mooga acts first.

Most importantly, the storage location of the content item is irrelevant as Mooga will take all content items regardless of type or location and place it in the storefront for each and every user. Every content item is put in context. For example, a subscriber wishing to download Bollywood wallpapers does not care who owns the digital rights to that wallpaper; nor do they wish to have to move in and out of different portal links in order to access it. They just want it.

By being completely agnostic to both content type and content location within the content universe, Mooga dramatically decreases the number of clicks required to access items of relevance. Mooga's patent pending "two click" process to download content items ensures less people getting frustrated and logging off. This "two click" process is achieved by Mooga using structured contextual frameworks functioning between the content server and storefront layer to retrieve and present content items regardless of their location on provider servers.

The less time a subscriber spends browsing, the more time they will spend downloading. And given that Mooga's Adaptive Storefront is proactive and not reactive, it will place content items of relevance directly into the end user's view; each and every time they log on. No two experiences will ever be exactly the same yet all will be relevant and interesting.

Further enhanced by Mooga Search, Mooga's Personalized Surfing & Adaptive Storefront empowers the "Long Tail" in the content universe and allows providers to make available unlimited content choices. More options means that consumer's will make more choices and no matter where the content sits in the portfolio, if it is of relevance to the end user, Mooga will find it and place it in their storefront.

Take care of the consumer experience and the profits will take care of themselves. Subscribers WILL make more purchases if their individuality is catered to and the process to access content is simplified. Mooga's Personalized Surfing & Adaptive Storefront addresses all of these areas, resulting in a positive sum game for not only the providers but also the end user.

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Campaign Manager

Marketing techniques generally employed today use a mass market approach. Especially in the mobile communications arena where the consensus is that if enough messages go out; then enough people will respond to make it viable.

The economics of this approach are not favourable. Operators need to understand that it is not simply a case of costs and number of messages in relation to profits with a 5 to 10% response rate being determined as adequate. The reality is that 90 to 95% of people did NOT respond. Why? Because the information provided to the consumer was of no relevance whatsoever.

Mooga's intelligent Campaign Manager uses artificial intelligence techniques to map the consumer universe and empower campaign delivery. Methodologies such as collaborative filtering and case based reasoning are used to ensure that each and every campaign is targeting only consumers that are known to have an interest or an affinity towards the content, products or services being promoted. Campaign Manager also provides the means to ensure that each and every promotional item offered can be accompanied by relevant and contextual products and services which are known to complement the initial item offered. This is determined using Mooga's content solution matching algorithm based on the historical "wisdom of crowds".

Mooga's intelligent Campaign Manager increases response rates by over 300% by discovering and targeting the best group of user targets for each campaign. These groups are determined based on their similar behaviours and tastes. Strategic placement that takes into account the individual tastes rather than using a mass market "shotgun" approach will always ensure higher response rates because the end user will always receive promotional material that Mooga knows is within their interests spectrum.

The world of 5 - 10% response rates is no longer alive and well. Mooga Campaign Manager has created a new marketing ecosystem that will continue to not only grow profits and response rates; but will also change the end user's perception of "unasked for" promotional offerings via their handset.

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Referral Based Content Distribution

Providing interpersonal networking functionality to users rapidly becomes a positive sum game for all providers. Word of mouth contributes heavily to the uptake of products and services with many consumer's making purchases purely on the recommendation of others. Mobile is the most viral communication medium in existence today; and Mooga exploits the social behaviour of humans through the mobile medium to create a viral effect using subscriber based self-promotion.

Mooga's Referral Based Content Distribution model provides incentives to the end user by allowing them to not only refer multiple items of content to friends and family but also be rewarded for it!

As a recipient, the user not only receives the content the friend has sent; but a series of content based on content filtering and collaborative filtering techniques representing what other similar users have done. This helps in a large way to virally spread content and assist in content discovery between user communities of similar tastes.

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Chargeback Engine

The Chargeback Engine allows for rewards such as talk time credit , free talk time and loyalty points as incentives for all successful referrals. This is possible by integrating with our operator partner's billing or IN systems.

By providing incentives to subscribers, our operator partners create sales agents from their own subscriber base for mobile content and service distribution and discovery. This allows our clients to leverage the power of viral marketing and lets the customers decide what content sells and what doesn't. This provides a true representation of what is actually the mainstream or mass market. After all consumers know what's best for them! Maybe it's time to stop dictating to them what we believe is best and let them decide for themselves?

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Phase Two Modules

The mobile communications and mobile content industry and environment are forever changing. Mooga Phase Two Modules have been developed to strengthen the foundation of the current Mooga modules and move with the times. No value added services solution has long term benefit if future industry requirements are not acknowledged and addressed.

MoogAds - Advertising with Intelligence

Mass media advertising today uses a very "hit & miss" approach. The mentality is that if enough consumers are exposed to an advertisement, then the law of averages means that enough consumers will respond to make it viable. Pay-per-click advertising models have proven to be very effective online yet will be even more effective in a highly personal medium like mobile.

MoogAds leverages the interactivity available on the mobile device to enable mobile commerce to flourish. MoogAds uses a multi-dimensional approach for advertisement placements (such as context, location & profile) to serve the best possible advertisements to the right user at the right time at the right place! Advertisers' pay-per-click or pay-per-call; allowing for a fully trackable advertising solution using an auction model similar to Google Adwords. Our operator partners generate and control substantial, completely new revenue streams that will kick-start mobile commerce via off-portal advertisers looking to reach their customers.

MoogAds is currently under development and will be part of the phase two launch.

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Sales Agents & Viral Marketing

Reward subscribers for selling within the network and they will become virtual sales agents for content. Word of mouth contributes significantly to the uptake of content; and providing an incentive to the end user ensures a substantial increase in sales activity that has not been acknowledged or exploited in the past.

Mooga Sales Agents & Viral Marketing knows which subscribers are high referrers and what they are referring. Based on this activity, Mooga will provide them with more appropriate content to promote.

Growing sales activity by issuing distribution incentives creates a new revenue stream without a provider having to focus on internal promotion or campaign activity. Internal promotion and campaign delivery is a resource rich process and can be very "hit and miss" in terms of results. Providing either post or prepaid credits or loyalty points is a nominal expense to providers when you consider that the costs to achieve this are taken from profits from sales that were previously not achieved.