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1Azuki Systems, Inc. Proprietary & Confidential
ClickZoomTM & In-Video Mobile Advertising
November 2008
2Azuki Systems, Inc. Proprietary & Confidential
Azuki Systems – Company Profile
Azuki Systems is a technology innovator for delivering personalized and interactive mobile media services to consumers, on an Internet scale
Founded in January 2007 by a team of digital media, Web content delivery and mobile veterans and led by top serial entrepreneurs on East Coast
Headquarters in the Boston area and $6.6 million in venture funding from Sigma Partners and Kepha Partners
Mission: Drive mainstream adoption of Interactive Mobile Media Services by streamlining navigation
with snackable forms of media, ensuring content relevancy through contextualization and fostering viral socialization of content and services
Problems to Solve: Automatic creation of consumable content Streamline desktop-mobile content exchange Make backend services accessible from both browser and device applications Extend desktop social networking to mobile, instead of mobile only communities Flexible service monetization options
3Azuki Systems, Inc. Proprietary & Confidential
An Experienced Team with a Successful Track Record
Solid history of solving big industry challenges and deploying solutions on an Internet scale Cheng Wu - Co-Founder & Chairman
– Founded and led Acopia Networks ($210M acquisition by F5 Networks), ArrowPoint ($5.7B acquisition by Cisco) and Arris Networks ($217M acquisition by Cascade/Lucent)
Jim Ricotta – CEO & President– CEO at DataPower ($100M acquisition by IBM), Founder and CEO at SightPath
($800M acquisition by Cisco) and exec at Avid Technology
Balance of team with deep experience across mobile applications, Web content delivery, SaaS and digital media
– Raj Nair – Co-Founder & CTO
– Eric Lin – Co-Founder & VP, Engineering
– John Tremblay – Co-Founder & VP, Marketing
– Andy Roberts – VP, Advanced Technology
– Dan Carney – VP, Operations
– Mark Basler – VP, Business Development
(Video Spotlight) Azuki Systems unveils its latest technology
Click to Play
4Azuki Systems, Inc. Proprietary & Confidential
Mobile Content Revolution Underway
Mobile audience approaching 3.3 Billion consumers Advanced high res screens, processors, device storage New business models and monetization of viewership
Global Mobile Entertainment Market surge Service revenues growing from $20B (2007) to $64B (2012)
Availability of 3G, Wi-Fi and HSPA networks Support rich media and streaming services
Networks and devices becoming more open Off-deck browsing, handset platforms
Entire digital media value chain in pursuit of mobile Content providers, advertisers, Web brands, handset OEMs Universal push of “direct to consumer” strategies
Shift in focus from communications to content orientation
1 Juniper Research, January 20082 eMarketer, March 20083 Strategy Analytics, April 2008
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Mobile Entertainment Revenues
Mobile Advertising Revenues
Mobile Content Consumers
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5Azuki Systems, Inc. Proprietary & Confidential
Mobile Web: From Chasm to Mainstream
1st Generation 2nd Generation
Shift away from carrier on-deck dominance
Manual desktop to mobile content migration
Duplication of desktop content functions from CMS, advertising, social networking
HTML/WAP focused w/rich media after-thought
User experience deficiencies
Handset/OS diversity
Closed, proprietary mobile content platforms
Mobile content derived directly from its desktop sources (open ingestion model)
2-way mobile-desktop exchange for social networking, mashups, search engines
Consumable forms of rich media, content filtering and personalization
Device/OS fragmentation minimized with browser based media delivery
Roll-out services more quickly from the cloud
Basic Mobile
Websites
Interactive Mobile Media RSS
$$
6Azuki Systems, Inc. Proprietary & Confidential
Mobilizing Desktop Content
Challenge Solution
Desktop content too overwhelming for mobile viewing
Automatic process of information reduction to maintain user attention—Runtime personalization of content
Desktop interface is designed for browsing
Mobile requires interface designed for glancing—Based upon snackable media
Extend desktop social networking to mobile with 2-way socialization—Viral user interactivity and sharing
Avoid building separate desktop and mobile communities
7Azuki Systems, Inc. Proprietary & Confidential
Azuki Solution:First to Deliver an Interactive Mobile Media Platform
Smart Phones & Feature Phones
Ad Networks
Pre/Mid/PostRoll Video
Banner
ContentManagement
System
RSS
Content Publisher
User Context & Content Personalization Clues
Social Interactivity
Mobile DesktopSocialNetworks
SMS @
Azuki
MashMedia
Platform
White Labeled Hosted Service
(SaaS)
MarketingAnalytics
Sub DB
Pre-Roll Ad
Real Time Media Mashup of Content, Ads & UGC
Media 1 Media 2 Mid-Roll Ad Media 3 Media 4
Banner Ads
User GenComments& Ratings
User GenComments& Ratings
User GenComments& Ratings
2 / 3G& Wi-Fi
ViralSocializationof Content
Open IngestionModel (Media,
Metadata, Feeds)
Contextual Ad Delivery
Browser Delivered Services
8Azuki Systems, Inc. Proprietary & Confidential
Azuki MashMedia Platform (Snackable User Interface)
Creation of a ‘Snackable Media’ consumption paradigm purposed for mobile
Method for information reduction, aligning shorter form content and quickly getting consumer to desired content
Extend interactivity within limitations of existing feature phones and smart phones
Decomposition of Web, UGC or premium content into smaller, more consumable objects
Media Markers Method for referencing specific portions of snackable
media (commenting, rating, sharing, personalization) Framework for publisher or user created media mashups
ClickZoomTM user interface for novel media navigation, consumption and interactivity
Tiled representation of snackable media with zoom (in/out/left/right) controls
Native browser and media player delivered services Creation of a wealth of new inventory for ads
ClickZoomTM
Interface
9Azuki Systems, Inc. Proprietary & Confidential
Limitations holding rich media advertising back today
Manual process of targeting and stitching pre-rolls
Mobile mid-rolls impractical – unable to replicate desktop model for premium/longer form content
Limited pool of mobile ads & ad slots (1 ad/media)
In-video mobile advertising enabled by ClickZoomTM and snackable media
Chapterization and zoom navigation of content creates a wealth of ad inventory slots
Pre/post roll for each snackable clip (contextual)
Sequencing of campaigns around ClickZoom Interactive ads with user commenting, rating
and sharing for additional viral distribution Able to leverage mobile and desktop ad pools
Azuki MashMedia Platform(In-Video Mobile Advertising)
Zoom into ad tile for
campaigns
Actionable WAP site or
video ad
Pre/post rolls with snackable
clips
Chapterizationof video
User comments, rating &
sharing of ad
10Azuki Systems, Inc. Proprietary & Confidential
Azuki MashMedia Platform (Socialization Engine)
Layer socialization around media for viral user interactivity and sharing (desktop-mobile)
Media Wall Threaded user-generated comments and ratings
around context of media Building community around content
BuddyBlastTM Fluid sharing of a particular rich media experience
w/friends (video, comment, playlist) Enables sharing of a particular view or context (eg.
just last 30 sec of a 2 minute sports video clip) Share via SMS, social networks and desktop
Social networking ‘connectors’ Leverage 2-way exchange between mobile and
desktop social networking APIs (Facebook, OpenSocial) Posting to user’s news feed; importing of user profiles
and friends lists; posting from Web to mobile
Mobile
Web(Desktop)
SocialNetworks
SMSMMS
@
11Azuki Systems, Inc. Proprietary & Confidential
Azuki MashMedia Platform(Personalization Engine)
Real time intersection of contextual user intelligence with ingested content to enable consumer relevancy
Device sensors (location, time, network)
User preferences, tastes and viewing habits
Demographic targeting data
Organization of content catalog Personalization engine performs
group and user analysis involving rules and ranking
Creation of ‘Personalized Media Channel’ Content personalized to user tastes and
real-time context to ensure relevant user experiences
ExplicitUser
Actions
ImplicitUser
Actions
Real-TimeUser Context
User Profile /Registration
Content Search Queries
Social Networking(Friend’s Tastes)
RecommendationEngines
Profiling “Like Users”
ViewingHistory
Rating of Content
Device Capabilities
Location & Presence
Time of Day
Network
Context Clues
12Azuki Systems, Inc. Proprietary & Confidential
Interactive Mobile Media Platforms - Defined
Web & mobile 2-way content exchange to drive scale and operational efficiencies
Automated ingestion and published feeds Connector based architecture (CMS, ad
networks, social networks, sub DB) Creation of ‘snackable’ consumption
paradigm purposed for mobile Dynamic and user creation of services via
media mashup based upon SaaS and without required app download
Content personalization from real time intersection of content and contextual user intelligence
Layer socialization around mobile media for viral user interactivity and sharing
Adaptation of Web, premium and user-gen content with reach to the broadest mobile audiences
Ingestion
•Media•Ads
Media Mashup
Snackable U/I
Personalization
Socialization
Content Adaptation& Delivery
MobileFeeds
DesktopService
IntegrationOperations &Management
Interactive Mobile Media Platforms
Interactive Mobile Media Services
13Azuki Systems, Inc. Proprietary & Confidential
Scorecard – Delivery of Interactive Mobile Media Services
Snackable Media
Mobile ContentPersonalization
Mobile Content Collaboration
Mixed Media Mashup
Ad Serving (Pre, Post, In-Video)
Desktop-Mobile Content Operations
HTML/WAP Content Adaptation
Video Transcoding & Streaming
Video Portals
Real-TimeMedia MashupVideo, Audio, Photo, Feeds, HTML, Ads
Limited to Web=>MobileWebpageTransformation
Bulk VideoTransformationTechnology Only
Separate Mobile & WebInfrastructure
Technology for Rendering Ads Only
Bias with Own Ad Sales, No In-Video Ads
Ad Partners, Complete In-Video Ad Solution
None Limited to User Bookmarks
Limited
Limited to sharing of links
NoneLimited to sharing of video links via SMS
UGC & Sharing of Media Context (SMS/Facebook)
Filtered Content Aligned to User Context & Tastes
2-Way Exchange of Backend Ingestion/Feeds
1st Generation 2nd Generation
Snackable U/I Purposed for Mobile
No Special Treatment of Rich Media
Lack Navigation within Media
Lack Navigation within Media
Bias with Own Ad Sales, Banner Centric
14Azuki Systems, Inc. Proprietary & Confidential
Different Approaches to Building Audiences and New Levels of Consumer Engagement for Mobile Content
Level of Interactivity
Level ofPersonalization
On-Device Portals
Mobile TV /BroadcastPlatforms
WAP Portals / Storefronts
Web Content AdaptationPlatforms
Mobile Search & Location Platforms
Mobile Social Networking
Solutions
High
HighLow
Low
Interactive Mobile Media Services
• Content Relevancy to User Tastes/Context–Along With Targeted Advertising
• Viral Socialization of Short/Long-Tail Content• “Snackable” Media Purposed for Mobile
15Azuki Systems, Inc. Proprietary & Confidential
Mobile Ease of Use - streamline navigation and purposed snackable forms of media for mobile
Personalized User Experience – ensure content & ad relevancy aligned to user tastes and context
User Interactivity Around Media - promote socialization around media to drive viral service expansion
Rapid Service Creation Across Web & Mobile – ease time to market/cost, real-time service refinements and desktop-mobile content exchange
Broad Reach to Audiences – immediate reach to any mobile endpoint via native browser and media player
Service Monetization – enable a wealth of monetization options (build ad inventory, in-video ads, subscription via D2C or in concert with MNOs)
Summary: Core Azuki Guiding Principles
Consumer
Content Publishers & Mobile Operators
16Azuki Systems, Inc. Proprietary & Confidential
Contact Info:
John TremblayCo-Founder & Vice President, Marketing
Azuki Systems, Inc.43 Nagog ParkActon, MA 01720+1 (978) [email protected]
17Azuki Systems, Inc. Proprietary & Confidential
Interactive Mobile Media Services –Real Time Intersection of User Context & Content
TV
Web
Mobile
User GenContent
PremiumSubscription
ContentWeb
Content
RSS
Video PhotoMusic News/Feeds
User Context Digitized Content
• Location, Network, Device• Context Clues
— User Demographic, Tastes & Personality
— Social Graph
• Backend Content Access• Metadata• Content Catalog Dictionary• Ad Targeting Rules
Ads
$$
SocialPersonality
GenderAge
NASCAR Politics Football
Drama Soccer Poker
Cooking Red Sox
Comedy Motorcycles
Income
18Azuki Systems, Inc. Proprietary & Confidential
Packaging - Azuki MashMedia Platform
Web DrivenSolutions
Web API (SOA Oriented)
BasePlatform
Media MashupEngine
MediaTranscoder
MediaCache &StreamServer
MediaObject
DB
UsageAnalytics
Capture &Reporting
SubscriberDB
Interface
Operations &Management
Interface
ContentManagement
SystemIngestion
ClickZoomTM
Module•Snackable Media Framework•Media Slicing•Media Tiling
SocializationModule
•Commenting•Rating•Media Wall•BuddyBlastTM
Ad ServingModule
Ad Network & Trafficing ServerAd Trafficing Ser
Connectors & Metrics
Social Networking
ModuleFacebook / MySpace
Connectors & Widgets
ServiceModules
Interactive Media Portal(Brandable Ref Service)
ClickZoomTM
NavigationTemplate
Facebook /DesktopWidget
Subsystem or External Connectors
PersonalizationModule
•Metadata Dictionary•Contextual Media•Personalized Channels
Interactive Mobile Media Services