The Smart Techie was renamed Siliconindia India Edition starting Feb 2012 to continue the nearly two decade track record of excellence of our US edition.

May - 2010 - issue > Top 25 Emerging Technology Companies

iKen Intelligence Personalized

Jayakishore Bayadi
Thursday, May 6, 2010
Jayakishore Bayadi
Seeing the huge market potential for intelligent business systems, Dr. Rajendra Sonar, a PhD in Artificial Intelligence and Siddharth Goel, a serial entrepreneur, have built a novel approach by collaborating BI 2.0 and Artificial Intelligence (AI) techniques to offer analytics and business insights to the granularity level of N=1. iKen, an IIT Bombay research spin-off, has a vision to provide highly relevant and extremely personalized end user experiences.

“Mooga is an Intelligent Consumer Analytics Software Platform backed by Hybrid AI techniques such as expert system, case-based reasoning, neural networks and genetic algorithms,” informs Siddharth Goel, CEO of the company. Today, the Mumbai headquartered company founded in July 2008 has its office in Argentina as well and a decent clientele in Latin America.

The idea behind founding iKen was to offer Personalized Analytics on an N=1 basis, which could be applied to verticals such as Telecom, Mobile VAS, Internet, Customer Lifecycle Management, Customer Care, BFSI, Billing, ERP/CRM and Independent Software Vendors having respective Domain Expertise; in areas such as Personalization and Recommendation, Intelligent Campaign Management and Advertisements, Usage and Retention, Prepaid Lifecycle Management, Credit rating and Transaction Monitoring, etc.

Conventional Business Intelligence (BI) systems classify or compartmentalize customers into groups, adopt a top-down approach where huge amount of data is crunched, patterns are derived and focus is on a macro level by “generalization”. They lack understanding each customer “distinctly” to the granularity level of N=1 which can enable “actionable” steps well before a customer is lost. Explains Goel, “Mooga adopts a bottom-up approach where the behavior of one customer is analyzed at a time and individual learning can be summarized to get group, application, functional or organizational level insights. Unlike conventional BI, where Analytics and other systems such as Operational are treated differently, Mooga’s N=1 analytics is deeply integrated into operational systems and enterprise databases such that Intelligence is provided at an enterprise level and can be part and parcel of every business process rather than being focused on select functional areas such as CRM (as happens in conventional BI approach).”

Iken has been pretty successful in acquiring few top-notch customers. For instance, TCS is taking Mooga globally to cater to the increasing demand for Personalization to the various industry verticals mentioned above. Claro (part of America Movil-world’s fourth largest telecom operator), after integrating Mooga, has increased its number of downloads on their WAP portal by 40 percent within three months. Simato Solutions has taken iKen to the Sri Lankan telecom market where two of the biggest operators are its clients now. Hungama, Sony Music, MTV and Motorola are few other clients with iKen. “We make money via license fee model which could be transactional or monthly,”informs Goel.

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