Cellent Technologies ground breaking artificial intelligence enhanced platform – Mooga – has been acknowledged as an industry leading technology innovation by securing the silver award for “Best Technology Innovation”.

The “MCA 08” awards were held at the Kingsway Hall Hotel in London on  the 18^th, 19^th and 20^th June and attracted entries from throughout the United Kingdom; European Union, sub continent, Asia Pacific, USA and the Middle East. Cellent Technologies proven technology platform, backed by a solid user case with Sony BMG in Latin America proved too engaging to be ignored by judges at the event.

The primary focus of Mooga has always been to address the fundamental issues existing in the mobile WAP environment today; and that is the lack of repeat visits, decreasing ARPU and the complete ignorance of end user individuality

Mooga – Infinite MoCo increases content uptake and dramatically improves end user experience on mobile portals by using artificial intelligence methodologies to adapt storefronts on WAP. The intelligent recommendation engine integrated as a core part of the Mooga infrastructure in turn unleashes the power of the long tail of digital content on mobile and removes the limitations previously imposed on the small screen of mobile.

The Sony BMG case has seen an increase in multiple transactions per session, downloads from recommendations and a continuously increasing number of new visitors that enter the portal for the first time and continue to return. Most importantly, the Sony BMG portal contains ALL contents within their portfolio and more than 90% of all contents are selling at least once a month. The days of 10 – 20% of content being on-portal due to an inability to know how to promote everything to everybody are long gone!

Approximately 100 companies forwarded nominations for awards in a number of categories. Cellent Technologies and Mooga were shortlisted to the Top 6 in two categories – “Best Technology Innovation” and “Enriching Search and Discovery” and receiving the Silver Award for “Best Technology Innovation” is tremendous validation and the culmination of two years of collaboration between Cellent staff in India, Egypt, Argentina, Singapore and Europe as well as Iken Solutions; an IIT Bombay incubated company specializing in artificial intelligence for business applications. Cellent hold a strategic stake in Iken Solutions.

Mooga – Infinite MoCo is also scalable across web, IVR and USSD. For further information on Mooga or Cellent Technologies please visit www.infinitemoco.com and www.cellent.com