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2. • Copied from http://www.thehindubusinessline.com
• Business Daily from THE HINDU group of publications
Thursday, Oct 02, 2008
• Sravanthi Challapalli
• Chennai, Oct. 1 Playing Cupid is getting more hi-tech, with online matrimonial enterprises Shaadi.com and Bharat Matrimony each tying up
with DTH and mobile services providers in the last couple of months. Shaadi.com has tied up with Dish TV and Vodafone and Bharat
Matrimony with Tata Sky and Airtel.
• While there are only around 40 million Internet users in India, the number of mobile services users and DTH subscribers is estimated at 300
million and 14 million respectively, and growing. To extend the reach of their businesses, which are in the online and offline space, these
digital platforms are the obvious choices, say these companies.
• “There are many challenges to using the Internet. Many still use a dial-up connection, for instance. The ease of use on the mobile is
wonderful. Our tie-up with Vodafone took off in August and already the service has been accessed around five million times,” says Mr Vibhas
Mehta, Business Head, Shaadi.com. The facility is available through an interactive voice service, SMS and WAP too. The voice and SMS
services are being used aggressively, he adds.
• On both the DTH and mobile platforms, there’s a menu to choose from, profiles of prospective brides and grooms, facility to leave a message
and “patch” a call to a person one is interested in, without the phone numbers being revealed. The costs incurred by the user, including the
money paid as registration fees or fees per contact provided, are shared as revenue by the matrimonial service and its partner service
provider.
• For instance, the Bharat Matrimony-Airtel tie-up charges a subscription fee of Rs 20 per week where users can view any number of profiles
and get two contacts free of cost, but will have to pay Rs 10 per every contact over and above that.
• On Tata Sky, each SMS request for contact details of a prospective partner costs Rs 10. Every week, 1,000 new profiles are uploaded onto
Actve Matrimony, the Tata Sky-Bharat Matrimony service.
• Mr Murugavel Janakiraman, founder and CEO, Bharat Matrimony.com, says the tie-up with Tata Sky will give the company direct access to
over two million homes in addition to its existing base of over 12 million members. Airtel’s subscriber base of 77 million (with about 10 million
subscribers using its GPRS services) made it the partner of choice on the mobile platform. In the case of Dish TV, the subscriber base affords
Shaadi.com access to 3.6 million homes, says Mr Mehta.
• Wouldn’t it be cumbersome to use the services on a mobile? Mr Mehta says his company has recreated the service for the mobile phone, and
that the “100 per cent matchmaking process can be carried out on it”. “Our mobile service has been designed to integrate seamlessly with
that on the Net, and users don’t have to re-register to access it,” says Mr Janakiraman. For the mobile and DTH service providers too, it’s an
opportunity to differentiate themselves and grow their subscriber base. In a press release, Mr Vikram Mehra, Chief Marketing Officer, Tata