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Matrimonial websites get on to mobile networks for the perfect match

28-February-2009
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Matrimonial websites get on to mobile networks for the perfect match

Matrimonial websites are increasingly looking to tap platforms other than the Internet in a bid to increase reach. With the growing penetration of mobile network in the country, major matrimonial sites are entering into strategic pacts with mobile service providers to increase reach.

BharatMatrimony.com has announced its partnership with Idea Cellular to launch customised matrimonial services for mobile users. Idea subscribers can access Bharatmatrimony’s services on their GPRS-enabled handsets across the country. A range of services and sections on the website, such as searching for prospective brides and grooms, viewing individual profile, ‘Express interest’, etc., will be available free of cost to Idea subscribers.

Speaking about the partnership, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, said, “With the launch of BharatMatrimony.com on the IdeaFresh portal, we are extending our mobile Internet footprint into the matrimonial segment, engaging our users with a Mobile-As-Matchmaker experience. By added focus on the regional matrimonial aspect to Idea’s version of BharatMatrimony, we are confident of making this service relevant and user-centric for a larger section of our users, across the country.”

According to Murugavel Janakiraman, Founder & CEO, Consim Info Pvt Ltd (Consumer services through Internet and mobile), the parent company which hosts a set of portals from matrimony to property, “At Consim, we are constantly looking to go beyond the Internet and reach out to a wider range of consumers through all possible digital channels. Idea Cellular’s innovative approach to delivering WAP services provides us a sound platform to serve the rapidly growing mobile users in India.”

He further said, “Another interesting feature is that we have integrated this with our web offering, thus allowing both sets of customers to seamlessly interact across mediums.”

Experimenting with mediums beyond the Internet, Shaadi.com has announced the launch of its voice services on mobile in nine different languages. Shaadi.com members can now dial and access services in English, Hindi, Gujarati, Marathi, Telugu, Malayalam, Tamil, Kannada and Bengali. The service is priced at Rs 6 per minute to search and listen to profile details, Rs 10/interest expressed, Rs 10 per profile forwarded through SMS and Rs 10 per minute to connect and chat with an interested member.

Members using Shaadi.com on their mobile will be able to search and listen to suitable member profiles, express or decline interest in other members, access their Shaadi.com messages and do lots more simply at the touch of a button.

Commenting on this new offering, Gourav Rakshit, Business Head, Shaadi.com, said, “After launching Shaadi.com on the mobile platform last year, it was a natural progression for us to introduce this service in multiple languages. Considering the diverse population and the number of languages in India, Shaadi.com launched its multilingual service on voice to cater to audiences even in smaller cities and towns, where mobile penetration is high. By accessing Shaadi.com on mobile, members can also call each other through this service. However, since Shaadi.com understands its member’s need for privacy, it has ensured that the callers’ phone numbers are not disclosed.”

The service is available on all Vodafone networks and will be available eventually on all major telecom service network providers in India. Shaadi.com on Mobile is currently free of charge, with no monthly subscription fees involved except usage charges for all Shaadi.com members.

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