When the internet was in its nascent stages here in the country, one of the first uses it got was setting up matrimonial matches. The fact that it could facilitate oversea’s arrangements made it quite popular and I’ve heard of quite a few people (first hand accounts, no second hand) of people finding their partners through one service or the other.
So it’s quite a surprise that it came so late as a VAS over a telecom network.Â Ufone launched it’s RishtaPoint service recently which quite simply allows you to setup a small profile and record a little intro. People can then search over the network for prospective partners, listen to their profiles and if you like it have confidential first conversations. Ofcourse, the prospect is sent an sms of the callers profile first and asked to confirm. It’s confidential, because ufone doesn’t give out the phone number for the first call, which is quite a big concern for users and i’m glad they thought of it.
Since many in our part of the world are so involved in the shadi business, i’m sensing a big business opportunity here. However, the question of whether it will actually be successful, depends on how much users are educated in it’s use. I’ve checked the IVR instructions and the possible options, and it does get quite complicated.
The campaign for this VAS is simple, and so far i’ve heard it only on the radio and no other media. I love that they’ve actually incorporate their own slogan into the product. The ad ends with “kya pata koi aap ko kehna chahye… tum hee tou ho (the last four words sung in ufone’s own tagline format)” from their own “ufone.. tum hee tou ho” slogan.