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Shaadi.com Ties the Knot With Vodafone: Matrimonials go Mobile
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A little late in the day for a news story, however, taking the matrimonial wars a step ahead, Shaadi.com has announced a tie up with cellular service provider Vodafone. On what is claimed to be a first of its kind service in India, this tie-up will enable Vodafone customers to access Shaadi.com’s matrimonial services on their mobile phones. The service is being powered by Mauj Mobile. And what we have is an alliance between some major players in the digital media, certainly a high profile marriage.
As noted by Shaadi.com in their release, this announcement comes within a couple of weeks of their DTH tie up with Dish TV, which created quite a bit of activity on WATblog with Bharat Matrimony following suit with Tata Sky a couple of posts later on the same day. This presents the most obvious question, what is Bharat Matrimony going to do? Is Airtel or maybe an Idea already in talks?
Customers can access this service through a call (by calling 57007), SMS (by sending Shaadi as an SMS to 57007) or on Vodafone live! This certainly is another feather in Mauj’s VAS cap and adds a whole new dimension to digital media growth, where VAS provider become an enabler to cross platform growth.
What Shaadi claims as a 360 degree service with mobile and television expansion puts a question mark on my mind about the scope and scale of Internet. The fact that Indian Internet industry’s most successful business model is getting aggressive on platforms other than the web, doesn’t speak a lot about the penetration and growth potential of the Internet.
However, with mobile browsing providing nearly the same experience as the PC perhaps the line between the web and mobile as separate platforms is dwindling. And perhaps because of that, these matrimonial wars can be seen as natural evolution of the digital medium. On the other hand, it can also be a cue for a lot of other to follow to chuck the net and pick up the cell phone.
Thumbnail courtesy CrotchSplay
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