WatBlog Newsletter Archive

• Email to a friend • Article Search • Related • View comments • Track comments •

•

Rate 'Inviting Tech Developers To WATBlog Wednesday Pune On 21st January @ Gaia Lounge'

BharatMatrimony On A Launch Spree - Where Is The Business Case?

Bharatmatrimony is being aggressive offlate by launching multiple offshoots of the main matrimony portal. So late december they announced Elitematrimony which is an exclusive portal for the elite and is currently in request invitation mode only. The other new launch that BharatMatrimony has done is a matrimony video portal called Bharatmatrimony.tv which hosts videos of those who have got married via bharatmatrimony and also of those who want to get married.

Now when one looks at these two products the question that comes to mind is how will Bharatmatrimony monetize these two opportunities and what if at all is the long term potential of these two initiatives?

Lets look at Elite Matrimony.. Given the exclusivity of the service Im sure there might be demand but lets for one sec consider whether people given the slowdown would actually pay for such a service? The chances are less likely. But nonetheless atleast this one has a clearcut revenue model and even if 100 people sign up its worth it for Bharatmatrimony even if its not for the elite guys with just 100 of them around.

The other launch which is bharatmatrimony.tv doesn’t have an apparent revenue model as of now but the trends section does give an indication of the possibility bridal/marriage/fashion brand placements on this site. The site on the whole is PR plug for bharatmatrimony with very little value being derived for an actual user. Better than this editorial led video content would be the option of allowing matrimony users to upload their own intro videos and making the same available in a youtube like site with ofcourse the permission of the said members. Controversial yes but atleast it would have some chance of being a destination. I have my serious doubts on the way bharatmatrimony.tv is executed and whether it would give any value to user and advertisers alike.

All in all I think Bharatmatrimony would do better to cut down on unnecessary product offshoots at this slowdown phase of the economy and become lean and add user features for the logged in users. The elite matrimony could have been an internal feature in bharatmatrimony itself rather than a separate site itself. A static dead page like that of Elitematrimony.com doesn’t really cut any ice with users.

Also Check Out:

• Email to a friend • Article Search • Related • View comments • Track comments •

•

Rate 'BharatMatrimony On A Launch Spree - Where Is The Business Case?'

Event Update: Marketing Through Recession - IAMAI Pay For Performance Panel Today

Today IAMAI is organizing a panel discussion on Pay for performance marketing which looks at the ways in which marketing can prosper through recessions.

This panel will consist of Pradeep Shrivastava of Idea Cellular, Ronita Mitra of ICICI, Rajiv Prabhakar of Sharekhan, Debadutta Upadhyaya of Yahoo and Lynn de Souza of Lintas and moderated by Mahesh Murthy of Pinstorm.

The panel aims to answer the following questions:
Is pay-for-performance advertising the answer? Instead of paying for eyeballs or impressions, would you rather pay for sales or leads? Whither branding?
Google started this trend - can it spread beyond search to all digital advertising, including banners? Should this be the model for TV and print? Will we see the good old days of large allocations to branding again? How do marketers see media spends in this era of unprecedented accountability?

Pinstorm - The search marketing firm turned full service digital agency along with the IAMAI are hosting a series of closed-door roundtables on these questions. The first one: “Marketing through the recession: is pay-for-performance advertising the silver bullet?” is today evening 6-8 pm at Sunville Rooms Worli. This is a closed door discussion and entry is by invite only. If you need an invitation shoot a mail to asfaq@pinstorm.com and you can call him on +91 9892113910. WATBlog shall be attending this event so we shall get you the updates as well!

Also Check Out:

• Email to a friend • Article Search • Related • View comments • Track comments •

•

Rate 'Event Update: Marketing Through Recession - IAMAI Pay For Performance Panel Today'

3G Auctions Delayed Yet Again.. And Next Date Not In Sight.. SIGH..

Well even we are tired blogging about the delay in the 3G auctions.. But it seems DoT isn’t going to get tired delaying the same. For the 3rd time if Im counting correctly (Delay 1, 2 but no date, 2 with date and now 3rd one in which the 3G Auctions have been delayed yet again and this time there isn’t a new future date that has been communicated by the DoT. All DoT said was "The revised time line for auction of 3G and broadband wireless access spectrum will be notified shortly,".. For all those who bought iPhone 3G phones in the hope of seeing the light of 3G auctions any time soon would have to wait longer.

Some may ask but why the delay again and again?

Well the reasons are clear.. The 3g license costs a bomb! Think 2000 odd crores of rupees and given the current economic situation where companies are fudging account books and the stock markets look worse day by day an auction of this magnitude is likely to get lukewarm response. Given this fact the 3g auctions are being delayed. One more reason is the difference of opinion between Finance Ministry and DoT on the base price for the license. The finance ministry wants the license fee to be 4040 crores instead of the currently modest (in comparison) 2020 crores.

All in all this whole 3G auction has become a big joke now with constant delays and now no date in sight one has to admit that sometimes a little less regulation by TRAI and DoT of the telecom space might actually be beneficial.

Also Check Out: