Why I don’t like Jeevansathi’s mobile application

By Aditya Mhatre at 17 March, 2009, 10:44 am

WatBlog reports that Jeevansathi has tied up with Mobisoc to search matrimonial on your mobile phone. The WAP application will allow users to register, search profiles matching their criteria and express interest in profiles.

Jeevansathi might be pitching this idea as “we are now accesiible through the cell phone too” angle but if you just think about it more more than 5 seconds you would realize how ridiculous this idea is. I really really don’t see the need for a matrimonial website to have WAP application for creating, searching and expressing interest. But then let’s analyze the use cases of this application.

Creating a profile using your mobile phone: I can’t imagine a situation where a user would suddenly realize that he/she is getting too old and has to get married as soon as possible and cant waste even afford to wait to get to a computer and start hunting. And by the way, if you were find yourself in such a situation, its already too late.
Search profile on Mobile phone: Really, are you that keen on getting married that you need to be on the cell phone searching for profiles. It’s a matrimonial website and not a Black Friday sale on Amazon.com. So just chill, the “item” will still be there in the evening for you to check out.
Express interest in profiles: So you are telling me that people are going express interest in getting married to someone whose information they read or saw a photo on a 3 inch screen?

Businesses sometimes do things because they can and not because they should and dont get me wrong for mobile technology is a fantastic thing but it has a place and a purpose. Mobile technology is ideal for services where there is frequent information exchange and where time is a critical factor. Businesses have to understand and evaluate whether their service really needs mobile technology. For example: The Hot or Not iPhone application makes complete sense because people simply want to kill sometime rating other people’s looks and getting some pleasure out of it but then a service like Jeevansathi needs to understand that it is providing a service where important life decisions are made and not what to eat or which movie to watch.

Now, I am not the one to bitch without providing a way out. I think Jeevansathi should have a mobile presence but not for the 3 reason mentioned above. What could be of use is an application which Jeevansathi’s subscriber could use to chat and interact with their prospective jeevansathi. It could also have a photo sharing capaibility which you could use to quickly take photos and embed them in the chat or share with people you are interacting with on Jeevansathi. This could give subscribers a closer look at the persons day to day life rather than just a pre-formatted profile.

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Categories : Technology