Long before the internet became a household utility – in fact long before dial-up connections, or even the humble dial-tone – families indulged in matchmaking by tapping into far reaching social networks within their existing communities. Chances were a relative, neighbour, or co-worker knew someone, who in turn knew someone, perfect for their son or daughter. Due diligence was reasonably effortless, with shared acquaintances between the two families vouching for the prospective bride or groom.
With each new generation, the fundamentals of this matchmaking model have evolved to keep pace with the changing times. Today, matchmaking is an indulgent pastime not just around family kitchen tables, but across college and corporate campuses alike.
In recent years, much has been opined about the transformational impact of the internet, on nearly every facet of our lives. And across the sub-continent, matrimonial websites have become a glowing case study of this very phenomenon. After all, the online matrimony industry is estimated at US$50 million, and has grown at a compounded annual growth rate of 50% to 70%.
And yet, there is a fundamental flaw in how these ‘traditional’ matrimonial websites have transitioned this intrinsically social activity onto the web.
Where previously, there was a reliance on our communities to help potential couples establish trust first and foremost when seeking an alliance, today’s traditional matrimonial websites embrace anonymity.
Where previously, our formal and informal social networks in the old ‘offline’ world helped us perform due diligence on potential partners, the leading traditional matrimonial websites are rife with duplicitous profiles that are hard to verify.
Millions of hopefuls Search, Browse and Select, in a manner no different to perusing a catalogue. Notably missing from the experience is a sense of discovery, as might happen when you realise the person listed in your search results is a friend of a friend, or that they happen to work for the same employer as your first cousin. In short, the emotive responses we experience and enjoy when contemplating matters of the heart are set aside, for a more clinical approach to matchmaking on today’s traditional matrimonial websites.
What makes this surprising is that today, more so than ever before, the internet has evolved to support social connections beyond our existing networks, facilitating new introductions, conversations and relationships. Indeed, online networks like Facebook and Orkut are the new social hangouts, the online equivalent of the neighbourhood Cafe Coffee Day or Friday evening watering hole.
apnakoi.com’s innovation is precisely to embrace a part of our past.
Recognising anonymity and online matchmaking do not mix, we’ve sought creative ways to leverage existing social connections when our members use apnakoi.com. We’ve built a Facebook application that allows members to invite their friends and family on the social network to write referee comments. These referee comments make it possible for friends and family to share their own insights into the person. What is unique about this feature is that other users can also view the public Facebook profiles of the referees themselves, right from the search results page. This allows them instant access to a much wider social network of connections – not only hearing what others have to say about a person, but the possibility that a common, shared connection might emerge as well.
This is the first of many social matchmaking features to be launched at apnakoi.com. Our goals are to continue to make it possible for members to infinitely tailor their search for a partner; to provide the decision-making tools that will help them evaluate prospective matches; and, to provide them with true platform freedom so that they may access our services on mobile devices and across third-party social networks.
Expect to see more features that help build trust amongst our members being released in the coming months.
