Facebook

Introduction
Marriage is viewed differently in India as compared to the West where it is largely a matter of individual choice. In India, marriage is viewed not so much as a union between two individuals as the beginning of an enduring relationship between two families. Weddings are usually protracted events that mark the end of lengthy negotiations between two extended families including aunts, uncles, and even cousins. Referred to as arranged marriage, they are rarely based purely on individual preference, choice or love. Marriage symbolizes and affirms the collective nature of family and larger kinship units in which the families are embedded. Facebook allows users to continuously stay in touch with friends, relatives and other acquaintances wherever they are in the world, as long as there is access to the Internet. It can also unite people with common interests and/or beliefs through groups. So it can diversify into matrimony site with India where arranged marriages are widely accepted as target market.

Introduction about Facebook

Facebook is a social networking service and website launched in February 2004, owned and operated by Facebook, Inc. As of May 2012, Facebook has over 900 million active users, more than half of them using Facebook on a mobile device. Users must register before using the site, after which they may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common-interest user groups, organized by workplace, school or college, or other characteristics, and categorize their friends into lists such as "People From Work" or "Close Friends". The name of the service stems from the colloquial name for the book given to students at the start of the academic year by some university administrations in the United States to help students get to know each other. Facebook allows any users who declare themselves to be at least 13 years old to become registered users of the site. Facebook was founded by Mark Zuckerberg with his college roommates and fellow students Eduardo Saverin, Dustin Moskovitz and Chris Hughes. The website's membership was initially limited by the founders to Harvard students, but was expanded to other colleges in the Boston area, the Ivy League, and Stanford University. It gradually added support for students at various other universities before opening to high school students, and eventually to anyone aged 13 and over.

A January 2009 Compete.com study ranked Facebook as the most used social networking service by worldwide monthly active users. Entertainment Weekly included the site on its end-of-the-decade "bestof" list, saying, "How on earth did we stalk our exes, remember our co-workers' birthdays, bug our friends, and play a rousing game of Scrabulous before Facebook?" Critics, such as Facebook Detox, state that Facebook has turned into a national obsession that results in vast amounts of time lost and innately encourages narcissism. Quantcast estimates Facebook has 138.9 million monthly unique U.S. visitors in May 2011. According to Social Media Today, in April 2010 an estimated 41.6% of the U.S. population had a Facebook account. Nevertheless, Facebook's market growth started to stall in some regions, with the site losing 7 million active users in the United States and Canada in May 2011.

Social impact
Facebook has affected the social life and activity of people in various ways. With its availability on many mobile devices, Facebook allows users to continuously stay in touch with friends, relatives and other acquaintances wherever they are in the world, as long as there is access to the Internet. It can also unite people with common interests and/or beliefs through groups and other pages, and has been known to reunite lost family members and friends because of the widespread reach of its network. One such reunion was between John Watson and the daughter he had been seeking for 20 years. They met after Watson found her Facebook profile. Another father-daughter reunion was between Tony Macnauton and Frances Simpson, who had not seen each other for nearly 48 years. Some argue that Facebook is beneficial to one's social life because they can continuously stay in contact with their friends and relatives, while others say that it can cause increased antisocial tendencies because people are not directly communicating with each other. Some studies have named Facebook as a source of problems in relationships. Several news stories have suggested that using Facebook can lead to higher instances of divorce and infidelity, but the claims have been questioned by other commentators

To determine:
1. Target Market 2. Market needs 3. Positioning and strategy

4. New product strengths and weaknesses 5. Company strengths and weaknesses 6. Packaging/ pricing.

Ref: http://cas.uah.edu/patnayr/tp/tp/SethOnlineMatrimonial.pdf

Marketing Environment Analysis and Market Opportunity

Weddings are usually protracted events that mark the end of lengthy negotiations between two extended families including aunts, uncles, and even cousins. Referred to as arranged marriage, they are rarely based purely on individual preference, choice or love. Marriage symbolizes and affirms the collective nature of family and larger kinship units in which the families are embedded.

Globalization of the economy, urbanization and the increased influence of western popular culture from books to movies and television shows, have brought about changes in the society. From joint family to nuclear family is an oft repeated phrase that is used to summarize changes in the family in India during modern times. The declinein the influence of extended and joint family tieshas resulted in structural holes in family networks,making it difficult for families to find suitablelife-partners for their children. This led to theemergence of matchmaking services and classifiedadvertisements (referred to as matrimonial) innewspapers. With the advent of the Internet, a newchannel in the form of matrimonial Web sites hasemerged as an alternative way to find partners formarriageable members of the family. The introductionof technology in the form of matrimonialWeb sites in an otherwise socially-enabled processprovides the setting for a fascinating explorationof changing social mores and the interaction oftechnology and society. Research on electronic dating, online personals,matchmaking and social networks is limited(Close &Zinkhan, 2003; Fiore &Donath, 2004), more so in the type of societal context provided by India. This chapter investigates the impactof matrimonial Web sites on the process andpractices associated witharranged marriage inIndia. Specifically, it seeks to answer the researchquestions:

(1) How are the affordances providedby matrimonial Web sites appropriated by stakeholdersin the process of arranging marriage? (2)What is the impact of such appropriation on theprocess; and (3) How does the use of such technologiesshape traditions and norms associatedwith marriage. The investigation is informed bythe theory of social construction of technologywhere the central premise is that technology asdesigned provides users with a range of possibilitieswhich shape usage and are in turn shaped byusers. The intent of the study is not to propose andvalidate hypotheses but to gain a deeper insightinto the phenomena and an understanding of thehow technology is shaping and in turn shaped byusers in such complex social processes. An ethnographicapproach to data collection and analysisis deployed for this purpose in this investigation.The purpose of an ethnographic approach is notso much to show that technology is used but toshow how it is socially appropriated. The keycontributions of this study thus are an investigationof complex social processes in a societalcontext different from traditional western researchcontexts and the introduction of modern technologieswhere technology confronts with traditionsand long standing ways of doing things. It willprovide the platform for a wider exploration of theimpact of modern computing and communicationtechnologies on traditional societies.

Our analysis of the use of online matrimonialservices for arranged marriages reveals the possibilitiescreated by technology and how they areappropriated by users. To many, the change may appear to be glacial in pace, but against the backdropof a society that has a history and traditionsdating back several millennia, they show shiftingroles, changing traditions and convergence withthe more modern view of marriage and familyheld by western culture. Information technologyin the form of matrimonial Web sites creates bothonline and off-line possibilities for users as theygo about the traditional process of finding lifepartners and new members for their families.Families seeking partners for their marriageableson or daughter typically operate in an information-sparse environment. Reliance on thefriends and family network meant that much ofthe information was subjective, by word of mouthbut embedded in the social context. The crypticnature of information from classifieds and thecommercial nature of third-party services createdmany challenges for families. The digitalworld, where space is not at a premium, creates amore information rich environment in which thesearch can be conducted. The relative anonymityand privacy provided by using the service athome or an Internet caf reduces concerns aboutany social stigma that may be associated withhaving to rely on such services rather than socialnetworks. Moreover, our data suggests that as theinstitution of joint family recedes from familylife, any negative association about the use ofsuch services is disappearing.With online services, the role of immediatesocial network, classifieds and third-party brokerageservices is dis-intermediated. Technologyallows users to cut across boundaries created bydistance and social networks allowing creatinga larger pool of potential candidates. To ease theprocess of selection, all Web sites provide searchtools for users to specify their criteria. All Websites capture and allow search across traditionalcriteria of religion, caste, community, languagein addition to age and economic background.This reflects the influence of social context onthe design of Web sites. At the same time, thetechnology is reducing the need for this information.In an information-sparse environment,the application of these criteria as filters servedas surrogate indicators of compatibility, ensuringthat the

families of the bride and groom hadsimilar values and traditions. In an information-richenvironment where all kinds of informationabout habits, likes and dislikes is available, theneed for surrogate indicators diminishes. Thisallows families and potential partners to expresstheir subjective preferences that are more directand reflect more rational criteria. As many ofthe Web sites are modeled after online personalspopular in western cultures, these design elementsin the form of such content and ability tocommunicate directly using e-mail and chat ap346Online Matrimonial Sites and the Transformation of Arranged Marriage in Indiapear to engender a cultural convergence betweenwestern and Indian notions of partner selection. Some of the Web sites, as an indicator of suchcultural convergence, provide dating services inaddition to matchmaking services. Video profilesare also becoming an option that is used by someusers on these sites.The roles played by different family membersin the process are also adjusting with the useof technology. Parents and/or other family actas gatekeepers to control the information flowfrom various sources as well as informationabout prospective matches. In the digital world,the information is (persistent) always availableonline and easily accessible to all members of the family. This weakens the role of parents asgatekeepers. It also changes the nature of theflow, which is more continuous as compared tothe more episodic flow of classified advertisementsand meeting with relatives or brokerageservices. The continuous flow of informationcreates more opportunities for interaction amongfamily members over casual conversations. Theincreased communication surfaces concerns ofdifferent family members, bridges role boundariesand generation gap, and helps creates a greaterconsensus within the family.Perhaps one of the more significant changesmade possible with online services is the ability tohave direct communication with potential partnersand their family. Online communication does notbear the same credence as face-to-face meeting informal social settings. The relatively anonymousand informal nature of interaction reduces theperceived risk of adverse social consequences ofallowing prospective partners to communicatedirectly. Furthermore, devoid of the context providedby traditional social networks, families feelthe need to allow more extensive communication between prospective partners to assess compatibility. This also allows the prospective partnersto play a greater role in assessing compatibility and making choices further dis-intermediatingthe role of other family members in matchingand selection.

Limitations and Directions

For Future ResearchOur study investigates the influence of technologyand its use on arranged marriage in India withthe use of online matrimonial services. The studyhas several limitations in its present form. Thenature of the research method creates limitationson replicability and generalizability of the study.As natives of the culture we were studying, wecarried with us a tacit understanding of the socialbackdrop of our study. While the additionalinsight allows us to see subtle differences andchanges and a more nuanced understanding ofthe phenomenon, at the same time, it creates thepotential for subjectivity and bias.Study subjects were Indians residing in Indiaand did not include Indians residing in othercountries who represented a significant proportionof users of online matrimonial services. Theimmersive nature of field study in ethnographymade it difficult to study this segment as theyvisited India only for short periods of time and itwas difficult to talk to them and observe them in anatural setting. However, amongthe families westudied, several had considered potential partnerswho were non-resident Indians.Our study was

conducted primarily in Mumbaiand Delhi, which are large metropolitan cities.Culture, social mores and traditions differ significantlyacross urban and rural India. As a result,the narrative cannot be considered as reflectiveof India in general but primarily urban families.However, it should be noted that a majority ofusers of online matrimonial services reside inlarger cities.In our attempt to focus on the use of onlinematrimonial services, we did not study familiesthat arranged marriages using more traditionalmethods. A more insightful comparison andcontrast of the two different routes to arrangedmarriage would have helped to isolate the underlyingchanges driving the two processes. Concluding Remarks Online personals, e-dating and matrimonial Websites are changing the rules of how relationshipsare formed and maintained in communities all overthe world. In societies where dating itself is tabooaccording to social and religious norms, onlinematrimonial services are filling the gap left by theabsence of social networks in societies transitioningto urban and modern culture. Since there areno established mores about using online media,the online matrimonial services mirror existingsocial practices. As the technology is used andappropriated by users, both social practices and thetechnology evolve. The use of online matrimonialservices provides an interesting illustration of thesocial construction of technology.The use of technology demonstrates a tensioncreated by the affordances provided by technologyand entrenched social traditions and practices.The use of online services has diluted the societalnorms about socializing among opposite sexesbut at the same time preserved traditional notionsof compatibility by providing easy accessto information about religion, caste and community.Although it is still not acceptable to goout on dates, online relationships are consideredacceptable and allowed to continue over extendedperiods of time without parental supervision.Men and women who are seeking life partners are playing bigger roles in arranged marriage but still consider parents to be the final arbiters. Gender stereotypes continue to persist as women do not wish to give the appearance of driving the process but feel comfortable using the technology to actively participate in the process. 348 Online Matrimonial Sites and the Transformation of Arranged Marriage in India Online matrimonial services are not adopted as an instrument to bring about social change. To be accepted by families, they need to reflect and perpetuate societal and religious traditions and values. As they are recurrently used, the possibilities

created by technology and its appropriation by users, creates a new equilibrium that reflects the new social reality created by technology and users. In the case of online matrimonial services, the subtle influence of technology cannot be overlooked as the use of online content, instant messaging and e-mail is expanding the influence of the younger generation over their elders in arranged marriage to create a new social norm that bears closer resemblance to western notions of marriage. This has implications for the social construction of similar technologies in different societal and cultural contexts. When introducing new technologies with social implications such as cell phones and wireless services, the initial adoption of these technologies is only likely to succeed if on the surface these technologies mirror the traditional norms of behavior and social interaction. However, the appropriation of these technologies by users over a period of time brings about changes in social relationships and interactions. These changes, in their own way, change the structure and features of the technology, further driving social change. For example, India is one of the largest growth markets for the use of mobile

phones and the phones were first used in India by affluent families and for business uses; over a period of time as prices came down, they found their way to the lower middle class, the rural areas and the self-employed such as street vendors and maids. In line with the new social classes that have adopted mobile phones, the technologies themselves changed to encourage usage, such as the predominance of pre-paid phone plans, long battery life and the use of am/fm radio as a standard feature, as these phones are used as music players by a majority of the population. This has further fueled the growth in the market of these phones in India.

Positioning of Matrimony site for Face book In India, we ll be targeting the socially active new-generation youngsters and parents searching for a bride/bridegroom. Since, it aims at the people, active in social networking site, positioning should also be through face book which is one of the prominent social networking site of the world. We can also position facebook matrimony as matrimony goes world wide. One can find the best partner living anywhere in the world through Facebook. With other Indian matrimony sites having popularity only in India, Face book can attract audience living all over the world to their matrimony site. With 100 odd matrimony sites available in India, Face book matrimony site will only be the site that can attract Indian living abroad with its globally accepted brand name FACEBOOK. So the marketing should be down through social networking sites position it for new-generation youngsters and parents searching for a bride/bridegroom abroad.

Establish the profitability of your proposal as a business plan.

Face book Matrimony sites will have both premium and free memberships. Almost all the revenue is will be generated from premium memberships, where members have to pay to communicate to other members. They also have advertisements as well as have other web.

We can go for Super premium memberships where matrimony experts will go for finding the most suitable match for you by analyzing horoscopes and other online social networking activates of the members. By analyzing the social activity of the member in sites like Face book experts will find the most suitable match for you.

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