Saturday, September 11, 2010
Jazzed (eHarmony) & eVow (PlentyOfFish)
Recently eHarmony had launched Jazzed, a free low quality online dating proposal, and now PlentyOfFish launched eVow, a Search Engine intended to be a paid online dating site.
Jazzed was designed to compete with PlentyOfFish and OKCupid.
Nobody is going to pay for a Search Engine, because PlentyOfFish and OKCupid are free.
People pay for online dating 3.0 "Compatibility Matching Algorithms" like Chemistry and eHarmony.
In 5 previous posts I had written about how the PlentyOfFish Marriage Predictor is a a HOAX, a complete SCAM.
Online Dating Sites can be classified as:
1.0: "Browsing/Searching Options, Powerful Searching Engines"
1.5: "Unidirectional Recommendation Engines"
2.0: "Matching based on Self-Reported Data / Bidirectional Recommendation Engines"
3.0: "Compatibility Matching Algorithms"
Free/freemium online dating sites like PlentyOfFish and OKCupid are only good to send prospective customers to paid online dating sites like Chemistry and eHarmony.
Free/freemium online dating sites are marketing tools, when free users got tired of free sites, they migrate to a paid one; or they use free sites for fun (flirting) and paid sites 3.0 for serious relationships.
The 2010 revenue of PlentyOfFish is USD 30million, the revenue of Match/Chemistry is over USD 340 million, the revenue of eHarmony is estimated over USD 250 million.
PlentyOfFish is big and strong in Canada, United States, Australia and the United Kingdom, the same markets where eHarmony is also big and strong.
eHarmony had been spending money at PlentyOfFish, showing eHarmony's ads.
I am not sure if eHarmony also places ads at OKCupid. (I mostly use Firefox browser with AdBlock plus add-on and I never see ads)
Jazzed is FREE and it will always be FREE for ever. It is not designed to compete with Match, a 2.0 site. Jazzed was designed to compete with PlentyOfFish and OKCupid.
eHarmony will spend USD 90 million during this year for marketing campaings, eHarmony can easily run Jazzed for free (perhaps operating costs are only USD 3 million per year).
Jazzed is designed to leverage eHarmony, a FREE site to leverage a PAID one.
The questions when you are filling your profile include:
"Are you looking for a long-term relationship that could lead to marriage?"
"Do you personally know someone who has had success with online dating?"
The success rate* of eHarmony is less than 10%.
*success rate == percentage of persons who leave the site because they found someone compatible.
The majority, over 90% of eHarmony's members are not going to achieve a long term relationship with commitment (or marriage) using that site.
eHarmony is going to be "the Heaven" and Jazzed "the Purgatory".
eHarmony can clean its database from undesirable persons (and improve its success rate) sending them to Jazzed (the Purgatory)
and when they grown up, when they mature enough for a long term relationship with commitment in mind, then Jazzed will move those persons to eHarmony, "the Heaven".
The Online Dating Industry needs innovations, but the innovations the Online Dating Industry needs will come from only one source: the Latest Research in Theories of Romantic Relationships Development with commitment.
Latest Research in Theories of Romantic Relationships Development outlines: compatibility is all about a high level on personality* similarity* between prospective mates for long term mating with commitment.
*personality measured with a normative test.
*similarity: there are different ways to calculate similarity, it depends on how mathematically is defined.
Without offering the 16PF5 (or similar test measuring exactly the 16 personality factors) for serious dating, it will be impossible to innovate and revolutionize the Online Dating Industry.