Tuesday, September 11, 2012
eHarmony Inc. to close Jazzed
Launched 2 years ago, never took off.
It was funny eHarmony, a paid site, had launched a free online dating proposal (Jazzed) nearly at the same time PlentyofFish, a freemium site, had launched its paid proposal, eVow (failed, game over). Both eHarmony and PlentyOfFish had failed in launching other dating proposals to complement their long time strategy.
Now eHarmony Inc. has 2 options.
One, die peacefully, going directly to bankruptcy. Free communications days are useless at all, traffic declines after them.
The other, try to innovate with a new independent site.
social discovering / social dating is illusory/vaporware.
People do not pay for social discovering, for finding new friends, they will pay only for high effective compatibility matching.
See failed proposals like TheCompleteMe, SmartDate, HowAboutWe, Zingl, Engage (then rebranded to Ignighter group dating), Thread, Triangulate, Gelato (then rebranded to Twnty), WooMe, 12Like, LittleHint.
Online Dating for serious daters does not need to be more social, it needs to be more effective/efficient. It needs to reduce the false positives problem.
The Online Dating Industry needs innovations but they will come from only one source: the latest discoveries in theories of romantic relationships development with commitment.
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.
PERSONALITY SIMILARITY and not “meet other people with similar interests”
What comes after Social Networking?
My bet: The Next Big Investment Opportunity on the Internet will be …. Personalization!
Personality Based Recommender Systems and Strict Personality Based Compatibility Matching Engines for serious Online Dating with the normative 16PF5 personality test. The market remains enormous!!