By Elton Gomes
Orkut’s founder, Orkut Buyukkokten, recently announced the social media site’s upcoming launch in a new avatar in India. Buyukkokten is now preparing to make in-roads to gain a stronghold in the Indian market.
Several media outlets reported that Buyukkokten has announced a merger with JetSynthesis, a technology and innovations company, in efforts to boost his new social media site Hello’s reach in the Indian market. The joint venture has been called Jet Hello.
Here’s what happened
Under the joint venture, Jet Hello, JetSynthesis will help Hello strengthen its reach in the Indian market, and will be responsible for the overall business strategy, operations, marketing, and monetisation, Business Line reported.
In turn, Hello’s Buyukkokten will help JetSynthesis with social networking, and will also provide the company access to a global talent pool. JetSynthesis is also expected to leverage its products, network of influencers, and pool of celebrities for Jet Hello to gain holistic value.
“Combining the strengths of both players, Jet Hello aims to provide users with a fresh interest based social networking experience,” Rajan Navani, CEO and MD of JetSynthesis told ANI. ”With expertise in the Indian market coupled with strong operational experience in bringing mobile Apps to India, we believe we are well matched to strengthen Jet Hello’s presence in the Indian market.”
A report by the Indian Express mentioned that the two companies have been working together over the past year to develop their social network. The report also stated that Jet Hello will set up an office in Parel, Mumbai.
Buyukokkten said that Hello is focused on developing a social network that is driven by communities, and one that allows for like-minded people to connect. “We are committed to enhancing the social network experience of every Indian user & Im delighted to say hello to India, once again!” he told Business Line.
Why is this important?
JetSynthesis is considered to have a significant presence in the Indian market. The company’s collaborative efforts will likely be a huge boost to Hello’s expansion efforts.
Hello is aiming to capture an already cluttered Indian market. With the likes of Facebook, Snapchat, Instagram, and other social media apps, Hello will need an effective insight into the market. JetSynthesis might be able to provide Buyukokkten with those insights.
From the point of view of an Indian user, the merger simply provides more choice. With Hello in the picture, all new and shiny, Indian users might be tempted to test its novelty. What remains to be seen is whether Hello will be able to establish trust among Indian consumers. Perhaps the company can touch upon the sentimental value of Orkut, but, it is unclear how long such sentimentality or Hello’s novelty may hold Indian users’s attention.