Yaari.com, a social networking site for Indians has integrated mobile features with its social networking portal. Interestingly, they’ve opted for a 10 digit code, instead of a short code service. I’m told that the advantage of a 10 digit code is that users do not have to pay a premium for sending messages, so Yaari is essentially relying on people adding their not-so-easy to remember code to their address book for messaging, and for mobile chatting to become a habit. There’s an attempt by Yaari at creating a mobile community: users can create chat groups and broadcast messages to everyone in their group, and replies can be both online and using the mobile. I think mobile social networking has the distinctive advantage of being limited to a particular country, so a first mover advantage certainly helps. What’s the danger for Yaari? Simply – Google integrating Orkut with dodgeball, and the latter being launched in India. Not sure of how soon that will happen, though.
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