'I see go4i as an early entrant rather than a late entrant.'–Arunabh Das Sharma, Chief Marketing Officer, go4i.com.

If pedigree is an important criterion of success, then go4i has it. With backing from Chase Manhattan, HDFC and the Hindustan Times, success seems to be in its favor. But, with revenues from the B2C segment and advertisements expected to make up a fairly sizeable chunk, the odds might just not be in its favor. DATAQUEST spoke to Arunabh Das Sharma, Chief Marketing Officer, go4i.com, for views on his dotcom venture. 

What’s your business model?

Our

business model is to collect and own the user. At the horizontal level, we will

act as an aggregator of eyeballs due to the excellent and exhaustive content

range. Once we own these eyeballs, we will be able to push them into our

channels, some of which are run by our JVs and are revenue generators. Our

philosophy for a JV partner is that firstly it should be a leader in its own

space. Second, it should have the capability to do business both online as well

as otherwise. And third, it should have a straightforward business model.

Calling it straight–a B2C model, a segment that

is fast losing its sheen, and is being avoided by investors–do you think you

will make it?

Yeah! It is losing the glamour.

But if you make a sustained effort, it’s always possible.

How are you planning to make

money?

We plan to have not one but

multiple revenue channels. First–subscription, that is, we will have a channel

on careers where people can post in their CVs, and then we will charge the

companies who want access to this database. Second, we will be handling the

online trading for HDFC Securities and will have commission on brokerage as an

important source of revenue. Third, through B2C, which will comprise primarily

retailing of services like fitness videos. Finally, we will have advertising.

And here too, with the kind of infrastructure that we have and the content and

services we plan to provide, we expect to earn revenues.

With atleast one portal launched

everyday, do you feel there is any space left for more?

I think, ultimately, it’s a

case of the survival of the fittest. And we do think that we would ultimately be

able to prove ourselves. The reason is our content, which will be different from

any other site. Our site will not only provide for simplicity in usage but also

provide users with a personalized experience. Then there is our pedigree, we

have the backing of the best media and financial houses in the country. And we

are here to stay, in fact, that way I see it go4i as an early entrant rather

than a late entrant.

What is the USP of go4i.com? What

makes it different from the other portals in the same category?

We don’t have just one, but

multiple USPs. Our first USP is the people sponsoring us–Hindustan Times,

which will provide our content; and HDFC Bank, HDFC and Chase Capital, which

have made a combined investment of $30 million. Second is our business strategy,

which is to aggregate eyeballs and transfer them to verticals–attract, engage,

retain and transact. The technology that we are using in our site and the one

that has gone behind setting it up too is cutting edge. Last, but not the least,

are the people who are running the site. We have people from almost all fields

like journalism, marketing and finance.

Since you are so confident about your revenue

streams, when do you see yourself breaking even?

Go4i.com is not here for notional

valuations. Our purpose is not to set up a site, get a particular number of hits

and then sell it. We are here to create a brand. What we are looking at is

long-term not short-term. We are not in the game of coming in and getting out.

We plan to stick around through sustained marketing and make our presence felt

both in terms of mindshare as well as marketshare.

Which are the companies you have

JVs with?

We will be having eight channels

to start with, and these will go up to 11 in a short time. So, for careers we

have tied up with Stanton Chase. For health we have tied up with Nicholas

Piramal; for online trading, with HDFC; for cricket, with 21st Century Media and

for ticketing, with Big Tree Entertainment.

MANISHA

SINGH



in New Delhi