SocialTwist has been marketed virally

What is Pramatis business model?

Pramati is known for its focus on building world-class software products. While
our own product portfolio has been enhanced with SocialTwist (tell-a-friend word
of mouth marketing) and Qontext (enterprise social networking and
collaboration), we offer services to companies looking to build great products.
The product development services business is branded as Imaginea (www.Imaginea.com)
and has grown out of Pramatis core capabilities.

What is SocialTwist all about?

SocialTwist is a venture of Pramati that is now considered a leader in the
social marketing space. The product, tell-a-friend, and its variants (premium
offerings) are used millions of times each day in over 65,000 websites worldwide
and by many well known brands such as P&G, KLM, Barnes & Noble, Kraft Foods,
Disney, ING Direct, etc. You will find our products on many leading Indian
websites like NDTV.com, IndiaPlaza, BigAdda, Jet Airways, Monster.com, etc. The
cost of customer acquisition is increasing as paid search rates are higher and
email marketing is getting very low open rates. On the other hand,
person-to-person sharing gets much better open rates, but the user message is
not as effective in selling as mails from the company. SocialTwist products give
the best of both by combining the high open rates of interpersonal messaging
with the effective messaging of company mails.

How effective is social media as a product campaign platform?

There is no question about effectiveness of spreading news through social
media and the viral nature of it. In fact, SocialTwist itself has been marketed
almost entirely in this way. Unlike other mass market sharing widgets,
SocialTwist has created referral marketing/word of mouth marketing product built
on sharing. SocialTwist is the product of choice of marketing departments and
interactive marketing agencies.

Which are the major business segments that Qontext is looking at?

Qontext is targeting mid-size companies, particularly with the employee base in
the range of 500 to 10,000. Service sector with a high concentration of
knowledge workers is a good segment for the use of such products. IT companies,
BPO, hospitality, R&D institutions, pharma and biotech are the areas we are
concentrating on in India, as they are well developed and offer great potential.

Sudhakaran P/CIOL

maildqindia@cybermedia.co.in