SMU graduate Tay Wei Kiat, 25, a winner of SMU's Future Information Technology Leader Award this year, is the co-founder of Oompr!, an e-commerce website that prides itself on being a social marketplace based on a "freemium" model. The website is free-to-use for those who are simply listing or buying products, but individuals who wish to feature their items or retailers looking to link their Facebook pages to Oompr! would need to pay a premium. "Shopping is inherently a social experience," says Mr Tay. Oompr! allows users to be kept updated on what their friends "like" or look at by integrating with social networking site Facebook.It is currently looking into the novel concept of “friend prices”.