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Make Your Partners Happy
Background
90 people in New York City, Los Angeles & London, backed by i-Hatch, Softbank, Bain Capital, Meritech, NEA
Largest & fastest-growing off-deck mobile content service in the U.S. acquiring 175,000 – 200,000 subscribers monthly
Direct-to-consumer focus, driving customers via:
Online/WAP: Search, Display & Integrated Partners
DRTV: “Send ‘Get Kanye’ to 48000
Mobile: SDK’s via Yahoo, AOL, Apple, Nokia & Android
Challenge: How to scale to meet all channels?
Response: Mashery-Powered Extranet
http://partners.thumbplay.com/
1. Instant Gratification
2. Flexible Ingredients
3. Constant Feedback
4. Human Availability
5. Benign Competition
Happiness is…
Flexibility is…
Offering tools for all partner types…
Feedback is…
Constantly changing content/services…
Availability is…
Partners cannot live by URL alone…
• A sense of voice and presence
• A team at-the-ready to respond
• A means to reach out – in all forms
Competition is…
Shared Best Practices & Success Stories
• Who did what with which tools?
• What drives the best conversion?
• What financial outcomes accrue?
