The Guardian
topics

Exclusive
Is FiLife Running On Borrowed Time?

Less than two months after talking up the turnaround at Dow Jones-IAC (NSDQ: IACI) personal finance JV FiLife, paidContent has learned the site’s continued existence is no certainty. It survived the multiple trimmings as Barry Diller cut back on IAC’s portfolio of emerging businesses, but the company is now exploring options that range from leaving it open to a sale or a full shut down. When Ezra Kucharz, president and GM for just over a year, left for CBS (NYSE: CBS) in January, both IAC and DJ credited him publicly with turning around the site and building it to the #4 personal finance site with 4.4 million unique visitors in December. Now both companies are declining comment about the site’s future.

One possibility for IAC could be selling its stake to Dow Jones (NYSE: NWS), which recently bought out SmartMoney partner Hearst. But that’s a well-established brand with an 800,000-circ magazine. Whether DJ would even want to own FiLife outright is unclear—as is whether a deal actually would involve much money. What FiLife does have—more traffic than SmartMoney.com, where personal finance is just one category, and a digital mentality. Is there a way to combine the two?

FiLife has had a bit of a tortured life from its beginning: taking more than a year to move from an idea to a blog, then taking so long to emerge from that status the plans appeared to be dormant. Dave Kansas, brought in from the Wall Street Journal to launch the site, was replaced by online vet Kucharz in late 2008. Adam Wiener, executive editor and VP-content was promoted to GM when Kucharz left, but not given the title of president.

It’s made strides on the editorial side. Just last month FastCompany picked it as the most innovative company in the finance area for using “a Q&A format with a host of social and game-like features to get Americans talking about money. More as warranted—and please feel free to e-mail me if you have details.

Related Stories
Mar 19, 2010 11:15 PM ET

Hourglass

Share

Posted In: Features, Exclusive, Media & Publishing, Online News, Companies, IAC, News Corp., Dow Jones

  • Yeah, I am also wondering when will this hit the market.

  • I'm wondering when a 'cross platform mobile' application market will be launched?

    Obviously there are more windows mobile applications than any other mobile platform out there just seems strange nothing competing with the iPhone app store has been launched.

    Seems like an obvious choice with
    windowsMobileAppStorenet
    or
    androidMobileAppStorenet
    or
    iphoneMobileAppStorenet etc etc.


    Cheers,
    Dean

  • loulou

    Hey guys,

    It is just a PR thing. There are no magic at all in the t-mobile move. There are already 10's of apps store available on other networks or on mobile internet (3UK, Nokia MOSH, Getjar, etc…)

  • kimbjo

    It's great that T-mobile has become 'open'. Maybe now they can unblock data access from java applications that you download off the web and side-load (instead of the ones that you have to download through tmo's store)

  • T-Mobile has made a good decision.  If the company is losing subscribers then it makes sense that it needs to make its handsets more attractive, particular to business users – a market that is less susceptible to churn. 

    Opening up the platform will encourage more developers to get working on high value business apps (though clearly some sort of filtering mechanism is needed in order to achieve this), and will ultimately give business users the range of choice they’ve long been craving.

  • Linda

    I've been with TMobile since it started up in NYC because I wanted to get away from the clutches of ATT. As a Mac user I am very disappointed that the iPhone linked up with ATT. As long as the iPhone is ATT only I will stick to the other guys out there! Smarten up Apple!

  • digital bear

    brilliant move, forward looking, embracing of new technologies and competitively nudges the other old mentality companies.  when will you all get it that change is good and t should be applauded on the street as well!

  • jan

    This will not work.

    1) 31 Million customers are a lot, but how many actually know how to do more with the phone than call and SMS? My guess: <30%. So there are less than 10 MIllion customer with the knowledge how to install an app.

    2) How to tell every customer that this feature exists? Okay these 30% are tech savy people. Lets pretend 50% will know about it. So we talking about 5 million potential customers for my developed aps.

    3) These 5 Million customers split between hundreds of phone types, a couple of operating systems and various screen sizes. it will be impossible to write one app for all of the phones. let's pretend i can cover 10% of the phones with one app. so i'm looking at 500.000 customers that are able to buy my program.

    So why should i develope for 500.000 user with crappy operating systems and programming languages if i can do it much easier, with super slick developer software and language for a sexy toy named iphone, with an insanely fast growing, tech hungry, easy money spending 10.000.000 potential buyers, where 8 of them didn't even think for too long to buy a 1000 Dollar app :)

    Why the heck should i do it T-Mobile?
    I question that this store will ever go live.

  • How much does it matter that Nokia, for example, has already opened a very free and open app store, Mosh? Kind of surprised the notion of the "deck" is still around in the mobile industry (probably to overcome any cross-platform compatibility issues).

  • kimbjo

    ^^^ regarding concerned's comment—

    I already addressed the problem. Tmobile can't have it both ways. Are they a content company? Or are they just a dumb pipe?

    if they're a dumb pipe, then they won't mind if GirlsGoneWild mobile is the 'most popular' and indeed the top service on theri phones consistantly.

    Or maybe playboy centerfold models would work best.

    or will they filter out porn??

  • Concerned

    RE: rd I have learned that what is popular and what is good aren't always the same thing. I would say maybe put a filter in place so things don't get flooded like the iphone application store is now. I would think that up until now T-Mobile has been that filter?

  • One disadvantage I see for T-Mobile is the lack of a common platform across their handsets. The App Store caries apps for just one kind of phone, adding to its simplicity. It will be tough to replicate the UX when not all apps work on all devices.

  • Hart Wilson

    This is junk.  The mobile phone industry doesn't have a consistent platform.  T-Mobile's concept is good, but currently there are dozens of platforms with hundreds of variations.  It is similar to the state of PC operating systems during the 1970s.

  • co

    Um. Danger, the company that makes the OS for the Sidekick/hiptop already has something like this in place and has had it since… forever. Can you guys expand on what the change is going to be there?

    Except indie developer incentives/support really sucks.

  • rd

    I meant to say "what would be the alternative… having a closed app store that only allows t-mobile partner's apps?"

  • rd

    RE: Concerned - How can an open app store that sorts by popularity by a dumb move in respect to small time developers? If they create an awesome app I would imagine they will attract a ton of interest. What would be the alternative… not having a closed app store that only allows t-mobile partner's apps?

  • Concerned

    Not a smart move- this is a great way to squash the little guy. Lots and lots of crap means people that work hard to make a good game or application get lost in the sea of garbage.
    Besides, T-Mobile hasnt been able to get anything else related to games or application right before

  • Good news. There're so many good apps for mobile phones out there and very few distribution channels.. 

    Looking forward to see that kind of service be available on T-mobile BlackBerries.

  • kimbjo

    Yah this will work great for Tmobile. I can't wait for my new app: bigtitsandmore application to be slapped across all tmobile phones, and make it in the news.

    Good work Tmobile, you were dumb before, now you're going to be a dumb pipe!

  • Scott

    if they can succesfully do this for Sidekick, this could be awesome. rest of their phones are blah.

Unhealthily Obsessed With Mobile Content | mocoNews Newsletter

Know something we don’t?

Send Us a News Tip

All tips are anonymous and untraced.

Sponsors

Contributors