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Interview with Alex Kutsishin (FiddleFly)

FiddleFly is a web platform that enables creation of dynamic mobile sites in minutes.

I interviewed Alex Kutsishin, FiddleFly co-founder and President to find out more. This is the hundred and twenty second in a series of DW interviews. Big thank you to Alex!

How would you describe FiddleFly in under 50 words?

FiddleFly is the Swiss army knife of mobile web building. Users can access our all-in-one mobile development software, businesses can come to us for custom design work, and our clients can lean on us for support and marketing guidance.

What made you decide to start working on FiddleFly?

I owned and ran a creative agency with my business partner and we saw the tremendous value of providing our clients with optimized mobile websites. We wanted an in-house solution to help us easily build custom mobile sites and so we got to work with our developers and built the platform. Once we had the tool and saw its potential, we wanted to share it with other creative professionals so we decided to start a new business focused on getting the software in the hands of agencies, designers, marketers, and other creative minds like us.

Who is the team behind FiddleFly?

Part of what makes our business so successful is that we have made a huge effort to make sure it is truly a team effort here. We staff a crew of designers that bring incredible things to life, a support team with years of hands-on experience in the mobile industry, market experts who constantly research and write about the growing importance of mobile, and of course a team of developers always pushing the envelope of what is possible with this medium.

Why are ad agencies so cautious about mobile advertising?

Part of the hesitance is that the medium is still a bit new. Advertisers have a bad habit of treating new technologies the same as they did old ones. TV was radio with pictures, the web was print that was on screen, etc. A lot of agencies aren’t seeing huge returns in mobile advertising because they are trying to treat mobile the same way they treat desktop only smaller, and that is a dead end strategy. Mobile brings your message to your customer’s pocket, so the agencies that understand the value of optimizing the experience by building mobile websites and landing pages will quickly get ahead.

How long did it take to put together FiddleFly?

FiddleFly has been a few years in the making. We were able to design the 1.0 model relatively quickly in 2011, but there were so many customization techniques we wanted to make as simple as possible for our customers so we overhauled the whole software and now FiddleFly 2.0 is in full effect. Of course we are constantly adding new features and tools to the platform as the mobile market is growing faster than any industry in history and we know the importance of always evolving along with it.

What technologies have you used to build FiddleFly?

Whatever technologies we needed! Experimentation is key in building great things so whether it be HTML5-based coding, JQuery, custom JavaScript, you name it, if it helps us create a tool that allows our users to create beautiful websites using simple commands like drag and drop, we’re going to put it in practice.

This year was busy in terms of promotion. You had a number of articles published in Forbes, The Washington Post, VentureBeat and Windmill Networking. As you approach the end of your second year in business, has FiddleFly got the feedback and growth you expected since launch?

That and then some. We’re constantly amazed with the support and feedback we receive. Be it things like filling up all of the seats in our monthly webinars in a matter of days, being named one of the top 50 most influential companies in the mobile industry worldwide by Website Magazine, or just the stream of testimonials we get from satisfied customers, the out pour of positive feedback has been amazing.

What future trends do you foresee for mobile websites?

First of all every site will be optimized for handheld devices. That is a trend that is already hugely underway, however the heavy majority of businesses have not taken this plunge yet and need to do so if they want to hang around for long. Beyond simply optimizing for size, websites will need to optimize content as well. Mobile sites will become more action-driven and do away with filler content or store it deeper in back pages of sites. I also think there will be big strides made with new technologies like Near Field Communications and Augmented Reality. A number of companies are already experimenting with using these in conjunction with mobile websites and it is only a matter of time before they really catch on.

Where do you see FiddleFly in 5 years time?

At the speed this industry moves and the rate we are evolving along with it, I expect in five years time we will be a completely different company. We want to grow in terms of what our software can help people create, and bring in more and more talented minds to help make that happen. When it comes to this company’s future, there is nothing but excitement on the way.

Who would you say is your biggest competitor?

Ourselves. There are plenty of companies out there selling automated website builders or designing simple sites for clients, but no company provides the complete mobile web solutions we do. We task ourselves with being the best in the industry in all areas from proprietary software to knowledge and implementation of best practices, to dynamic support and guidance. If we can continue to push ourselves to give our clients the absolute best mobile web experience possible like we have been doing for the past two years, we won’t need to worry about competitors.

When you’re not helping the world go mobile with FiddleFly, where can you be found?

Right now, probably at home with my newborn but whenever I can I try to make sure to get out to mobile web and digital marketing related conferences. Whether I am speaking, presenting, or just going to absorb as much as possible, I love the atmosphere of having so many creative minds all together in one place.

What other projects are you working on at the moment?

Right now we are doing a ton of custom builds for individual companies. We have expanded our design team and along with selling our software we are taking on complete mobile website builds. We’ve had a tremendous response and gotten a huge influx of companies coming to us to help them solve their mobile needs.

What are you most excited about at the moment?

Other than the iPhone 5? Everything excites me but right now I’m just loving the opportunity we are getting to get involved in building mobile sites for some real heavy hitting companies. Our portfolio is growing so fast it’s a thrill to see it and I wake up every day just trying not to do cartwheels into the office.

Can you convince the reader to start using FiddleFly in under 50 words?

Once businesses realize the danger of not optimizing for mobile in today’s market, selling them on FiddleFly is as easy as having them try it for free. It’s intuitive, its incredibly powerful, and it is light years beyond any other mobile web builder on the market today.

Finished reading? Check out FiddleFly!

This entry was posted on Monday, October 1st, 2012 at 5:07 pm GMT. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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