Transcript of a BriefingsDirect podcast on how the cloud networking helps a small company work well with Fortune 500 enterprises.

1. Ariba Network, Dynamic Discounting Give Startup Mediafly
Cash Flow Benefits, Help Manage Capital
Transcript of a BriefingsDirect podcast on how the cloud networking helps a small
company work well with Fortune 500 enterprises.
Listen to the podcast. Find it on iTunes/iPod. Sponsor: Ariba
Dana Gardner: Hello and welcome to a special BriefingsDirect podcast series coming
to you from the 2012 Ariba LIVE Conference in Las Vegas.
We’re here in the week of April 10 to explore the latest in cloud-based collaborative
commerce and learn how innovative companies are tapping into the networked
economy. We’ll see how they're improving their business productivity
along with building far-reaching relationships with new partners and
customers.
I'm Dana Gardner, Principal Analyst at Interarbor Solutions and I'll be
your host throughout this series of Ariba-sponsored BriefingsDirect case
study discussions. [Disclosure: Ariba is a sponsor of BriefingsDirect
podcasts.]
Our next innovator interview focuses on Mediafly, a startup company that delivers
cloud-based applications for content management and distribution on mobile devices
for Fortune 500 companies.
We’ll learn how Mediafly, through the Ariba Network, gained insight and control over its
cash flow and found new means of managing capital all along aiding its ability to
support ongoing operations and to drive future growth.
To hear how they did it, please join me now in welcoming two executives from Mediafly.
We’re here with Carson Conant, CEO, and we’re also here
with John Evarts, Chief Financial Officer and Chief
Operating Officer. Welcome to you both.
Carson Conant: Thank you.
John Evarts: Thank you very much. Good to be here.
Gardner: Let me start with you, Carson. Before we learn about your interesting
services in the mobile space, tell me about the type of business you are. I think there's an
interesting opportunity here to explore why buying and selling things works in an
advantageous way for you. Tell me about the size of your company and why managing
cash flow is so important.

2. Conant: Mediafly is the leader in the presentation platform market. What that means is
that we’re the company that helps bridge the gap between large Fortune 1000
companies, their internal systems, and primarily mobile applications, but also things
like Internet-connected televisions, and so forth.
Lots of video
Large companies create lots of video. It could be live broadcast, sales presentations,
training videos, and TV and movie industry content. When they're trying to distribute
that content to make it available on all of these emerging devices, particularly at that
large scale, they need a provider like Mediafly. We’re a leader in the space right now.
Gardner: As a small company, what are you facing, when it comes to the financial
pressures? Let’s go to you, John.
Evarts: As a small company, we often don't have a balance sheet that’s attractive to
banks, among other things. As we seek things like angel investment or equity
investment, we need to do things that are extremely capital efficient with those funds.
When we have an opportunity for revenue, especially revenue at large
corporations, Fortune 100 companies, these are large contracts. As a
small organization, contracting with larger organizations, it’s absolutely
critical for us to manage that cash flow well and have visibility into the
cash flow.
As we said, we’ve been growing very quickly. So our recurring revenue
has grown by 3x over the last two years. As we grow quickly, we need to
have that visibility into cash management, because it’s absolutely critical that we staff at
the right time relative to taking advantage of opportunities that are out there in the
market.
Gardner: So looking at this from an elasticity point of view, larger companies have a
bit more wiggle room. As a smaller company you don't, but you need to grow fast. Help
me understand what led you to do things differently in order to make this elasticity work
in your favor.
Conant: We’re very fortunate. One of our largest customers is in the media
entertainment space and we did a large seven-figure deal with them over a series of
years. But the way that they do invoicing and transactions is through the Ariba Network.
They said, "For you to get paid, join the Ariba Network."
So that was the first thing that got us onto the network. What was
amazing is that once we got on there, as John said, it was unlike a lot of
our other transactions with similarly large companies. In those
companies it’s just like a black box. You've got a several hundred
thousand-dollar invoice that goes out, and you may not know if that’s

3. going to come in in two weeks or six weeks.
What was amazing to us with Ariba was the ability to know exactly where we were in
that payment process. Ultimately we took advantage of this program they call "dynamic
discounting," which allowed us to accelerate cash for a couple of basis points.
Huge ramifications
So for a fairly inconsequential amount of money to us, we were able to get paid in about
14 days instead of 60 days. It had huge ramifications on our business. What that did for
us is allowed us to interact with them in a way that they preferred, but still have the
nimbleness that we need from it as being a small company.
Gardner: So visibility and predictability are really important. In the past, people would
generally go to a bank to get a line of credit and pay a high interest rate in order to have
that accordion to manage their cash flows. You’ve found a way to do this, not through a
bank, but through working directly with your customers and perhaps even incentivizing
them to help you with your cash flow and visibility and your saving on the interest. It
sounds like a win-win all around.
Evarts: It's an excellent opportunity for us to work with a partner and deepen that
partnership with our vendors. We’ve found that, as Carson said, for a few basis points of
a concession on the contract, we’re able to factor 100 percent of the contract value of the
invoice.
When that occurs, the advantage to us is that we're able to immediately take advantage
of it, as soon as it hits the system, to take 100 percent of those otherwise unknown
collection periods. When we can reduce the collection periods from 60 days all the way
to 14 days. We’re in a much stronger financial position, because we can take advantage
of those dollars.
Gardner: Carson, what has this enabled you to do in terms of growing your company?
Conant: The first time we took advantage of dynamic discounting, it was relatively
early in a development cycle for a security package that we were in the process of
building. What that did allowed us to get access to cash to bring in additional resources
to accelerate those featured enhancements.
Literally, two weeks after signing this deal with one of the largest entertainment
companies in the world, we were in the board room with one of the largest global banks
in the world touting these new security features we had, which we otherwise wouldn’t
have had for maybe 60 days.
It sparked additional Fortune 100 contracts. It was fundamentally game changing for us.
We joke that it would be interesting if all of our customers leveraged something like
dynamic discounting. It would be transformative for our business. It would drastically

4. accelerate how we can deploy cash. Then you think about it in terms of what could it do
for the economy.
If all these companies were taking advantage of this, it would boost the stability and the
growth of their partners and their vendors. It would be something. That’s why we’re so
vocal about it.
Evarts: As a small organization that is very nimble and trying to innovate, it speeds up
and accelerates the pace of innovation that we’re able to generate. The new features that
we offered to this first client, we were immediately able to turn and sell to one of the
leading investment banks as the same security capability.
So when we’re able to quickly accelerate and bring new innovations to market, obviously
everybody benefits. Mediafly benefits, and ultimately, our customers are going to benefit
as well.
Level playing field
Gardner: And what strikes me is that this seems to be a level playing field between you,
a small company, and as you point out, some of the largest media companies in the
world. You’re playing with the same rules with Ariba being the arbiter, if you will. You
can partake in those services just as easily as the big company. Is this a leveling of the
playing field?
Conant: Absolutely. There are probably two or three technologies that we've taken
advantage of that have just come into play in the last three to five years. One of them is
cloud-based infrastructure. We don't have to buy servers anymore. That’s allowed a
company of our size to outpace and outcompete companies that have been around for a
long time and provide enterprise services to Fortune 100 global companies.
Then, you look at Ariba, and it's very similar. It allows us to interact with them the same
way that they would interact with another large company. Doing business with us
doesn’t feel different than doing business with another large company.
They get what they want, we get some additional visibility and some things that are
valuable to us. But, these technologies have just come into play in the last three to five
years, and it's really allowed a company like Mediafly to exist.
Gardner: A lot of times, analysts like myself focus on the technology behind the cloud,
but it's really a game changer, when it comes to business processes and allows for the
compression of what used to be latency in terms of business functions, monetization,
and cash flow. Now, when everybody has visibility, when the level field is there for all
participants, it's much more efficient and direct, and we’re just starting to pick some of
the fruit of that.

5. Evarts: And you touched on it. Creating scalable solutions is absolutely critical and it
allows a small organization with relatively limited initial capital, first to be able to scale
to a level, and participate in the Ariba Network, and basically have the same credentials
as some of the largest companies in the world.
Folks who are transacting with Mediafly are doing it in the exact same way that they do
with other Fortune 100 peers. To some degree, to us, it's a competitive advantage, and
we feel that way. We feel that if we're on the system, we’ve been vetted, and other folks
are using us on the system. It's an excellent credential for us to have and a nice reference
for us.
Gardner: So it's also a go-to market strategy.
Evarts: Absolutely.
Gardner: Tell me a little bit more about Mediafly. What do you do? Content
management, the mobile thing, is huge. You're using cloud to your advantage in a
number of different ways. Maybe you can give us the elevator pitch about what you do,
and why people should be interested.
Conant: One of the best ways is to think of an example. Think of all the TV and movie
productions that are going on the studios. Those companies have thousands of video
files that they're housing inside of their four walls. They're trying to expose that content
to all of their executives and staff, everybody from the makeup artist that needs to watch
the last three dailies to the CEO and the president.
Perfect platform
Now, they want to be able to do that on iPads, iPhone, Android, and on televisions
connected to the web. We're the perfect platform, because there is so much that has to
go on that so many gears are turning to make all that happen.
That’s a perfect solution for the cloud, and those companies now integrate with us so
that that material is available to all the different stakeholders on all of these different
devices. So we’ve dropped ourselves in and filled the gap between their in-house systems
and all of these mobile devices.
Gardner: If I understand correctly, lots of content needs to be shared, and you're able
to deal with the multiple panes of glass, the formats, the streaming, codecs, all these
other technical issues.
Conant: Security is a huge thing. Think about the value of this content. It's their
important assets. How do you move this thing around so that when it's on an iPad, if
that iPad gets stolen or persons are let go from the organization, that they're not walking
away with sensitive information.

6. We also provide that same service for documents for one of the larger global banks. So
when they're training their sales force or their sales force is going on doing one-on-one
presentations to large money managers, they are doing that with iPads. If that thing is
lost or that thing gets hacked into, that content is protected. This comes back to that
security suite. There is a whole lot of functionality we’ve added to really make this
enterprise great.
Gardner: Now that we understand a bit more about how this is important as a
function, let's revisit this notion about the cloud as an enabler. Ariba calls it the
networked economy. That really gets to what we've been talking about -- that there are
multiple levers that incentivize all the players to contribute. But then they all get
something out of it, including that great visibility and control, when it comes to money,
as well as business processes that can make all the difference.
Let's go one more time into this notion of the networked economy. We’ve touched
briefly on how this could be a go-to market for you. Let's expand on that. How in
providing a discount incentive to cash flow, and using the Ariba Network, does that end
up getting you more customers?
Evarts: One of the tools that we’re just trying to tap into is this concept called Ariba
Discovery. Discovery allows you to self select a series of industries, what they call
commodities. That allows you to say, "These are the services that we offer." Then, large
companies are able to go on that system and say, "These are the services that we're
looking for." So it's really kind of a matchmaking function.
While we’ve only scratched the surface -- we feel we're relatively new to this system -- we
feel that this Ariba Discovery concept is extremely valuable to us as a small organization,
as we look to scale as a lead generation opportunity and ultimately, as we’re transacting
business.
We feel that as a small vendor, if there are a number of individual companies that are
looking to leverage this system, we're happy to make a light concession, obviously, for
the right amount of basis points and just for the right timing. We're able to then take
advantage of that, accelerate cash in. When non-financial companies, at the end of third
quarter last year, had three trillion dollars sitting on their balance sheets, you know that
there's a ton of liquidity out there that will be invested, and is going to be invested in
different ways.
One way that folks can take advantage of it is using a system like Ariba in order to
support the supply chain, investing in their current partners.
Of, for, by the cloud
Gardner: So you're sort of of, for, and by the cloud. When it came to moving towards
Ariba and using some of their services, did that work as an off-the-cloud service, where

7. there wasn't anything on premise or you didn’t have to have your IT people involved in?
How friendly a cloud player did Ariba turn out to be?
Conant: Extremely friendly, relative to some other more manual processes that some of
our other customers leverage. The best example that is our ultimate discovery of the
dynamic discounting program. Our controller noticed a checkbox in our interface. It's a
web-based interface and he asked John, "This looks interesting. Should we take
advantage of it?" We said, "Yeah, let's try it on our first invoice."
This was not some training that had to happen before we understood how to use this
system. It was a couple of checkboxes, and now we are getting paid earlier.
To me, that's really what the cloud is. A company like Ariba, in my opinion, has done a
really good job of abstracting, so you're left with just an elegant functionality and it's in
the cloud. It's all web-based. There's nothing we had to deploy on premises.
We're a cloud company. So it feels natural. I can't even imagine how simple it must seem
to somebody who's used to using things on premises.
Evarts: One of the key elements for us was the ease to get on the system. When a
customer whose that large asks you to join, and you're as small as you are, you say
absolutely, how quickly and when. Ariba was absolutely fantastic in helping us to get
onto this system and then ultimately helping us navigate, within the course of a couple
of hours max, to have been fully integrated into the system. Not only can we now take
full advantage of their entire cloud-based infrastructure, but it was very easy for us as a
small vendor to get onto this system.
Gardner: On the other side, the flip side of the coin, these global Fortune 500
companies were familiar with Ariba. You didn’t have to drag them along and convince
them. There was already the established trust and credibility.
Conant: We’re still scratching the surface, as more and more companies are moving
this way. It seems like a lot of the people that we’re talking to are moving into cloud-
based procurement solutions, things like Ariba. As more time goes on, more and more of
our customers will be on Ariba and leveraging dynamic discounting and so forth.
What's great is that each one that is using Ariba is already set up. It's just a matter of
them attaching our profile or however it happens behind the scene. But there are not a
whole lot of additional process. That’s what's neat about the network effect. Once
multiple parties are on a network, it's just a matter of connecting the two lines together.
Gardner: I am afraid we’ll have to leave it there. We’ve been talking about how
Mediafly, through the Ariba Network and a dynamic-discounting program, gained
insight and control over its cash flow and found new ways of managing capital to
support ongoing operations and drive future growth.

8. Join me in thanking our guests. We’ve been here with Carson Conant, CEO of Mediafly
based in Chicago. Thank you, Carson.
Conant: Thank you very much.
Gardner: We’ve also been here with John Evarts, the Chief Financial Officer and Chief
Operating Officer at Mediafly. Thank you.
Evarts: Thanks for having me.
Gardner: And thank you to our audience for joining us for this special podcast coming
to you from the 2012 Ariba Live Conference at Las Vegas. I'm Dana Gardner, Principal
Analyst at Interarbor Solutions, your host throughout this series of Ariba-sponsored
BriefingsDirect discussions. Thanks for listening, and come back next time.
Listen to the podcast. Find it on iTunes/iPod. Sponsor: Ariba
Transcript of a BriefingsDirect podcast on how the cloud networking helps a small
company work well with Fortune 500 enterprises. Copyright Interarbor Solutions,
LLC, 2005-2012. All rights reserved.
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