Interview with Robert Fathers, CEO, Datech Limited
Q: What is Datech Ltd., and what do you do in online dating business?
A: Datech Limited is technology partner to anyone online; whether they are large brands, want a community dating site or affiliates whose only target is to make money through a system that will earn a good return in revenue. Datech offers a full range of solutions, from white labeled sites, template sites, affiliates marketing tools and – later this month – free dating sites as well. Our unique position in the marketplace is that we are the only provider worldwide that offer true white labeling and not simulated sites with just header and footer. There is also an outstanding ability to allow partners to filter data from our database of 17 million members, into any possible niche they could imagine, in over 14 languages (‘Add your own language’ is just part of the service too) and any currency at prices that suit the targeted market. It is all operated under World Dating Partners brand and covers all the headaches of running a dating site, like Merchant accounts, customer support, anti fraud scrubbing, partner support, a server system with 100% uptime and unlimited capacity for traffic. Our system is used by major dating sites like dating.com who find that our model cuts running expenses and leaves them with what they do best – marketing. Best of all of course, everything is FREE and we run as a true partnership on shared revenue with recurring payments AND re-bills, something that other sites don’t pay out on. As a partner you can also sell to other sites if you prefer Business to Business and get a generous override/commission over total revenue for every site you bring in.
Q: Your software development office is situated in Ukraine. What’s the best about it and what’s the worst?
A: We have worked in the Ukraine for over 10 years, an outstanding achievement as our own outsourcing company, where most companies fail in their first year. We believe that our key to success is our ability to understand and sympathize with a different culture, to pay fair wages and treat our team of developers and other staff like a family and part of our UK office, instead of looking on them as a resource to exploit. Our team in the Ukraine is just as much involved in the running of the company as any in our UK team, if not more. I am very proud of them all and they give all they can. This can all be achieved with very good communication and the right person in the Ukraine as a team leader. For the future we will add more and more responsibility to our Ukraine office, as the country becomes more aware of marketing techniques, we find that these skills are something to look out for in the future.
Q: Do you work with big name companies only or also with individual web entrepreneurs as well?
A: Datech has over 21,000 partners, from small to major, and running business across different industries shows the flexibility of who we work with: we work alongside over 47 TV networks worldwide, over 250 radio stations, over 120 affiliate networks, have many celebrities who work with us. Some of our bigger names are Cellcast, Bauer media, Perfspot, Sky TV; quite honestly, really too many to mark down on one page. In 2007 World Dating Partners took over and ran Relationship Exchange, the forerunner and previous leader of this industry.
Q: Which of the services you provide are most popular among your clients?
A: It is difficult to say exactly which is the most popular as different types of affiliates and partners have their own special needs and we try to cater for all, and if we can’t – we will help to create what they need. I suppose the Template system is the most used as partners can create as many dating niches as they wish; we often recommend a grouped branding, so that you can create a set of different niches that cross sell from each other or can be presented as choices on one page. Our affiliate system is very versatile, yet easy to use and really suits those who just want to target traffic and turn it quickly into cash. While some of those looking at the bigger picture may want to create a free dating site and a paid dating site, to cross sell one against the other.
The combination of utilities that are on offer is truly amazing. On top of this, each partner has their own admin that can include Google analytics, as promoting AdWords with targeted niches is one of the most effective marketing techniques on the Internet; the analytics give you the ability to understand your site and which direction to market, as well as the security of being able to verify that the money we pay you is exactly the money that you earn, this builds confidence with our partners and affiliates. We will soon be offering a bi-monthly payout to partners and have some real surprises in store just around the corner for partners that join us now.
Q: There was a lot of buzz about while label dating sites last year. Do you see any changes in this trend in the first part of 2009?
A: There has been very little change in White Label systems in the dating industry. More services have popped up, but none of them can filter or white label in the true sense of the word. White Label Dating for example, still have the same old system, headers and footers and no way of allowing affiliates to create their own niches. They claim high conversions like so many others, but then when you sell your service for $5, you get what you pay for, or in our case, don’t pay for. We always keep our profits low, as so much continually goes into development. Our fully featured sites offer everything that all other dating sites offer combined, and affiliates can choose which features to use: from personality matching, a superb flash chat program, single events worldwide to your mobile, web cam, video – and the list goes on. We are definitely ahead of other systems and I believe this is well known in the industry. I know, for example, White Label Dating have said that the World Dating Partners system is in class of its own.
Q: What is the key to success for your clients with while label niche dating sites?
A: Niching really is key to the success of every marketers portfolio; without this the game is very competitive and, to be perfectly honest, not worth the low profits when competing with the big boys. Focusing on one or many niches should be the focus of every good marketing expert, the ability to create as many of these as you can, from Google AdWords, to focused communities – they all have a better conversion rate if your filtered target is near to your own subject. If you have a Golfing site or Golfing shop, then it obviously makes sense that your dating site should be for people who want to date and interested in golf. By setting filters in your admin panel, you can specify, for example, golfers that live in or\and around New York; this will then filter those members, who live in this area and have an interest in Golf only. You can add to this niche a specific language, when required, or even a particular currency and, again, if required, the right payment solution relevant to your country. This makes your niche very targeted and, the better more accurate your niche, the better your conversions.