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Mobile Startup Button Inks Airbnb, Ticketmaster Deals to Link Bookings to Other Apps

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Mobile commerce startup Button launched to build a smarter affiliate network for the world of apps. Now, it’s signed big e-commerce sites as a foundation for one part of that network.
The company plans to announce on Thursday it has inked deals with Airbnb, Ticketmaster and OpenTable to make it easier for partnering content apps to let their users start booking for lodging, a ticket or a table without leaving the app they’re in.
In one partnership powered by Button, for example, Foursquare users can choose a meal time and party size for a given restaurant via OpenTable without leaving the Foursquare app. People can then click through to the OpenTable app to be taken immediately to the end of the booking process where they left off in Foursquare. It’s all done through deep-linking, software that allow apps to work with each other. Button also powers a similar integration between Foursquare and Uber.
In these deals, Button gets paid when a Foursquare user goes on to take an action like booking a table or a ride, and in some cases downloading the commerce app if they don’t already have it. Foursquare would get a cut of that revenue since the booking originated in the Foursquare app.
The bet Button is making is that since traditional advertising is challenged on mobile devices, app makers will have to turn to new ways of making money. In the right situations, the startup believes commerce apps would be smart to place their version of a Buy button in a contextually relevant content app where a user may be likely to want to make a transaction. The content app gets a new revenue stream and the commerce app gets a new customer, the thinking goes.
“In mobile, ads will of course continue to exist but commerce is going to play a big role,” CEO Mike Jaconi said.
Other Button commerce partners include Resy, Delivery.com and Drizly, a booze-delivery app. The company said it would announce more partnerships with content apps in the next couple of months.
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