... IFTTT's über-canny backers Andreessen and Horowitz.
IFTTT’s offering is very different to other online services of a similar nature. The clue lies in its title - an acronym for “If This Then That”, wordplay that neatly summarises the product's function.
IFTTT is essentially a giant switchboard that connects disparate services, ranging from from Facebook to text messages to telephone calls.
Users can create “recipes” in which an action performed on one service triggers an action on another entirely different service.
New York Times blogger Mike Isaac explains how the system works: "Earlier this week ... I connected my Instagram and Dropbox accounts to IFTTT."
"I [then] made a recipe that forced IFTTT to upload any new Instagram photo I took to my Dropbox online storage account. More than 100 other internet services connect to IFTTT, among them Twitter and YouTube."
The concept's underlying idea, IFTTT co-founder Linden Tibbets told Isaacs, "is to give people more creative control over the many online services they use on a daily basis."
"So even if your text messaging service, by itself, is not meant to be a sort of alert system for when your friend checks in on Foursquare, the start-up wants to make that sort of remixing possible.
Mr. Tibbets expects to double his staff of twenty-one employees over the next six months, focusing on expanding the business development and design departments. Josh Goldman, a partner at Norwest Venture will join IFTTT’s board of directors.
Read the original unabridged NYT.com article.