Our Technology

We have invested significant resources since the inception of our electronic greetings business to develop our in house technology platform which is used to support and enable our services. We have improved our technological infrastructure to base the same on flexible architecture that supports rapid development and incorporation of content and using a combination of proprietary technology and licensed third party technology. We have used certain leading technology service providers to provide our technological infrastructure required to facilitate the same.

Our business requires hosting and making available several applications and solutions to our users on the internet. We enforce carefully devised operational procedures, high quality software development procedures and stringent quality assurance procedures in developing our technological infrastructure, in order to provide for flexibility and responsiveness while ensuring high degrees of availability, reliability, scalability, extensibility and performance.

We have increased our ability to create web-solutions that may be hosted without investing resources for developing expertise over specific network infrastructure while at the same time retaining control and transparency by using a leading cloud management platform to create web-solutions that are portable across distributed infrastructure. Our cloud-ready web-solutions are hosted through the services offered by one of the largest service provider in this segment, with which we can requisition computing power, storage, gain access to a suite of elastic IT infrastructure services in accordance with our business demands and requirements. We have implemented the use of applications that provide a fully redundant data storage infrastructure for storing and retrieving large amounts of data, applications that provide computing capacity on a scalable and pay-per-use basis; tools that provide a hosted queue for storing messages as they travel between computers, to build automated workflow between web services and other modules which works in conjunction with each other to run queries on structured data in real time.

At the heart of the system is a relational database management system which contains our user and transactional data. The production database maintains data regarding our users’ interaction with our Web site and a number of other data points, including member data and product data. We have increased our capability by using an online analytical processing tool which is used to extract reports from our data warehouse. Daily, weekly, monthly and ad hoc reports are produced from our data warehouse system to support targeted marketing activities. We have also implemented the use of a merchandising tool to assign electronic greeting cards to appropriate channels and a content management tool that allows us to put the appropriate components together and to process changes to the Web site in an orderly manner.

Most of our revenue comes through paid advertisements on our Websites. We use management tools sourced from a leading IT services provider, which enables multi-platform advertisement management facilities and includes tools for web-site analytics, inventory and yield management and reporting and analysis services. Use of this service assists us in our tracking and billing processes. In addition, we use several open source software, languages, applications and tools such as Apache, MySQL, Sphinx, Perl and programming languages like the Ajax.

To effectively manage our business, and monitor, regulate and manage the internet traffic to our various websites, we currently use the services provided by a leading provider of domain name server ("DNS") management technology to manage our external and internal DNS infrastructure and functions. These services provide for communications and interoperability with internal and external databases and systems while responding to DNS queries and requests. The software platform is supplemented by additional applications and tools that reduce latency and enable us to monitor and manage DNS data through an online DNS management portal.

We seek to ensure that our servers and content are secured though network security measures to protect against Distributed Denial of Service ("DDoS") attacks, unauthorized re-routing of traffic and interference by other customers of the service provider. There are physical security measures implemented by the hosting service provider who has hosted our infrastructure. Security is also ensured through firewalls at the operating system level at the virtual interface level. Additionally, we also use DNS tools also provide protection against DDoS and pharming attacks.

Our hosting service also seeks to ensure that our data is backed up across multiple datacenters on the initial upload of data and actively making further copies in the event of device unavailability or detected errors.

Our content delivery and distribution network ("CDN") enables us to deliver content and enables our users to retrieve content from multiple locations thereby enabling us to maximize bandwidth for access to data from locations throughout the network and reducing latency in delivery of content to our users. Our CDN permits us to actively avail varying resources to meet real-time usage demands on our website thereby enabling greater operational cost-efficiencies and improving delivery performance and availability.