url shortener with builtin support for google analytics link tagging utm parameters. time saver for marketers creating tracking links for google analytics.
What always prevents me from using URL shorteners other than bit.ly or goo.gl is reliability. Might have temporary downtime just at the time when a traffic surge comes, or completely stop working one day and then you've got a bunch of broken links. Seeing (C) 2013 on a site when it's nov 2014 makes me not even take a second look :) Would fix that.