Something like this had to happen. Look at the number of URL shorteners that crop up each week.
Granted, when you are one of the truly established providers in that field they will not take away a significant part of your share of users. But they can provide users with something that you can’t give them any more – a truly short URL. And that can eventually make a difference. So, what better way to undercut the competition than powering a sister service that does exactly what you have been doing until that point, only with a change of name? That is exactly what Bit.ly has done with J.mp.
This new URL shortener has all the functionalities that we associate with Bit.ly: real-time tracking, complete history, a bookmarklet… the one and only difference is that the URLs that you are presented with are even shorter than the ones created when Bit.ly first launched. It will be interesting to see what the future plans for this new shortener are. That is, will Bit.ly and J.mp always coexist? Or is this the first step Bit.ly has taken towards reinventing itself?
J.mp In Their Own Words
“A simply URL shortener powered by Bit.ly.”
Why J.mp It Might Be A Killer
Bit.ly is one of the undisputed names when it comes to services for shortening URLs. Anything that is backed by them will go down well with the public at large.
Some Questions About J.mp
Besides the URLs being shorter, is there any other advantage provided by J.mp over Bit.ly? 
