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AusRegistry drops the “Aus”, sets up in US

Kevin Murphy, October 5, 2011, 08:27:35 (UTC), Domain Registries

AusRegistry International has rebranded itself as ARI Registry Services and will now offer new gTLD clients the option to host their domains in either Australia or the US.

ARIThe company has built itself a registry back-end in an undisclosed location on US soil to support the move.

Dropping the “Aus” appears to be specifically designed to address the perception that locating a gTLD in Australia is somehow technologically or politically risky, which ARI says isn’t the case.

ARI CEO Adrian Kinderis explained the decision in a press release:

We are the first to admit that the ‘Aus’ reference in our previous name incorrectly positioned us as a smaller, geographically focused organisation, which did create some issues with our plans for global expansion. Despite the fact we have an office and staff in the United States and clients situated in four of the seven continents around the world, there remained some belief that our services were somewhat isolated in Australia.

Potential gTLD applicants are concerned about issues such as “overzealous governments, privacy and ownership laws, political environments and financial benefits including currency fluctuations” that can vary according to the jurisdiction a registry is hosted in, ARI said.

A choice between the US and Australia may seem like a choice between one “overzealous government” and another, but it may at least put some insular American companies’ minds at rest.

While the move makes perfect business sense for ARI, I can’t help but feel that ICANN’s goal of increasing geographic diversity in the registry industry seems a little diminished this morning.

The rebranding does not affect the company’s parent, AusRegistry Group, which provides the back-end for Australia’s .au ccTLD.

ARI’s new domain is ariservices.com.

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Comments (1)

  1. Nic says:

    Never did “MelbourneIT” any harm.

    Acronyms mean nothing and are always a terrible naming solution.

    Disappointing branding strategy.

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