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Brands are Pool.com’s surprise digital archery clients

Kevin Murphy, May 17, 2012, 08:32:14 (UTC), Domain Services

Companies applying to ICANN for “dot-brand” top-level domains are among those signing up for Pool.com’s new digital archery service, according to Rob Hall, CEO of parent Momentous.

The company launched its Digital Archery Engine last month, not too long after ICANN confirmed its controversial method of batching new gTLD applications for processing.

Now, Pool is receiving interest from not only mass-market generic string applicants, but also dot-brands.

“It’s a wider swath of TLDs that I thought originally,” said Hall. “At first I thought for sure the generics and the domains that might be in competition.”

“It’s amazing to me that a lot of people out there are saying the brands don’t care, the brands are doing this just defensively, the brands couldn’t care less about going first… but a lot of them do,” he said.

“A lot of them are saying ‘I want to be in that first batch’, which I wouldn’t have necessarily expected,” he added.

He said he had no idea what the motivations are for these brands.

“Our job is to get them in the first batch, not to ask them why they want to be there,” he said.

Hall said it wasn’t clear how many clients Pool would eventually sign up to the service, but said he expects it to be definitely much more than 50.

ICANN’s digital archery system – which will batch applicants according to which can most accurately send a message over the internet to a target time – was poorly received by most people.

Unsurprisingly, Hall is not one of those people.

Pool is one of several companies that have been competing to register expiring domain names for the better part of a decade, so its systems have been fine-tuned for sending messages over the internet quickly.

While the big registries such as .com use the EPP protocol, some of the registries Pool interacts with use HTTP, which seems to be ICANN’s preferred option for digital archery.

Hall said Pool aims for latency of less than 6 milliseconds. Its servers are positioned topologically close to registries – typically one or two hops – and the software measures monitors network conditions.

“The key is being able to detect what is the latency and to predict it, then factor that into the engine to say ‘When do I fire?’,” he said.

He does not anticipate the CAPTCHAs or other Turing tests presenting a problem – Pool would simply bring a human into the equation.

The Digital Archery Engine is not cheap. If Pool gets you into the first batch, you’re $25,000 out of pocket. If you’re in the top half of batches (batch three of five counts as top half) it’s $10,000.

The company was singled out recently by ICANN’s Intellectual Property Constituency as an “insider” exploiting the digital archery system as a “revenue extraction opportunity”.

A letter highly critical of the system from IPC chair Steve Metallitz said:

This arcane and seemingly arbitrary batching method will also reinforce the widespread impression that all ICANN procedures are dominated by “insiders” with contractual relationships to ICANN, who will surely know best how to manipulate this initiative to their own benefit, or that of their paying customers. It is difficult to reconcile such an outcome with ICANN’s obligation to act in the public interest.

Hall said was happy for the free advertising. “I’d like to thank them,” he said.

But he said Pool isn’t “manipulating” anything.

“They’ve called this ‘digital archery’,” he said. “It’s a game to see who’s best at it. That’s what they’ve designed. We’re not gaming anything. And we’re not offering this to insiders, we’re offering this to everyone.”

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Comments (1)

  1. John Berryhill says:

    I am officially in love with Mr. Metalitz’ “criticism” that a demonstration of technical competence and skill may influence the outcome of the process, and that the selected batching method favors those who are technically skilled.

    Mr. Metalitz will be making an appearance in London later this summer to protest the selection of the fastest runners for the US Olympic team, despite the fact that many of those who tried out for the team had a lot more money, lawyers and lobbyists. In a statement on that subject, Mr. Metalitz said, “The membership of almost every Olympic team has been gamed by ‘athletes’ who are able to run, swim, jump and perform acrobatics much better than my clients, and many of these ‘athletes’ have longstanding records of gaming these sorts of competitive events.”

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