Latest news of the domain name industry

Recent Posts

DomainDiction hires industry vets to market gTLDs

Kevin Murphy, May 21, 2012, Domain Services

DomainDiction, a new marketing company set up to help new generic top-level domain registries, officially launches today.

The largely European company, headed by France-based CEO Jennie-Marie Larsen, says it is “the first marketing consultancy dedicated solely to Top Level Domains”.

Larsen started off her career in the domain name industry at NeuStar, and was most recently chief marketing officer at the new gTLD business management firm Sedari.

Fellow industry veteran Pinky Brand, who helped launch .mobi and was revealed last week to have left registry manager Afilias, is DomainDiction’s new chief strategy officer.

Larsen said in a press release:

DomainDiction´s expertise is multi-channel, international domain marketing. By utilizing a wide range of marketing tools, we are able to offer innovative strategies and outreach programs across each phase from sunrise, landrush, to renewals. We leverage our close registrar channel relationships, international PR, online marketing, and complex SEO & PPC strategies to ensure success for each TLD.

Also on the team: John Kirkham (formerly with HostEurope), Tina Lord (former CMO of EasySpace), Henry Lewington (Barracuda Digital) and Christoph Hausel (whose agency, Element C, has previously worked for Afilias and NeuStar).

Rob Rozicki, who a couple of years ago made a lot of noise about applying for five sports-based gTLDs (.skate, .ski, .board, etc) is on board as head of North American online marketing.

While DomainDiction is certainly the first pure-play new gTLD marketing outfit that I can think of, the company will face competition from traditional PR firms and other gTLD consultancies.

Architelos, which made over a million dollars consulting with new gTLD applicants over the application period, recently launched its own marketing service, Velocity.

DomainDiction is set to launch this afternoon.

Brands are Pool.com’s surprise digital archery clients

Kevin Murphy, May 17, 2012, 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.”

Sex.com relaunches as Pinterest for porn

The world’s most valuable domain name has gone all Web 2.0.

Sex.com, which sold for $13 million in 2010, officially relaunched today as the “Pinterest for Sex”, a social networking site for sharing porn.

I must confess I had no clue what “Pinterest” was until ten minutes ago. According to Wikipedia, it’s one of the world’s biggest social networking web sites, bigger than LinkedIn

Perhaps my ignorance can be excused. According to Sex.com’s press release, I’m not the demographic:

Analytics have indicated that women make up over 97% of accounts created on Pinterest. Because of its specific audience, most pictures are of weddings, decorations, recipes and fashion, which seem to be of very little interest to men.

Sex.com is about sharing images of porn, therefore. Man stuff.

I believe this will be the first time the domain name sex.com has been properly “developed” in this way.

The funniest ICANN new gTLDs video yet

Kevin Murphy, April 29, 2012, Domain Services

No comment. Just watch.

The video was uploaded by YouTube user Bob Recstrum.

Post your job opening on DI for $1 a day

Kevin Murphy, March 28, 2012, Domain Services

I’d like to introduce a new jobs feature for DomainIncite readers.

As you’ll be able to see in the sidebar to the left, and in the header above, DI Jobs is now live on the site.

If you’re in the domain name industry you probably already know that most of your colleagues and competitors read DI, so I think this might be a great way for you to find new talent.

I’m using SimplyHired, a third-party service, for the listings. The jobs you can see right now — which may vary based on your IP address — are likely to be what it calls “backfill”.

It’s a bit like Google Adsense, and I’ve been made aware that one or two of the listings might therefore appear to be a bit distasteful to begin with (Whois email address scraping? Really?) but these will be bumped from view once a small number of DI reader jobs are posted.

For now, the top five most recently posted jobs will be listed in the sidebar, and the rest will be accessible via jobs.domainincite.com.

The introductory price for a listing is $90 for 90 days, just a buck a day.