Demand Media has completed the spin-off of its domain name business, Rightside.
Shares in the new company, which will be listed on the Nasdaq stock exchange, went to existing Demand Media shareholders.
Trading under the ticker symbol NAME, Rightside stock started off at $16.77 yesterday morning and is currently trading at around $15.07.
Rightside comprises number two registrar eNom, retail registrar Name.com, new gTLD portfolio registry United TLD (which is branded Rightside), and its share of auction house NameJet.
It is headed by CEO Taryn Naidu and chairman David Panos.
The company also today named its initial board of directors.
eNom reseller NameCheap is actually in the top 10 largest registrars in terms of domains under management, judging by data in regulatory documents filed by eNom parent Rightside.
According to a Rightside SEC filing related to its spin-off from Demand Media, NameCheap accounted for 23% of the company’s total domains under management as of September 30.
With the same document declaring Rightside has over 12 million names under management as of the same date, NameCheap apparently looks after just under 2.8 million domains.
By my reckoning, this means NameCheap is very probably the ninth-largest registrar by DUM out there, sandwiched between GMO Internet and FastDomain.
My comparison is not completely apples-to-apples — NameCheap’s number may include ccTLD registrations and I’m levering the company into a gTLDs-only league table — so may not be fully reliable.
But it’s the first solid indication of the size of NameCheap’s business I’ve seen in a while.
While NameCheap is accredited by ICANN in its own right, it has never registered more than a handful of domains under its own name, leaving it in the sub-900 range in the DUM league table.
According to Rightside, NameCheap is under contract to exclusively use eNom’s wholesale services until December 2014, but the deal does have one-year renewals built in.
Demand Media has confirmed its plan to spin off its domain name business into a separate company.
The new firm will be called Rightside. As the (rather good) name suggests, it will include the company’s interests in over 100 new gTLD applications and registries.
As well as United TLD, it will also include eNom, Name.com and Demand’s stake in NameJet.
Rightside will be based in Kirkland, Washington, and headed by new appointed CEO Taryn Naidu, who’s been running Demand’s domain unit internally for the last couple of years.
Demand Media CEO and co-founder Richard Rosenblatt has resigned and will be replaced by co-founder Shawn Colo, the company has announced.
In a statement filed with the Securities and Exchange Commission today, no reason was given for his departure.
Colo will take the CEO spot at the end of the month, while director James Quandt takes over as chairman immediately.
The company also said last night that it is still planning to spin off its domain name business, but “is currently in the process of evaluating the timing for completing the separation.”
This implies the plan, which was announced in February, has been delayed.
Demand Media’s domains business includes eNom, dozens of smaller registrars, and United TLD, which has applied for a portfolio of new gTLDs.
DomainsBot, which powers the name suggestion feature on most major registrar storefronts, has unveiled a significant update designed to make selling new gTLD domains easier.
The company reckons its new technology will soon be promoted from a follow-up sales tool, rolled out if a customer’s first choice of domain is not available, to “replacing the availability check” entirely.
“The idea is to be at the heart of the process of promoting new gTLDs,” CEO Emiliano Pasqualetti told DI.
The idea is pretty straightforward: a customer types a word into a search box, the service suggests available domain names with conceptually similar TLDs.
While it may not be perfect today, it was pretty good at finding appropriate TLDs for the keywords I tested.
And Pasqualetti said that under the hood is a machine learning engine that will make its suggestions increasingly more relevant as new gTLD domains start to go on sale.
“It tries to predict which TLD we need to show to each individual using a combination of their query, their IP address and as much history as we can legally collect in partnership with registrars,” Pasqualetti said.
If, for example, customers based in London show a tendency to buy lots of .london domains but hardly ever .rome, Londoners will start to see .london feature prominently on their registrar’s home page.
“We learn from each registrar what people search for and what people end up buying,” he said.
Some registrars may start using the software in their pre-registration portals, increasing relevance before anything actually goes on sale, he said.
My feeling is that this technology could play a big role in which new gTLDs live or die, depending on how it is implemented and by which registrars.
Today, DomainsBot powers the suggestion engine for the likes of Go Daddy, eNom, Tucows and Moniker. Pasqualetti reckons about 10% of all the domains being sold are sold via its suggestions.
Judging by today’s press release, registrars are already starting to implement the new API. Melbourne IT, Tucows and eNom are all quoted, but Pasqualetti declined to specify precisely how they will use the service.
It’s been widely speculated that Go Daddy plans to deploy an automated “pay for placement” system — think AdSense for domains — to determine which TLDs get prominence on its storefront.
Pasqualetti said that’s the complete opposite of what DomainsBot is offering.
“We’re relevance for placement,” he said. “We want to give every TLD a chance to thrive, as long as they’re relevant for the end user.”
According to Pasqualetti (and most other people I’ve been talking to recently) there are a lot of new gTLD applicants still struggling to figure out how to market their TLDs via registrars.
There are about 550 “commercially interesting” applied-for gTLD strings in the DomainsBot system right now, he said. New gTLD applicants may want to make sure they’re one of them.
Next week, the company will reveal more details about how it plans to work with new gTLD registries specifically.