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.ooo sales targets are batshit crazy

Kevin Murphy, September 23, 2014, Domain Registries

New gTLD registry and e-commerce network Infibeam, which is taking its .ooo TLD to sunrise today, has been bandying around some truly wacky registration predictions in the Indian press today.

The company’s founder told one local paper, the The Hindu’s BusinessLine, that .ooo will have volumes that dwarf .xyz and a literally impossible number of sunrise registrations.

I’m not going to link to the article itself because the BusinessLine website, probably via an embedded ad, tried to download malware onto my machine. The headline is “Infibeam to offer ‘.ooo’ for ‘.com-savvy’ netizens” if you want to Google it.

Here’s an extract, however, which quotes Infibeam founder Vishal Mehta:

The company is targeting 35,000-40,000 trademark registered companies along with several SMEs.

“The new GTLD is the first of a kind initiative by any e-commerce company. Over the next 6-12 months we expect to get about 1-2 million domain registrations under .ooo,” Mehta told BusinessLine.

This is nuts for at least two reasons.

First, Infibeam seems to be expecting 35,000 to 40,000 sunrise registrations.

That’s impossible.

The .ooo sunrise period starts today, when there’s just shy of 33,000 trademarks listed in the Trademark Clearinghouse.

A TMCH listing is of course required to buy a name at sunrise, so even if every mark in the TMCH converted to a .ooo name — which they won’t — the TLD still couldn’t hit the bottom end of its projection.

In reality, .ooo will be lucky to hit 500 sunrise registrations, just like every other gTLD this year.

Second, the only way Infibeam is going to get one to two million registered domains in six to 12 months is if the company not only gives them away for free, but actually forces them upon registrants without their consent.

The registry with the most number of registrations to date is .xyz, which has about 517,000 domains in its zone file today. It’s managed that feat in three and a half months largely by giving the names away for free to its registrars’ customers whether they want them or not.

Conceivably, Infibeam could do the same with .ooo, but that wouldn’t be especially helpful to its application commitment to make the gTLD “synonymous with trust and consumer choice”.

Indeed, its application talks exclusively about offering .ooo names to existing Infibeam customers.

Could the company leverage its BuildaBazaar e-commerce network to create quickly a substantial base of registrations?

It web site talks of a “billion dreams” and a “billion stores” and its .ooo gTLD application states: “Our goal is nothing less than providing a billion stores for a billion people.”

According to the application, Infibeam will try to persuade its BuildaBazaar customers to upgrade to a premium package that includes a .ooo domain name for their stores.

All Infibeam would need to do would be to convert 0.1% of its billion-strong BuildaBazaar customer base to .ooo domain names and it could hit one million registrations almost overnight.

That would assume that BuildaBazaar has a billion stores, of course. It doesn’t. It has 20,000 stores.

So where are the “1-2 million domain registrations” over the “next 6-12 months” going to come from?

Beats me.

I hope for Mehta’s sake that he was misquoted because otherwise I suspect he’s going to be very disappointed very quickly.