Overstock.com: a registry’s best friend

O.co, the company formerly known as Overstock.com, has bought the domain name o.info directly from registry manager Afilias for an undisclosed amount.
It’s the first single-character sale Afilias has announced since ICANN gave it the go-ahead to release one and two-letter names from reserved status in April 2010.
What makes it particularly interesting is that O.co has agreed to build a separate web site at o.info, using the domain for the purpose suggested by the TLD string.
The idea of allocating a valuable name to a big brand in exchange for a use commitment – the “founders program” model – is of course now a standard part of a TLD registry’s marketing toolkit.
It’s more unusual too see the same tactics used to promote a decade-old gTLD.
O.co CEO Patrick Byrne said in a statement:

We will use O.info as a website destination to consolidate useful consumer information. The .info domain is the logical destination for visitors to find product information, user manuals, buying guides, manufacturer and brand reviews, video demonstrations and recall notices.

The price has not been disclosed. It could easily be in the six-figures, extrapolating from the $350,000 the company dropped on o.co last year.
On the other hand, it could be lower.
I feel certain that .CO Internet would have handed over o.co for free if it had known how much great publicity it would bring; it’s possible Afilias may have sacrificed part of its windfall in the hope of reaping some marketing benefits too.
It has 25 more letters to sell, after all.

M+M offers .brand gTLDs from $25k

Minds + Machines is promoting its gTLD registry services to brand owners at the International Trademark Association meeting in Washington DC, revealing prices as low as $25,000 a year.
Its .brand package covers preparing and filing the application with ICANN and then running the technical back-end.
The company also appears to have introduced a price ceiling of $100,000 a year for .brand clients, according to a press release.
M+M is even offering to throw in a private, ICANN-accredited registrar. I believe the company may be the first registry to publicize this kind of bundled service.
The company is targeting brand owners that may not be convinced by the attractiveness of a .brand, and may have no clue what to do with one, but which nevertheless do not want to be left behind in the event that the second round of new gTLD applications is delayed for many years.
M+M CEO Antony Van Couvering is quoted as saying:

There are a lot of innovative ways for brands to use new gTLDs, but most brands want to first secure their gTLD for a reasonable price, and maybe use it internally, before deciding on the next step.

M+M, which hired former ICANN chair Peter Dengate Thrush as chairman in June, has been among the most aggressive marketers of new gTLDs (which are, after all, it’s entire raison d’etre).
Its enthusiasm has already caused a couple of raised eyebrows.
A teaser announcement from M+M earlier this week, which mentioned how its “registry platform is connected with all major registrars, including MarkMonitor” caused MarkMonitor to issue a clarification stating that it has “no business relationship” with the company.
While MarkMonitor is plugged into CoCCA, the registry platform that handles dozens of ccTLDs, it is not plugged into Espresso, which is M+M’s in-house version of the open-source CoCCA software, the company said in a blog post.
(UPDATE: M+M’s Antony Van Couvering notes in the comments below that MarkMonitor accepts .fm registrations, and that the .fm registry uses Espresso)
CoCCA itself felt compelled to issue a statement in July, clarifying that CoCCA and M+M are not working together on Espresso, as some had inferred from an M+M interview.

Get your first look at ICANN’s new gTLDs microsite

ICANN is stepping up its so-far lackluster new top-level domains outreach campaign with the launch tomorrow of a microsite dedicated to the topic.
The site is expected to host the long-anticipated “final” or production version of the new gTLD Applicant Guidebook, which could be published as early as Monday evening.
It’s designed to educate potential gTLD applicants from outside the usual crowd of insiders.
The site is scheduled to go live at roughly 1930 UTC tomorrow, but DI has had a sneaky peek and can bring you some exclusive preview screen captures today.
Unlike icann.org, which strikes many as confused and a little bewildering, the microsite adopts a more conventional, basic, business-focused design.
Abstract clip art? Check. Businessperson pointing to bar graph? Check. Globe? Check. Smiling Asian lady? Check.
Here’s a a grab of the front page.

And the Program Status tab gives an indication of what ICANN is planning for the web site a few months down the line.

Director of marketing and outreach Scott Pinzon also has a new blog on the microsite, possibly the first of a few.
Here’s a grab of the Applicant Guidebook page. The links are not yet working, but note the date.

The site has a video page. ICANN’s very well-received plain-English overview of new gTLDs has been uploaded, in addition to plain-French, plain-Russian, plain-Chinese and plain-Spanish versions.
There are several talking-head featurettes, which edit together soundbites from gTLD registry executives, giving a very high-level flavor of what it’s like running a registry. Here’s a sample.

Overall, it looks like an encouraging step in the right direction.
The design is clean and accessible and there’s very little ICANNese and very few acronyms. As a gateway for the new gTLD program, it appears to be easily up to the task.

RodBeckstrom.xxx will never see the light of day

ICM Registry has reserved the names of dozens of ICANN directors, former directors and members of staff from the new .xxx top-level domain.
RodBeckstrom.xxx, it seems, is going to be permanently protected from cybersquatters.
I’ve reported before that thousands of celebrity names – about 4,300, it has since emerged – were placed into Registry Reserved status.
I can’t believe it did not occur to me until now to see if any domain industry “personalities” were also given the same preemptive protection.
It seems that every current member of the ICANN board has had their name reserved. One borderline case appears to be Ray Plzak, who’s only protected as RaymondAPlzak.xxx.
Two former ICANN directors who left the board this year – Peter Dengate Thrush and Rita Rodin Johnston – are also reserved, though Rita only as RitaRodin.xxx.
Further back, there’s spotty coverage. Raimundo Beca (left the board in 2010), former CEO Paul Twomey (2009) and Michael Palage (2006) have their names reserved, but many others have not.
Lots of ICANN staffers have been bestowed reserved status too, but again it appears to be quite random whether they’re included or not.
It does not appear to be based on rank (some VPs are excluded, but some mid-level employee names are reserved) or profile (some reserved names will be unfamiliar to anybody who does not attend ICANN meetings).
ICM has also reserved the names of all of its own employees.
I have been unable to find any big industry names from outside ICM and ICANN that are on the list. Bob Parsons is going to have to defensively register bobparsons.xxx, for example.
It’s worth noting that it’s against ICM’s rules to register any personal name under .xxx that is not the registrant’s own legal name or stage name, no matter what their intentions are.
Unlike .com, with .xxx registrants have to enter into an agreement with the registry – not just the registrar – when they buy a .xxx name.
It’s quite possible – though I’ve yet to confirm – that ICM will be able to disable any unauthorized personal name registered in .xxx without the offended party having to file an expensive claim.
And because registrants’ identities will be checked by ICM at the time of registration, even if they use Whois privacy, that should presumably be fairly easy to enforce in most cases.

Eurid to release 9,000 .eu names after lawsuit

It’s going to be first-come, first-served on almost 9,000 seized .eu domain names next month, following a Eurid lawsuit against a Chinese cybersquatter.
The registry operator said today that it has taken control of the domains, which were registered shortly after .eu launched in 2006 by one Zheng Qinying, and will start to release them October 24.
Eurid went to court in 2007 after a string of cybersquatting cases against Zheng highlighted the fact that, as a Chinese citizen with no presence in the EU, she did not qualify to own .eu names.
An appeals court finally ruled a year ago that Zheng had no right to the domains, and Eurid now plans to make them available again on a first-come, first-served basis.
Don’t get too excited.
Judging by the small number of English domains on the 8,894-strong list, Zheng, despite being quick off the mark after .eu launched, registered quite a lot of garbage.
Don’t expect to see too many valuable English keyword domains. Do expect to see a lot of domains that probably would not stand up to a cybersquatting complaint.
The gems may lie in the many European surnames on the list. There may be some good non-English generics on it too, but this monolingual Anglo-Saxon has no idea.
The full list of Zheng’s domains in CSV format can be downloaded here.
UPDATE: A longer, no-holds-barred commentary by HosterStats’ John McCormac can be found here.

Watch ICM’s first .xxx TV commercials

ICM Registry has posted its first wave of TV commercials for .xxx onto YouTube.
The theme running through the four commercials is that not registering a .xxx may save you a bit of cash, but that registering one will make you rich.
Or something.
I can’t say I “get” the humor, but I’m probably not the demographic.
Here’s the first three. The character, “King Gavin”, is played by Gavin McInnes, founder of Vice magazine.



ICM says the commercials will start to air on TV in the US soon.

How much money will ICM make from .xxx blocks?

There’s a pretty ludicrous report in the Australian media today, claiming that Aussie businesses are being forced to pay AUD $400 million to ICM Registry to protect their brands in .xxx.
The laughable number ($411 million) appears to have been fabricated from whole cloth. The report in the Murdoch-owned Herald Sun does not even bother trying to source or justify it.
But it’s becoming increasingly clear that ICM is going to make some money out of its .xxx sunrise, including from Sunrise B – the one-time defensive “blocks” that do not result in a domain registration.
The company priced Sunrise B at $162 per domain based on an assumption that it would see 10,000 of them. Any fewer and it would lose money, any more and it would profit.
According to official registry reports, no TLD launched in the last five years – .asia, .co, .jobs, .mobi – saw more than about 10,000 domains defensively registered during its sunrise period.
But my hunch is that .xxx will blow those out of the water. I would not be at all surprised if the final number tops 20,000 names.
It’s just a hunch at this point, based on a comparison to the .co launch – which had a reported 11,000 sunrise applications last year – and four main assumptions:
First, that 10,000 was a conservative estimate. I don’t think ICM would have risked making a big loss.
Second, based on a very small number of conversations, I think that some companies are not taking any chances. They’re applying for blocks in more second-tier brands that maybe they strictly need to.
Third, ICM has a much larger registrar channel than .co enjoyed, and much more aggressively FUDdy registrar marketing tactics.
ICM has approved about 70 registrars, compared to the 10 that .CO Internet had at launch, and a lot of registrar promotion has focused on the “Protect Your Brand!” angle, which was discouraged by .co.
Fourth, the vast amount of mainstream media attention the .xxx sunrise has been receiving, most which has doggedly followed the same line as the registrar FUD.
While the value of defending against typosquatting during the .co sunrise last year was probably more important to trademark holders from a security and traffic loss perspective, the brand protection angle did not receive nearly the same amount of press as .xxx has.
ICM president Stuart Lawley has done dozens of media interviews since the sunrise kicked off last week. I even heard him on a UK radio news show aimed at teenagers.
And this press has been going on for over six years, remember. ICANN first approved .xxx in 2005, and the story has been in and out of the media ever since.
It’s worth noting that a Sunrise B block, with its one-time fee, basically denies ICM Registry a bunch of recurring revenue events forever.
Nike is going to be paying $20 to .CO Internet for its defensively registered nike.co domain name every year until the end of time, in addition to the up-front sunrise fee.
If it blocks nike.xxx, it will pay $162 to ICM now but it will also deny the registry its $60 fee for every year it could have been a renewing domain. In three years, ICM’s losing revenue.
But Sunrise B is very probably going to be profitable for ICM. At 20,000 applications, its top line would be $3.24 million, with profit probably pushing seven figures.
Nowhere near $411 million, obviously, but not a bad payday for selling domain names that will never resolve.

VeriSign CFO quits after buyout rumors

VeriSign has just announced that its chief financial officer, Brian Robins, will leave the company at the end of the month.
The announcement follows a couple of trading days in which VeriSign’s shares have rallied on rumors that the company was on the verge of being acquired.
Ironically, it was Robins’ decision to cancel an appearance at a financial conference that sparked the rumors.
Robins’ resignation follows that of his old boss, CEO Mark McLaughlin, who quit to join a pre-IPO tech startup in late July.
Robins’ destination is not yet known, and VeriSign has yet to name a replacement.

If you pre-register a domain, you are the product

“If you’re not paying for it, you are the product.”
That’s a maxim that has been doing the rounds on the internet for the last few years to describe services such as Facebook, which gets users in for free and then monetizes them to third parties.
It struck me today that this saying also applies to services that allow you to pre-register domain names in non-existent top-level domains.
If you’ve recently registered your interest in a domain in a new gTLD – example.web, say – you’ve gained nothing and potentially lost a lot.
Pre-registering creates two main benefits as I see it, and neither accrues to the registrant.
First, you’re now on the company’s mailing list. When your selected new gTLD(s) go live, the company you pre-registered with is going to try to convert you into a paying customer.
Second, you’ve just freely contributed information to an extremely valuable database, possibly to your own detriment.
When new gTLDs launch, many registries are going to reserve thousands of premium domains to either sell or auction at a later date, to periodically drum up interest in their extensions.
How will these companies decide which domains to add to their premium lists? A database of hundreds of thousands of pre-registrations would be a great place to start looking.
If you pre-register, what you may be doing is voting for your desired domain to be reserved by the registry, for possibly years, and then sold at a large premium.
Something to think about.

What The X Factor taught me about new gTLDs

Elitist, pseudo-intellectual snob that I am, I rarely watch commercial television. But I make an exception when the The X Factor is on.
I’m not sure I’d even describe the show as a guilty pleasure. It’s just consistently great television.
I’m not alone. According to BARB, which tracks viewing figures in the UK, The X Factor is Britain’s top-rated show, with about 11 million viewers each Saturday night.
It is estimated that a 30-second spot in the latest series costs advertisers £154,000 ($250,000), which will likely increase dramatically as buzz builds toward the December finals.
If a company is willing to spend $250,000 on a single ad spot, I got to wondering how these advertisers use domain names. The price of a new “.brand” gTLD is in the same ball park, after all.
So rather than zoning out during The X Factor‘s commercial breaks last night, I took notes.
Of the 15 brands advertised during the show, five did not promote their online presence at all. Ads for products such as breakfast cereal showed no URLs, search terms or Facebook profiles.
Another three displayed their domains on-screen as footnotes, but with no explicit call to action.
Two advertisers, amazon.co.uk and weightwatchers.co.uk, explicitly encouraged the viewer, on-screen and in the voice-over, to visit their sites.
Barclays was the only advertiser that asked viewers to find it using a search engine. Its call to action was “search Barclays offset mortgage”, with no accompanying URL.
There were also a couple of ads that used call-to-action .co.uk domains.
Mars used bagamillionmovies.co.uk to direct viewers to an M&Ms movie competition, while Microsoft (windows.co.uk/newpc) was the only advertiser to use a directory in addition to its domain.
But the two commercials that interested me the most were those that used alternative or “new” TLDs – the ones that are usually afterthoughts when you’ve already put a .com into your cart.
Mars used getsomenuts.tv to advertise Snickers, and the healthcare giant Johnson & Johnson asked viewers to visit sleepchallenge.info.
That’s right. J&J seems to be spending six-figure sums advertising a .info domain during Britain’s most-watched TV show every Saturday night.
This is noteworthy for, among other reasons, the fact that J&J has a seat on the board of directors of the Association of National Advertisers.
The ANA is of course currently leading the campaign against ICANN’s new gTLD program.
ANA general counsel Doug Wood rubbished .info, albeit only by association, in a video interview with WebProNews on Friday, stating:

The idea of [ICANN’s new gTLD program] being successful and delivering the competition or the innovation that they’re speculating on is clearly questionable to a great degree, based purely on the success or lack of success of the last group they introduced – .biz, .travel, .jobs, etc – none of which has as done anything significant vis-a-vis competition or innovation

I would suggest that the existence of sleepchallenge.info shows how dubious these claims are.
First, sleepchallenge.info redirects to a rather longer URL at johnsonsbaby.co.uk. This indicates that it was registered purely to act as a memorable and measurable call-to-action domain.
The fact that J&J used the .info, rather than sleepchallenge.co.uk, which it also owns, suggests that the company appreciates the additional meaning in the word “info”.
(Mere added semantic value would make a poor definition of innovation, but until now it’s been one of the few things that new gTLD registries have been able to offer.)
The domain sleepchallenge.info was a hand registration in May 2010, according to Whois records, costing J&J just $35 from Network Solutions.
The .com equivalent has been registered since 2007 and would have cost substantially more to acquire from its current registrant, if indeed it was for sale, which it may not be.
Because ICANN introduced competition into the gTLD market 11 years ago, J&J was able to obtain a meaningful domain for a massive ad campaign at a low price.
Watching The X Factor has taught me that Johnson & Johnson is an ANA board member that has already directly benefited from new gTLDs.
I guess commercial TV can be educational after all.