The Changing Face of the Domain Name Aftermarket
: GoDaddy Acquires Afternic :
Domain name registar GoDaddy has acquired domain name aftermarket company Afternic in a move that many in the domain name industry expect to be quite disruptive (in a good way).
Afternic's DLS (Domain Listing Servie) displays domain names at more than 100 different registrars - including 18 of the top 20. The effect is that the DLS will give domain name buyers a more diverse range of results and afford sellers more exposure to customers searching for domain names. The reason is that domain names can now be listed at a single registrar but displayed across the registrar network – without any more work from the domain owner. GoDaddy plans to incorporate the DLS into its own domain search results and add its aftermarket domain name inventory to the DLS in the coming months.
It may come as a surprise, but Web.com (operator of Network Solutions), Register.com, and Tucows.com are supportive of GoDaddy’s new registrar-led model. "This is a terrific move by GoDaddy and a real milestone for the domain industry,” said Tucows CEO Elliot Noss. "Making it easier for customers to find, buy and manage aftermarket domain names is important. That is why GoDaddy, Tucows and other large registrars are working together for the industry and for customers."
With the acquisition of Afternic, GoDaddy also acquires domain parking service SmartName, along with NameFind, a relatively new service for helping entrepreneurs brainstorm a brand name for their business.