Last week I blogged about Citibank’s purchase of ThankYou.com to go along with its “Thank You Rewards Program.” While it may seem like the obvious domain name for this program, many corporations simply assume its customers will find out more information about a branded product or service by navigating to the corporate site instead. Last week, I congratulated Citibank on this wise purchase.
I was reading a post on Frank Schilling’s SevenMile.com blog about Citigroup’s branding of Mortgage.com, and I wanted to bring attention to this. Clearly the ThankYou.com purchase isn’t just a one time smart move. There is a strong marketing culture at Citigroup, and its domain acquisitions prove that the company understands its customers’ web surfing habits.
Mortgage.com is miles ahead of any other domain name in the mortgage industry. Sure, Citigroup executives could have said “if a potential customer wants a mortgage from us, they will navigate to Citigroup.com or Citibank.com.” This could have been true, and nobody would really say otherwise. However, the Citi branding of Mortgage.com allows Citigroup to make their pitch to ANY potential customer who wants a mortgage and visits this site. Instead of paying $x.xx or more per click to attract customers to its site, they now own all of these leads. They’ve eliminated the competition that existed, and they don’t have to compete with other advertisers.
It’s so easy, but so many companies just don’t understand this. I can’t say enough positive things about this great purchase.
**Although Mortgage.com was acquired by Citigroup, when they purchased ABN AMRO Mortgage Group, Inc.
Someone posted an interesting UDRP-related question in the Legal Section of DN Forum yesterday. The person asked; If a Complainant filed a UDRP for multiple domain names owned by a single entity, are the panelists forced to make an “all or nothing” decision, or could they determine that some of the domain names should be transferred while others should be kept by the current owner?
Domain attorney John Berryhill provided evidence that a split decision could be reached. Berryhill cited the Yell Limited v. Ultimate Search UDRP Case No. D2005-0091. The disputed domain names in this case were YEL.com, YellWeb.com, UKYellowPages.com and LondonYellowPages.com. In the end, the panelists ruled that:
“For all the foregoing reasons, in accordance with Paragraphs 4(i) of the Policy and 15 of the Rules, the Panel orders that the domain names, yellweb.com, ukyellowpages.com and londonyellowpages.com, be transferred to the Complainant.
The Complaint relating to the domain name yel.com is dismissed.”— Source: ADMINISTRATIVE PANEL DECISION Yell Limited v. Ultimate Search
In the end, the Respondent was able to retain the most valuable domain name of the group.
One of the most critical things a domain investor needs to do is stay apprised of domain-related subject matters, especially UDRP decisions. Domain investors can learn quite a bit from various UDRP rulings, and it is pertinent that everyone who has any money invested in domain names should stay on top of these.
I just found out that WIPO allows people to subscribe to receive UDRP updates and decisions posted by panelists. I recommend that people subscribe here: http://www.wipo.int/amc/en/subscribe/decisions.html