Brand Fail: Qwikster by Netflix
My wife mentioned that she received an email from Netflix this morning announcing some sort of name change. I did a bit of research, and I saw that the company is spinning off its DVD shipping service into a separate company called Qwikster.
According to the Netflix blog, “Qwikster” is sort of a play on words. “We chose the name Qwikster because it refers to quick delivery,” said Reed Hastings, Co-Founder and CEO of Netflix. Luckily for Netflix, Qwikster.com was available for the company to acquire, and they did so via Sedo (according to Whois records indicating Sedo’s transfer service had possession of it in June).
I am surprised by the name Netflix chose because it’s confusing. In fact, when I first heard the news, I did a Whois search for Quickster.com to see when Netflix bought it, and that domain name is parked. Not only is the beginning of the name different (Qw vs. Qu), but the middle is as well (ik vs. ick).
Both Quickster.com and Qwickster.com are owned by different entities – one is registered by a company called Brand Certified and the other is registered by DNStination, so perhaps these domain names are owned by entities on behalf of Netflix.
I would hope so anyway, because it seems that even Google is confused.
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