> I think there is however a value in having memorable domain names that
> are short, easy to pronounce, with no confusion.

Yeah, like Amazon, Yahoo, or eBay :)

> Sure, computers.com might not be a valuable commodity
> in itself, but if you build a valuable business around it I think
> computers.com would be better than something more complex.

The alternatives aren't more complex.  They're just as simple, but they're
more memorable.

Experience on and off the net is that it is virtually impossible to
successfully 'brand' a generic name.  So consumers buy cans labeled "Coke"
and "Pepsi", or even ones labeled "Savings" or "No-Frills", but they don't
buy ones just labeled "Soft Drink".  The company that had the domain name
phone.com realised in the end that there was no possible way of successfully
branding the name, so they changed to using openwave.com - a name they can
successfully brand.

Sorry, but generic names are complete failures as brand names.  You can't in
fact build 'computers.com' into a valuable property.  You can with dell.com.


Regards, Mark

PS - Aside to movie buffs here - one movie (I think 'Repo Man') had someone
coming out of a convenience store with a can labeled "Drink" and one labeled
"Food" - generics carried to extreme :).


Mark Hughes
Effective Business Applications Pty Ltd
effectivebusiness§pplications.com.au
www.pplications.com.au
+61 4 1374 3959