Ron

You have a very good point here.  Domain names on their own are useless.
It is the marketing to push forward the brand recognition for them that
gives them value.  And this then drives the value up in other 2LD
markets for the same brand name.  As in all forms of marketing, raising
the value in one market has an impact in another.

Darryl (Dassa) Lynch.

|> -----Original Message-----
|> From: Ron Stark [mailto:ronstark§businesspark.com.au] 
|> Sent: Tuesday, June 11, 2002 1:57 PM
|> To: 'ian.johnston§infobrokers.com.au'; dns§lists.auda.org.au
|> Subject: RE: [DNS] Competition between 2LDs & monopoly 
|> registry operators
|> 
|> 
|> Ian, my point is that the product (domain name licence) is 
|> not needed by the vast majority of prospective consumers.  
|> Whether hard advertising will change that is a moot point.
|> 
|> You cite an existing 266 000 registrants.  I'm referring to 
|> the relevance of the product to the other 3 000 000 business 
|> prospects who *aren't* registrants.  They neither want nor 
|> have got the product, and they won't want or get it until 
|> there's a need other than the product itself.
|> 
|> Ron Stark
|> 
|> -----Original Message-----
|> From: Ian Johnston [mailto:ian.johnston§infobrokers.com.au]
|> Sent: Tuesday, 11 June 2002 1:18 PM
|> To: dns§lists.auda.org.au
|> Cc: Ron Stark
|> Subject: RE: [DNS] Competition between 2LDs & monopoly 
|> registry operators
|> 
|> 
|> Ron Stark wrote Tuesday, June 11, 2002 11:52 AM
|> 
|> > Ian, what's the point of effective competition and lower 
|> prices, when 
|> > you're dealing with a product that consumers neither want 
|> nor believe 
|> > they need? (and here I'm talking about new markets)
|> 
|> Ron
|> 
|> I don't understand the point you are making.
|> 
|> The product I'm referring to is a domain name licence or, if 
|> you like, a domain name.
|> 
|> A domain name allocated to a registrant is a globally unique 
|> product - a pure private good.  No other person or 
|> organisation can be assigned the same name at the same time.
|> 
|> That's what consumers want and get.
|> 
|> There's a lot of consumers of domain names (licences) out 
|> there who have them - over 266,000 of them as at 18 October 
|> last year (according to auDA's Request for Tender: Registry 
|> Licence Agreement for .au Second Level Domains).
|> 
|> 
|> 
|> --
|> Ian Johnston, Policy Consultant
|> Small Enterprise Telecommunications Centre (SETEL) 
www.setel.com.au  mailto:ian.johnston§setel.com.au 02 6258 3409 (B/F)
02 6259 7777 (B)  0413 990 112 (M)

SETEL is a national small business consumer association advancing the
interest of Australian small business as telecommunications and
e-commerce consumers


------------------------------------------------------------------------
---
List policy, unsubscribing and archives =>
http://www.auda.org.au/list/dns/ Please do not retransmit articles on
this list without permission of the 
author, further information at the above URL.  (321 subscribers.)