10th November 2008
Why Microsoft has acquired generic domain names
Domain name news brought to you by DescriptiveDomainNames.com
As more and more individuals and businesses subscribe to broadband and the internet assumes a much more dominant role in both everyday life and business practices, the importance of owning a website has been much emphasised by an array of professionals.
In the face of the currently bleak global economic outlook, prominent industry businessman and regular blogger Rick Schwartz has described domain names as the "safest asset in the world" and described those who deal in them as being "at the epicentre of history in the making".
Scott Alliy, self-made internet entrepreneur and president of eComInvestments.com, has on many occasions urged those sitting on the domain-buying fence to take the plunge as soon as possible.
He has urged businesses to buy up domain names associated with their firm as soon as possible as they risk "losing money each day" otherwise and reminded businesses that "it's no longer a question of if you are going to make money, but when".
Ron Jackson, editor of Domain Name Journal, has proclaimed that "category-killing domain names open doors" for firms looking to increase their revenue, make their brand more prominent and create a strong online presence.
In particular, the emphasis seems to be on names that are concise, as closely associated with a business as possible and have a much-coveted dot com suffix.
This is where the benefits of generic domain names become clear for many firms due to their straightforward associations, memorable qualities and ability to catch traffic from those typing a name straight into the search bar, rather than using online engines.
With all of this weight behind them and the aforementioned factors related to changes in internet habits, the benefits of domain name ownership have been in the spotlight of late.
Therefore, it is hardly surprising that computer software giants Microsoft decided to acquire generic domain names in order to bolster the image of two of its campaigns this year.
Searchperks.com was bought up by the organisation in order to promote its Search Perks programme, which launched in October.
Search Perks is designed to encourage interest surfers to utilise Microsoft's search engine more by offering points for every search conducted.
Available in the US, the service sees users downloading a small programme free of charge that tracks how many times they use the firm's Live Search application.
Points, or tickets, are awarded depending on the number of searches conducted that can be redeemed in April 2009 for prizes or a charitable donation.
Prizes include air miles, music downloads and sports equipment.
Prior to this generic domain name acquirement, Microsoft also bought CashBack.com from Missouri firm Creative Marketing Associates in May 2008 in order to promote another service.
CashBack.com allows users to hunt for products they wish to buy through MSN's search engine service and offers a cash reward every time it is used. Once the total reaches $5, the user is then eligible to claim their cash, according to the terms explained on the website.
As search engines have to rethink their strategies in odder to remain prominent - for example, Google revising its AdWords service or Yahoo! considering buyouts - it seems the emphasis for Microsoft is focused on the consumer experience, both in the sense of retaining and attracting new ones.
Speaking of the firm's interest in the generic domain names, Microsoft's senior attorney Aaron Kornblum told Domain Name Wire that it has "been watching" and "will continue to watch closely" any developments in the area.
"It's an industry that's been at the cutting edge of advertising and technology for some time," he added.
The website then went on to claim "Make no mistake - Microsoft realises the value of generic domain names".
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