Expired domain names show disconnect between corporate functions.
Corporation Service Company (CSC), a brand protection company, released a study today about the expenses incurred by brand holders to get domain names through UDRP. The study suggests companies have spent $220 million getting domains back through UDRP, and that it would have only cost $1.1 million had they proactively registered the domains.
But what I found more interesting is how many domains won through UDRP have been allowed to expire:
Of the domain names that were won and handed back to the brand owner, almost 4,000 have been subsequently lapsed and are now available for registration. Also, an additional 3,000 domain names were lapsed after they were won and then re-registered – in some cases, by third parties. In fact, CSC found that several companies have disputed the same domain name up to three times because they continued to allow it to lapse.
This shows a major disconnect at companies between three groups:
1. Trademark attorneys that feel they need to get every possible trademark domain name.
2. Brand managers who don’t know what to do with the domains when they get them.
3. Corporate domain managers who are are reactive instead of proactive. Often times they don’t even work in conjunction with the trademark attorneys.
I’ve looked through portfolios of Fortune 500 companies and found that a good portion of their domains don’t resolve. Others are merely forwarded to the company’s home page when they should direct to a specific page on the web site. CSC’s statistics quantify this mismanagement.