Company trims focus to wholesaling top level domain names.
Top level domain name company Minds + Machines is dismantling its “end to end” domain name operation to focus on wholesaling its new TLDs through the registrar channel.
While this might seem like a dramatic move, it isn’t entirely surprising if you listened to new CEO Toby Hall on Domain Name Wire Podcast #73.
Hall, who was installed as CEO in February, told Domain Name Wire on the podcast that Minds + Machines was trying to do too much, and that its registrar presence was sending mixed signals to the registrar channel.
According to one competitor–and now partner–its in-house backend registry services weren’t very good, either. Frank Schilling made this comment on DNW Podcast #74.
Minds + Machines will outsource the backend registry operations to Nominet, which runs the .uk country code top level domain name.
The decision to go with Nominet was likely based on a couple of factors beyond commercial terms.
Nominet is not a competitor for top level domains like other registry options such as Rightside and Uniregistry Registry, and I suspect Hall is familiar with its operators because he’s in the UK.
One of Minds + Machines more successful top level domains is .London, so there might be some interesting opportunities with Nominet to push this domain.
In a separate deal, Uniregistry Registrar will take over the registrar accounts from the Minds + Machines registrar.
These two transactions allow us to reboot our business as a pure-play, high-value registry group with dramatically reduced overheads. Firstly, the Nominet agreement provides us with the flexibility to now significantly scale the business, on economically sure-footing, safe in the knowledge our domains will be running on a world-class platform. Secondly, the Uniregistry agreement sends a definitive message out to the registrar channel that we are here to partner, not compete, while ensuring existing customers of our consumer-facing registrar are migrated onto an award-winning platform. As such, we believe these two agreements will transform our operations and cost-base.
The company is also changing its official web address to MMX.co.