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.
Hall commented:
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.
Well, so much for the joys of ‘vertical integration’. CW
MMX showing their adaptability to an ever evolving market.
Will registrants who used Minds and Machines be obliged to log in at Uniregistry’s website in order to manage their domains? And, if so, when should we anticipate that transition?
Now we know why AvC had to go…