BBC: Domain Name Originally Bought for $11 Million |
Neustar Domain Names

BBC: Domain Name Originally Bought for $11 Million


There’s an audio interview with accompanying article currently on BBC News with David Roche, the President of Worldwide. According to Mr. Roche, the domain name was originally acquired for around $11 million in 2001.

From the article:

“Speaking to Today business presenter Simon Jack, the entrepreneur explained how the company took control of the market using the internet.

In 2001 the company purchased the name for around $11m and at the time this was thought to be “a crazy sum of money”.

Now we look back we look back and think, what a bargain,” he added.

When you listen to the audio interview, it seems like Mr. Roche couldn’t recall the exact price, but the $11 million region is the approximate price that he remembered.

Of course, was acquired many years ago for $1.1 billion.  Clearly, the $11 million acquisition was a good decision for the company.  I often use the story to potential buyers of my domain names as evidence for how an exact match domain name (EMD) can also be used by a company as a standalone brand.

Should this domain name sale be added to various top ten domain sales charts, including the one maintained by, it would rank as the second largest domain sale of all time. The highest value sale remains at $13 million.

This figure was an interesting tidbit from an interesting interview.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

Reach out to Elliot: Twitter | | Facebook | Email

Comments (20)


    Actually not. Based on, $11 million in 2001 dollars equals $13,551,440.68 in 2010 dollars, which is more than $13 million sale in 2010.

    November 2nd, 2012 at 2:01 pm

      Elliot Silver

      You don’t judge past sales based on inflation today, otherwise all sales would have to be revised and it doesn’t really make sense to do that.

      November 2nd, 2012 at 2:05 pm


      Elliot, sure you should recalculate it. Each good domainer is an investor and each good investor has to calculate inflation. How do you plan your retirement without inflation? Don’t be silly. If you want to compare nominal values, then don’t say just value, because real value depends on year and inflation very much!

      November 2nd, 2012 at 2:09 pm

      Elliot Silver

      I am not calculating the present value of the deal. I am noting the purchase price which doesn’t change.

      November 2nd, 2012 at 2:11 pm


    OK when you consider what the original domain registration outlay was taking in to account inflation in any currency !!!

    November 2nd, 2012 at 2:21 pm


    Hi Elliot’s Blog,

    Does this sale increasing the value of my

    Best gards

    November 2nd, 2012 at 3:08 pm

      Elliot Silver

      Awesome name.

      November 2nd, 2012 at 3:19 pm


      I will considering selling for 1 million American dollars

      November 2nd, 2012 at 3:46 pm

      Elliot Silver

      I’d recommend buying every single other TLD for this keyword. Can’t go wrong!

      November 2nd, 2012 at 3:54 pm

      Vegas Lover

      Lol. I don’t know if you guys are kidding or serious, but it’s hilarious.

      November 2nd, 2012 at 9:07 pm

      Elliot Silver

      Sorry thought the sarcasm was obvious. I really hope that name isn’t registered.. I was assuming it was a joke.

      November 2nd, 2012 at 9:09 pm

      Dummy Domainer

      I just registered it! Yours for $69

      November 2nd, 2012 at 11:01 pm

      Elliot Silver

      I sure hope not!

      November 2nd, 2012 at 11:32 pm


      Ha…don’t worry E, this is 110% a joke

      November 3rd, 2012 at 10:15 am


    Agree with Jay 100%

    You should have recorded rate tables and then adjusted rate sales tables. This could all be done with some programming, very simple. I think DN Journal hard code/records things so that would be a pain in the ass. However if it was in some db, then its super simple.

    However most domainers dont factor in opportunity cost, time value of money, inflation ect…

    November 2nd, 2012 at 4:37 pm

      Elliot Silver

      It would be beneficial for sure, but impractical.

      November 2nd, 2012 at 5:00 pm


    This is a great end user case study.

    David Roche really needs to be interviewed to get his ideas as to how much domain contributed to the overall company success. My basic question would be – if the company went through the past 10 years without domain; with everything else being equal marketing-wise, how much less would the sales be.

    I would guess it would be at least 10% less, but perhaps as much at 50% less. It would be very interesting to get his overall ideas.

    November 2nd, 2012 at 4:58 pm


      Maybe even alot less than that . . . is a brand!

      November 2nd, 2012 at 7:49 pm

    Dummy Domainer

    I own

    As it contains 5 of the hottest domaining niches all in one:

    1) i (iPhone!)
    2) 3D (3D TVs and printing?!)
    3) Hotels
    4) Face (Facebook!)
    5) Quotes (Insurance, loans!)

    I am asking for just $5m. Please share with your Twitter followers.


    November 2nd, 2012 at 10:59 pm


    Who was the seller at $11MM?

    November 3rd, 2012 at 11:53 pm

Leave a Reply

Name *

Mail *