There were two high value, one word .com domain names that closed at auction this afternoon at NameJet. This is not surprising. What is surprising is that both domain names were previously registered to major corporations, and instead of taking a gain from the sale of a valuable domain name, the registrars and auction platforms were the beneficiaries rather than each of these companies.
Bladder.com sold via NameJet for $23,956. Prior to its expiry and subsequent deletion, Bladder.com was registered to Sanofi Pasteur, a division of Sanofi, a French multinational pharmaceutical company. Sure, $23,956 may be a drop in the hat to this publicly traded company, but it is still a considerable amount of revenue to simply disappear into the coffers of another company.
Picker.com sold via NameJet for $22,800. Prior to its expiry, Picker.com was registered to Philips Medical Systems, a division of Philips, a multinational conglomerate headquartered in Amsterdam. Just like the sale of Bladder.com, the $22,700 in revenue ended up going to another company.
One word .com domain names have been going way up in value over the last few years. In my opinion, the sale prices achieved were at a wholesale level rather than retail pricing. Had these two corporate registrants engaged the services of a domain broker – perhaps even at their domain portfolio management companies – they could have sold each domain name for much more money.
That said, the potential retail values are just that – potential. In reality, these two companies lost nearly $50,000 in revenue they could have booked if they took just the minimum step of renewing and sending the names to auction.
Again, I know this is a tiny drop in the bucket for Sanofi and Philips, but $46,000 is still $46,000 in lost revenue that shouldn’t have been lost.