Mmhmm.App…. Hmmmmmmm

The Verge published an article about a teleconferencing startup that recently raised 7 figures in funding and its name made me think, “hmmmmmmm.” The startup app is called Mmhmm, and it uses the Mmhmm.App domain name for its website. Personally, I think the brand name is pretty confusing and the domain name exacerbates that confusion a bit.

Here’s what The Verge wrote about the app and its funding round:

“The product has a name that is ridiculous even by the standards of Silicon Valley — it’s called Mmhmm — and the company said today that it had raised $4.5 million led by Sequoia Capital.”

Mmhmm was founded by Phil Libin, who was the CEO of Evernote. Obviously those are pretty solid credentials. The Mmhmm app is currently in private invite beta at the moment.

I do not think the brand name Mmhmm really passes the radio test. When you add the less known .app domain name extension to the brand name, it will make it more challenging for people to find it. Some people have argued that domain names are less important for apps, and while I agree to a minimal extent, I think they should be complementary. The domain name can serve as an internally owned venue for a business to promote its product and offer information and support to customers rather than relying on a third party app store to do all that.

As a guttural sound, Mmhmm.com would still fail the “radio test” to a degree, but at least people wouldn’t be as confused when trying to type in the website. Interestingly, Mmhmm.com was registered in 2009. The privately registered domain name appears to be listed for sale via Sedo with a minimum opening offer of $500. Mmhmm.app was registered in April of this year.

I have no issue using a new gTLD domain name, especially a .App domain name for an app. I do think mixing a confusingly named brand with a new gTLD domain name is a recipe for making it difficult for consumers to find the app.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the DomainInvesting.com Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn

2 COMMENTS

  1. Agree with your thoughts on this from not only marketing the brand for consumer acceptance if it’s targeting Millennials there’s a bigger problem in spelling mmhmm is a shocker when they could have had a ready branded roll off the tongue generic 5 letter descriptive aged .com name like Pinup.com with 200,000 registered members.

  2. Let wait and see what domain he is going to buy to upgrade. It will be sooner than later.

    Regards,
    BullS
    MBA,PhD
    Magna cum laude
    Graduate of DKAcademy.com
    Domain King Academy

    MBA-My Big Ass(all of you have one)
    PHD-people having dickheads

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Recent Posts

Fred Hsu Offers Tips on Domain Name Security

0
According to Coin Telegraph, there has reportedly been a security incident involving domain names at Squarespace. "Multiple decentralized finance (DeFi) apps were targeted in...

Registrar Where My Last 10 Afternic Sales Landed

5
After I sell a domain name, I don't pay much attention to it. Occasionally, I will look to see how it is being used,...

DomainLeads Integrated into Dropping.pro Email

0
One of the paid tools I use daily is the Dropping.pro email alerts. I created 3 alert emails with different parameters, and each morning,...

Sedo Reports Record Breaking .Game Sale

1
As of this morning, the largest domain name sale in the .Game extension recorded by Namebio was the $40,888 sale of A.Game. That domain...

When the Best Prospect Goes Under

0
It feels pretty good when a startup founder wants to buy your domain name. I know the domain name can probably incrementally help the...