My wife received an email from Seamless Web today announcing that the company has undergone a small but important name change. Instead of SeamlessWeb, the name the company has used since 1999, the company is now known as Seamless, and it is using Seamless.com for its website.
According to Whois records, it appears that Seamless.com was acquired around October of 2010. The domain name had previously been privately registered, but on October 7, the registrant became Ryan Scott. According to a profile on LinkedIn, Ryan Scott is the Vice President of Marketing at Seamless.com.
On its website, the company discusses why it made this smart change:
“When SeamlessWeb was founded in 1999, the dot-com bubble was nearing its peak and the word “web” was on the tip of everyone’s tongues. No wonder we thought it was such a good addition to our name! And with the iPhone and mobile apps many years away, we kind of had a point. The web ruled the day and we made ordering food online a seamless process. Simple enough, right?
Well, times change and technology does too. The days of people accessing the Internet from one computer in one location are long since gone as a plethora of devices from the iPad to smartphones to even televisions have completely changed the way that people interact with the Internet. One thing that hasn’t changed? Consumers always want a seamless and consistent experience, allowing them to enjoy a great service no matter how they access it.
That brings us to where we are today. We make online and mobile food delivery and pickup ordering fun and easy for everyone, everywhere. And the future of ordering is beyond the web, which is something we’ve already seen with our mobile apps (now 14% of all orders and growing fast!) and will continue to see in the coming weeks, months, and years. Recognizing that, we’ve decided to embrace these exciting times and take a cue from how you, our highly valued members, often refer to us: we’re dropping the “web” from our name. Seamless is now the present and the future of food ordering.”
I personally think it is a smart move to re-brand and it was good foresight to acquire the domain name. I am sure there’s an interesting story behind how they were able to buy it, since it had a private registration dating back to 2005. I searched but could not find a sales price disclosed anywhere.