It’s getting increasingly difficult to come up with a decent web
name and address.
Everyone knows that there simply are not enough domains to go
The internet naming group ICANN’s recent decision to phase in new
suffixes, maybe including .travel, .shop and .bank, might help alleviate
this problem, but it has yet to agree what they will be, who can own
them and when they will arrive.
Until then, you can amuse yourself by looking at the current crop of
dotcom start-up names.
It’s as if there are groups of people holed up all over London in
possession of good start-up ideas, but desperate for a name to match.
They spend hours typing suggestions into domain name search services,
working through all manner of possibilities.
At some point, when it’s late and ideas are drifting toward the absurd,
someone, in a flash of bizarre inspiration, shouts out: ’What about
shagmail.com? It’s hip, 60s and an American dance: no-one can possibly
have registered that!’
Well, that’s what you would have thought but, in fact, Shagmail.com is
already live on the web.
In the past couple of weeks, we’ve seen smove.co.uk (it’s all about a
smooth house move - Smove, right?), goodmigrations.co.uk (the Beach Boys
are moving house for you), oodlebee.com (delivering the best of
Manchester to your door) and just35.com (where there are just 35
categories on the site).
I’ve also been playing this game of late - entering endless web
addresses into register.com only to find out that someone has already
registered the same brilliant name that we had considered perfect for
Haymarket’s up-coming marketing and media portal. It’s tricky, as
choosing badly might be enough to sink us, while the right name could
play a significant part in future success. You have to wonder, for
instance, about those sites that launched with an ’e-’ or an ’i-’
prefix. Does that name prohibit expansion? Offline, for example?
This is the point at which I get to say that we think we have cracked
the name game, having acquired a URL that describes what we are
It’s hip and slightly edgy, but offers scope for expansion in a number
of different areas. Unfortunately, it is under wraps, but you’ll be able
to judge for yourselves soon enough.