"Pick a name. Build a site. Talk to us."
That is the idea that Google is pitching with its latest product. The uncontested giant of the Internet has finally decided to enter the world of domain sales. The recent launch (by invite only) of Google Domains proclaimed the entrance of the technology company into the business of selling domains, and the timing for this event could not be more perfect. Why?
The news of this event was released only weeks after an IPO was filed by GoDaddy, which had been planning to file this IPO for around 10 years. Until recently, Google used to recommend them to its users. GoDaddy is currently the world's largest domain registration firm, with around 57 million domains under its professional management. The company generated revenue of $910,900,000 during the previous financial year. This move by Google will bring them in direct competition with GoDaddy.
Clicking on Google Domains will take you to a page which states how easy it is to set up a website. There is a three-step procedure which involves choosing a name for the site, building the website and talking to Google.
Google announced that it will enter the domain sale market in a limited capacity while it tests the product. The testing service will allow users to search for, buy and transfer domains for businesses. There is great potential in the domain sales market since a lot of businesses are now seeking to set up a presence online. This has culminated in a boost in domain demand. The move is seen by experts as an attempt to upsell their current services.
Google has quietly been a domain registrar for quite some time, but it has previously used this service only for fighting spam and to provide better search results. Now, Google may be attempting to leverage this service for the purpose of making money.
Google has contacted four firms that specialize in building websites for consumers. These firms include Squarespace, Shopify, Wix and Weebly. They will assist Google's customers with the process of creating their own websites. Google also announced that it will offer management support for domains as well as a hosting service for customers. This will also help Google in marketing its other products like AdWords.
There are concerns that Google may use its dominance as a search engine to promote this new service. The announcement had an immediate effect in the market; the value of web.com's shares decreased by 20 percent when investors heard the news that Google was entering the domain registration realm.
Market experts, however, insist that there will be no impact of this move by Google in the future. They say that Google entering this field is proof that there is immense opportunity in the market. The experts also stated that Google has been selling domains for a considerable period now and this hasn't yet affected web.com in any way.
Google will also affect registry operators in a positive way. These operators will be able to provide the required infrastructure. If financially strong registrars can invest in the market, it will have a very positive effect on new registration.
Anna Gale is a marketer at Fueled, the leading iPhone app builder in New York City, renowned for its award winning mobile design and strategy.