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Can auctions be a good thing sometimes?
Tuesday, January 29. 2008
As I've stated before, I don't like registry-run auctions. To me, there's something simply not kosher about the guys that have a monopoly over a given resource, be it domain names or anything else, getting prospective buyers to bid instead of making sure everyone has equal access at equal pricing.
It's a little like the water company basing its prices on people's needs: the thirstier you are, the more you pay…
But as usual, I'm ready to be proved wrong. And I wonder if Edmon, Leona and the rest of the guys at .ASIA haven't just done that by showing there's at least one case where registry-run auctions make sense.
That thought entered my mind while reading through their latest press release, celebrating the "historical smooth completion" (sic) of the first of the .ASIA Sunrise auctions. The release gives some indication of how the auctions went : "The average winning price for the first batch of contended auctions netted over US$1500.00 per domain, with high bids for domain names reaching beyond a few ten-thousand dollars."
Hey wait a minute ! A registry-run auction system, names sold for high prices… I should be having a dig at this the same way I had a go at the .MOBI auctions, shouldn't I?
Well no actually, and for one simple reason: .ASIA is only auctioning off Sunrise names that received multiple applications.
That makes all the difference. The standard .ASIA Sunrise process (i.e. single applications for a name, based on a clear and definable prior right) isn't built around an auction model. But what to do when there's more than one applicant for the priority registration process that is a Sunrise period? How to allocate that name, knowing that for the previous major geographic TLD launch - .EU – some names gave rise to titanic struggles between hungry potential registrants trying to jump the registration queues (the only allocation system used for that launch was first come, first served).
"This is the first time ever an auction system is being used to resolve contention of domain name applications during the startup of a global top level domain registry," says Edmon (Chung, CEO of DotAsia). "Unlike in the past where companies have to cram and rush in a chaotic race for the domains they want, the auction process allows a more rational, fair and calm approach. Companies are showing a great interest and willingness to retain the domain name of their choice."
So there you have it. Is a registry-run auction for multi-requested Sunrise names the only case where such a model can be considered ethical… and even desirable?
I'd go for a definite maybe…. but I still can't help but cringe at DotAsia's tacky come-and-get-it marketing style. Just look at the stock exchange-like ticker feed on their website, or read the end of their press release. "It is not too late to make your investment in the most prestigious cyber real estate in Asia, and the land of opportunities that await your exploitation seldom come much better than this."
Arrgh… pass me that bucket!
