Development of the secondary market

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In 2010–2013, we closely monitored the largest and most famous domain registrar in the industry, GoDaddy. We analyzed its work and tried to ensure that our services did not lag behind such standards. Largely due to this, there was simply no room left for foreign companies. Of course, they have their representative offices in Russia, but their share of our market is incredibly small.

A separate marker of the maturity of the Russian domain industry was the formation of a secondary market for domain sales. In 2011, the oldest players already had their own domain auctions. By this time, REG.RU had a taiwan mobile phone numbers database service called "Deal Guarantor" with manual transfer of domains. However, our partners needed an automated platform where they could find clients and conduct secure transactions online. This is how the "Domain Store" appeared - one of the main tools for domainers on the Russian market today.

Marketing with humor
Every April 1st, our clients always receive a portion of pranks from us. In 2009, we jokingly announced the start of registration in zones corresponding to the names of celestial bodies: .SUN, .EARTH, .MOON, .MARS, .VENUS, .JUPITER. Despite the fact that the news came out several years before the start of the ICANN program for registering new domain zones New gTLD and seemed obvious nonsense to us, on the “launch day” we received more than a hundred applications for registration of “space” addresses. By the way, sometimes the opposite happens. For example, our quite serious and necessary service “Domain transfer by inheritance” is often perceived as a prank.

Rebranding and new horizons
In the early 2010s, many registrars began to get bogged down in the historical baggage of their interfaces, and advanced users had to adapt to them. On the other hand, the IT market as a whole was actively developing a trend of simplifying the appearance of services and increasing the efficiency of interaction with clients both online and offline. It became clear that the domain market should develop and change. In 2014, an updated concept of the REG.RU brand appeared, which reflects the current state of the company and accurately conveys the main values: simplicity, convenience, clarity and efficiency - this is the basis for the development and presentation of all our services.