Go Daddy

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The GoDaddy Group, Inc
Type Private company
Founded 1997
Headquarters Scottsdale, Arizona, USA
Key people Bob Parsons
Industry Domain Registrar
Products Web services
Website www.godaddy.com

Go Daddy is an Internet domain registrar and web hosting company that also sells e-business related software and services. In early 2009 it had reached nearly 30 million domain names under management.

Contents

[edit] History

Go Daddy was founded in 1995 as Jomax Technologies by Bob Parsons, who previously founded the software development company Parsons Technology, Inc. The Go Daddy Group, Inc., which includes flagship registrar GoDaddy.com, Wild West Domains (its resale brand) as well as Blue Razor (its bulk domain brand) has offices in Arizona, Colorado, Iowa and Washington D.C.[1] Go Daddy is currently the largest ICANN-accredited registrar in the world, and is three times the size of its closest competitor.[2] It was first ranked largest ICANN-accredited registrar in April 2005, when it surpassed Network Solutions in market share of total domain names registered.[3] Media speculation for the gain included lower prices and the expansion of the Go Daddy product line.[4][5] The company also offers Web site design and hosting packages, among other services.[6][7][8][9]

Go Daddy's strategy of investing in its brand enabled it to grow much faster than competitors, according to data provided by RegistrarStats.[10]. For example, in 2001, soon after Network Solutions lost its monopoly, Go Daddy was approximately the same size as competitors Dotster and eNom. While Go Daddy focused on promoting one brand, Dotster undertook a strategy of acquisitions and eNom focused on the reseller channel. In 2009, Go Daddy had become 3.5 times the size of eNom and 30 times the size of Dotster, which partially divested its domain services.[11]

As Go Daddy has grown, it has taken part in activities concerning the Internet in general. For its first anniversary show, founder Bob Parsons interviewed Adam Lovell, founder of WriteAPrisoner.com. In 2007 and 2008, the company increased its presence in Washington D.C., lobbying in favor of legislation that would crack down on unscrupulous online pharmacies and child predators.[12][13] In 2006, Go Daddy was sued by Web.com for patent infringement.[14][15] In 2005, GoDaddy criticized the US Department of Commerce for disallowing private registrations of .us domains.[16] In 2002, Go Daddy sued VeriSign for domain slamming[17] and again in 2003 over its Site Finder service.[18] This latter suit caused controversy over VeriSign's role as the sole maintainer of the .com and the .net top-level domains. VeriSign shut down Site Finder after receiving a letter from ICANN ordering it to comply with a request to disable the service.[19] January 16 2009, Go Daddy was hit by a DDoS attack affecting thousands of its shared hosting customers for several hours. [20] From 2003–2005, Go Daddy was recognized as one of the fastest-growing tech companies in Arizona.[21]

[edit] Awards

In 2009, Go Daddy was listed as the #1 Software Company by Ranking Arizona: The Best of Arizona Business. Go Daddy moved up from the #9 spot in the 2008 Ranking Arizona. In addition, Go Daddy has been named the "Best of the Best" technology company by Ranking Arizona in the Manufacturing and Technology category.[22] Go Daddy was voted "Best Registrar" in the 2009 Domain Name Wire annual survey for the 4th consecutive year.[23][24] Go Daddy wins 'Best Employee Perks' category in AZCentral.com's BEST 3rd Annual Readers' Choice Awards for 2009.[25] Go Daddy was recognized in the 2008 Alfred P. Sloan Awards for Business Excellence in Workplace Flexibility, earning an Honorable Mention.[26] Go Daddy has been listed among the "Best Places to Work in the Valley" for five consecutive years (2003–2008).[27][28][29][30] In 2007, Go Daddy was named "Most Innovative Company" by the 2007 Arizona Corporate Excellence (ACE) awards. Go Daddy also ranked number 2 on the ACE "25 Fastest Growing" companies list.[31] Go Daddy was recognized by Linux Journal as the "Readers' Choice" for Favorite Linux-Friendly Web Hosting Company.[32][33]

[edit] Marketing

Go Daddy's advertising is produced in house, and typically emphasizes sexually suggestive material (with the exception of their NASCAR advertising, in an attempt to avoid being attacked by fans, networks, and NASCAR; the sanctioning body has a policy that censors sexually suggestive ads on cars and television broadcasts)[citation needed]. Featured on their website, most of Go Daddy's commercials began with the 2005 Super Bowl advertisement, and from there went further to other television stations, with many being rejected for content. CEO Bob Parsons refers to the marketing as "GoDaddy-esque" which he describes as "fun, edgy and a bit inappropriate."[34] Most of Go Daddy's early TV ads starred former WWE Diva Candice Michelle, in some sort of sexual-related theme. Candice Michelle has been referred to as "Miss GoDaddy.com" or "The Go Daddy Girl" by fans and on WWE TV shows, where she also does the "Go Daddy Dance" (twirling her arms around her body while slowly turning) as part of her wrestling gimmick.

In 2006, Go Daddy began sponsoring IndyCar driver Danica Patrick, who subsequently joined "The Go Daddy Girl" lineup, and began playing a prominent role in the registrar's commercials. In March 2009, Go Daddy announced the newest Go Daddy Girl, professional poker player Vanessa Rousso.[35] Vanessa competed in the Go Daddy sponsored NBC National Heads-Up Poker Championship the same month, finishing second and making history by being the first woman to make it to the finals. [36] Go Daddy added a second Go Daddy Girl in March 2009, bringing the Go Daddy Girl spokeswomen count to four. The domain-name registrar introduced pro golfer Anna Rawson as its newest Go Daddy Girl. She is edgy, she is fun, she is hotter than firecrackers, she is very clever and everything we look for in a Go Daddy Girl, CEO Bob Parsons said of Rawson at a news conference in Phoenix.[37]

For a third consecutive year, GoDaddy.com was the presenting sponsor of the Indianapolis 500 race broadcast on ABC.[38] GoDaddy.com also debuted a new commercial called "Speeding" during the Indy 500. The commercial features Danica Patrick getting pulled over for speeding by a female cop wanting to be a "Go Daddy Girl."[39] The ad teases to an edgier Web version that drove a 570% traffic increase to the GoDaddy.com Web site.[40]

[edit] Super Bowl XLIII advertisements

[edit] Development

Go Daddy purchases two Super Bowl spots and for the first time in five years, during Super Bowl XLIII, Go Daddy airs two different commercials that NBC approved. Both commercials featured Go Daddy Girl and IndyCar Series driver Danica Patrick. In the "Shower" commercial, Danica takes a shower with Simona Fusco Stratten as three college students control the women's maneuvers from a computer keyboard. "Baseball/Enhancement" is a spoof of the steroids scandal. [41] The second, "Enhancements" was the most popular of the Super Bowl and helped increase domain registrations 110 percent above 2008 post Super Bowl levels.[42][43] Go Daddy posted Internet-Only versions of its commercials during the game Super Bowl Sunday. Go Daddy's "Internet-Only" material is the extended version with more risqué content and continues the storyline of the Web host provider's Super Bowl commercials.[44]

[edit] Reactions

Go Daddy is "Most Watched" Super Bowl commercial for its "Baseball/Enhancement" ad, according to TiVo, Inc.[45] Go Daddy was also top destination of the Super Bowl audience visiting an advertiser's Web site after viewing their Super Bowl ad, according to comScore, Inc.[46] Rob Goulding, head of b-to-b markets for Google, offered an in-depth analysis of Super Bowl spots that aired during Sunday's championship game. He said the most successful were multichannel-oriented, driving viewers to Web sites and "focusing on conversion as never before." Web domain name registrar Go Daddy experienced significant Web traffic and a strong "hangover" effect of viewer interest in the days that followed due to a provocative "teaser" ad pointing to the Web, Goulding said.[47]

[edit] Super Bowl XLII advertisement

[edit] Development

On August 13, 2007 Bob Parsons announced that Go Daddy may be sitting out Super Bowl XLIII. "There's always the possibility that we might not be able to get an appropriately edgy ad approved," he said. "All things considered, there's a strong argument for staying on the sidelines this year and taking that Super Bowl advertising money and using it for other opportunities," he added.[48] However, on January 28, 2008, during a telecast of World Wrestling Entertainment's RAW program on USA Network in a reverse of field, it was disclosed by Go Daddy spokesperson (and WWE diva) Candice Michelle that there will be an ad during the game, which featured a "behind the scenes" look into that ad. Once again, Go Daddy went through more than a dozen submissions before it was able to get a commercial approved by Fox, the same network that had pulled its Super Bowl XXXIX ad before its second scheduled airing. Go Daddy had hoped to broadcast a spot called "Exposure" featuring Go Daddy Girl Danica Patrick and animatronics beavers. But Fox deemed the spot too racy for prime time television and told Parsons it would not air it unless he removed the word "beaver."[49] Parsons refused, and Go Daddy instead aired a completely different commercial, called "Spot On." The spot was essentially an "Ad to an Ad," and told viewers to go to the company's website to see "Exposure." "Spot On" aired in the first quarter of Super Bowl XLII, and the company quickly deemed it an enormous success. Go Daddy logged more than one million views of the "Exposure" ad before the game ended and reported 1.5 million visits to the GoDaddy.com Website. [50]

[edit] Reactions

The 2008 Go Daddy ad has been both maligned and praised. Ad Week's Barbara Lippert described it a "poorly produced scene in a living room where people are gathered to watch the Super Bowl. As we watch them watch, a guy at his computer in the corner of the room drags the crowd over to GoDaddy.com to view the banned ad instead." But Lippert, like others, also acknowledges the shrewdness of the PR strategy, saying "it will probably produce a Pavlovian response in getting actual viewers in their own living rooms to do the same."[51] Go Daddy's Super Bowl XLI ad was criticized, in The New York Times as being "cheesy";[52] in National Review as "raunchy, 'Girls-Gone-Wild' style";[53] and "just sad" by Barbara Lippert in Adweek, who gave the ad a "D".[54] However, Reprise Media, reviewing the success of Super Bowl advertising in getting potential customers online, listed the 2007 commercial as one of only eight "Touchdown"-worthy ads among the day's high-priced advertisers.[55] IAG Research, which rated the effectiveness of likeability and memorability of the ads, ranked Go Daddy's spot as second for most-recalled.[56]

[edit] NASCAR and JR Motorsports

A fourth spokesman, with commercials which are not sexually suggestive, has appeared in ads starting in 2008. These ads, which air in NASCAR broadcasts, feature NASCAR Nationwide Series owner Dale Earnhardt, Jr., who owns, designed, and occasionally drives the #5 JR Motorsports Chevrolet in the series. Go Daddy's sponsorship of the team includes five races in 2008 with Mark Martin and Ron Fellows (who won the NAPA Pièces d'auto 200 présenté par Dodge in the Go Daddy Chevrolet) sharing duties in the races along with Earnhardt Jr., who designed paint scheme for the car, which in true Earnhardt tradition, is dominated by black with green and orange (the colors of Go Daddy) nearer to the back of the car. GoDaddy.com also has sponsored the Randy Moss Motorsports (fka Morgan-Dollar Motorsports) truck when Landon Cassill drives it, both in the original #46 and later as #81, as Cassill is a Hendrick Motorsports Developmental Driver, which includes selected Nationwide Series races in Earnhardt's #5 car.

Go Daddy has also sponsored Brad Keselowski in the #25 for Hendrick Motorsports on a limited basis in the Sprint Cup series (owing to the "part-time rookie exemption" to a four-car limit). After a successful 2008 season, Go Daddy is expanding its 2009 NASCAR sponsorship with the JR Motorsports organisation, sponsoring 20 Nationwide Series races as primary sponsor, split between the #5 and #88 teams. The #88 deal gives Keselowski a full 35-race NASCAR Nationwide Series sponsorship for 2009 split with Delphi and Unilever. Go Daddy will also be the primary sponsor for seven races in the Sprint Cup Series with Keselowski driving.[57] GoDaddy.com signed a one-year deal with Darlington Raceway to sponsor the Rebel 500 held on Confederate Memorial Day.[58][59] The agreement is for one year.[60] Keselowski got his third Nationwide victory at Dover - his first in the #88 GoDaddy.com Chevrolet.[61][62]

[edit] Philanthropy

In April 2006, the company donated $10,000 to the OpenSSH development program, which is managed by OpenBSD.[63] They have also donated $10,000 in March 2006 to Perverted-Justice.com in which volunteers pose online as minors to find child predators and report them to law enforcement.[64] During 2007 & 2008, the company has made many donations to local, regional, national and international charities, including those that focus on domestic violence, child abuse, disabled children, teenage homelessness, Parkinson's research, breast cancer and animal shelters. Major recipients of Go Daddy contributions over the past several years include the Juvenile Diabetes Research Foundation, Phoenix Children's Hospital, the Arizona Humane Society, the Phoenix Zoo, Chrysalis, HomeBase Youth Services, and the Salvation Army. Go Daddy's employees have also participated in a series of events to raise money for charitable causes. In November 2008, more than 700 Go Daddy employees participated in the Juvenile Diabetes Research Foundation's Walk to Cure Diabetes in Tempe, AZ. Other Go Daddy employee efforts have included the annual Toys for Tots drive, as well as donations to St. Mary's Food Bank during the holiday season.[65]

[edit] Controversies

[edit] Suspension of Seclists.org

On January 24, 2007, Go Daddy deactivated the domain of computer security site, Seclists.Org, taking 250,000 pages of security content offline.[66] The shutdown resulted from a complaint from MySpace to Go Daddy regarding 56,000 user names and passwords posted a week earlier to the full-disclosure mailing list and archived on the Seclists.org site as well as many other websites. Seclists.org administrator Gordon Lyon, who goes by the handle "Fyodor", provided logs to CNET News.com showing Go Daddy de-activated the domain 52 seconds after leaving him a voicemail, and he had to go to great lengths to get the site reactivated. Go Daddy general counsel Christine Jones stated that Go Daddy's terms of service "reserves the right to terminate your access to the services at any time, without notice, for any reason whatsoever." The suspension of seclists.org led Lyon to create nodaddy.com, a consumer activist website where dissatisfied Go Daddy customers and whistleblowers from Go Daddy's staff share their experiences.[67][68][69]

[edit] Deletion of FamilyAlbum.com

On December 19, 2006 GoDaddy received a third party complaint of invalid domain contact information in the Whois database for the domain FamilyAlbum.com.[70] GoDaddy wrote a letter to the owner of FamilyAlbum.com saying "Whenever we receive a complaint, we are required by ICANN regulations to initiate an investigation as to whether the contact data displaying in the Whois database is valid data or not."[70] "On 12/19/2006 we sent a notice to you at the admin/tech contact email address and the account email address informing you of invalid data in breach of the domain registration agreement and advising you to update the information or risk cancellation of the domain. The contact information was not updated within the specified period of time and we canceled the domain," GoDaddy added.[70] The editor of "Domain Name Wire" said that since domain names are valuable, it was reasonable to expect that the registrar would try to contact the domain owner by phone or postal mail.[70] On February 28, 2007 GoDaddy offered to get the domain name back for the previous owner if he would indemnify GoDaddy from legal action by the new registrant.[71] GoDaddy stated that the new owner paid $18.99 for the domain, the price of a backorder, not a regular registration.[71] On November 2, 2007, Domain Name Wire reported that it appears that GoDaddy no longer cancels domains for invalid whois.[72] The editor on Domain Name Wire received a message from a reader who is trying to acquire a domain with obviously false whois information.[72] The message from GoDaddy said "The domain has been suspended due to invalid Whois. The domain will remain in suspension through expiration, including the registry’s redemption period, unless the owner updates the contact information before that time."[72]

[edit] Shutdown of RateMyCop.com

On March 11, 2008, GoDaddy shut down RateMyCop.com — a RateMyProfessors-type site where people would comment on their interactions with law enforcement officers — after complaints from police officers.[73] After being contacted about the shutdown, GoDaddy responded that it was due to "suspicious activity".[citation needed] However, the owner of the site was later told by GoDaddy that the site was shut down for reaching its 3 terabyte bandwidth limit, although doubt has been expressed[who?] about the second explanation as the site had only 80,000 connected users that day and 400,000 the previous day.[citation needed] The registrar for the name, Name.com, continued to allow the DNS to resolve. Go Daddy stated the reason for shutting down the Web site had nothing to do with censorship or complaints but that the site was receiving too many simultaneous connections.[74] In a similar incident, GoDaddy also complied with a demand that the Irish website RateYourSolicitor.com be taken down.[75]

[edit] Canceled IPO

On April 12, 2006, Marketwatch reported that Go Daddy Group Inc., had hired Lehman Brothers to manage an initial stock offering that could raise more than $100 million and value the company at several times that amount.[2] On May 12, 2006 Go Daddy filed an S-1 registration statement prior to an initial public offering.[76] On August 8, 2006 Bob Parsons, CEO of Go Daddy, announced that he had withdrawn the company's IPO filing.[77]

[edit] See also

[edit] References

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  77. ^ "– A blog by Go Daddy CEO and founder Bob Parsons". Bobparsons.me. http://www.bobparsons.me/WhyIPOPulled.html. Retrieved on 2009-04-20. 

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