November 4, 2008; 10:17 AM
WASHINGTON,
Nov. 4 /PRNewswire/ -- FairWinds Partners, LLC, has beenworking with
Verizon Communications to develop and implement an innovativeapproach
to optimizing Verizon's domain portfolio. This new approach hasenabled
Verizon not only to better provide its customers with more
relevantonline experiences that deliver desired content, but also to do
so in a morecost-effective manner.
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Verizon's domain name portfolio strategy has enabled cuts of over
$1.1million in unnecessary spending while at the same time increasing
incomingrevenue and the overall strength of the brand. Verizon and
FairWinds workedtogether to halt the wasteful registration of domains
which offered little orno value to the company. It is estimated that it
would have cost Verizon$725,000 over the next two years to maintain the
unproductive domain names itcut from its portfolio.
"In the past, domains that generated little traffic, including some
thatwere hugely expensive to maintain over time, were added to the
portfolio,"said Sarah Deutsch, Vice President & Associate General
Counsel of VerizonCommunications. "Moving forward, we are making a
concerted effort to bevigilant in our efforts to create a targeted and
effective portfolio."
In addition to the cuts made to the portfolio, the two companies
togetheridentified unbranded domains owned by Verizon that were not
critical toVerizon's online strategy and may be desirable to other
companies. As a resultof these efforts, Verizon can now broker these
unneeded domains to thirdparties to produce as much as $2 million in
new cash which can be applied toother areas of the business or returned
to shareholders.
These savings highlight important ways in which other companies can
retooltheir domain name program to increase brand visibility, cut
wastefulexpenditures and identify new sources of revenue. Verizon will
be able tobring in approximately 3 million new visitors for its Web
sites with its newstrategy, often by redirecting domains in order to
provide customers withexpected content.
"We want to make sure that our customers get to where they want to
be onthe first try," said Brian Price, Executive Director of Verizon's
OnlineCenter of Excellence. This provides a better experience for
customers andbenefits the company as well. "The top ten domains that we
redirected havegarnered a quarter of a million visitors and over 1K
sales in the last sixweeks alone."
SOURCE FairWinds Partners, LLC
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