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但域名投资者认为，他们拥有的域名是财富。“如果您拥有房地产，” 拉宾认为，“人们在某个时候会很快就抛售掉。”他估计, 华尔街很快会开始普遍跟风，提供机会进入公开市场。然后，象鲁伯特·默多克、巴里·迪勒等网络大家将会大肆收购域名所有者手中的域名。一些人甚至推测正在进入付费搜索市场的Google、Yahoo或微软公司，将席卷域名投资者，删去中间层，让“直航”访问流量直接为他们的广告业主服务。 与此同时，Google 和Yahoo公司设法继续保持“直航”访问流量的来临，这两个公司的主管们都在利用参加德尔雷海滩会议的机会，寻找能够掌控“直航”访问流量的高手。当在德鲁克斯夜总会放松过后，14 名Yahoo公司的董事和一些域名投资者扎堆钻入加长悍马车里，其中包括席林，他手头拥有了一个Yahoo公司为他的网站上的所有广告提供服务的排他性合同。在州际95号公路上，大型高级轿车向着南边35 英里斯嘉丽绅士俱乐部驶去。在那里，大家可以在有着长毛绒和红色天鹅绒帷幕的VIP 房里尽情享受着。 当负责这个区域的女主管前来要求买单时，Yahoo公司的人员都显得紧张，没人想要递交1000美元的报帐单给总部的财务部门。最后，席林掏出一卷现金把钱付了。对于一个拥有一架喷气机股份的人来说，这不是一件大不了的事情。如果知道席林去年的网络流量收入超过Yahoo公司的36亿美元收入的1%的话，你会认为那些人的当中一个会站起来，一个人为整个团队买单的。 When Ye was building his portfolio, there was really only one way to make money from names--reselling them. That began to change in 2003 as paid search--developed and pushed by Overture, now part of Yahoo, and current market leader Google--started to take off. The technology powering the whole thing is complex, but not the basic business model: Advertisers pay only when someone clicks on their ads. And to get their links listed high in search results--or on a domainer's page that someone lands on by typing a name into a Web browser--they bid on keywords. Generic names are gold for domainers, but names that target a specific audience are also valuable. Take, for instance, people looking for information on anorexia or bulimia. Type the phrase "eating disorders" into Yahoo's search engine and an ad from Remuda Ranch treatment center in Wickenburg, Ariz., appears across the top of the results. To win that spot, Remuda pays Yahoo handsomely--$3.06 per click was the price when Business 2.0 checked in early November. But the way many people looking for the same information go about it is to type www.eatingdisorders.com into their Web browser. That takes them to a page with five links to treatment centers, and again Remuda sits at the top of the page. But here's the difference: Click on it from this page and the $3.06 Remuda pays Yahoo for the referral gets shared with the domainer who owns the name. In this case, that's Frank Schilling, a reclusive man who has quietly become one of the world's most powerful and respected domainers. Schilling bought the name in late 2002 for $1,100, snapping it up in an auction. It struck Schilling as a smart one to own since eating disorders are common. "What I didn't realize," he says, "is that more than 100 people a day blindly type the name into their address bar." Today, he says, the site gets around 120 click-throughs a day, providing steady, easy cash. Ironically, Schilling came close to selling off his portfolio at the same time as Ye--until Vice President Dick Cheney inadvertently persuaded him to keep building his business. It was the evening of Oct. 5, 2004. Schilling, who is 36, was monitoring his sites from the Ritz-Carlton in Naples, Fla., where he and his family had been living since Hurricane Ivan leveled their house in the Cayman Islands a month earlier. As Schilling was scanning traffic data, he noticed that something wasn't right. An enormous burst of traffic was threatening to take down his servers. He pulled up Google News, quickly discovering the culprit. The vice presidential debate between Cheney and Sen. John Edwards was going on, and to defend his record, Cheney told viewers to look at Factcheck.com. Cheney had meant to say Factcheck.org, a site run by the University of Pennsylvania. Factcheck.com was one of Schilling's. Schilling had two options: Take down his servers, which could cost him tens of thousands of dollars in traffic to his other sites, or redirect Factcheck.com surfers elsewhere. The onslaught was useless to him, after all, since he only makes money when a visitor clicks on an advertiser's link. No fan of the Bush administration, Schilling thought of an anti-Bush ad that financier George Soros had run in the Wall Street Journal. Seconds later, he pointed the surging traffic to GeorgeSoros.com, so that anyone seeking out Cheney's record--and many millions did--was greeted with the message "Why We Must Not Reelect George Bush." For Schilling, it was an epiphany. At the time, he had an offer on the table to sell his portfolio for more than $100 million; the potential purchaser, whom Schilling won't disclose, was in the middle of auditing his business. The experience--a flood of people surging across the Internet and ending up at a page he controlled--made Schilling realize that the value of domain names would become exponentially greater over time. "A few keystrokes and look what I did," says Schilling, flipping back his shoulder-length blond hair and typing into the air. "It was totally surreal." Since the night of the debate, he's added another 100,000 names to his portfolio, bringing his holdings to more than 300,000--cash-generating generic names that are again attracting well-financed suitors. 责任编辑：米尊 |