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Disney Registers Domain Names for ‘Keychest’ Service
The Walt Disney Company has just registered a series of domain names whose names imply that they’re intended for use with the recently announced ‘Keychest’ technology in which a subscriber can purchase rights to a Disney film and then watch it on-demand via any Keychest-accessible client, including PCs via the internet and on mobile phones.
Although it’s likely that some (or most (or even all)) of the names may not be put into effect, it’s a good sign that the company is furthering its plans to bring the digital locker to fruition. The names registered include: DISNEYDIGITALLOCKER.COM, DISNEYLOCKER.COM, DISNEYONLINEMOVIES.COM, DISNEYPLAYER.COM, DISNEYSTUDIOMOVIES.COM, DISNEYVAULTONLINE.COM, MYDISNEYMOVIESONLINE.COM, MYDISNEYONLINEMOVIES.COM, MYDISNEYVAULT.COM, WALTDISNEYMOVIESONLINE.COM and WATCHDISNEYONLINE.COM.
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I checked DisneyKeychest.com and Keychest.com…looks like someone bought them to sell back to Disney. I wonder why they didn't buy domains before they made the announcement…
The primary reason why you wouldn't register domain names in advance of announcements is because it's usually not a secretive process (see this post for example) so it's a tip off if the right person sees it.
In this case, it's probably not even likely that Disney would have used Keychest as a name for the service, so registering domains under the Keychest moniker may have been viewed as a waste unless they were trying to market the technology itself.
Bottom line, even if someone tries to squat on a name that Disney feels they have the right to, they have a whole team (league) of lawyers who can get the job done — and including Disney in the name of your domain isn't likely to help your cause much either.
The primary reason why you wouldn't register domain names in advance of announcements is because it's usually not a secretive process (see this post for example) so it's a tip off if the right person sees it.
In this case, it's probably not even likely that Disney would have used Keychest as a name for the service, so registering domains under the Keychest moniker may have been viewed as a waste unless they were trying to market the technology itself.
Bottom line, even if someone tries to squat on a name that Disney feels they have the right to, they have a whole team (league) of lawyers who can get the job done — and including Disney in the name of your domain isn't likely to help your cause much either.