Domain name company grows

Instra Corp chief executive Desleigh Jameson and CentralNic chief executive Ben Crawford say CentralNic's resources will drive growth in emerging markets and through global brand protection.

Napier company Instra Corp was a good example of the ethos of working local but doing business globally, says chief executive Desleigh Jameson.

"It doesn't matter where you are as long as you do business the way they do business, in their hours and in their language - you can be anywhere," she said.

"It is a huge selling point for smaller towns like Napier, that it doesn't matter where you are in the world - you can be as global as you want to be."

London Stock Exchange-listed CentralNic has snapped up the share registry service for $35 million.

CentralNic's chief executive Ben Crawford said the country domain names CentralNic held were primarily in mature markets and Instra's was unusual because it could offer most country domain names - a one-stop-shop through its website.

"These guys sell over 150 different countries, so they are one of only a handful of companies anywhere in the world. It can benefit large companies that are launching a new product and want to make sure their product name gets registered it in every country in the world, to stop other people registering it."

Emerging markets were where most growth for domain-name registration companies existed, but they also required a breadth of nations covered.

"If you want to enter one of these big emerging markets like China, Indonesia, Turkey and Brazil you have to have the local product that they want and plus they are always interested in the neighbouring countries, for example the New Zealand company would probably quite like to get the same domain name in Australia to cover it off.

"For us Instra Corp is already a proven winning combination to actually enter all of these emerging markets and to serve international companies as well, so were very keen on them."

Instra is based in the bottom floor of the Public Trust Office building in Tennyson St, where 32 staff work 24/7.

Ms Jameson credits New Zealand operations manager Louise Lentino with Instra's success.

She is the sister of former Instra owner Tony Lentino and established the office 18 years ago.

Mr Crawford said the Melbourne office of 20 people, which concentrates on technical developments, would also grow staff numbers.