Element AI Does It Better

Element AI, which helps companies improve their operations using AI, raises $151.4M Series B, reportedly at a $625M valuation (@seansilcoff / Globe …

Yesterday, I published an article about a company called Healthy.io. I praised the company for incorporating its .IO domain name within its branding, making it less likely that people will make a mistake when navigating to the startup’s website or sending email to employees. I found an even better example of a company’s wise usage of its ccTLD domain name.

This morning, several tech publications covered the news of a major funding round for a company called Element AI:

Element AI, which helps companies improve their operations using AI, raises $151.4M Series B, reportedly at a $625M valuation (@seansilcoff / Globe and Mail)https://t.co/yYOsqndKy2https://t.co/WS90O3c3Qs

— Techmeme (@Techmeme) September 13, 2019

Like Healthy.io, Element AI also uses a ccTLD domain name: Element.ai. The difference is that Healthy.io incorporates its domain name within the branding but Element AI does not include the dot within its branding.

Because the dot and specifically the .AI aren’t totally clear with Element AI, there could still be some confusion regarding its domain name. Smartly, Element AI also owns its brand match .com domain name as well: ElementAI.com. Whether someone visits Element.ai or ElementAI.com, they will end up on the same, correct website.

Element AI uses its .com domain name for its website, but I think having both of these domain names makes choosing the domain name to use a bit less important. I think they could have stuck with the .AI and forwarded the .com if they wanted to do that. The only risk is that the company doesn’t own the high value Element.com domain name so there would be a possibility for confusion if they uses the .AI as the primary domain name.

The other thing I noticed is the positioning of the “AI” within the logo. I am not sure if it was intentional or not, but by having it in the position they have it, viewers will not accidentally mistake it for the name Elemental.

I think it is wise for non.com users to incorporate their extension or at least the word that makes up the extension within the branding to avoid confusion. Element AI takes it a step further to prevent traffic and email leakage by owning both domain names.

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Battery Ventures, a technology-focused investment firm, announced Thursday it has acquired 1WorldSync Holdings, a Ewing-based software-as-a-service network for brands to securely share critical product data.

1WorldSync Holdings was established as a joint venture between GS1 US and GS1 German GmbH. Prior to this deal, GS1 Germany purchased 1WorldSync GmbH from 1WorldSync Holdings. Terms of both deals were not disclosed.

“Since its inception, 1WorldSync has been a pioneer in the competitive product content marketplace by providing customers with solutions that grow cross-channel sales, drive efficient content syndication and enable compliance and product transparency,” 1WorldSync CEO Karin Borchert said. “We look forward to collaborating with Battery Ventures to build on those many successes and believe that this is an exciting time for the growth trajectory of the company.”

“We have been tracking 1WorldSync for many years and have been impressed with its trusted, longstanding reputation in the market,” Morad Elhafed, a Battery general partner, said. “We are excited by the future growth prospects of 1WorldSync’s platform and feel we can provide additional resources to help expand the network and develop new product capabilities, while pursuing complementary acquisitions.”

“We are confident that Battery Ventures is the right partner to help 1WorldSync more nimbly create solutions at the pace and speed that industry and consumers demand,” GS1 US CEO and President Bob Carpenter said. “Additionally, as a neutral, standards organization and unique identification company, GS1 US will be better positioned to solely focus on addressing the growing needs of our members and solution partner network to advance the adoption and use of GS1 Standards.”

“Customer and consumer expectations for rich content vary across Europe and the US,” GS1 Germany CEO Thomas Fell said. “This business separation allows us to further develop our market-specific knowledge and expertise and develop solutions that are specifically tailored to our growing markets.”

Needham & Co. acted as the financial advisor and Locke Lord acted as legal counsel to 1WorldSync. Cooley acted as legal counsel to Battery Ventures and DLA Piper acted as legal counsel to GS1 US and GS1 Germany GmbH.

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