BOSTON, Jan. 18, 2005 (PRIMEZONE) -- The stun gun wars have turned into an all-out brawl. With a stun gun enjoying a cameo in "Meet the Fockers" and the market's leading manufacturer, Taser International, embattled, the weapons are all over the news and popular culture. While the war is far from over, to the victor of the latest battles will go a prize: ownership of "1-800-STUNGUN" and "Stungun.com," both currently the property of Self Defense Products, Inc., a small company in New England, and now for sale on eBay with bids starting at $250,000.
"Stungun.com" and "1-800-STUNGUN" are valuable to those on the front lines of this multimillion-dollar industry's stun gun war. Law Enforcement Associates, Inc. and Stinger Systems claim to have developed technology superior to and safer than Taser's. While its competitors advance, Taser has responded to a U.S. Securities and Exchange Commission (SEC) inquiry, a roller coaster ride in stock value, and a number of lawsuits.
In another embarrassment for Taser, Bernard Kerik, a member of its board at the time and former police commissioner for New York City, withdrew himself from the running to head the Department of Homeland Security. Kerik then reportedly left his post as CEO at Giuliani-Kerik LLC, affiliate of Rudolph Giuliani's consulting firm, Giuliani Partners LLC. As reported by the New York Post, Kerik remained on Taser's board of directors as of Jan. 1, 2005. Bloomberg reported that Kerik cashed $5.47 million in November 2004 by exercising "options on 102,166 shares of Taser stock."
A 'Lost Opportunity Cost' Looms
"It's not what it costs to buy, but what it costs not to buy. The dollars lost, over time, by not owning the most recognizable domain term could be substantial. That's 'lost opportunity cost,'" says Robert Siciliano, author of "The Safety Minute: 01" and expert on personal security and identity theft. Mr. Siciliano is a speaker who has been featured on CNN, MSNBC, FOX News, and in The New York Times.
The sum of $250,000 for a domain name and 800-number has precedents. Recognizable domain names have sold for similar amounts, or much more: "Autos.com" ($2.2 million), "Phone.com" ($1.2 million), and "Capital.com" ($750,000).
"The term 'stun gun' is alongside the word 'Taser' in every single article about these devices," says Siciliano. "The fact is, Taser, the weapon, is a brand, but it is and will always be a stun gun to the masses. With all the press, it would be smart to use 'stungun' as the company name, much like '1-800-FLOWERS' or the successful 'House.com.' Whoever owns 'Stungun.com' and '1800 STUNGUN' will have a distinct advantage."
A Question of Terminology
Many have avoided labeling their products "stun guns." The word "gun" connotes a firearm. News stories nevertheless call these weapons "stun guns," and popular lexicon holds fast to the terminology. The most familiar name for a non-lethal weapon, the term "stun gun" is a commodity.
In a move that suggests its weapon could be seen as a gun, Stinger recently hired former Smith & Wesson CEO Roy Cuny as president. "If Taser, who doesn't use the term 'stun gun' on its Web site, buys the toll-free number and domain name," says Siciliano, "the company will only be doing so to keep the items away from Stinger or Law Enforcement Associates."
Self Defense Products, Inc. (800) 438-6223