The thriving market for domain names has created new opportunities in the wholesale market, which was the ultimately the deciding factor in the recent re-branding of Register.com's (register.com) wholesale division and new partner Web site.

To better serve the growing needs of its partners, the domain name registration and Web business services provider gave its wholesale division, formerly known as the Global Partner Network, the name Rconnection (rconnection.com).

The newly re-branded division will run separately from Register.com, but will maintain the reputation and vision of its sister division.

"Register.com sells a brand," says David Saias, VP and general manager of Register.com's corporate services division. "It's specifically representing the retail division that we have, so [the re-branding] provides a bit of separation for us. But it also allows us to have the strength and integrity of Register.com to associate with our name."

The re-launched Rconnection.com Web site acts as a one-stop shop for wholesale domain name partners, enabling them to conduct business, as well as the ability to effectively market their offerings online.

Those familiar with Register.com's previous wholesale site will notice a number of new services and solutions that have been added.

One prominent feature, Marketing Resource Center, offers a range of tools designed to help partners boost traffic to their sites and promote their solutions.

These tools include an email distribution service, the ability to make banner ads, email templates, customizable product sheets and Web site copy.

"The previous Web site that GPN had was really only [intended] for its partners and customers," says Judy Reid, director of marketing of Register.com's corporate services division. "It was not in any way a marketing Web site. So we've created this brand new Web site that will not only act as a login portal for our current partners, but also we're going to promote it so hopefully it'll be a place where prospects can visit and learn more about the company."

The new Web site is also noticeably easier to navigate, organizing its content according to vertical markets and industries for easy reference and solution information.

A few additional markets have been added to the vertical markets section to provide entry into fast-growth areas, such as real estate and the legal business. Technical support is now offered via live chats.

"We're trying to provide more Internet infrastructure services to our wholesale clients," says Saias, "but at the same time, update our Web site to make it more 2006-ish and user-friendly, as well as creating a stronger identity for Rconnection on its own."