The sale of the domain sms.co.uk has suffered a hiccup after bidders failed to match the reserve price.
When sms.co.uk was put up for auction last month those behind the sale were optimistic that it could net more than £100,000.
At the time David Carter, director of Hollywood Internet Ltd - one of the companies helping to flog the domain - said sms.co.uk "is the biggest name ever to hit the UK resale market".
However, Mr Carter has now told El Reg that the domain failed to reach the reserve price that we had set after the "initial interest of the large telecoms companies didn't materialise as we had expected".
"This doesn't meant that the name will not be sold," he went on, "as we always had a contingency and we will be changing the current site and inviting offers on the name from this weekend." ®