BW Communities

Changing The Internet

BW Online Bureau Nov 08, 2014

<?xml version="1.0" encoding="UTF-8"?><root available-locales="en_US," default-locale="en_US"><static-content language-id="en_US"><![CDATA[For more than 25 years now, the world has been familiar with generic Top Level Domains (gTLDs) and country code TLDs. Top Level Domains (TLDs) are collections of Internet real estate that are represented bythe characters on the right side of the "dot" in a domain name. An example of this is .com, which is the most popular gTLD1 in use today while examples of ccTLDs include .in, .ru, .au among the approximately 250 cc TLDs that exist. This structure of the domain name space as we know it today is poised to undergo a profound change with the launch of new gTLDs. New gTLDs are a result of a recent approval by the Internet Corporation for Assigned Names and Numbers (ICANN) to expand the number of gTLDs. Under the program, applicants and/or entities themselves can define their gTLD which could be a brand, community, geography or a generic term. For example, a business could apply for its own newgTLD such as ".yourcompany". It is possible that this process could result inhundreds of newgTLDs. Brand gTLDs –Cultivate your business on the Internet A Brand gTLDmay provide an excellent opportunity for companies to secure their online namespace. A Brand gTLD, for example, ".yourcompany" could potentially provide a means for brand owners tocreate new ways to extend their trusted brand and services to partners, resellers, and customers and to enhance brand trust. For forward-thinking company executives, IP professionals, and marketing and communications experts, the time is ripe to consider applying for their brand gTLD. Here are a few reasons why: Enhanced Internet presence: As the steward of a gTLD, a company may have authority to enforce requirements for second-level domain name registrants. A Brand gTLD could serve as a nucleus around which a company or organization could group second-level domains for individual products and services as well as partners and resellers. Enhanced security, control, and trust: Applicants for a Brand gTLD (like other gTLDs) will undergo a rigorous application process that considers an applicant's existing trademarks. A Brand gTLD could help assure Internet users that they are interacting with a legitimate company and an authentic website. By enforcing registration policies for second-level domains, companies could potentially extend this trust even further. User convenience: Highly targeted domain names and the ability to create URLs rich with keywords may potentially drive user interaction by aiding certain search engine optimization (SEO) and making it easier to browse web content and applications via mobile devices. Brand extension: By issuing second-level domain names to valued partners and resellers, companies may be able to extend the prestige and trust associated with their brands, potentially strengthening relationships, creating new joint marketing opportunities, and reaching new audiences. Consumer and brand affinity: Companies could offer affinity email addresses2 that may enable consumers to associate with their favorite brands in an entirely new way, potentially expanding marketing opportunities and creating new revenue streams. Brand owners need to consider this opportunity with alacrity The ICANN application period opened on January 12, 2012 and applications are now being accepted.. The application period is expected to close April 12, 20123,  and once it is closed anyone who missed the application deadline will possibly have to wait more than a year, before another application window opens. Given the timelines for application, it becomes critical for companies to make a decision aboutaugmenting their existing marketing strategies with a newgTLD component at this time. Companies should perhaps look at seizing their BrandgTLDs as a true marketing and branding differentiator. Applicants for any newgTLDwillbe required to demonstrate organizational, operational, and financial capability. The complexity of the application process may necessitate working with an experienced registry service provider. As the world's largest registry, Verisign hasan extensive history in operating the world's best-knownextensions, .com and .net, and can help organizationsthroughout the entire application process. With the introduction of new gTLDs, brands will have to consider extending their online strategy. A domain name strategy is quickly becoming critical for any organization conducting business or wanting to engage customers online. Ignoring the profound impact of the rapid evolution of the Internet with respect to the introduction of newgTLDscould turn out to be a missed opportunity to extend their brand deeper into the Internet. (The author is Vice President APAC, Naming Services, VeriSign)