Most business owners who have a website will have heard
by now of the new general Top-Level Domain (gTLD) program being
operated by the custodian of the internet, the Internet Corporation
for Assigned Names and Numbers (ICANN).
There have already been around 170 new gTLDs delegated by ICANN
since November last year and ICANN is working its way through the
rest of the 870 or so which have passed evaluation or are subject
The new gTLDs can be roughly sorted into three types - brand
names, generic and geographic names. Many are language specific and
in non-English characters.
Some of the new gTLDs that have already been delegated are
.thai, .coffee, .pink and .Sydney.
Large brand owners have applied for their brand names such as
.toyota and .nab and will operate these as restricted registries.
Many others will be available for purchase to the general public
following initial sunrise periods. These are to allow trade mark
owners to get in first to register second level domains on
particular gTLDs that incorporate their core marks.
If you have a business or trading name that consists of two or
three words with the last being a generic term, then you should
consider registering a second level domain name once the string
becomes available. That way, your business name appears as your
entire domain name – so if you trade as Flat Earth or Sexy
Shoes now, why not look into registering www.flat.earth or
www.sexy.shoes as your new domain name?
Other possibilities are presented to business owners by the
chance to register a common generic or descriptive phrase such as
www.2020.visio or www.power.tools. This may make sense for your
business if using this phrase will be logical and easy for your
customers to remember in order to find your website.
Please let us know if we can help you in developing your
strategy for protection of your brand or in taking advantage of the
new marketing possibilities presented by this domain name
explosion. Reports of the coming death of the .com are perhaps
greatly exaggerated, but as in any land grab, there are
opportunities to be considered.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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