France: Lancement de la nouvelle extension « .app » : une occasion à saisir pour renforcer sa marque digitale

Last Updated: 12 April 2018
Article by August & Debouzy

A la suite de l'acquisition de l'extension « .app » en février 2015, Google a enfin annoncé les différentes phases de lancement de cette extension.

L'extension « .app », un new gTLD dédié aux développeurs de logiciels et entrepreneurs de l'univers applicatif.

En 2011, l'ICANN, la société qui gère l'attribution des domaines de premier niveau (top-level domains, en abrégé TLDs), a décidé d'augmenter de façon significative le nombre de domaines de premier niveau génériques (generic top-level domains, en abrégé gTLDs).

Pour rappel, le TLD correspond au dernier label du nom de domaine, i.e. dans google.com, le TLD est « .‪com ». Le gTLD est un type de TLD destiné à accueillir des sous-domaines possédant une caractéristique commune autre que la relation à un pays. Par exemple, le gTLD « .pro » est destiné à accueillir des sous-domaines concernant des personnes ayant un statut professionnel reconnu.

L'extension « .app » constitue donc l'un de ces new gTLDs. Avec treize sociétés candidates pour son acquisition, cette extension a suscité un vif intérêt. L'ICANN a organisé une enchère qui s'est avérée être la plus importante de l'histoire des gTLDs. C'est ainsi qu'après une longue bataille, Google a finalement acquis le « .app » en février 2015 pour la somme de 25 millions de dollars. A titre de comparaison, Amazon avait obtenu le « .buy » pour « seulement » 5 millions de dollars.

Le « .app » s'adresse particulièrement aux développeurs de logiciels et entrepreneurs fonctionnant exclusivement par le biais d'applications. En effet, l'extension « .app » présente l'avantage de permettre aux utilisateurs de reconnaître facilement un site internet dédié à une application ou un produit ou service connexe.

Les différentes phases de lancement de la nouvelle extension

  • Du 29 mars au 30 avril 2018, il s'agit de la phase de pré-lancement de l'extension, qualifiée de phase de Sunrise ou phase d'enregistrement prioritaire. Au cours de celle-ci, seuls les titulaires de droits ayant préalablement déposé leurs marques dans la base de données de l'ICANN dénommée Trademark Clearinghouse (connue sous l'acronyme TMCH) ont la possibilité d'enregistrer un nom de domaine en « .app ». La TMCH permet de sécuriser les droits des titulaires dont les marques y sont déposées. Elle présente à ce titre un double intérêt : le titulaire peut d'une part enregistrer prioritairement les noms de domaine correspondant à leurs marques durant les phases de Sunrise, et sera d'autre part averti par email en cas d'enregistrement d'un nom de domaine reprenant ses marques à l'identique.
  • Du 1er au 7 mai 2018, il s'agit de la période d'Early Access. L'enregistrement d'un nom de domaine en « .app » sera ouvert à tous et fonctionnera selon le principe du « premier arrivé, premier servi ». Les intéressés devront néanmoins payer des frais supplémentaires.
  • A compter du 8 mai 2018, l'enregistrement d'un nom de domaine en « .app » sera ouvert à tous sans frais supplémentaires.

Les new gTLDs, le nouvel or noir pour les titulaires de droits ?

Les new gTLDs permettent d'obtenir de meilleurs résultats avec les moteurs de recherche, en identifiant davantage, et plus rapidement, l'activité des titulaires de droits. Ils constituent donc des atouts incontournables et tout particulièrement pour les jeunes entrepreneurs en recherche de visibilité.

Plus globalement, ce nouveau nommage correspond aux habitudes que les utilisateurs et les professionnels développent aujourd'hui sur les réseaux sociaux, consistant à utiliser des mots-clés permettant de cibler leur activité, à l'image du célèbre hashtag sur Twitter. Les new gTLDs se révèlent être de véritables leviers et des alliés pour les titulaires de droits dans la construction, la protection et le renforcement de leur marque digitale.

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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