New Top-Level Domains Create Fear, Uncertainty and Doubt, Part 1

ICANN’s new top-level domain (TLD) program has been highly debated and refined around the world for six years, yet some organizations are just now taking notice. They're rushing to get smart and weigh the opportunities. After all, the brief window to apply begins today and it’s a complex issue with great potential gains for those who do it right. As with any big change, we’re seeing a great deal of fear, uncertainty and doubt (FUD). Fortunately, some of the common misconceptions are easily clarified. The internet today has 22 generic top-level domains (gTLDs), such as .com and .org, plus about 290 country-level domains like .de or .uk. A top-level domain falls to the right of the dot, while the word immediately to the left of the dot is called a second-level domain. While the ICANN gTLD Applicant Guidebook and application process are the same for all new TLDs, in practice there are likely to be three different categories of TLDs based on how they will be used: generic words such as .shoes, .movie or .bank, representing a market, interest or group; communities such as .nyc, .london or .florida; and brand names such as .canon, .unicef, .deloitte or .hitachi. New TLDs aren’t all created equalAlmost any organization that can demonstrate the financial and technical ability to operate a portion of the internet can put forward an application for a new generic word TLD. For instance, several banking organizations have stated interest in applying for .bank and entertainment companies are likely to pursue gTLDs for .video and .music. Many brands will pursue such generic word TLDs in addition to TLDs of their own brand name. For instance, Canon could apply for both .canon and .camera and use these TLDs differently. Popular generic terms are likely to see the most competition — as well as contention — among applicants after ICANN posts all applications for public comment in May. Community-based TLDs are proving to be a popular concept. These community gTLDs have the potential to give small businesses more opportunity to have their own brand name in their domain, helping deliver additional revenue to cities through the sale of second-level domain names. It’s easy to envision museums.nyc, deli.nyc, yellowcab.nyc, emergency.nyc and so on. Community domains can also offer an easy way for residents and tourists to navigate, particularly as mobile internet browsing continues to become the norm. On to branded TLDs, also known as dot brands or .brands. Many organizations are planning applications that will deliver branded URLs with their company, product or campaign name to the right of the dot. While it's new terrain, intriguing opportunities exist to improve brand recognition, personalization, trust, navigation and performance in search engines. Consider examples like myfirstshot.canon, haitirelief.unicef or northshorecameras.canon. Plan for .brands to remain quiet for now, but the blueprints are being drawn. Kanchan Mhatre is senior vice president at Melbourne IT Digital Brand Services, which helps global brands assess and optimize the opportunities presented by .brand domain names and mitigate online reputation risk through online brand protection. Kanchan can be reached at kanchan.mhatre@melbourneitdbs.com.

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New Top-Level Domains Create Fear, Uncertainty and Doubt, Part 1

Kanchan Mhatre

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Kanchan Mhatre