Source: Monday, February 21st, 2011
Here Come the .Brand Top Level Domain Names
.Brand domain names are on their way, but how they're used is still an open question.
One of the specific uses of new top level domain names that has always confused me is the .brand domain name, such as .nike.
I've often asked how someone would actually visit .nike and received very loose answers.
So when I saw that CentralNic launched a new service called DotBrand Solutions, I jumped on the opportunity to talk to CEO Ben Crawford.
So just how will people visit .nike?
Crawford says that, at least at first, you can expect to visit brand TLDs via a second level domain such as shoes.nike.
Even if you could type .nike into your browser, “That's not intuitive,” Crawford says. “It's useful to have something that computes to how people are used to using the internet.”
You'll probably find that emailing someone with a .brand domain will look something like this: firstname.lastname@example.org
At least at first, don't expect email clients to understand name@.brand, even if it's technically possible.
“The real benefit isn't eliminating the second level domain, it's owning the entire inventory of the second level domains and being able to do whatever you want with it,” Crawford explains.
Crawford says that brands that are looking to get a .brand already have a lot of existing domain names. They won't flip the switch over night.
“They're going to have a long and sensible and careful migration period,” he says.
But won't people still try to email email@example.com by habit?
“When you're talking about big brands with big budgets, they're not just going to rush into it and close one web site tomorrow,” says Crawford. “They're going to take it slow and see the ways to make the most out of this opportunity.”
Other than owning the entire inventory of second level domain names, Crawford says businesses can improve their security with their own top level domain name. They can tell their customers that if they see their brand to the right of the dot, it's the authentic web site.
Crawford uses plenty of margin for error when predicting how many .brands will be applied for.
“Hundreds,” he says.
The cost of getting a .brand will vary widely. Some companies may get their .brand and just forward it to their existing web site for a few years until they decide how they want to use it. In that case it will probably cost them a few hundred thousand dollars for the first year including ICANN fees.
Given the relatively low cost to a Fortune 500, I think Crawford is right. I think hundreds of companies will apply for .brand TLDs. Most won't have any idea what they want to do with it yet, but they'll still want to secure it.
get the .brand buzz...
Etisalat secures top-level domain - TradeArabia.com
CentralNic Powers First New Top-Level Domains Announced by ICANN - CircleId.com
Expert view: Gavin Brown - dotnxt.com
New domain names to break grip of tech giants
The End of the Dot-Com Era? - cnbc.com
Dot-anything Web domain costs big .$$$ - cnn.com
ICANN's Domain Expansion: Why .Metallica Makes Sense - blog.forbes.com
Your .brand gTLD: hopeful registry partners go into marketing overdrive - worldtrademarkreview.com
How companies are coping with gTLD applications - managingip.com
DotBrand Solutions launches in the Middle East
DotBrand Solutions in Germany
How ICANN's Approval of New Domains Will Change the Web - mashable.com
Analysis: New Internet rules will spawn battle for "dots" - reuters.com
Forget .com, here's .coke - money.cnn.com
Experts clash on benefits of owning and managing .brand domains - v3.co.uk
Site Name Broker Preparing for Suffix Explosion
Hundreds of dot-brand domains predicted - theregister.com
New '.music' web domain worries recording industry - politico.com
Marketers debate usefulness of ICANN's new domain names - btobonline.com
Drinks firms could profit from internet expansion - just-drinks.com
ICANN Approves Custom Generic Top Level Domains - eweek.com
ICANN approves top level domain name changes - upi.com
ICANN Approves Generic Top Level Domains - enterprisenetworkingplanet.com
Here come the domains - bizmology.com
Goodbye .Com, Hello .Anything - portfolio.com
ICANN Vanity Domains: A Caution for Midmarket Firms - internetevolution.com
Top-Level Domains Will Help Web Growth & Reach - yousaytoo.com
.Branding: It's the End of the .com World as We Know It - brandchannel.com
Dot-Brand: Get those applications ready - mediapost.com
Money Radio 1510 Interviews Ben Crawford - New gTLDs: A New Era for Brands on the Internet
Are You Ready for .anything? Generic Internet Domains on the Way - pcmag.com
Ben Crawford: Why Trademark Owners Are Acquiring Their .Brand TLDs "Defensively" - blog.ud.com
A New Era for Internet Domains: Why .XXX Is Just the Beginning - mashable.com
Squawk On The Street: Has The Internet Out Grown .Com? - thedomains.com
The Big Bang in Domain Names Is Coming - The CMO Site
Here Come the .Brand Top Level Domain Names - Domain Name Wire
Introducing dot Brand Solutions - Launching Brands into a New Digital Landscape
Please direct PR enquiries to our London Headquarters on +44 20 33 88 0600 or via email at firstname.lastname@example.org