July 14, 2011
Debate over the Usefulness of ICANN’s New Domain Names
The Internet Corporation for Assigned Names and Numbers or ICANN, recently announced they plan to sell new domain names for approximately $185,000 a piece. Most domain names at a reputable registrar cost under $10 per year. However, the names ICANN is planning to sell go well beyond the standard .com, .net and .org. The new domain names are called generic top-level domains (gTLDs).
.Brand Domain Names
These extensions will allow companies to own a variety of .brand domain names. For example, Coca-Cola could release a variety of .coke domains or DuPont could claim a .dupont name for the company and specific extensions for its subsequent brands. To acquire such a domain name, organizations must go through a rigorous application process which began on January 12th, 2011. The application fee is $185,000.
Statement from ICANN
The chairman of the ICANN board publicly released a statement identifying these moves as a new Internet age that will usher the next generation of creativity and innovation. However, there are many individuals who disagree and feel that this is a useless market. The opposition views this as a scheme to make money.
Forrester Research Survey
In a recent survey conducted by Forrester Research, marketing executives view this change as a nuisance and are extremely skeptical whether Internet users will embrace the new names. Despite the executive viewpoints, many experts feel that large corporations are going to immediately scoop up their branded domain name extensions.
Corporations Adopting the Idea
Several major electronics corporations have disclosed preliminary plans to purchase and utilize gTLDs. For instance, Canon has applied for .canon and Hitachi will utilize .hitachi. Domain name company, Melbourne IT Digital Brand Services stated that they have been in touch with over 200 global companies that are attempting to formulate strategies for use with this brand name. Approximately 35 percent of these companies are B2B marketers.
Names used for Main Brand
There are many ideas for using a .brand domain name. These can be applied to primary and sub-brands. Melbourne IT Digital Brand Services said 92 percent of these companies plan to use the gTLD with their main brand while 8 percent intend to use it for a specific product brand or brands.
This is an interesting topic for discussion. Since the .brand extensions are new to the marketplace, there are always opposing views. However, once the idea settles, it could be effective. The only way to learn the usefulness of the extensions is by surveying customers and Internet-users in the future.
Popular LinksCategories: Domain Names |
Tags: Canon,
sub-domain,
domain,
domains,
domain name,
ICANN,
.com,
.net,
.org,
Domain Names,
sell domain,
primary domain,
brand,
sub-domains,
change domain name,
registrar,
market research,
top level domain,
marketing plan,
IT,
domain extensions,
domain.com,
several domains,
.com domain,
.net domain,
internet marketers,
domain registrar,
brand names,
domain name extensions,
top level domain names,
sell a domain,
IT experts,
internet marketing,
top level domains,
marketing strategies,
survey,
global marketplace,
marketing plans,
sub domains
Post comment: