Which Internet Extensions (gTLDs) to
Apply For?
Alex
Tajirian
January 25, 2011
The number of possible new
generic top-level domains (gTLDs) to apply for is daunting.
Where do you start? This essay warns against some common pitfalls
and outlines three logical steps that you need to follow in
making your selection.
Remember that there is money
to be made in owning the right gTLD. Skeptics focus on the
success, or lack of it, of previous expansions such as .name,
.biz, and .info. They’re using the wrong lens. Earlier gTLDs
suffer from the following:
-
Their owners never marketed
them. “If we create them, the users will come” is a mistake.
Don’t fall for it. With the right marketing plan, a new
gTLD can compete with .com.
-
Most of them have no
personality. For example, although the implied signal
of .name and .me is a personal Web address, only the latter
has personality. It capitalizes on emotions and the me
factor, and that has contributed greatly to the gTLD’s
success.
-
Their signals are diffuse
and not unique.
However, you must realize that
developing cars.com requires different competencies than managing
the .cars registry. The business of running a new gTLD registry
is different from developing a Web site for the same generic
key word. Before you move further, figure out what skills
the next step requires and make sure you have those skills.
All right, you are convinced
the investment opportunities are there and you know how to
use them. How do you select the right gTLD? Follow these steps:
Step
1: Compile a list of business areas for which you have intimate
knowledge. Don’t apply for brand names, as that would result
in throwing your money away on illegal ventures. ICANN is
working hard to ensure that dot-brands go only to their IP
owners.
Step
2: Perform a value
and risk analysis on each of the TLDs on your list to
narrow it down.
Step
3: Start
marketing now! Don’t wait until you submit you application to ICANN.
A list of proposed extensions
is available at AboutDomains.
