Post on 02-Jan-2016
Brights Consulting Inc.
29 September 2015
APRALO-APAC Hub Webinar – New gTLD program Case studies - Examples of how companies/communities are using new gTLDs
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Identifying by categories(SMEs)
TLDs can indentify by categories. It can shows the users what kind of business you do or what kind of approach you have.
.bike
.green
.toys
Identifying the on-the-web use(Large enterprises)
Those names could be used by large enterprises which do not have to explain what your businesses are. Or used by companies whose main business related to the internet e.g. eCommerce.
.web
.global
.xyz
Brand TLD(Brand TLD holders)
Brand specialized TLDs. .canon.ferrari.google
Since new gTLDs were introduced in the market, companies/communities have more options of domain name.
Showing corporate identity with new gTLDs
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Showing business and CSR
www.lusso.bike
• .bike means bicycle.• Lusso is a company located in Britain, that
sells merchandise related to bicycle.• When end users see the domain name
“lusso.bike”, they can easily guess that Lusso deals something related to “bike”.
www.generalmotors.green
• In some languages “green” can implicate environment/eco.
• When register a .green domain name, a part of the registration fee will be donated to an environment conservation group.
• General Motors have a domain name under .green.
• As you see an electric vehicle in the website, it can give end users an image of the environmental protection.
• The .green website works as a CSR website.
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Showing global identity
abc.xyz
• This is a domain name of Alphabet Inc. which is a Google’s holding company established in August 2015.
• As you see that the website says “G is for Google”, it also implicates that A to Z also fits in Alphabets businesses.
• “A to Z” is a phrase that encompass everything.
• “Alphabet” starts with a(bc) then ends with (xy)z.
• By using abc.xyz, it can give end users the image of “Alphabet Inc” encompasses everything.
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Brand TLDs (banks)
www.home.barclays
• Barclays is a bank based in Great Britain.• Barclays published a press release that they will
move from current domain name to a brand TLD “.barclays”.
• Three points below are the reasons of the website change.• A simplified online user experience.• Making it crystal clear to customers that they are
engaging with a genuine Barclays site.• Allowing them (Barclaycard customers) to bank
safely and securely whenever and wherever they want.
mabanque.bnpparibas
• BNP Paribars is a banking company based in France.
• “Ma banque” means “my bank“ in the French.• Websites are shown in the French.• It is considerable that focusing on the user
experience (UX) rather than Search Engine Optimization(SEO).
• Website already applies the Extended Validation SSL (EV SSL).
• Accessing from “bnpparibas.fr” or “bnpparibas.net”. end user will be connected to a forwarded website (https://www.secure.bnpparibas.net/banque/portail/particulier/HomePage?type=site)“ which will lead users to “.bnpparibas” website
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Brand TLDs (Forwarded Websites)
i3-fr.bmw forwarding website
I3-de.bmw forwarding website
BMW’s Brand TLDs
• BMW is an automotive company based in Germany.
• Brand TLDs were currently forwarded to non-new gTLD websites.
• Focusing on the local languages is a similar approach to the use of its web sites using ccTLDs.
• Catch phrase in the French and the German are different (“ÉLECTRIQUE ET ÉLECTRISANTE” and “BEREIT, WENN SIE ES SIND”).
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Brand TLDs (Websites based in Japan)
team.suzuki
• Suzuki Motor Corporation launched brand TLD website.
• Only a portal to lead the end users to their existed websites under 1)Global website (http://www.suzuki-racing.com/) or 2)Japanese website(http://www1.suzuki.co.jp/motor/sports/race/index.html).
• team.suzuki was launched just before "Suzuka 8hours FIM Endurance World Championship."
2020.ntt
• NTT launched the website related to Tokyo Olympics/Paralympics in 2020.
• Words related "Olympics" are not able to use.
• NTT is a Gold Partner of the Tokyo Olympics/Paralympics.
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• The domain name trend changes in the Japanese market time to time.• If you are in global market, showing your identity by ccTLD will not be important and TLD will
change to the one globally recognised.
2000
Using .co.jp
• Restricted domain name that a corporate has to be registered in Japan and it can have only one domain name.
Using .jp
• Shortened JP domain name.
• Easy to identify where you are from
2010
Change to use .com
• Identifying as a global enterprise.
Appearance of new gTLD
• Corporate websites will be managed under Brand TLD
• Identifying a website under control of a corporate by using TLDs like .web other than identifying where you are from by ccTLDs.
2014-
Could these changes happen to new gTLDs?
Website identity (example of Japanese corporations)
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Metamorphosis of TLDs
1-Sep-2014 1-Oct-2014 1-Nov-2014 1-Dec-2014 1-Jan-2015 1-Feb-2015 1-Mar-2015 1-Apr-2015 1-May-2015 1-Jun-2015 1-Jul-2015 1-Aug-2015 1-Sep-20150
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
5500000
6000000
6500000
7000000
7500000
8000000
324,941 377,091549,460
334,274 294,271
561,988
280,534 349,614 441,969552,497
435,900 427,061 493,585
2,135,654
2,512,745
3,062,205
3,396,479
3,690,750
4,252,738
4,533,272
4,882,886
5,324,855
5,877,352
6,313,252
6,740,313
7,233,898 Monthly Increase and Decrease Number of Domains
Verisign's "THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015" shows that new gTLDs only share 2% of registered domain names.
However the domain name registration in the last 12 months show the number of registrations are constantly growing.
In last 12 months, many TLDs were introduced. By looking at each TLD, number of domain name registration is not that large.However, depending on how the new gTLDs were promoted and with end users’ recognition, the metamorphosis of TLDs will happen in near future.
https://ntldstats.com/
THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015
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Contact : Yoshitaka Murakami/Senior ConsultantE-Mail : consul@brights.jp
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