Tuesday, July 11, 2017

New gTLDs: how they incite innovation

We thought new gTLDs would bring innovation to the world of domain names, but has it been the case? Clearly not...and this for two reasons:
  1. It took too long for many projects to be validated by the ICANN and launched;
  2. It cost too much Registries to wait and money dedicated to innovation went to...you know...when you have to pay your staff while waiting, etc...                     :-)
We also thought that innovation would be sudden but it appears that it is taking longer.


Is innovation coming now?

Clearly yes.

I see new kind of projects coming which did not exist because of the non existence of new gTLDs. All use and/or focus on new domain names:
  • Tools to operate large portfolios of domain names with a minimum number of clicks: some Trademarks now want to find a use for all of these new domains they have to secure*;
  • Tools dedicated to the meaning of specific TLDs (.email - .club - ...);
  • Directories dedicated to specific domain name extensions: the interesting thing about new gTLDs is that some extensions now clearly mean something and help identify the content of a website directly when reading the domain name;
  • Search engines for specific TLD meanings: why not search an info about a Contractor in a search engine dedicated to ".contractors" domain names?
  • "Gain sharing" focussing on specific TLDs: a method to help Registries Registrants generate an income from a specific domain name extension;
  • Mad scientists projects**.
Some registries are still having a hard time to make their project profitable but this is what is driving creativity today. There are failures with, for example, attempts to flood the market creating new domain names with no content; but little by little, we see that registries are not necessary - as we imagined it - the one to deliver creativity: registrants and entrepreneurs are now the one to take the lead. 

Rebranding is innovation
According to Verisign, it appears that ".com" was originally created to represent the “commercial” intent of a website so now there is a ".search" domain name extension, does it mean that it is time for Google to change its extension to perfectly match with what it is really doing?
What about The Time: isn't it time to change to a ".news" or ".press" to clearly express what it is about, or does it have to stick to that old speech about ".com" domain names and SEO?
Some Trademarks are showing initiatives:
By the way, what sounds best here: "innovation is branding" or "branding is innovation"? Don't both sound good thank to new gTLDs?

We are interested in talking about your new gTLD innovation, contact us if interested. 

* conceived by Jovenet Consulting
** some are clearly imagined at Jovenet Consulting ;-)

Register your Trademark using an agent.