Wednesday, March 11, 2020

How SKY is improving the use of its .SKY new gTLD

I recently shared with Dawn Shackleton, Head of Online Brand Protection (Sky Technology) at Sky. Dawn is also Vice President of the Brand Registry Group so she often meets with other .BRAND new gTLD applicants. Dawn is also the person to talk to for the .SKY new gTLD.

The .SKY new gTLD
I had read about this job offer: a position related to the .SKY new gTLD and the SKY domain name portfolio (which must be an important one). I dug a little about .SKY and noticed that SKY is one of these rare .BRANDs to do something with its TLD. In France, we have the .ARTE new gTLD but I found no reference using a ".arte" domain name but redirections. I then asked her if anything new was coming and here is what I wrote down:
  • The use of dotSKY is building month on month;
  • Its primary use is for Corporate purposes and the growth of use stems from the decision to move Sky's corporate website over to skygroup.sky from being a sub domain of sky.com;
  • The most recent website is productionservices.sky which showcases Sky first class TV production talent and studio facilities for hire;
  • Their biggest success to date is the adoption of sub domains of contact.sky that they use where 3rd party agencies are sending bulk emails out to customers or internal Sky people. This gives assurance to people that the email they are receiving is authentic.
This is why you need your .BRAND
Did you read that sentence from Dawn: "This gives assurance to people that the email they are receiving is authentic". There are other reasons to apply for a .BRAND but this short sentence is one of the main reasons why Banks and other major Trademarks should acquire their own dotBrand domain name extension.

Being able to seal an email is one thing that a personalized domain name extension allows: ".com" or any other domain name extensions do not offer that option.

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