ICANN is the not-for-profit, public-benefit corporation from all over the world which coordinates the Internet’s naming system i.e. Domain Names. Recently, they announced a significant liberation of the Domain Name space, and this has caused a major buzz in the industry, per the following article:
www.theregister.co.uk/2008/06/26/icann_approves_customized_top_level_domains/
In theory, domain names such as .shop, .yourbusiness, .coke etc. could all become available for individual companies to register.
So what does this mean for UK businesses? Should we all start to panic and work out an urgent strategy to apply for these new Domain Names, to ensure we protect our company name?
The answer is a resounding No. We recommend that businesses not be distracted by the hype and the scaremongering surrounding the potential new extensions. Instead, businesses should drastically improve their online presence and secure a competitive advantage online by following 4 key pointers:
1. Don’t panic! Applying to manage a new TLD under the new rules will cost more than £80,000 and involves extensive legal work and a major business case, so the number of companies actually able to complete an application is likely to be quite low.
2. Review your existing domain portfolio. Focus on the domain(s) you already have and ensure you have full access to them, that they are all renewed regularly and ensure you know who in your organisation is responsible for their management. Perhaps even complete a digital audit to ensure existing/future business needs are covered by your domain names. BT offer a wide range of domain name extensions and you can register more easily via your account. Availability of various domain names can be searched in the Web hosting area of the Products & services site.
3. Register new domains that are close to yours in spelling to boost web traffic. Don’t overestimate the average Internet user’s spelling abilities and ensure all possible interpretations of your domain name are secured.
4. Diversify your Online Strategy. If you plan to introduce a new product or service or if online sales are becoming more critical to your business’ success, you can really leverage your online presence to boost your profile. So if you’re a travel agent, think about diversifying your online strategy and divert some of the money you would spend on SEO/banner ads to investing in names like uktrips.co.uk, travel-uk.co.uk, newcastlebreaks.co.uk, etc.
Message Edited by James on 27-02-2009 09:20 AM
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