Applicants in the next round will come armed with plans to use them (I hope).
I got an alert today of another dot-brand top level domain name owner pulling the plug on its domain name.
Dabur, a company that sells Ayurveda (traditional medicine in India) products, decided to cancel its .dabur domain name. Oddly, the company previously sent a notice of termination in 2021 but withdrew it. It doesn’t look like the company used .dabur beyond setting up the obligatory nic.dabur domain.
The same goes for many of the 150 dot-brands that have already been canceled. Companies spent the money to get their brand-matching top level domains but never used them.
To be sure, some companies are using their dot-brand names. Fox comes to mind. Here’s a cool tool to verify if content actually originated on Fox, using verify.tool. And wayfinder.fox helps you find your way around the Fox studios.
But I think most people, even those who promoted dot-brand domains in the 2012 new TLD round, will admit that usage has been underwhelming.
A big reason for this is that many of the 2012 applications were defensive. Even though there were many safeguards to prevent people from cybersquatting on TLDs, brand owners were convinced that they should pay to prevent it from happening.
I’ve heard from many people that, despite weak dot-brand use cases out there, we should expect many brands to apply in the next round. I’ll take them at their word while also understanding that this round will be different.
Presumably, companies that apply in the next round will have a use case for how they plan to use the domain. It won’t be merely for defensive purposes. If this is the case, we will see more dot-brand sites on the web in a few years.
That was a lot of FUD but at least brand consultants and Icann got paid, which was the goal in the first place.
Speaking of defensive registrations, .sucks has to be the worst. Downright extortion.
Yeah. Well put.
Too many dots confusing users. Won’t take long now to to put the com’s and “immediate family” into the “more trusted than others” way of thinking.
NR
Washington DC
“Presumably, companies that apply in the next round will have a use case for how they plan to use the domain.”
Why do you presume that?
Because it does cost a fortune to submit an application, possibly more than in the first round. Added o this is the probable $25,000 a year ICANN tax, “plus the rest”. Applicants should come with a serious plan for their .BRAND and consider generating profit from it.
Because they now know they don’t need to apply for these domains just to protect them.