Getting the domain won’t be .easy.
easyGroup, the company famous for easyJet, easyCar, and a host of other companies using the easy name, announced that it has applied for the .easy top level domain name.
The company applied as a dot-brand, meaning the domain would be used exclusively by the company.
easyGroup said its plan is for each individual company to maintain its domain name, e.g., easyjet.com, and for .easy to have landing pages for each brand that customers could click through to the main website.
It said its main site on the top level domain would likely be easy.easy, and other domains could be easyJet.easy, easyHotel.easy, etc.
The company said it now manages a portfolio of 6,000 second level domain names.
The path to obtaining the domain won’t necessarily be easy. Already, one other applicant has disclosed an application for .easy. Link Freedom Group listed the domain among over 300 in its applications, although it didn’t specify if it’s a primary or replacement string.
Given the generic, positive-connotation nature of easy, it wouldn’t be surprising if other companies also applied for the domain.
easyGroup could file a Legal Rights Objection in a bid to avoid a contention set auction, but its success is far from guaranteed.
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