Ken Linscott

ICANN loosens domain name rules, .SQUAD coming soon? (Download Squad)

Jun 28th 2008 1:14PM At this point it is difficult to see how this will precisely change the internet.

Currently, ICANN is projecting that the application process for new gtlds will not begin until sometime in Q2 of 2009 and alot will depend on the implementation rules/guidelines and pricing.

From a marketing perspective I think we have to ask whether new gTLDs will change internet users search habits?

How successful have recently launched TLDs been? Sure there where alot of registrations for .eu and .asia but did these extensions actually benefit the internet? Do users when directly navigating actually type in the .eu or .asia?

Consider .travel and .mobi. When was the last time you saw these marketed or advertised?

The success of any new TLD depends on changing the navigation habits of internet users. If I was a brand owner considering registering my brand as an extension I would question whether consumers are likely to change the way they find my site. As a potential registry I would question the long term successfulness of any new TLD and whether there is a true benefit to the internet.