Are you tired about all the hoopla over the recent ICANN meeting in Paris and the decisions made there? The most controversial is the decision to open-up the web to more top-level domains (.tld). In brief, brandholders and others will be able to create new custom .tld’s. These might include generic ones like .car or .pharmacy or brand-based ones like .acecarcompany.
Some of the media predictions for this new practice are dire and disturbing while other reactions are more even-handed. BusinessWeek looks into their crystal ball and sees a nightmare and the legal and intellectual property community preach caution.
We’d suggest brandholders adopt the old IBM adage “THINK . If your are considering what to do about the new .tld’s take your time and THINK it through. Many are rushing to the finish-line to adopt a strategy now. Here’s a guide on how to get started:
- You have time to approach the problem analytically the process is not finalized and applications will not be accepted until early next year
- Don’t be very worried about squatters there are significant safeguards in the process to protect rights holders
- Let business drive the decision your company’s strategy should be the starting point for making a decision
- Think about the lifetime amortized costs expenses from establishing a custom .tld will be realized over the entire life of the investment
- It isn’t all about your brand there will be impact on partners customers and others
- Risk to reputation and brand are drivers security strategy must be part of the decision
- Form a cross-functional team the ramifications of adopting a .tld strategy will affect many aspects of your business.
For now start with number 7 to evaluate and if it makes sense execute a .tld strategy. Large companies should include legal IT risk management web development marketing product development customer service and strategic planning functions at a minimum. Include other functions depending on the nature of your business. Focus on business drivers in order to decide what to do. In fact product