Issues and Benefits for New gTLDs

New generic Top Level Domains have gained the attention of The Financial Times that looks at .ECO and how those who originally had the idea saw their business disappear from under their eyes. And also looks at Canon who are one of the very few multinational companies to announce they will apply for their own gTLD.The .ECO brainchild of Trevor Bowden and Jacob Malthouse, two young Canadian entrepreneurs, were at the ICANN meeting in Mexico when they first heard of another .ECO initiative. But their competition had the backing of Al Gore, former US vice-president and environmental campaigner.However after initially seeing their dream pass before their eyes, they “looked at their model and saw there was some space for our approach. A lot of people had said to us they liked our process and openness.”The article also looks at brands applying for gTLDs and focuses on Canon’s announcement to apply for .CANON and the benefits to companies in doing so.”The top-level .canon domain would serve as a constant indication that the information being presented is from the genuine Canon brand,” says the company. It says that not only would this simplify its web approach but would also enable it to maximise the multimedia marketing potential of the brand.The report also quotes Nick Wood who recently launched Valideus, a London-based consultancy, to help brand owners through the Icann application process. Wood told the FT that a company owning their own domain could, for example, help brand owners prevent cybersquatters using their name for bogus websites and could be used as a marketing tool.The FT also notes it could also give companies the freedom to choose the jurisdiction under which their web activities fall. Citing the case of in 2008 where a Kentucky court ordered the forfeiture of 141 gambling websites that it said were in violation of state laws, a case brought by the state of Kentucky and that is still unresolved.”If your business is based on .com, which is run by a US company, it can’t hold off forever against US court orders. For gambling, drinks or tobacco companies, running your own registry from the jurisdiction of your choosing might be a pretty good idea,” Wood also told the FT.To read this report in The Financial Times in full, see:

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