Melbourne IT has published the results of a survey that has found its corporate clients are divided on their response to the introduction of new generic Top Level Domains (gTLDs). Issues raised in the survey included the branding advantages of new gTLDs, however these were balanced by concerns of costs and the added complexity for some clients.However the news release provided by Melbourne IT does not elaborate on the knowledge of their clients on the new gTLD process. Even allowing for this, the survey is a more positive take on the introduction of new gTLDs than what many brand owners would have us believe. The Coalition Against Domain Name Abuse (CADNA), for example, is of the view the introduction of new gTLDs will “force businesses to spend millions of dollars to protect their brand on the Internet.” Unlike the brand owning clients of Melbourne IT, CADNA and its members find it difficult to see anything positive in the introduction of new gTLDs.The Melbourne IT survey showed that about one quarter of their clients are upbeat about the branding and marketing potential of new gTLDs, with 14% of respondents keen to pursue a branded gTLD for their business as soon as possible.Some other findings from the survey include:
- more than 70% of respondents believe the new gTLDs will be confusing for internet users
- almost 100% of respondents feel that new gTLDs will increase the cost of online brand protection
- almost 70% do not agree that a brand name gTLD will reduce the need for other domain name types
- almost 50% believe a brand name gTLD will offer protection against typo and cybersquatting.
Survey respondents were also asked ‘Are you familiar with the ICANN gTLD proposal?’ with around 55 per cent saying they were familiar with the proposal, about 30 per cent saying they were aware of the proposed changes while almost 15 per cent saying they were not familiar with the proposed changes at all.”There is still confusion in the market as to what these new gTLDs will mean in practice,” said Theo Hnarakis, Melbourne IT CEO & Managing Director. “Although the roll out now seems likely to be delayed until early 2010 while trademark issues are resolved, we recommend that brand holders start preparing for this change now. We are hosting regular webinars to assist companies of all sizes to stay up to date on this topic and encourage all web site custodians, marketing and brand managers to attend to better understand both the opportunities and the challenges of the proposed changes.””Some of our larger corporate clients with sophisticated online brand and marketing strategies are excited about the opportunities that having their own branded top level domain name will present and are keen to start the process. At the same time, many of our clients are concerned that the new gTLDs will increase the cost and complexity associated with managing and protecting their digital brands,” said Hnarakis.ICANN has announced that it is not expecting the process to launch before 2010, and has highlighted areas such as brand protection and security issues that require further work before the new gTLD policy can be implemented.The Melbourne IT survey was conducted in late 2008 and the company’s top tier corporate clients in Europe, the US and Australia were asked about their perceptions and their intentions in relation to the new gTLDs that will allow companies to secure their brand name as a top level domain, ie www.brand vs www.brand.com.Melbourne IT coincided the release of their survey to launch a new range of professional consulting services to assist its 3,000-strong corporate client base worldwide to navigate the complexities surrounding the proposed changes to the rules governing gTLDs. These services were developed following feedback from the company’s clients in a recent survey.”Whether brand owners want to protect their valuable digital brands under the new rules or take a more proactive approach and harness the marketing potential of their own gTLD, we have the expertise & global capabilities to help clients to navigate the process and develop effective digital brand strategies,” Hnarakis continued. “We are taking on the role of consultant and advisor for clients who want to pursue a new gTLD for their business and we are also advocating our clients’ concerns by contributing to the draft ICANN process for these new domain names particularly with respect to additional protections for brand owners and consumers at the second level (ie brandname.newgTLD) for both existing and new gTLDs. Melbourne IT will also be enhancing its existing monitoring services to monitor for possible infringing names at the top level, and also the second level of new gTLDs.”
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