gTLD the future of the internet by marcos richardson

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gTLD and the future of the Internet. What generic top level domains might mean for businesses and the future of the Internet.

Marcos Richardson

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gTLD the future of the internet by marcos richardson

  1. 1. GTLD  Specula-on   The  Future  of  the  Internet     December,  2013   WHAT  MIGHT  gTLD  MEAN  FOR  BUSINESSES  AND  THE     FUTURE  OF  THE  INTERNET?  
  2. 2. Overview   On  20th  June,  2011,  ICANN  said  that  new  Generic  Top  Level  Domains  (gTLDs),  in  any  words  and  in  any  language   and  with  special  characters  based  on  IETF  standards,  will  be  released  for  countries,  individuals  and   corpora-ons  to  promote  digital  informa-on.         The  new  ICCANN  and  WC3  standards  advance  the  ability  to  control  and  target  traffic  as  the  Web  expands   beyond  the  realms  of  ‘.com’;  ‘.org’;  ‘.net’  and  ‘Country  Code  Top  Level  Domain  (ccTLD).   There  are  currently  1,814  ac-ve  applica-ons  for  new  gTLDs   This  paper  looks  at  the  possible  impacts  on  business  and  speculates  on  the  future  of  the  World  Wide  Web  in   light  of  the  gTDLs   gTLD  choice  of  applica3ons       1   Large  corpora-ons  have,  for  the  most  part,  been  considering  the  purchase  of  their  [dot+Brand  Name]  as  a   specula-ve  and  defensive  move,  whilst  s-ll  holding  onto  .com     2   Government  agencies  are  showing  interest  in  purchasing  country  and  regional  extensions,  such  as   the  recent  .London  acquisi-on  by  the  mayor  of  London   3   Some  companies,  such  as  Amazon,  Apple,  Yahoo  and  Google,  are  applying  for  a  host  of  [dot +Generic]  names   4   5   Syndica-ons  are  looking  at  opportuni-es  to  own  a  niche  ver-cal  space.  For  example,  [.Health]   would  appeal  to  health  networks  such  as  NHS,  WebMD,  pharma  companies  and  authori-es  such  as   the  FDA  or  MHRA.  It  is  conceivable  that,  as  a  heavily  regulated  industry,  informa-on,  marke-ng   and  promo-on  should  be  subject  to  a  regulated  framework  and  housed  in  one  area  on  the  Internet   for  consumer  protec-on.  Other  areas  where  syndica-ons  might  consider  crea-ng  niche  access   [.Banking];  [.Movies];  [.Music]  etc.   Crowd-­‐sourcing  is  a  new  way  to  afford  specula-ve  purchasing  (which  is  usually  cost-­‐prohibi-ve  for   smaller  companies  and  individuals)   Future  of  the  Internet  –  Marcos  Richardson   Page  1  
  3. 3. The  playing  field   The  following  gTLDs  are  a  few  [dot +extensions]  Google  and  Amazon   have  registered  for  purchase   Google     WEB APP BOOK BUY FREE GAME MAP MOVIE MUSIC PLAY SEARCH SHOP STORE TALK FILM FLY BABY SITE PET MED MOV HOME HOW LIVE LOVE CAR CHANNEL DIY EAT FAMILY Amazon   APP   ROOM BOOK BUY FREE GAME MAP MOVIE MUSIC PLAY SEARCH SHOP STORE TALK SECURE SHOW SAVE AUTHOR READ NEWS MOBILE PAY KIDS MAIL SONG TUNES VIDEO CALL COUPON DRIVE Business  Impact   ҈  A  key  considera-on  is  that  Search  Engines,  such  as  Google,  have  the   power  to  include  or  block  any  new  extensions  on  their  network.  It  is   within  the  Search  Engines’  interest  to  allow  [dot+Brand]  and  [dot +Loca-on]  extensions,  however  some  [dot+Generic]  names  may   pose  a  threat  and  be  subject  to  blocking.   ҈  On  the  flip  side,  owners  of  a  unique  [dot+extension]  have  the  ability   to  restrict  access  to  users  and  search  engines  and  offer  registra-ons   outside  of  their  own  organisa-on,  and  even  have  their  own  internal   search  mechanism.   ҈  The  big  Internet  players  are  vying  for  some  poten-ally  valuable   generics.  They  have  the  user  mass  to  change  the  way  we  search  and   where  we  search.  Google  has  the  most  to  lose  as  the  current   dominant  search  engine  for  the  English  speaking  world.  Amazon   could  get  .store;  Yahoo  could  get  .news;  and  Apple  could  get  .APP   and  very  quickly  build  ver-cal  search  engines  or  communi-es  from   their  exis-ng  user  base.   ҈  There  is  also  the  opportunity  to  grow  a  completely  new  community,   given  the  right  idea.  If,  let’s  say,  you  owned  [dot+innova-on]  and   the  idea  caught  on  virally  within  social  media  circles,  this  would   side-­‐step  and  negate  search  engines.  There  is  room  for  many  ideas   such  as  a  new  technology  i.e.  [game]  -­‐  an  interac-ve  global  gaming   plajorm,  [music],  [news]  etc.   [dot+Loca3on]       The  domain  name,  or  Unique  Resource  Locator  (URL),  is  one  of  the  elements  search  engines  take  into   considera-on  when  deciding  the  theme  of  a  web  page,  lis-ng  and  loca-ng  local  resources  on  the  Internet.   With  the  new  update  and  implementa-on  of  [dot+Loca-on],  search  engines  will  find  it  easier  to  hone  in  on   regional  dialects,  and  serve  more  locally  relevant  content.       73%  of  Online  Ac.vity  is  related  to  Local  Content     Source:  Google   New  gTLDs  open  up  the  possibility  that  the  TLD  could  be  an  important  ranking  factor  in  the  future.  For   example,  you  can  imagine  that  sites  on  a  .london  domain  could  conceivably  be  rewarded  (and  thus  rank   bemer)  for  queries  containing  'london'  and  also  queries  iden-fied  as  being  about  London  or  having  regional   relevance  to  London.   So,  if  you  have  a  strong  customer  base  within  the  local  community  of  London,  purchasing  [.London]  to  amract   locals  or  companies  targe-ng  London  is  a  good  idea.       [dot+Generic]       There  is  the  opportunity  for  [dot+Generic]  networks  (given  the  right  user  mass)  to  adver-se  in  a  niche  network   to  a  highly  targeted  audience.   Future  of  the  Internet  –  Marcos  Richardson   Page  2  
  4. 4. Future  of  the  Internet  and  Search   The  bamle  has  always  been,  and  con-nues  to  be,  over  ownership  and  control  of  WWW  entry  points.  When  we   say  ‘entry  points’  we  are  not  talking  about  technical  connec-vity,  such  as  Broadband,  we  are  looking  at  points   where  consumers  and  business  first  start  their  search  journey…       ҈  Search  Engines   ҈  Social  Media   ҈  Browsers   ҈  PC/Mobile  factory  set  home  pages  (i.e.  Microsoq  Store)   ҈  Book-­‐marked  serngs   ҈  Tools   ҈  Document  storage           Whoever  owns  the  entry  point  has  the  power  to  adver-se  directly  to  the  consumer  and  business,  and  push   traffic  to  business  websites.   PORTAL   17%   CONTENT   SITES   31%   SOCIAL   11%   SEARCH   41%   gTLDs  have  the  poten-al  to  open  up  the  playing  field  from  the  current  domina-ng  companies.       Those  that  are  scep-cal  about  the  poten-al  for  gTLDs  to  change  the  Internet  playing  field  and  take  a  share  from  dominant   data  sources  like  Google  should  note  a  recent  ar-cle  released  by  SINTEF  sta-ng,  “90%  of  all  the  data  in  the  world  has  been   generated  over  the  last  two  years”.  Source:  www.sintef.no     Recommenda3ons     Businesses  should  consider  gerng  brand  varia-ons  of  the  gTLDs  on  the  expecta-on  that  they  could  be  valuable  in  the   future  and  are  important  to  have  in  order  to  avoid  domain  name-­‐squamers  holding  brands  to  ransom  for  obviously   relevant  extensions.     We  know  that  Brand  searches  tend  to  bring  in  the  vast  majority  of  searches  for  company  websites.  This,  alongside  the   release  of  Google  Knowledge  Graph  (whereby  visitors  for  brand  searches  are  being  pulled  away  from  a  company’s  brand   website)  owning  [dot+Brand]  extension  presents  an  opportunity  for  consumers  to  find  the  brand  website  and  content   they  are  looking  for,  quicker.   Companies  with  a  decent  network  user  mass  should  consider  [dot+Generic]  to  adver-se  in  a  niche  network  to  a  highly   targeted  audience.       The  cost  is  s-ll  prohibi-ve  for  the  small  business  and  individual  however  with  syndica-on  and  crowd  sourcing  there  could   be  an  opportunity  to  own  the  next  big  media  site.   Future  of  the  Internet  –  Marcos  Richardson   Page  3  

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