Home / Blogs

The Online World Is Not Flat: The Need for Geo gTLDs

Alex Tajirian

This post outlines location factors that make the online world not as flat as some have claimed. I then outline the impact of these factors on the demand for new gTLDs.

Domain names can signal geography by means of country-code Top Level Domains (ccTLDs) and new generic TLDs (gTLDs).

Location is back in the spotlight for reasons laid out by Professor David R. Bell of the Wharton School in his recent book, Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One. For domain names, the effect boils down to three key words: adjacency, isolation, and resistance.

Adjacency is the direct proximity of customers to each other. Neighbors tend to flock to the same online and off-line businesses.

Isolation is when a consumer wants a product that isn't available locally. There's Professor Bell himself, a New Zealander who lives in Philadelphia and reports being unable to find Vegemite. Consumers in a situation like that make up a demand niche.

Resistance refers to the effect on consumers when they consider a long trip. The larger the distance to the store, the less likely people are to shop there. That's why signaling local presence has value.

For anybody trying to market new gTLDs, these factors can:

1. Help improve demand predictions for new geographical gTLDs and guide registries/registrars in identifying valuable potential customers and assessing the value of each location component to these customers.

2. Assist registries in choosing among alternative representations of a location. For example, do the most valuable customers recognize .mtl or .montreal?

By Alex Tajirian, CEO at DomainMart
Follow CircleID on
Related topics: New TLDs

If you are pressed for time ...

... this is for you. More and more professionals are choosing to publish critical posts on CircleID from all corners of the Internet industry. If you find it hard to keep up daily, consider subscribing to our weekly digest. We will provide you a convenient summary report once a week sent directly to your inbox. It's a quick and easy read.

I make a point of reading CircleID. There is no getting around the utility of knowing what thoughtful people are thinking and saying about our industry.

Vinton Cerf, Co-designer of the TCP/IP Protocols & the Architecture of the Internet

Share your comments

To post comments, please login or create an account.



Domain Names

Sponsored byVerisign

New TLDs

Sponsored byAfilias

DNS Security

Sponsored byAfilias

IP Addressing

Sponsored byAvenue4 LLC


Sponsored byVerisign