There has been considerable debate on whether the Internet needs new Top Level Domains. Advertising advocacy groups have objected to the expense of re-investment in online branding. There's a lot of work involved in telling the world .BEYONCE is where you will now find all official Beyonce related information.
I'm wondering, why would anyone object to some order being applied to the internet? It's the world's shared cyber library, our source for any and all information on every subject, limited only by our imaginations. It's our Cybrary, intended to serve the planet's need to serve and disseminate information of any kind, for infinity.
The IDC(who?) estimates 1.8 zettabytes (equal to a trillion gigabytes) of digital information will be created by consumers and companies this year alone. Given that isn't it logical, the internet needs indexing?
Change is hard. No one ever really wants to do things dramatically different than the way they do things now. We are creatures of habit. We're used to .COM, .NET and .ORG. Changing the internet and the way we use it is certainly going to hurt for a while.
This particular change is going to be a huge pain. ICANN, has spent years grappling with the policy, technical, and not least the intellectual property issues associated with introducing this fundamental change in the way we find and use online space. After fighting countless battles to ensure it's done responsibly, it's finally opened the doors to all brands, geographies, and generic terms, to invest in, and submit a well planned proposal as to why they are worthy of a permanent and protected online space of their very own. This change to internet life is a lot to swallow, but our appetite for it has been growing steadily.
Imagine the internet where you know that all porn sites have a .xxx, a domain extension that meant they had been cleared for any illegal activities, no more child pornography, no more spyware. Any porn site without .xxx would be best left alone.
Imagine every big brand selling online had their official space — like a .GUCCI, and you knew there was no longer a risk you being scammed by a fake site.
Imagine every Hilton property worldwide along wit the loyalty scheme listed under a .HILTON. That will make search on your mobile phone easier.
The new TLDS will be a challenge for brands, communities, and known personalities to establish as their new online identity. It's expensive, and a major business commitment. In the end, however, it's the consumers and users that will win. Will brands step up to the challenge of creating a new order to the Cybrary? I believe they will. Brands like order, they like to provide reassurance, they like to maintain reputation. And the fleetest of foot will be first at the application gate in January 2012. Competition combined with consumer reassurance will be the tools that built the Cybrary of the future.
By Jennie-Marie Larsen, CEO at DomainDiction
|Cybersquatting||Policy & Regulation|
|DNS Security||Registry Services|
|IP Addressing||White Space|
Minds + Machines