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 Tuesday, 21st February 2012, 16:38:31

Time is running out for e-commerce companies pursuing gTLD

Time is running out for e-commerce companies pursuing gTLD

The deadline is fast approaching for brands hoping to register a generic top-level domain name (gTLD).

As a result of changes introduced by ICANN (the Internet Corporation for Assigned Names) e-commerce retailers will be able to have domain names that more accurately reflect their brand.

For example, instead of .com or .co.uk, they may choose .tesco or .topshop.

John Robinson, of global registry service Afilias, has urged companies to consider taking the step before the deadline for registration passes on March 29th.

"A brand owner with any significant value who’s got a strong presence on the internet needs to be aware of the opportunity and to have decided to participate or not to participate," he toldinternetretailing.net.

"The worst outcome would be waking up too late and saying that passed us by and we didn’t realise what the opportunity was."

Companies who do not register will be unable to apply.

Owning a unique, brand-friendly domain name could provide the company with a number of benefits.

It would most likely have a positive effect on the firm's visibility when internet users search for their website and could also inspire consumer trust and loyalty, and suggest a certain amount of stability and longevity.

Businesses will have until March 29th to register using the ICANN application process.

After that, they will have until April 12th to submit an application.

The process is not a cheap one; simply applying costs 185,000 (£116,874) and Afilias experts estimate the cost of the professional and technical support need to fill out the form will cost around $400,000 (£253,000).

At the start of May, ICANN will publicly reveal which domain names were applied for and who the applicants were.

Consumers will be invited to comment on the results and, for a limited period, will be able to submit a formal objection to any gTLD that they wish.

Posted by Kevin Jenson

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Categories:  |  Online Marketing / Search  |  Ecommerce  |  Domain Names  |  


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