Melbourne IT Survey of Corporates Shows Brand Managers Divided on ICANN's New gTLD Domain Names
March 31 2009 - 12:35PM
Business Wire
Melbourne IT, a Top 5 global domain name registrar and the #1
digital brand management company worldwide, says its corporate
clients have had a mixed response to ICANN's proposed�new generic
Top Level Domain Names (gTLDs) with interest in the branding
advantages of these new domain names balanced by concerns about
costs and added complexity for some clients.
Melbourne IT has this week launched 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 the new domain names. These
services were developed following feedback from the company�s
clients in a recent survey.
�Some of our larger corporate clients with sophisticated online
brand management and marketing strategies are excited about the
opportunities that having their own branded top level domain names
will present and are keen to start the process. At the same time,
many of our clients are concerned that ICANN's new gTLDs will
increase the cost & complexity associated with digital brands
protection and brand management,� said Mr. Theo Hnarakis, Melbourne
IT CEO & Managing Director.
�We have taken an advice and advocacy role for our corporate
clients in this process. We were pleased to see at ICANN�s meeting
in Mexico City in early March that our concerns � and the concerns
of many brand owners worldwide � have been recognised on the issue
of protecting trademark holders in the new gTLD process.�
In a survey conducted in late 2008, the company�s top tier
corporate clients in Europe, the US & 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, i.e. www.brand vs www.brand.com.
The survey showed that about one quarter of Melbourne IT�s
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
"There is still confusion in the market as to what these new
gTLDs will mean in practice. Although the rollout 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.
�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. 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
(i.e. 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,� Mr. Hnarakis said.
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
About Melbourne IT
Melbourne IT Limited (ASX:MLB) is a world leader in the supply
of domain name registration and other online solutions with
approximately 6 million domain names under management globally. The
company has a strong commitment to the delivery of high value
internet services and web-based solutions to organisations of all
sizes across the globe. Melbourne IT was listed on the Australian
Stock Exchange in 1999 and has a network of 18 offices across the
world.
www.melbourneitdbs.com
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