Deloitte Touche Tohmatsu Limited (DTTL), better known to most as Deloitte, has announced that it applied for the .deloitte gTLD. The company provides audit, tax, consulting, and financial advisory services for companies of all sizes.
Heather Hancock, Managing Director, Global Brand & Communications at DTTL explained why the company wants to have .deloitte:
“Being a pioneering applicant for a TLD aligns with the Deloitte brand’s positioning and marketplace presence as leader, innovator, and impact maker,” said Hancock. “Additionally, the ‘.deloitte’ TLD will offer improved site accessibility and usability to Deloitte member firm clients, recruits, and others for an enhanced online experience–and lay a foundation for future online innovation.”
I am not yet convinced that gTLDs are going to disrupt the domain space, but I do think that if mainstream companies like DTTL use and market their gTLDs, consumers will take notice. That being said, there will certainly be a large learning curve and it will take considerable time to change consumer behavior.
It’s going to be interesting to see what companies applied for a matching gTLD, and of those companies, which plans to actually use and market the gTLD instead of simply using it for brand protection or internal purposes.
DTTL press release below:
NEW YORK, April 18, 2012 /PRNewswire via COMTEX/ — Deloitte Touche Tohmatsu Limited (DTTL) announced today that an application was submitted to the Internet Corporation for Assigned Names and Numbers (ICANN) for the Top Level Domain (TLD) of “.deloitte.”
One of the key objectives of adopting a TLD is to give a brand a more personalized online presence and enhance the site user experience.
“Being a pioneering applicant for a TLD aligns with the Deloitte brand’s positioning and marketplace presence as leader, innovator, and impact maker,” said Heather Hancock, Managing Director, Global Brand & Communications, DTTL. “Additionally, the ‘.deloitte’ TLD will offer improved site accessibility and usability to Deloitte member firm clients, recruits, and others for an enhanced online experience–and lay a foundation for future online innovation.”
A TLD also helps to ensure that the internal online activity and exchange of information among a company’s employees is secure. Additionally, a TLD can help to serve as a defense against counterfeit operations that could harm an organization’s reputation–including “domain squatting,” in which fraudulent websites are created to profit from using a brand name belonging to a legitimate business.
“Adopting a ‘.deloitte’ TLD can help to protect as well as enhance the Deloitte brand,” said Larry Quinlan, Global Chief Information Officer, DTTL. “With the rollout of the TLD, Deloitte member firms will continue as industry leaders in providing clients and people with world-class IT security.”
Tracey Edwards, Global Chief Knowledge Officer, DTTL commented: “The safeguarding of corporate intellectual property is a top priority for DTTL and its member firms, and the ‘.deloitte’ TLD will further reinforce the safety of Deloitte member firms’ intellectual property, as well as the exchange of information among their people and their clients.”
As used in this communication, “Deloitte” means Deloitte Touche Tohmatsu Limited and its member firms.
About DeloitteDeloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s approximately 182,000 professionals are committed to becoming the standard of excellence.