There seems to be a considerable amount of uncertainty for many brands as it relates to gTLD domain names. The application process may be cumbersome, the marketing aspect is confusing, and the technical aspect would be complicated for non-tech people.
These are just three issues that brand owners and managers must consider when it comes time to decide whether or not to apply for one or more gTLDs. Business Week addresses many of these issues, and it’s been fascinating to watch from the sidelines, as the Internet and domain business evolves and changes.
Some large companies are certain to apply, while others are undecided. One thing is for certain – hiring a knowledgable gTLD consultant / expert is something brand managers and gTLD applicants should do, whether or not they are planning to apply for a gTLD.
Just today, interactive advertising and media publication, ADOTAS, recommended appointing a gTLD expert for companies interested in gTLDs. The organization also offered some other important tips as well. In my opinion, all of their recommendations can be carried out by a gTLD consultant.
Companies like Minds & Machines, Right of the Dot, and Sedari are three of the primary consulting companies for gTLDs. These companies can help brands evaluate whether or not they should apply for a gTLD, how they would operate and manage their gTLD, and possibly how they could monetize their gTLD if they choose to sell domain names to consumers or simply wish to monetize their websites.
Minds & Machines, Right of the Dot, and Sedari have experts on staff who are very familiar with ICANN policies, registry and registrar relations and operations, and other important aspects of managing a registry.
Personally, I don’t think operating a gTLD is for many companies. It may be unnecessarily expensive and not productive. However, there are many companies that will benefit from a registry, and a gTLD consultant can help a company decide if a gTLD application is a good idea, and if so, how to move forward with it.