The conflicting yet co-existing anxiety and enthusiasm in support of expanded Internet territory – those new generic Top-Level Domains (gTLDs) we have heard so much about – may be misplaced. If the economic reports commissioned by the Internet Corporation for Assigned Names and Numbers or ICANN are to be believed (nod, nod, wink, wink), top level domains fall flat because they are either too tightly defined (.museum?) or lightly marketed (.aero?).
Building a business plan to give a new gTLD the market and marketing reach it will need to succeed is a heavy lift. The technical requirements, ICANN participation and accelerating marketing from a standing start are pre-market and persistent costs. Why not take advantage of the momentum of a pre-built platform? (more…)