Group items tagged

The topic of domain names as a commodity isn't new, but the prices auctions are fetching for names is. When $2 million is refused for 'jeans.com' it paints a picture of the cost/benefit ratio of domain investment - where the potential financial benefits are clearly outweighing initial costs. The trend developing is for multinational companies to buy domain names with commonly understood verbs (eg dating.com) or nouns (eg books.com). It strengthens their own branded domain name and targets consumers who are undertaking searches on the net for the thing they want - be it a service or good - as opposed to searching for the company that sells that thing. Does it suggest that searching habits are changing? Is brand awareness and brand loyalty losing power?

Opponents of expanding gTLDs have largely based their arguments on the additional cost to business in performing defensive registration on their brands. What is defensive registration? Basically it's an action taken to protect a trademark (in the case of domain names, to protect a word or phrase which identifies the goods or services of a party). This study investigates how valid the defense registration argument, backed by organsiations such as Microsoft, actually is. It assesses the amount of defensive registration already undertaken in varying gTLDs for the top Fortune 100 companies. The conclusion: 'If past behavior is predictive of future actions, we will see a minimal amount of defensive registration activity in new gTLDs by brand owners, and new gTLDs will be largely ignored by cybersquatters.'

Steve Jobs announces that Apple has no intention of supporting Flash sites through iphones and ipads in the future. Claiming that Flash has too many bugs, drains batteries too quickly and is too oriented to PCs. Apple has not intimated that they will offer an alternative solution. Do we believe these reasons, or are there more politics at play here? I'm inclined to think there is something more. Granted Apple does make every attempt to provide its users with a high level of reliability and useability which Flash obviously undermines. Clearly such standards are what differentiates the quality levels of Apple from Mac. The power is with the market then. Will users opt for other devices that do support Flash, or will the Apple brand keep its power despite not supporting the major software brand used to build interactive sites? Interestingly, although Flash is not recognised officially as a 'standard' HTML5 does support certain Flash features. Adobe has commented that it is committed to improving its Flash product.

A university in the U.S. has provided an online reputation management program for all its graduating seniors. Since majority of companies are performing background checks on job applicants, this will allow students to clean up their Facebook and Twitter profiles. This step made by the university seems very beneficial, since for majority of the younger generation who don't know how it is not to have the Internet, the separation between online and real-life identities is a fine line. 

SEDO (Search Engine for Domain Offers) has partnered with VeriSign (the operator of the valuable .com and .net gTLDs, amongst other network inrastructure) to conduct a .TV auction between 1 April - 8 April 2010. Having a semiotic association with rich media content and a memorable quality, it seems likely the auction will attract bids from brand names already harnessing rich media content and looking to capitalise on new revenue streams that the expansion of gTLDs offers. Reserves will be around $5000 for each auctioned name ( a list of all names can be found at http://sedo.com/search/searchresult.php4?auctionevent=tvPremium&tracked=&partnerid=&language=us ) causing some annoyance amongst those who have already made costly .TV purchases in excess of the reserved price.

With ICANN's decision to add new categories of names to top level domain names, organisations are already embarking on the process to register their brand. Regsitering a name won't come cheap though. Yet another example of the internet well and truly being commodified, Canon will pay $185,000 for the privilege. Perhaps the media attention in being first will be worth the outlay.