Relaxing of ICANN Rules Likely to Open Floodgates for Brand Domain Suffix Registrations

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The recent relaxation of the guidelines surrounding the way that generic Top Level Domain (gTLD) suffixes are utilised is likely to represent the opening of floodgates for brands which look to claim their identity as swiftly as possible under the new system, according to Social Media Agency Punch Communications.

If nothing else, brands will want to be seen as being amongst the first to participate in this new system, taking advantage of the fact that the domain suffixes will not only make online communications more convenient but also more memorable.

The recent relaxation of the guidelines surrounding the way that generic Top Level Domain (gTLD) suffixes are utilised is likely to represent the opening of floodgates for brands which look to claim their identity as swiftly as possible under the new system, according to Social Media Agency Punch Communications.

Following the announcement earlier this week that Canon Inc is to formally commence the acquisition of the .canon domain, leading brands are sure to follow suit and this is likely to yield yet another dotcom landgrab in the coming two years.

With Canon amongst the first to formally begin the acquisition through ICANN (Internet Corporation for Assigned Names and Numbers) a number of issues are likely to arise, depending on how the relaxation of guidelines are handled.

Pete Goold, MD of PR Agency Punch Communications, added:

"Whilst the registration of company or brand led names is sure to be carefully managed, particularly in the first stages of these major changes, unless each instance is going to be highly moderated on a case by case basis then domain squatters are likely to become an issue at some point.

"If nothing else, brands will want to be seen as being amongst the first to participate in this new system, taking advantage of the fact that the domain suffixes will not only make online communications more convenient but also more memorable."

The point of the relaxation in guidelines is to enable businesses to utilise their business name, brand, service type or geographic location as a gTLD for both email and web usage. Approval of the Canon domain suffix is not anticipated until late 2011.

Punch Communications is a leading technology PR agency, specialising in search marketing and social media alongside traditional public relations activities. For more information, please contact punch on punchcomms.com or +44 (0) 1858 411600.

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