Behind the Scenes at INTA

Josh Bourne ⬥ 16 November

Another bit of information being spread through word of mouth around Boca is that many brand owners are seriously considering not participating in defensive sunrise registrations in the anticipated new TLD rollout. It may be that these brand owners are making decisions based on consumer behavior and past TLD launches- after all, dot-COMs are still the overwhelmingly preferred extension used in searches, despite the existence of 21 generic TLDs.

This is no doubt interesting news to TLD operator-entrepreneurs that might be thinking about launching a new TLD. These entrepreneurs must invest heavily in establishing and marketing new TLDs, and count on sunrise fees to recuperate these costs. If brand owners are planning not to participate in sunrises, perhaps these entrepreneurs should think twice about investing in launching a new TLD. 

Tags: Boca, brand owners, consumer behavior, defensive sunrise registration, dot-COMs, entrepreneurs, Events, TLDs

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