Does your company, city or region need its own TLD?

12 years later, what has been achieved?

• Some businesses have developed a usage and a competitive advantage (like Leclerc, BNP Paribas or MMA in France).
• Most of the corporate applicants in 2012 were motivated by brand protection, given the novelty of this opening in 2012.
• The regions and cities that obtained their own TLD make good use of it, and many make sure to publicise it both within France and abroad.
• The number of applications expected for 2026 is set to be higher than in 2012.

The three criteria for the success of these new TLDs, whether in the case of businesses or geographic domains, are: usage, usage, usage. Some 2012 applicants that submitted an application as a defensive move expressed their frustration with this wonderful tool that they didn’t (yet) understand how to use. The key to success lies in the applicant’s ability to define its use and inherent benefit: brand image, innovation, cyber security, fight against counterfeiting, customer experience, etc. But the potential added value is almost without limit.

The challenge in the coming months will be determining how a TLD in the name of your brand or region can give you a competitive edge. In 2012, applications were open for just three months. Three months! On a time scale of a large company or administration, that’s next to nothing in terms of decision-making, and there’s no saying when the next round will follow after 2026.

Whether companies or administrations, there’s less than two years to prepare a strong application Are you ready?

So make the most of the next 18 months to start thinking and develop a plan of attack for whether or not you want to go ahead with an application and what you want to put in it. Twelve years after the first round, applicants can now ensure they consult experts with experience in the matter, which means that confidence should be high thanks to more favourable conditions. Nowadays, users are used to seeing domain names that break away from the traditional ccTLDs or gTLDs (.fr, .com, etc.) and website creators and software and application developers have incorporated these new domains into their creation. From an SEO standpoint, extensive testing has been done. Leclerc, for example, with its extensive use of its .leclerc TLD for its many corporate and promotional websites, including www.e.leclerc, is an excellent example that proves that search engines and consumers have accepted these new Internet address formats.

Should you launch your own TLD? Take the test!

To help decide, take the

“Should you launch a TLD for your company, city or region?” quiz

Tick all the boxes that apply to you:

• Your company/city/region (“entity” to simplify things) has a strong reputation in France and worldwide.
• You invest at least €1 million per year in your entity’s external communication.
• Your entity communicates over the Internet and reaches a broad online community.
• You want to present an innovative image to your customers, partners or citizens.
• You are ready to undergo a long-term digital transformation.
• You have a global digital strategy that could be enhanced through the use of a new TLD under your name.
• You want to strengthen your brand identity online and your digital territory.
• You can assign at least one person to the launch and follow-up of this large-scale project.
• Online protection of your brand is vital to your activity.
• You want greater security and to earn the trust of your public.

If you ticked more than one box, a new TLD could be a good move for your entity. Ask for a free meeting with our experts to explore the feasibility of your project. Of course, the more boxes you tick, the sounder your project. Experience has shown that those who set themselves apart garner the support and encouragement of their top management.