A progressive start
90% of the 600 initial dot brand applications are live. This means that the brand name is added to the database record of the top level domain names, managed by IANA, and that the management of the zone file of registry is delegated by ICANN to the brand. Only 10% of brand TLD applications have been abandoned.
Nevertheless, brands generally did not rush to get their registry live. There is a combination of reasons that explains why are number of dot brand registries are only launching very progressively:
- Many enterprises secured their dot brand for defensive purposes, including the protection of IP, and so are in no hurry to activate their registry
- It does not suit all applicants to be pioneers – some brands prefer proven solutions to pilots and tests. The world of dot brand is very new, and the present observatory is the complete research programme on the good practices.
- The introduction of brand domain names are usually not easy and direct problem solving features.
- The application for the new brand TLD took place in 2012, and actual go live was really made possible in 2016. Other projects, with shorter deadlines and time to market have taken over. Teams have changed and new gTLD champions often occupy new functions.
dot Brands Second Level Domains
Global volume of second level domains grow progressively, in numbers and in quality.
An incresing number of dot brand websites enter in the top million most popular website.
Google lists more an more pages in the dot brand websites.
End users and visitors share more and more Dot Brand websites