A Tale of Two Cities: .Berlin vs. .London

The new geographical Top Level Domains (TLDs) are some of the most hotly anticipated new domain name endings being launched under ICANN’s New gTLD Program. For the first time, businesses will be able to register web addresses at a more localized level than the current country TLDs. So should you be applying for a city TLD? We look at two of the first geographical domain names.

The .Berlin Success

The new gTLD for the German capital, .Berlin, was launched on March 18th to great success. On its first day of General Availability, .Berlin received 31,757 registrations – a record for the new gTLDs. According to the website nTLDstats.com, there are currently almost 46,000 registrations, making it the second most popular of the new gTLDs behind .guru and current projections show that .Berlin will be second only to the .de TLD in Germany. So what can we learn from this success story?

  • Berlin businesses recognize .Berlin’s brand potential – city TLDs allow brands to associate themselves with strong city brands. In this case, companies can take advantage of Berlin’s reputation as one of Europe’s most dynamic capital cities
  • Act fast to secure a city TLD - .Berlin’s impressive registration figures show that businesses need to act quickly to register their preferred new web address

The .London Potential

On April 29th, another high profile city TLD will become available for registration: .London. This is one of the catalysts that UK businesses have been waiting for. Not only will the launch of .London help maintain the city’s position at the forefront of the global digital economy, but it will also allow local businesses to capitalize on their location, much as companies in Germany’s capital have been doing.

Similar effects are also likely to be seen for the introduction of .Paris and .NYC, so savvy brands need to use the introduction of gTLDs to start thinking about how new geographical domain endings can strengthen their Internet presence.

For more information on how to apply for a city TLD, get in touch with your NetNames representative or fill out this contact form and we’ll get back to you.