DotLondon Rules The Digital World… For Now

Twenty four hours after the general launch of the dotLondon new generic Top Level Domain, dotLondon was revealed as the fastest growing city-based domain name. Within a day of the domain being available to any registrant, nearly 35,000 names had been registered, topping the performance of dotBerlin in their first 24 hours.

London & Partners, the registry behind the launch, invested significant funds in promoting the TLD. They secured some big name pioneers, including the world-famous store Fortnum and Mason. Whilst dotBerlin has gained significant volumes since it launched in April, many of its registrations were achieved through tactical price promotions, which has resulted in around 87% of registered names not currently being actively used.  London and Berlin are not the only cities to have progressed to full launch.  The latest ranking of registrations are as follows:-

  • Berlin - 138,638
  • London - 35,557
  • Tokyo - 22,298
  • Hamburg - 17,172
  • Koeln (Cologne) - 14,994
  • Wien (Vienna) - 9,039
  • Nagoya - 3,086
  • Cologne - 3,082
  • Yokohama - 986

There are a number of other city TLDs that are in the launch process at the moment that will certainly change the rankings above.  DotParis recently opened its doors for Sunrise and Landrush, whilst dotNYC, dotMoscow, dotBrussels and dotGent are already recording registrations.

Long term success for any new gTLD is dependent on adoption and usage of the names. It is all very well announcing impressive launch numbers, but success will be judged on the second or third renewal cycle as well as active sites. The launch of dotLondon raises the bar of the whole program in terms of marketing and public awareness – the next key milestone is the adoption of the new Top Level Domain by businesses, whether they be global brand holders or small local businesses.

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