ICANN Update: December 2014

As we approach the end of 2014, we provide a roundup on the new gTLDs in 2014

There are now over 430 new gTLDs delegated and registration volumes have broken through the 3.5 million mark. There have been some surprises like .guru but for the most part our predictions have held true. City and Geographic TLDs have proven to be popular amongst registrants and will continue to grow. Internationalized Domain Names (IDNs) have captured the imagination of internet users in regions that use non-Latin scripts and we will continue to see more relevant content and marketing to those markets as brands wake up to the idea of a multi-lingual internet addressing system.

2015 will be the year of the .brand as more applicants start to appreciate the valuable asset they have. The 2nd round looks to be more of a reality and would-be applicants should start thinking about their strategy now. We expect to see some truly innovative .brand uses in the not too distant future. This will certainly bring new gTLDs into the mainstream and competitors who didn’t apply will be kicking themselves.

Adoption and relevance to search remains key to the success of the program. We are still to see some of the most attractive gTLD strings launch, so expect a rush when they finally become available. As we come to a natural pause in the program, now is the time to reassess your domain strategy as a whole and make sure you are well placed for another busy year of launches.