A French bank appears to be the first major company to commence a permanent switch from a legacy TLD to a new dot-brand.
BNP Paribas, the fourth-largest bank in the world, is dumping its .fr and .net domains in favor of .bnpparibas for customers in its domestic market, where it serves close to eight million retail banking customers.
The new dot-brand site appears to be a fully functional online banking service, not just brochureware.
It’s the ninth most-visited new gTLD domain name, with an Alexa rank today of 6,005, climbing the ranks every day.
As it’s a redesigned web site, customers are able to switch back to the familiar .net site (Alexa rank: 2,543) if they wish.
The domain was registered in January and BNP Paribas began a transition campaign in April. The transition away from the .net and .fr domains appears to have started at some point over the last month, but there hasn’t been a great deal of media coverage.
The .com domain is still live, serving Anglophone customers.
The mabanque.bnpparibas site leaves little doubt about the reason for the transition (translated with Google’s assistance):
BIZARRE, THIS ADDRESS WITHOUT .FR OR .NET? IS IT SECURE?
YES, A 100% SECURE SITE!
Any address ending with .bnpparibas is managed by BNP Paribas and has an advanced security certificate. Even more reliable, this new extension now acts as a signature.
Of course the architecture https and the padlock are still on your URL bar, confirming that the connection is secure.
So you can browse and view your accounts in all serenity!
BNP Paribas is a bit of a big deal, the fourth-largest bank in the world, managing assets of $2.5 trillion.
It’s bigger than Barclays, which earlier this year said it intends to transition away from .com and .co.uk to .barclays. The .barclays and .barclaycard sites are still just brochureware, however, with no transactional features.
Other dot-brands have launched sites at their new gTLDs, but .bnpparibas is the first transfer of a fully transactional web site from a legacy TLD to a dot-brand I’ve seen.