Dot Registry LLC, a new company to the domain name industry, has applied to ICANN for four company-themed gTLDs, saying it has the backing of US secretaries of state.
It’s going for .inc, .corp, .llc and .llp.
CEO Shaul Jolles says the plan is for all four to be restricted to US-registered companies, even though some other countries give their companies the same labels.
“While the extensions do exist in other countries, they do not have definitions similar to the entity classifications in the US,” Jolles said in an email.
“We will not offer registrations to companies not registered in the US,” he said. “We chose this option because we are able to easily verify business entity registration in the US.”
Dot Registry, which is using .us contractor Neustar as its registry services provider, says it has support from various US secretaries of state.
As we blogged in April, the president of the National Association of Secretaries of State wrote to ICANN to express reservations about these types of gTLD strings.
But Delaware Secretary of State Jeffrey Bullock indicated in a separate letter that Dot Registry’s propose regime of restrictions, which would manually match domains to company names, might be acceptable.
I’m still somewhat skeptical about the value of these kind of gTLDs. You can pretty much guarantee plenty of pointless defensive registrations, and the benefits seem fuzzy.
“The benefit of these strings is two-fold,” Jolles said. “For consumers it creates a level of reassurance and the ability to quickly ascertain if a company is legitimate or not.”
“From a company perspective it has simple benefits such as guaranteeing that you receive a domain name that matches your registered business name, increased consumer confidence which increases revenue, and a decreased possibility of business identity theft in a cyber setting,” he said.