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.nokia — a dot-brand without a brand?

Kevin Murphy, April 22, 2014, Domain Registries

Will .nokia be the next withdrawal from the new gTLD program?

It seems possible, if reports about the death of the Nokia brand are to be believed.

The news blog Nokia Power User reported yesterday that Nokia the company will be renamed Microsoft Mobile following the close of the $7.2 billion acquisition of Nokia by Microsoft this Friday.

The blog, which may live to regret its own choice of brand, quoted from a memo from the company to business partners, reading:

Please note that upon the close of the transaction between Microsoft and Nokia, the name of Nokia Corporation/Nokia Oyj will change to Microsoft Mobile Oy. Microsoft Mobile Oy is the legal entity name that should be used for VAT IDs and for the issuance of invoices.

However, in a blog post confirming the April 25 close date, Microsoft general counsel Brad Smith did not mention a rebranding.

The domain name nokia.com will live for up to a year, he said:

While the original deal did not address the management of online assets, our two companies have agreed that Microsoft will manage the nokia.com domain and social media sites for the benefit of both companies and our customers for up to a year.

What does that mean for the .nokia gTLD application?

According to the ICANN web site, Nokia is currently “in contracting” for the dot-brand.

It would not be unprecedented if it were to withdraw its application, however. Back in February 2013, the American insurance company AIG withdrew its bid for .chartis after a rebranding.

Nokia considers new TLD application

Kevin Murphy, August 31, 2010, Domain Registries

Is Nokia planning to add its name to the list of “.brand” new top-level domain applicants?

That’s the intriguing possibility that emerged during a conference call of ICANN’s vertical integration working group yesterday.

Nokia working group representative Tero Mustala said, “our company is considering the possibilities to apply for a new gTLD”.

The revelation came as one of the disclosure statements that each participant was obliged to make, and should probably not be taken as an official company position.

As far as I know, this is the first time that the mobile phone giant has been connected to a new TLD bid. But is it a .brand? Unknown.

Nokia is an old hand at TLD applications, being among the over a dozen companies that financed the successful .mobi sponsored TLD application back in 2005.

In the 2000 “test-bed” round, it applied for .mas, .max, .mid, .mis, .mobi, .mobile, .now and .own but failed on technological grounds.

Under the new TLD application process, unsuccessful 2000 applicants get an $86,000 credit towards their new application, if they apply for the same string(s). That’s not an amount of money Nokia would care too much about, obviously.

There have been very few publicly disclosed .brand applications. Canon was the first and loudest. A couple of other companies, such as IBM, have been dropping hints.