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These 27 companies have ditched the .com for their dot-brand

Earlier today, I listed what I believe might be the top 10 dot-brand gTLDs with the most active web sites, but noted that it was probably a rubbish way to gauge the success of the dot-brand concept.

As a follow-up, I thought I’d figure out which brands have taken the bold step of ditching the .com and made their dot-brand their primary web destination.

I found 27 TLDs, which is simultaneously not a lot and easily twice as many as I was expecting.

The most-popular second-level string was “home”, with 12 examples. The string “global” occurs five times on the list.

I did this research manually with Google and a list of 275 dot-brands — anything with Spec 13 in its contract and more than two domains in its zone file — culled from my database.

To get on this list, at least one of the following had to be true:

  • The dot-brand was the top hit on Google when searching for the brand in question.
  • The .com redirects to the dot-brand.

Sometimes I had to factor out Google’s enormously irritating habit of localizing results, which would prioritize a .uk domain, particularly in the case of automotive brands.

On a few occasions, if I could not be certain whether the “official” primary site was in a ccTLD or the dot-brand, I used the brand’s Wikipedia page as a tie-breaker.

Some entries on the list may be a bit debatable.

I’m not sure whether .barclays should be there, for example. There’s little doubt in my mind that barclays.co.uk is the site that the majority of Barclays’ banking customers use, but barclays.com redirects visitors to home.barclays, so it fits my criteria.

In general, I’ve erred on the side of caution. If the top search result was for the brand’s .com, it was immediately ruled out, no matter how enthusiastic a dot-brand user the company otherwise appeared to be.

Here’s the list. Please let me know if you think I’ve missed any.

TLDBrand2LD
bnpparibasBNP Paribasgroup
bradescoBanco Bradesco S.A.banco
canonCanon Inc.global
cernEuropean Organization for Nuclear Research (CERN)home
cuisinellaSALM S.A.S.ma
dhlDeutsche Post AGlogistics
fageFage International S.A.home
hisamitsuHisamitsu Pharmaceutical Co.,Inc.global
ipirangaIpiranga Produtos de Petroleo S.A.portal
komatsuKomatsu Ltd.home
kpmgKPMG International Cooperativehome
locusLocus Analytics LLChome
neustarNeuStar, Inc.home
pictetPictet Europe S.A.group
pioneerPioneer Corporationglobal
praxiPraxi S.p.A.praxi
sandvikSandvik ABhome
saxoSaxo Bank A/Shome
schmidtSALM S.A.S.home-design
senerSener Ingeniería y Sistemas, S.A.ingenieriayconstruccion
toyotaToyota Motor Corpglobal
warmanWeir Group IP Limitedhome*
weberSaint-Gobain Weber SAhome
weirWeir Group IP Limitedglobal

Twenty-seven gTLDs is not a great many, of course, considering that some dot-brands have been delegated for half a decade already.

It’s about half as many as have already torn up their ICANN registry agreements, and it represents less than 6% of the new gTLDs that my database says have Spec 13 in their contracts.

But I reiterate that this is not a list of companies using their dot-brands but rather of those apparently putting their .com firmly in the back seat to their dot-brand.

These are the 10 most-used dot-brands

It occurred to me recently that my regular coverage of companies that choose to abandon their unused dot-brand gTLDs may have created a misleading impression that the dot-brand portion of the new gTLD program has been a big old waste of time.

I make no apologies for this. As a news guy, I look for deviations from the norm — “man bites dog” stuff — when deciding what to write about, and that quite often means reporting what could be considered Bad News.

When companies do adopt their dot-brands in a big way, they tend to do it rather quietly and almost always in a foreign language, so the news doesn’t usually cross my radar until long after it has ceased to be timely.

But it is true that the background noise of dot-brands is that quite a lot of them are being actively used to varying degrees, and I’m feeling some sense of obligation to report on that activity too, despite it being thoroughly un-newsworthy.

So here I present an unofficial list of the top 10 most-used dot-brands.

It’s based on how many active web sites I’ve found in each of the 460-odd dot-brand gTLDs I regularly spider.

I count a “dot-brand” as any gTLD that has Specification 13 in its ICANN contract, and here I’m defining an active web site to exclude redirects to sites in other, off-brand TLDs.

The numbers may not be precisely accurate today, because sites come and go, but I think they’re a decent guide.

I’m also fairly certain that “number of active web sites” is an absolutely terrible way to compare and rank dot-brands, but if nothing else I think the metric is a good indicator of enthusiasm for dot-brands (by the brand, if not necessarily its customers).

Here goes.

.seat — SEAT, S.A.

Spanish car manufacturer SEAT had 532 active .seat web sites at my last count, the vast majority of which appear to be template-driven brochureware sites named after and designated to the company’s authorized dealers across Europe.

The domain bradys.seat, for Dublin-based dealer Brady’s, is a rare example of an English-language version of the site.

I call the sites “brochureware” because, while it does appear to be possible to buy a car via these sites, you are invariably redirected to SEAT’s local ccTLD site before you get to this stage of the transaction.

SEAT itself does not appear to use .seat domains for its own web sites, preferring instead to use local ccTLDs.

SEAT is a subsidiary of Germany-based Volkswagen Group.

.lamborghini — Automobili Lamborghini S.p.A.

The second brand on the list is another car maker and another Volkswagen subsidiary, Italy-based Lamborghini. It had 145 active .lamborghini web sites at my last count.

Like sister-company SEAT, Lamborghini’s dot-brand is most-often used by its official dealers across the world, also using identikit, non-transactional templates.

Unlike SEAT, which grants its dealers domains matching their brands, dealer .lamborghini domains are in almost all cases geographic. For example, the German dealer MAHAG gets the domain munich.lamborghini.

Lamborghini has some domains for its own non-dealer use, such as home.lamborghini and contact.lamborghini, but these redirect to its .com site so I have not counted them here.

.bmw — Bayerische Motoren Werke Aktiengesellschaft

BMW also makes cars, but it’s not owned by VW. Its dot-brand, .bmw, had 83 live sites at my last count.

While the ownership may differ, the strategy does not. Most .bmw sites appear to be template-driven dealer sites.

BMW also has a few branded call-to-action domains, such as missiontomars.bmw and enjoytheride.bmw, but these redirect outside of .bmw.

While researching this TLD, I also found my first-ever example of an expired dot-brand domain, at productgeniusclips.bmw. Of course, one of the benefits of a dot-brand is that nobody else will be able to register this name when it drops.

.weber — Saint-Gobain Weber SA

We seem to be looking at an example here of a company that missed out on good domains to similarly named companies in different industries and is compensating with a dot-brand.

There are several companies in the world called Weber, and I had to do a double-take when I realized that this one is the “world leader in industrial mortars”.

It’s a concrete company, owned by 354-year-old French multinational Saint-Gobain.

It appears to be the first example on this list of a company that is using its dot-brand for its primary web site.

When I search for Weber from here in the UK, the first result for this particular company is uk.weber. It’s former domain in the UK seems to have been netweber.co.uk, which now redirects to the dot-brand.

A barbecue maker also called Weber, which owns weber.com, currently has far better search engine rankings from where I’m sitting.

Mortar-making Weber’s list of .weber domains are primarily two-character country-codes, but it also has a few generic terms that point to resolving web site wecare.weber, a domain that matches one of its slogans.

.bnpparibas — BNP Paribas

BNP Paribas is the world’s eighth-largest bank and one of several companies to wholeheartedly throw its weight behind the dot-brand concept.

It ditched its .fr and .net domains in 2015, instead pointing its retail banking customers in France to mabanque.bnpparibas. It also uses group.bnpparibas as its primary corporate web site.

Both of those domains are in the top 100,000 most-visited domains worldwide, according to Alexa data.

It had 62 active .bnpparibas sites at my last count, many of which appear to be fully-developed sites dedicated to groups such as shareholders and enterprise customers. There are also country-focused sites such as usa.bnpparibas and informational sites such as history.bnpparibas.

.abbott — Abbott Laboratories, Inc.

Abbott is a $30 billion-a-year healthcare company with 57 sites in its .abbott gTLD. It’s the only US-based company on this list.

The company appears to have a hybrid strategy when it comes to its dot-brand. While it has many active sites, it also has many redirects to sites in off-brand TLDs.

The domain shop.abbott bounces visitors to abbottstore.com, for example, while fully fledged product-specific sites such as transfusion.abbott, pediasure.abbott and diabetescare.abbott all remain in .abbott.

Google searches for the term “abbott” track this hybrid approach, returning a mixture of URLs in dot-brand and off-brand TLDs.

Abbott has yet to make the leap to using .abbott for its primary web sites, which remain in ccTLDs and .com.

.leclerc — A.C.D. LEC Association des Centres Distributeurs Edouard Leclerc

This huge “hypermarket” retail chain will no doubt be a household name to my French readers, but it’s a new one to this rosbif.

Leclerc logoInterestingly, the company has been called E.Leclerc — with the dot — since it was founded by Edouard Leclerc in 1949. This is apparently the logo it was using from its foundation until 2012, when it made most of the letters lower-case. This was of course the same year it applied for the .leclerc gTLD.

As you might imagine, the domain e.leclerc was a no-brainer.

The cool thing about the domain is that if somebody “searches” for the brand in their browser’s navigation bar, the browser will actually resolve it as a domain and take them straight to the retailer’s web site, avoiding the Google SERPs advertising tax that many companies feel obliged to pay.

The uncool, maddening flipside is that e.leclerc bounces visitors to e-leclerc.com, which seems like a huge missed trick in terms of branding.

That said, Leclerc does have a number of non-redirect .leclerc web sites that focus on specific product groups, such as technology, culture and homecare.

This could turn out to be the model Amazon eventually uses, if/when it gets its .amazon gTLD.

.bradesco — Banco Bradesco S.A.

Banco Bradesco is a Brazilian bank with almost $62 billion of annual revenue.

Like BNP Paribas, it’s ditched its old TLDs in favor of its dot-brand, and now uses banco.bradesco as its primary web site. The .com and .com.br both redirect to the .bradesco.

There’s also lots of redirecting internal to the TLD, with a few dozen brand/product .bradesco domains pointing back to banco.bradesco pages.

.aquarelle — Aquarelle.com

Aquarelle.com Group is a French flower delivery company, an early mover in the e-commerce world that has been using aquarelle.com since 1997. It operates in several European countries.

It has not made the leap away from the .com domain that has been its brand for the last 22 years, but it does use .aquarelle for a variety of creative purposes.

art-floral.aquarelle, for example, offers bouquet-making video tutorials. Sites such as chocolats.aquarelle act as promo pages for specific products that can be bought at the .com site. It also appears to be running a transactional web site for a third-party retailer, Darty, at darty.aquarelle.

.fage — Fage International S.A.

Finally, yoghurt! Or, as my US English spell-checker insists, “yogurt”.

Fage is brand I’ve never heard of, of a product I despise, but I gather it’s one of Greece’s most recognizable dairy brands.

It’s another example of a company that has thrown itself fully behind its dot-brand.

Before it applied for .fage, it was using fage.gr for its primary web site. Now, that domain redirects to greece.fage. The matching .com is owned by an unrelated entity.

It’s also the only example on this top 10 list of a dot-brand using “home” at the second level as its primary domain.

Other domains include various translations of the word “recipe”, which redirect internally to other .fage sites.

EURid inks trademark protection deal for non-trademark owners

.eu registry EURid is partnering on an alerts service for would-be trademark owners.

The company this week announced a deal with the EU Intellectual Property Office that will see applicants for European trademarks being able to receive alerts if and when somebody else registers the .eu domain matching their desired mark.

EURid said in a statement:

Some people have taken advantage of early publication of EUTM applications and registered the EUTM as a .eu domain name in bad faith. Effectively reducing the risk of such cyber-squatting infringements requires adopting preventive actions such as raising awareness and pro-actively informing the EUTM holders.

As of 18 May, holders and applicants of a EUTM can opt-in to receive alerts as soon as a .eu domain name is registered that is identical to their EUTM (application). By receiving such alert, EUTM holders are informed much faster and may take appropriate action much sooner.

It sounds a little like the Trademark Claims service new gTLD registries are obliged to offer during their launch, but for companies that not not yet actually own the trademarks concerned.

Offered by EUIPO itself, the service is also available to holders of EU trademarks.

Got a spare three grand? For a limited period, you can buy a .th domain name

The Thailand ccTLD registry’s unusual, and unusually expensive, approach to selling second-level domains has seen .th open up for another limited-period application window.

Until June 30, anyone can pay THNIC Foundation a THB 10,000 ($313) fee to “apply for” a 2LD.

Each application will be manually reviewed, and successful registrants will be notified July 8.

But be warned: the fee for the first year and subsequent annual renewals is an eye-watering THB 100,000 ($3,130).

Trademark owners and owners of matching .co.th domains will get priority in the event of clashes with regular would-be registrants.

THNIC has been using this strange approach to second-level domain allocation — which looks more like a series of sunrise periods that never culminate in general availability — in sporadic, brief rounds for the last five years.

Most ccTLD registries with a legacy three-level structure — such as .uk, .jp and .nz — have opted to instead make 2LDs available in much the same way as 3LDs.

Brand-blocking service plotted for porn gTLDs

MMX wants to offer a new service for trademark owners worried about cybersquatting in its four porn-themed gTLDs.

The proposed Adult Block Services would be similar to Donuts’ groundbreaking Domain Protected Marks List and the recent Trademark Sentry offering from .CLUB Domains.

The service would enable big brands to block their marks from registration across all four TLDs for less than the price of individual defensive registrations.

Prices have not been disclosed, but a more-expensive “Plus” version would also allow the blocking of variants such as typos. The registry told ICANN:

The Adult Block Services will be offered as a chance for trademark owners to quickly and easily make labels unavailable for registration in our TLDs. For those trademark owners registering domain names as a defensive measure only, the Adult Block Services offer an easy, definitive, and cost-effective method for achieving their goals by offering at-a-stroke protection for TLDs included in the program. The Adult Block Services are similar to the Donuts’ DPML, Uniregistry‚Äôs EP and EP Plus and the .Club UNBS and should be immediately understood and accepted by the trademark community.

The Adult Block will allow trademark owners to block unregistered labels in our TLDs that directly match their trademarks. The Adult Block Plus will allow trademark owners to block unregistered, confusingly similar variations of their trademarks in our TLDs.

It seems more akin to DPML, and Uniregistry’s recently launched clone, than to .CLUB’s forthcoming single-TLD offering.

The Registry Service Evaluation Process request was filed by ICM Registry, which was acquired by MMX last year.

It only covers the four porn gTLDs that ICM originally ran, and not any of the other 22 gTLDs managed by MMX (aka Minds + Machines).

This will certainly make the service appear less attractive to the IP community than something like DPML, which covers Donuts stable of 242 TLDs.

While there’s no public data about how successful blocking services have been, anecdotally I’m told they’re quite popular.

What we do have data on is how popular the ICM gTLDs have been in sunrise periods, where trademark owners showed up in higher-than-usual numbers to defensively register their marks.

.porn, .adult and .sex garnered about 2,000 sunrise regs each, more than 20 times the average for a new gTLD, making them three of the top four most-subscribed sunrise periods.

Almost one in five of the currently registered domains in each of these TLDs is likely to be a sunrise defensive.

Now that sunrise is long gone, there may be an appetite in the trademark community for less-expensive blocks.

But there have been calls for the industry to unify and offer blocking services to cover all gTLDs.

The brand-protection registrar Com Laude recently wrote:

What brands really need is for registry operators to come together and offer a universal, truly global block that applies across all the open registries and at a reasonable price that a trademark owner with multiple brands can afford.

Quite how that would happen across over 1,200 gTLDs is a bit of a mystery, unless ICANN forced such a service upon them.