Recently I read that Allegravita (they are the gateway to China's domaining world) has an office in Wanchai. That brought back memories of the years that I lived in that area. In the 1960s during the Vietnam war, Wanchai was legendary for its exotic night life for American soldiers: nightclubs, topless bars, and prostitutes. Afterward, many businesses moved into Wanchai and now it's one of the busiest commercial areas in the dragon city. Similarly, if lots of businesses move to a new domain extension, that extension will become sought after in due time.
July 1, 2016 (Fri)
Comment on .brand in China
Yesterday I received a long comment on my June 29 post "Future of .brand in China dim" from a reader. So I thought I'd test this idea of posting reader comments in my blog from time to time:
(From David Roth) Excellent article, huge topic, current, and sensitive. It goes to the heart of the new gTLDs, their understanding and acceptance by the corporate world and the general public (consumers). There are pros and cons in comparison with the understood and accepted TLDs today. Will it change in 2, 5, 10 years?
When to adopt new gTLDs? Now, medium, or long term? How much will it take or cost to make your new right of the dot brand understood by the old and newer generations, a vision registries are trying to convey to the market? Some have done well but in general with limited budget many have found it tough. Let's not forget where we are and the 30 years that it has taken for .com to become what it is. Look at the numbers and the world population.
It involves your current brand, monetary cost, and time associated with rebranding in media. All your corporate image and changes have to be understood at the customer level, like the example in your article.
Yes, many gTLDs can be used in really fantastic ways. With brands or certain keywords together with the right of the dot, no doubt they can live together as it can be seen in some of the early adopters or visionaries. But it is a long way to go. See what the public will adopt, and be aware of decisions people make.
Another thought is that not many Fortune 5000 companies have applied for their own .brand (maybe for now). But, again we come to the pros and cons that make the bank mentioned in your article hold their horses and turn around. Certainly, many people would place .com or maybe .cn or something else after .citic. Emails would not be received; they would bounce, get lost, or need to be re-sent. We need to stress that this may be the case whether it is a billion dollar corporation or a small company.
When you describe your email address over the phone (let's hope you are not driving) and if it happens to be firstname.lastname@example.org, you have a problem. You have to explain that there is no need to add .com or any other extension after .ecitic. How long would this take? 25 to 35 seconds or more, depending on who is at the other side of the phone.
That person may likely remember the email as email@example.com. It is the known way today and requires no explanation. Hopefully people will not miss the "c" and send emails to Citibank.com or visit the Citibank.com site (which currently forwards to Citigroup's homepage at citi.com).
Others may see citic.bank as a better option, but again you may end up with citic.bank.com. So, let's wait and maybe down the road the company may rebrand again and become THE BANK at Bank.com which is parked at GoDaddy. (Don't forget my 10% commission if bank.com is sold as a result of my idea here!)
So for now let's bank @ citi.com or citicbank.com, and let's sit at coffee.club and enjoy life.