PHILIPS AND gTLDS
that the domain name portfolio will gradually change in composition.
We might also register in other people’s domains in the coming year. With the high number of open domains, we want to have a strategy upfront, to make the grey area between what we do and don’t want as small as possible. Tere are a lot of generic names that are relevant, but that comes with a price. One thing that does
not make sense is linking all the new domain names to the company (Philips) website. New domains should have dedicated content because otherwise they will not work. We need to work out how we get a return on our investment in other domains.
Will .philips ever replace
philips.com?
“NEW DOMAINS SHOULD HAVE DEDICATED CONTENT BECAUSE OTHERWISE THEY WILL NOT WORK. WE NEED TO WORK OUT HOW WE GET A RETURN ON OUR INVESTMENT IN OTHER DOMAINS.”
www.worldipreview.com
Tat’s a very difficult question, but I expect that they will live next to each other for the coming years at least. It will be determined by how our consumers react, how the new gTLDs are positioned in the domain name world and how consumers in general react. It may do, but it is difficult to say.
How will you market/advertise your new gTLD?
Tat is not clear yet, as we are still focusing on third-party domains. We will discuss this further with the businesses using the new gTLDs and with communications. We are thinking about at least a limited number of catchy gTLDs to draw attention to the new wave in the domain name area. We can’t think about the marketing without having the final picture of how we are going to use it.
Do you think some consumers might be confused by .philips?
I do not see why. On the contrary: clear communication will play an important role. It will also depend on how .brand owners and other domain owners are going to use it and how quickly it will get momentum in the world.
Do you think shareholders fully understand the benefits of a gTLD?
I do not know, but if not, we will have to clearly explain the benefits.
Are you concerned about how Google treats the new gTLDs? Have you got an effective strategy for dealing with search engine optimisation?
Google is one of the major applicants of new gTLDs, and that means it will guarantee that the new gTLDs are properly handled by its search engine. Google has not yet disclosed how it will adapt its search engines, but the major signal I see is that because Google has applied for so many gTLDs, it is almost impossible that it will not adapt its search engine to the gTLDs.
Trademarks Brands and the Internet Volume 2, Issue 4 23
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