New
Domain Names May Cost Up to $75,000 to Maintain
STAMFORD, Conn.--(BUSINESS WIRE)--According Gartner
Group, Inc (NYSE: IT and ITB), the recently announced addition
of new high-level domains (for example, .biz, .info, .name,
.co-op, .pro, .museum, .aero), and the ongoing exploitation of
over 150 existing domains, will force the average Global 2000
organization to register a total of at least 300 name variants
by 2001.
These findings are immediately
relevant as the Internet Corporation for Assigned Names and
Numbers (ICANN) announced the addition of seven new top-level
domains, turning industry-wide attention to this issue.
"Organizations have
mistakenly assumed that having a domain name with 'dot-com' was
enough. Being in 'dot-com' does not mean you are `
dot-done'," said Audrey Apfel, vice president and research
director with Gartner. "We are recommending that any
organization that has or plans to have an Internet presence
develop a domain naming strategy that goes beyond dot-com, with
multiple names registered in multiple registries."
Gartner estimates that the
up-front cost of developing this strategy will cost the typical
Global 2000 organization $75,000. According to Gartner, the
process of developing this domain strategy must consider
multiple factors, including the following:
¨
Marketing and branding issues for existing and future
initiatives and products
¨
Legal exposures and liability
¨
Misspellings of prefixes
¨
Domains beyond dot-com
¨
Non-English language variants of names (for example,
Chinese)
¨
A process for ongoing revision on a biannual basis to
address new high-level domain names, products, acquisitions and
mergers at a yearly cost of $20,000
"The addition of these seven new high-level domain
names by ICANN is only the tip of the iceberg," continued
Ms. Apfel. "Organizations must register names in multiple
registries for both offensive and defensive purposes, but with
the knowledge that no one can cover all the options. The future
will bring more options, not less. Organizations with no plan
for adapting their domain naming strategy to these changes do so
at their own peril"
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