New domain presents threats and opportunities to British businesses
A tiny island in the Caribbean will play host to the latest battleground of the web, as UK individuals and businesses can make bids for the new .sx country code top-level domain (ccTLD) from the 22nd October.
Sint Maarten: one of the smallest of the Leeward Islands, is the latest territory to be allocated its own ccTLD, which has been designated .sx. The domain has been available for registration by local businesses and individuals since October 7th; however, the Landrush phase begins on the 22nd October, when registrants from around the world can apply to reserve specific domains.
123-reg, the UK’s biggest accredited domain registrar, says that .sx is expected to be one of the most popular new domains, and that businesses must be aware of the approach of the Landrush period for pre-registration if they are to ensure their brand is protected online.
“The nature of the .sx domain means that it will likely be associated with adult content, and this poses potential problems for British businesses and personalities if they fail to control their brand under the new domain,” said 123-reg’s Head of Domains, Richard Winslow.
“When a new TLD is launched, there is always a strategic decision over whether it is worth bidding for one of the new addresses. Many brands may decide not to invest. However with .sx and its likely association with sexual content, there is a greater threat to a brand or an individual’s reputation should someone register yourname.sx,” he continued.
“Fortunately, domain registries have learned the lessons from the early ‘Wild West’ days of the web, which is why trademark holders can register for domains earlier than other individuals. However, once the Landrush begins on the 22nd October, any organisation can apply to reserve a particular domain. Now is the time to investigate what domains are available, and to decide if you need to take action to maintain control over your name online.”
Winslow added that while brand protection is a major reason for considering purchasing a .sx address, there are also opportunities for brands to capitalise on the new domain.
“The birth of any new TLD means that businesses and individuals can pick up a premium domain, such as usedcars.sx, plumber.sx or florist.sx,” said Winslow. “Securing one of these domains can have a major positive impact upon businesses’ advertising, brand recognition and search engine optimisation, although naturally competitors will also be keen to secure these generic domains,’’ concluded Winslow.