.Brand And The Impact For eBusiness

A fundamental transformation of the way brands and consumers connect on the Internet is amid us. Icann, the authority responsible for Internet domains, has approved a plan to expand the 22 currently available domains (.com, .net, etc.) to allow trusted brands and organizations to apply to own and operate their own gTLDs (generic top-level domains). eBusiness leaders must evaluate, understand, and, in the case of virtually all large brands, weigh the strategic opportunity to own their own .brand domains. The cost and effort of applying for a .brand domain is significant, but a failure to act now could result in unseen, online competitive pressures in years to come.