For the first time in history, the Internet Corporation for Assigned Names and Numbers (ICANN) is planning to allow companies to use their own brand or product names to the right of the dot in domain names (.companyname, .brand) rather than the more generic sounding extensions like .com, .net and .biz.
Under the alliance, Neustar and UrbanBrain will provide brand owners with the expertise and support required to prepare and submit their applications to ICANN, and will provide all of the registry services necessary for brands to launch and operate their own Internet extensions.
Many companies view this latest innovation as an opportunity to extend their brands online, and provide users with easier to remember domain names (product.brand vs brand.com/productname). Others see improved security for end-users who will easily be able to recognize their official website. Marketers also see an opportunity for improved SEO given search engines are likely to rank .brand gTLDs higher when their brand is searched.
"Neustar was selected as UrbanBrain's preferred provider of back-end registry solutions due to its reputation for stability, reliability, system availability, and its unmatched experience in successfully working with partners to apply for, launch, and operate Top-Level Domains," said Kevin Saimon, UrbanBrain's CEO. "We've evaluated the major registry solution providers, have spoken to Neustar's existing registry services customers, and are confident that Neustar will meet or exceed the stringent requirements of Japanese brand owners."
Tim Switzer, Vice President, Registry Services at Neustar said, "We are very pleased to be working with UrbanBrain. UrbanBrain's professional consultants have extensive knowledge of how brands can benefit from having their own extension, and are highly qualified to guide Japanese clients through the ICANN process."
For more details check out www.neustar.biz
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