Companies and brands will be able to create their own extensions, simplifying communication with the public and making access more intuitive and direct
*By Paulo Milliet Roque
Did you know that the internet is about to undergo a major transformation? Soon, companies will be able to create their own digital “surnames,” opening up new possibilities to strengthen brands, increase security and innovate in customer relationships. This opportunity arises thanks to the new top-level domains (nTLDs) program, led by the Internet Corporation for Assigned Names and Numbers (ICANN), the organization responsible for coordinating internet addresses globally.
But what does this mean in practice? Think about how we normally access a website, with extensions like .com, .org or .net. With the new TLDs, companies and brands will be able to create their own extensions, such as .brand or .product. For example, an organization that wants to make navigation easier can create domains like offers.brandname or support.brandname. This not only brings more exclusivity, but also simplifies communication with the public, making access more intuitive and direct.
Since the program was launched in 2012, more than 1,100 new TLDs have been created, with a significant impact on the way organizations around the world position themselves digitally. Brazil has also begun to explore this resource, although there is still vast untapped potential. The new round of the program, scheduled for 2025, promises to open doors for more companies and sectors to benefit from this innovation.
The main advantage of custom TLDs is the flexibility they provide. By creating specific subdomains for promotional campaigns, product lines or customer service, a brand can personalize its online operations. This makes marketing strategies more organized and provides a smoother and more positive user experience, as well as reinforcing the brand identity in a memorable way.
In addition to flexibility, security is one of the great advantages of having your own TLD. With an exclusive domain, the organization has full control over its digital infrastructure and can implement strict protection policies against cyber threats, such as phishing scams and ransomware attacks. In a digital environment where trust is essential, having your own TLD adds more security and credibility.
Registering a TLD, however, is not a simple process. ICANN requires applicants to demonstrate the technical, financial and legal capacity to manage the domain. In addition, the process includes careful checks to ensure that the desired name is legitimate and does not infringe on third-party rights. When more than one organization shows interest in the same TLD, the decision may involve an auction, which requires preparation and strategy on the part of interested parties.
Despite the challenges, the benefits are undeniable. A custom TLD provides brands with greater recognition, exclusivity and security. It also becomes a valuable tool for creative marketing campaigns, allowing companies to connect with their target audiences in innovative ways.
In Brazil, the potential for growth in this segment is significant. With the new round of registrations approaching, Brazilian companies have a unique opportunity to innovate and stand out in a differentiated way in the global market. This is a chance to create a stronger digital presence, aligned with the demands of an increasingly competitive environment.
New TLDs are a technological innovation as well as a digital transformation strategy that can generate significant results in terms of visibility, security and connection with consumers. For companies that want to be ahead of the curve, the time to plan and invest is now.
*Paulo Milliet Roque is president of the Brazilian Association of Software Companies (ABES).
Article originally published on the IT Forum website https://itforum.com.br/colunas/a-nova-era-dos-dominios-tld/
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