- New Internet Extensions
- About .Nxt
- London, August 2012
- San Francisco, Aug 2011
- San Francisco, Feb 2011
MODELS: Trust and community
One of the biggest concerns about a large expansion in the Internet's naming space has been the issue of consumer confusion: what are these new extensions, why would I want one of them, and how do I know they are safe to use?
With concerns come opportunities and many applicants looking to become successful with new Internet extensions have been looking very carefully at two key elements: trust and community.
Even though people have become far more trustworthy of websites in recent years (some would say, simply more savvy), we are all extremely aware that simply because we trust "Amazon.com" does not mean we should automatically trust anything else that ends in ".com".
That could change with new extensions. Many companies are looking at how they could create an online space where people know that simply because a website has a certain ending that they can trust it. Banks are, for obvious reasons, very excited about the possibilities (in fact, we can expect to see a dot-bank, or something similar, application).
The organization that approves all new extensions, ICANN, has already started work on a "High Security Zone Verification Program" just to allow this kind of extra trust in a particular top-level name.
If people feel they can trust a website because of its ending, it doesn't take a genius to figure out that there is real value in that particular extension.
Another side of the same die is community. A large number of applicants are looking to use their new extensions to represent certain groups of people - whether it is dot-green, looking for the environmental community, or dot-gay, or dot-irish looking to pull together people who strongly identify with others like them and wish to have a place online to demonstrate that identity.
This session will discuss these issues and see what you can do if you also want to promote trust or community in your gTLD application.