NEW YORK, NY – This week a new gTLD sale made the news, not because of its great keyword, but due to its high price and its ending extension. The domain name casino.online recently sold for over $200,000.00 at SEDO.
This might seem like a domainers dream-sale turning a lucky registrant into an instant success, but it was far from a general availability registration; it was actually a domain name reserved by the registry. So basically, it was, for the most part, a planned sale, and a big win for the registry and potentially, the buyer, but not so telling for .online domains in general.
This new domain name might be soon developed into a thriving site, or it might not be. It could be used for a huge online casino site to serve the masses throughout the world, or it could sit parked (like 98% of these) waiting to be used or sold off for another decade; only time will tell. But what it can’t be, is used to measure the success of the .online TLD. Here is why…
The only thing that will measure the success of new gTLDs in general is when mass amounts of users begin to register them without the need for the .com. When both consumers and businesses begin to build their foundations on new gTLD domains without worry or concern for who may be the holder of the .com version of the domain, or whether or not the .com is even registered – that is when we will know that new domain extensions are winners.
Not when casino.online sells for $200,000.00. Not when BWM launches a niche domain on their very own next100.bmw. Not when Barclays announces the TLDs .barclays and .barclaycard. And not even when we see Google use domains such as domains.google or abc.xyz. These are all abnormalities.
ab·nor·mal·i·ty ˌnoun: the quality or state of being abnormal. Synonyms: unusualness, uncommonness, irregularity, deviation.
Success for new gTLDs domains in general is when the public begins to ask what the ending address is – now we’re at a point where new gTLDs are ready to take off.
If you were to give someone your phone number without the beginning area code, the receiver would immediately ask what area code you are in. Without it, they would have to try a few local area codes (if you are a local and they know it) or maybe the 800 extension if it’s for a support line or a major brand. They are not going to go beyond that; it’s too convoluted.
In a similar example, if you were to give someone your email address without the ending extension (suchandsuch@suchandsuch), the receiver would generally assume it ended in .com – maybe .net or maybe even .org. But They’re not going to go beyond that; it’s too convoluted, and most regular people (not domainers) don’t even know any other options exist.
So when we reach a point that you could leave out your domain extension from your email address or website address and the receiver of that information would feel completely lost without it, the new extensions have picked up enough awareness that they even exist where they play an important role in naming your home on the web. For the time being, everything else is a just a novelty or ‘knick-knack’ domain.
knick·knack ˈniknak’ (noun) a small worthless object, especially a household ornament. Synonyms: trinket, novelty.
About The Author: John Colascione is Chief Executive Officer of Searchen Networks Inc. and Internet Advertising Inc. He specializes in Website Monetization, authored a ‘how to’ book called ‘‘Mastering Your Website’, and is a key player in several Internet related businesses through his search engine strategy company Searchen Networks®