Experts weigh in on new .London domain announcement

Dot com, dot rising, and now dot London, it seems that all the greats are taking over the internet, as the proposal for British companies to opt in and change their website domain to .London has been given the official OK to go on sale next spring and be ready to use by July.

According to the Evening Standard, there have already been 20,000 expressions of interests  to register dot London brands from companies such as retail giant Selfridges, as well as the owners of Carnaby Street.

Deputy Mayor Kit Malthouse, chair of London & Partners, the body in charge of auctioning of the dot London domain names, commented: “It’s a huge opportunity for London businesses to market themselves and promote our city across the world.”

Stuart Fuller, director of commercial operations and communications at NetNames, the online brand protection specialist, agreed, saying: “This is one of the catalysts that UK businesses have been waiting for. Not only will the launch of .London help maintain the city’s position at the forefront of the global digital economy, but it will also allow local businesses to capitalise on their location. A .London web address gives businesses the opportunity to take advantage of the capital’s powerful ‘brand’, something many luxury and beauty labels, such as Rimmel London, have been doing for years.

“Similar effects are also likely to be seen for the introduction of .paris and .nyc. so savvy brands will use the introduction of gTLDs to start thinking about how new domain endings can strengthen their internet presence. In a survey of senior executives, we recently found that 37 per cent think gTLDs will provide a stronger online presence and 36 per cent believe new domain ends will increase revenue opportunities.

With the launch of .London now imminent, business should start to prepare for the change that is happening to web addresses and look to purchase those domains that will add business value. Ultimately, it will only take one organisation, with a strong digital strategy and enough consumer sway, to take the lead in demonstrating the value of new gTLDs and educate the public to secure first-mover advantage.”