The dynamic of the internet domain name industry is about to change forever, as new domains begin to join familiar stalwarts like “.com” and “.org” this fall. A new group hopes to lead the way as the web’s DNA evolves.
Domains are big business. (Don’t believe us? Check out this site that auctions off high-value names.) And now the industry has an advocate for its long-term future, to ensure that big business continues to evolve.
The Domain Name Association (DNA), which officially announced its launch earlier this week, has been in the works for months, with representatives from a number of key industry players—including Google, GoDaddy and Donuts—on its board.
Why it’s needed: According to Adrian Kinderis, who chairs DNA’s interim board, the association is opening its doors at a time when the industry needs a strong advocate. “The domain name industry sorely lacks a vocal advocacy body that is prepared to fight for our commercial interests, and this is the gap the Domain Name Association is going to fill” as its first trade group, Kinderis said in a press release on the launch. The association’s long-term goals involve promoting the industry and educating the public about it, which DNA aims to begin doing with a graphical breakdown of the industry’s players on its website.
A firm starting point: DNA’s first focus involves an outreach effort on one of the more controversial internet issues today—the rise of new top-level domain names. Moves by some of the firms in this space, including Donuts and Amazon, to purchase generic top-level domains like “.book” and “.hotel” have drawn objections from groups in a number of industries. DNA’s WhatDomain.org spells out the coming changes for the public; the group hopes to ease the transition phase and to cut down on confusion for internet users when new domains begin to come online.
DNA is currently reaching out to prospective member companies and individuals, offering varying membership tiers that include opportunities for promotional piggybacking, market research and analysis, and places on the association’s board.
Are you considering taking advantage of the forthcoming top-level domains within your industry? Tell us what you’re thinking in the comments.