Dot NYC – New Competitive Domain As An Element of Strong Branding

Someone has already called the most popular domain “dot com” boring. Well, why?

Today it was officially announced that the City of New York has been approved for its own geographic top-level domain – .nyc – which will allow New Yorkers and visitors to easily find local businesses, services and information online. A .nyc address will show that a business or individual is located in New York City and identify products and organizations serving the New York City community. The City of New York is one of the first cities in the world to be granted a geographic top-level domain by the Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit private organization responsible for overseeing the distribution of IP addresses and domain names. The approval of .nyc comes as ICANN expands the number of generic top-level domains beyond extensions like .com, .org and .edu.

BPO Group USA

New domain, .nyc

It looks like “dot nyc” will be competitive and desirable because it plays at the area of branding, branding of one of the most glamorous and dreamed-about cities in the world, New York. “Having our own unique, top-level domain…our small businesses will now be able to identify themselves as connected to New York City, one of the world’s strongest and most prestigious brands,” – emphasized Mayor Bloomberg.

New York City. Photo courtesy of Natalie Burlutskaya

Should you wish to register for a .nyc domain, you need to know these rules:

  1. registrants will have to have a primary place of residence in the City of New York with a physical address or a “bona fide presence” in the City of New York, meaning regularly performing lawful activities within the city and maintaining an office or other facility in the city;
  2. small businesses would also be able to use a .nyc domain to allow customers to know where they are located in order to better build their online identity;
  3. registration for .nyc addresses will open in late 2013 and fees are to be determined. Additional information is available at www.mydotnyc.com.

Commissioner Walsh pointed out that “small businesses benefit from a strong online presence, and the .nyc domain will give New York City’s small businesses an extra boost by making them more accessible and allowing them to build off the NYC brand”.

How did NYC obtain its own domain? The City of New York is working with a selected registry vendor, Neustar, who is covering all of the City’s costs associated with obtaining the top-level domain, which includes a $185,000 application fee and all technology services and marketing expenses associated with the top-level domain. In March 2012, the City of New York applied to ICANN for control over the administration and management of the .nyc domain, and in May 2013, ICANN announced its decision.

 

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