Posts Tagged ‘cancer research’

com.google April Fools’ is no laughing matter: what .google could mean for other .brands

Thursday, April 2nd, 2015

Tony KirschBy Tony Kirsch
2 April 2015

When April Fools’ Day rolls around each year, Google is generally one of the front runners for jokes – often making headlines for its quirky gimmicks. This year was no exception.

Yesterday, Google launched its first domain name under the recently delegated .google Top-Level Domain (TLD), a massive milestone for all .brand TLD owners. Google is encouraging millions of people around the world to visit: www.com.google.

The page offers a ‘flipped’ view of Google search – as if perhaps, you were inside Google itself looking outwards.

com.googleWhen promoting the stunt, Google openly promoted it as a product of new gTLDs and specifically its .google Top-Level Domain. Could it be perhaps, that Google is giving users a taste of what’s to come – a view from the inside of Google’s own corner of the Internet? The move from renting a small piece of .com to now hosting its search engine under on its own Top-Level Domain should not be understated in its significance.

The move attracted a lot of attention as many noted the use of .google and praised Google for its creativity.

There’s been much speculation about how Google will use its new gTLD assets – from the .google brand TLD to the likes of .app which Google famously acquired for $25 million earlier this year.

The fact that Google chose to use its .google TLD for this stunt could suggest a wider strategy starting to come into play. Based on its track record, the company’s April Fools’ efforts were always going to garner a lot of media attention, and they have been quite overt in linking this domain to new gTLDs.

trevor long tweetandrew bennett tweet

Hopefully, com.google is the ‘soft-launch’ of a larger .google strategy that will begin to roll out as Google continues to raise awareness of the namespace.

So what does this mean for other .brands? It’s no secret that in the world of tech, where Google goes, people follow. If Google starts to activate .google more broadly with as much creativity and innovation as com.google, it will provide a great example for other .brands on how to use a brand TLD to realise its full potential.

Some brands are already making waves with their TLD strategies. We’re very proud to be partnering with the likes of Monash University (.monash, the first .brand TLD to go live) and the Australian Cancer Research Foundation (.cancerresearch), which were both reported by CSC to be performing well in search and even have pages appearing in the Alexa 1M Ranking.

Our TLD consulting team is working with .brands to simplify their launch process and maximise business success. We’ll be watching closely to see what example Google sets as more .google sites start to emerge.

.cancerresearch – Can a new TLD beat a global disease?

Wednesday, February 4th, 2015

Tony KirschBy Tony Kirsch

I wish cancer research didn’t exist.

Imagine a world without cancer, where a cure existed to eradicate this disease.

Today, the best way for us to achieve this is through cancer research, and extremely bold goals like this require game-changing innovation.

Fittingly, the .cancerresearch Top Level Domain will launch on World Cancer Day (February 4) and use this fantastic new digital platform to show that cancer, its treatments and its cures, are not beyond us. You can see the promotional campaign at theone.cancerresearch – and express your support.

The .cancerresearch Top Level Domain is unique and something I’m extremely proud to be involved with. Like many people around the world, cancer has had devastating impact on my family and I’m extremely passionate about the potential that .cancerresearch represents.

It is the first Top Level Domain in the world to be launched with a network of websites that provide reliable and trusted information to the global community. And, as the name suggests, its sole purpose is to find a cure for cancer through research.

From today, the internet-using public can type domains such as home.cancerresearch and news.cancerresearch into the URL bar to find information that helps people affected by cancer, and also provides information on world-class cancer research that is aiming to beat this disease.

In addition, the launch will include a series of sites such as lung.cancerresearch or breast.cancerresearch which will provide detailed information related to these specific diseases.

The information is free and available to everyone across the world – and its intention is to build awareness and education around cancer itself and the amazing progress that has been made in relation to its cure, and to provide hope for those who are ever affected by this horrible disease.

How did we get here?

ARI Registry Services has been working alongside the applicant (the Australian Cancer Research Foundation), since the idea was first conceived in 2011. In addition to writing the application during the ICANN application period and being the backend technical partner, we’ve been intimately involved in the development of the strategy and a range of implementation and policy elements. Personally, I’m extremely proud of this project, and it’s a wonderful achievement for our organisation, the TLD industry as a whole, the Australian Cancer Research Foundation and a significant opportunity for the Not-for-Profit sector.

In designing the strategy, ARI and ACRF wanted to achieve a method by which we could promote the amazing work being done by the researchers that dedicate their lives to finding cures for cancer. Additionally, we wanted to find a way to provide reliable information – and importantly, hope – to the global community.

During the strategy development, it was apparent that demand existed for this type of information through sources such as Wikipedia, but we wanted to link the TLD strategy to a higher purpose; something that could genuinely disrupt the status quo, something that is necessary to beat a disease that has impacted the lives of so many.

With over a billion websites in existence today, there is already so much content available online, and as a result, internet users are really looking for beacons of relevant, targeted information from sources they can trust.

The .cancerresearch Top Level Domain provided the platform to design a solution that utilises a unique series of websites which will increase awareness and visibility of cancer research. These sites will facilitate communication and spread the message that, through the support of the cancer research community, we can all work together to help beat cancer.

At ARI Registry Services, we really believe the internet-using public will embrace the simplicity of visiting the series of .cancerresearch sites, such as home.cancerresearch, news.cancerresearch, and even donate.cancerresearch, for those who would like to contribute towards the fight.

After all, simplicity and relevant navigation is really what new TLDs are all about.

Industry Perspective

The industry has made significant inroads since the first delegation in late 2013. Yet despite having delegated almost 500 TLDs, and over 4 million domains registered to date, there is still a long way to go before we can confidently say we have achieved end-user awareness and buy-in.

What the industry is really waiting for is a great marketing campaign by one of the more prominent .brand applicants and frankly, I think that one of the bigger players such as Google have a responsibility to help the program by taking the lead on this.

The reality is that most others are taking a wait-and-see approach – but I strongly believe that in addition to our ultimate vision of curing cancer, .cancerresearch can truly help other TLD applicants by providing a real-world example of how a TLD can be implemented, launched, and used. Ultimately we want this to help all new TLD applicants, in particular those that have applied for a .brand and are struggling with the internal appetite for launching their TLD.

I wish cancer research didn’t exist. I wish we didn’t need it. But we do.

And through engagement with the .cancerresearch experience, we can all help to make big inroads into changing people’s lives.

To get involved, please visit theone.cancerresearch and see the wonderful marketing campaign that has been developed by M&C Saatchi in collaboration with ACRF and ARI Registry Services, or feel free to contact me directly at tony.kirsch@ariservices.com if you’d like to know more about the process of developing the TLD strategy and launch plans.

Tony Kirsch
Head of Global Consulting
ARI Registry Services