Deloitte Touche Tohmatsu Limited (DTTL), one of the TOP 4 accounting firms in the world, has announced that it already applied for the domain .deloitte gTLD in ICANN Top Application System.
Heather Hancock, Managing Director, Global Brand & Communications at DTTL explained why the company wants to have .deloitte:
"Being a pioneering applicant for a TLD aligns with the Deloitte brand's positioning and marketplace presence as leader, innovator, and impact maker," said Hancock. "Additionally, the '.deloitte' TLD will offer improved site accessibility and usability to Deloitte member firm clients, recruits, and others for an enhanced online experience–and lay a foundation for future online innovation."
I am not yet convinced that gTLDs are going to disrupt the domain space, but I do think that if mainstream companies like DTTL use and market their gTLDs, consumers will take notice. That being said, there will certainly be a large learning curve and it will take considerable time to change consumer behavior.
It's going to be interesting to see what companies applied for a matching gTLD, and of those companies, which plans to actually use and market the gTLD instead of simply using it for brand protection or internal purposes.
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