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Dr. R.H. Rusli
CITI Institute

Dotcom Remain Favorable Domain Name

Editorial Department

Despite of the long- and much-used address .com suffix remain as a favorable domain name and lately has received support from seven new family members such as; .biz, .info, .name, .pro, .museum, .aero, and .co-op.

For everyone who believes, in theory, that the .com has been overused and with the addition of new domain name the problem is solved, must think again. With new donaim name there will be no more fights for .com addresses or battles that force prices sky high? If you believe that there's no difference between perception and reality, you're very likely to question the success of this new development. Let me give the argument.

Please don't get me wrong. I welcome the move and wouldn't be able to suggest any other solution to the .com demand problem in this digitalized world. But sometimes there are no solutions. The fact is that .com has become a synonym for the business in the Internet.

Just think about the terms that have sprung from the .com suffix: dot-com company; dot-commer (employee). These terms have now been circling around within the digitalized economy for nearly seven years and have made it more than difficult to introduce new domain addresses due to synonymous as the word of online business. On top of this, .com addresses have become pseudonyms for the "real" brands and, thus, the most attractive ending for domain addresses.

A brand with any self-respect has a .com suffix at the end of its address. You don't even have to look up the addresses for Nike, Gap, Coke, Lego, Snickers, or GE, Dell, IBM, Intel and Ford because you know they'll simply append .com to themselves to form their online business addresses.

Then there's the rest of the world, the world outside the United States. Even though local domain addresses are well used and well respected, like the Danish .dk, the English, the German .de, and Norway's .no, the perception of internationalism that attends a .com address impels many companies to adopt a .com address as well as a local one.

The reality is this: In the time it took for the Internet community to develop new address strategies, the old strategy became so solid, so well established, and so overused that no one is now willing to give it up. The result is likely to be that no changes will take place at all.

No other companies in the world now will give up their existing .com addresses to the new domain (.biz, .info, .name, .pro, .museum, .aero, and .co-op), and none will stop promoting them. And as long as all the big ones are using and promoting the .com address, all the small outfits will do the same. I belived that you feel the same as I do when mentioning a .net address. It's good to have, but not something you're necessarily proud of as It's a common perception.

Indeed very few large companies use a .net address as their primary address structure. The new address system is similar. But remember that most companies have now adhered their web addresses to all their collaterals, commercials, and merchandising. More important, they've educated consumers to remember those .com web addresses.

In this sense I concluded that the seven new address structures are likely to be no more successful or popular than the .net address. Which leads everyone back to square one. Can we squeeze another couple of million addresses out of the old structure?

By squeezing this domain name will making a .com address the world's most sought real estate, and there's no sign of the structure's value or desirability declining, despite its having seven new family members.

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