The .airbus Dot Brand
Airbus S.A.S. is one of the world's leading aircraft manufacturers and a leader in the aerospace and defence industries. It has 55,000 employees around the world.
Airbus currently owns close to 700 domains like airbus.com, airbus.aero, airbus.cn and airbus.de.
The .airbus TLD will be operated as a restricted registry to promote its authenticity and brand identity. Airbus plans to use second level domains to promote its products and communications, so domains like Helicopters.airbus for example are likely to be launched and communicated. Airbus emphasises the trust that will ensue from use of its own dot brand, since, being the sole registrant of .airbus domains, deceptive or illegal websites can be prevented in the name space.
Over time, consumers will come to recognise the validity and authenticity of all .airbus websites.
Airbus plans to launch around 100 .airbus sites in the first year, and "the number of registrations is likely to increase up to 450 domain names as Airbus develops and implements new services and marketing campaigns."
The company points out the registration limitations and problems of the current domain name system. Possessing its own dot brand will enable Airbus to circumvent this growing problem.
Airbus plans to use innovative marketing to promote its products & services and build its brand reputation. This strategy will include geographic names when permissable and IDNs in multiple languages. Over time, this communication will encourage web users to visit the new, official, .airbus sites.
Airbus believes that its proposed brand TLD will facilitate a higher level of trust and implied authenticity for visitors to the new company websites, without affecting convenient and efficient navigation and interaction. By being a closed brand registry under sole ownership, the .airbus string will counter various security and privacy issues.
Geographic Dot Brands
Airbus SAS will comply with Specification 5 of the Registry Agreement by initially reserving from registration certain specified country and territory names within .airbus domains.
However, the company points out that geographic identifiers can benefit consumers by providing simple and intuitive addresses for Airbus content. This will be targeted, relevant, local content.
Further, the Applicant draws a distinction between a brand domain applicant such as .airbus and a generic TLD applicant like .health*. The public interest v. public harm aspects of each category is after all quite different.
A domain like USA.airbus, since every similar domain is authenticated by Airbus SAS, would be in the public interest.
A domain like USA.health (in an open registry model) could potentially be against the public interest since it could be misleading and operated by a fraudulent operator.
* Example by this website, not Airbus.
The application proposes several possible methods in which Airbus may apply to various governments, ICANN and the GAC to be able to use country domains. The company has an interest in using some two-character label or country & territory terms at its discretion.
Airbus makes it clear that it wishes to respect any sovereign government's interest in any geographical domain. The Applicant also states: "AIRBUS SAS will not use geographic names until ICANN has approved such use."
NOTE: cc = country code
Possible .airbus Brand Domains
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
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