The .gecompany Dot Brand
General Electric Company (GE) is one of the world's largest companies with 300,000 employees and operating in over 100 countries. GE is a diversified infrastructure, finance and media company comprised of hundreds of businesses. Diverse activities include aircraft engines, power generation, environmental technologies, medical imaging and financial services.
General Electric owns thousands of brands. "The value of the GE brands is incalculable, but in sum total would certainly be worth billions of dollars."
GE's initial primary goal for the .gecompany TLD is for it to be a "defensive measure to protect the General Electric brands". The company also envisions great potential to increase the strength of those brands and coalesce its current domain name holdings. It views the GENERAL ELECTRIC brand as critical to its long-term strategic business interests.
The .gecompany string, which GE describes as a "closed-platform branded system," will be a targeted destination able to provide a consistent and reliable stream of accurate information about General Electric. This will include not just information about products and services, but info for investors, job seekers and GE employees themselves. And, it will help GE "provide the best possible customer service".
The company recognizes the importance for all stakeholders to be able to easily find important GE information in the new evolving internet environment. The TLD will help facilitate and streamline navigation. It will provide a trusted and intuitive destination and be a focus of future online marketing efforts.
GE will commence a careful phased rollout over an extended period. A methodical examination of the marketplace will be undertaken with a special interest in evaluating the rollout of other brand domains. Traffic to .gecompany domains may be re-directed to existing traditional domains and vice-versa during the period.
"General Electric web content is available through hundreds of domain names in the .COM TLD, but also through various other TLDs and ccTLDs." This portfolio of thousands of domain names makes it difficult for the company to control and associate its brands cohesively.
Once the .gecompany extension is launched, the Applicant will carefully evaluate whether its brand domain can become a cornerstone of GE's "future online strategic initiative". The ultimate aim will be for customers to universally understand that .gecompany domain names will be the best and most authentic place to visit for all info about General Electric.
The .gecompany TLD will reduce possible consumer confusion and provide a secure, authoritative source of information free from the worries of pirates, fraud, scams, counterfeiters, phishing, malware, typosquatters and other online wrongdoers. The Applicant will also deploy a variety of safeguards to protect personal and confidential information on its websites.
The Applicant believes that once its content has been transferred to the new .gecompany space, visitors will find trustworthy and accurate information without "many of the other negative aspects of the general Internet space currently in existence".
Geographic Dot Brands
General Electric will initially reserve the use at all levels within the .gecompany TLD of geographic names as required by ICANN and applicable law.
The Applicant will reserve those country and territory names which have geographic significance. General Electric has reviewed relevant background material such as The GAC Principles Regarding New gTLDs and the ICANN Board Resolution regarding country name regulation in the .info TLD and so on.
Provided that the use of geographic identifiers is shown to be beneficial to online visitors and consumers, General Electric, as a responsible global business, is interested in using them in a fair and non-misleading way.
NOTE: GEGTLD = GE GTLD Holdings LLC.
Possible .gecompany 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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