How can I make the most of the potential new gTLDs?
With hundreds of new strings applied for, how should I approach them?
The .brand applicant
I have been involved in domain names in Philips IP&S for
some time and we took the lead to present the business case for
a new gTLD to the executive committee.
We advised that we should apply in about October last year.
When we presented it, the executive committee took the decision
on the same day. We are now working together with the sectors
to get input on more detailed business plans. That takes some
We have applied for two new gTLDs: .philips and .philips (in
Chinese). This is in line with our branding policy in the
company which is mainly to use the Philips brand. We do have a
number of sub-brands and we did discuss applying for those too
but it is a big investment and every application requires a
solid business case. In the end we decided not to apply for
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