The organization which controls all domain names is ICANN (The Internet Corporation for Assigned Names and Numbers). While you are certainly familiar with “com”, “net”, “org”, “gov” and “edu” domain names, you may not know that there are actually dozens of other such as “ru” being Russian domain names, “co.uk” being for the United Kingdom. ICANN has now released and is releasing another hundred or so such as “guru”, “blue”, “rentals”, “cleaning”, “report”.
We’re being asked by clients if we should get any of those. Our answer, except in an extremely rare situation, is “no”. It’s though enough for you to get your current domain name known and remembered and it’s simply too difficult to get the new ones known.
We’re also asked about buying the new domain names to protect ones brand. Our feeling is that if there’s someone out there who wants to register DomainNameSanity.tips (as “tips” is one of the new ones) and they want to spend a ton of money promoting that site, I’d think to myself “thank you”. It’s extremely common for someone being sent to a “org” or “net” domain name to just type “com” out of force of habit. If you were told by a friend to visit the website DomainNameSanity.tips, there’s a good chance you’d have no idea what a “tips” was and would go to DomainNameSanity.com.
We’ve been in this business a long time and remember big promotions when the “tv” domain names came out and that everyone was suppose to get those. It seems that an entrepreneur went to the nation of Tuvalu (which is east of Australia) because they owned the country code “tv”. He thought it would be an amazing domain name suffix. In 2000, Tuvalu negotiated a contract leasing its Internet domain name ".tv" for $50 million in royalties over a 12-year period. Since you’re probably never heard of “tv” domain names, that tells you how well that deal went.