The long-awaited expansion of internet domain options is finally here, promising Kenyan businesses, communities, and organisations new opportunities to customise their online presence.
The Internet Corporation for Assigned Names and Numbers (ICANN) has launched the new Generic Top-Level Domains (gTLD) programme, marking the first update since 2012.
This initiative aims to broaden the global Domain Name System (DNS) by introducing new domain varieties tailored to specific cultural, linguistic, and business needs.
Top-level domains are the suffixes that form the last part of a domain name and they appear after the dot. For example, in the domain name businessdailyafrica.com, the characters ‘com’ identify the TLD.
Headquartered in the US, ICANN is a global non-profit body responsible for coordinating the maintenance and procedures of databases relating to the namespaces and numerical spaces of the internet, in the larger goal of ensuring internet’s stable and secure operation.
Analysts who spoke to the Business Daily highlighted a myriad of benefits that business entities, especially, will stand to bag with regard to meeting their local consumers at the point of their search, as they will now be able to get granular with more localised domains targeted at specific customer segmentations.
“Business organisations will reap heavily on this one as they can get creative and granular with their domain segmentation. With proper back links and interlinking of their websites, they can capitalise on these generic domains to gain more traffic to their websites than ever before,” notes Showmax Kenya brand marketing executive Eugene Tolbert.
“At the heart of it all, audiences, customers and netizens will now feel seen and accommodated by firms that will hop onto this and adapt to the new gTLD programme. Minority and close knit groups will also get a chance to customize their websites to their own liking and attract like-minded and interested audiences,” he adds.
The challenge, he observes, will be for web developers to explore and get more creative with their executions, going beyond just the tag lines and creative logos to more creative domains.
For Ruiru-based lead web developer at GIT Software Solutions Gathirwa Irungu, the new gTLD programme is an inclusion game changer within internet circles, as it will bring on board even those users whose native languages use non-Latin characters.
“This will help businesses and individuals create websites that feel truly local and personal, opening up new opportunities for cultural expression and economic growth in underserved regions. It is a step forward in making the internet a place where everyone can feel represented,” he notes.
Mr Irungu however cautions that the new-found growth prospect will come in alongside a greater level of responsibility as an increase in domain name options could give rise to new challenges such as cybersecurity risks and brand protection issues.
“It is important that governments, businesses and internet users in general work together to ensure these changes promote trust and security online. But my overall view leans towards great optimism that this evolution will drive innovation, expand online identity options, as well as bring the world closer together through a more inclusive Internet space,” he concludes.
ICANN has said that the current round of new gTLDs will offer even more domain names in longer lengths and different scripts, allowing even speakers of non-Latin-based languages to access the Internet using their own language or writing system.
“This is an opportunity for Kenyan businesses, communities, and others to apply for new top-level domains tailored to their community, culture, language, business, and customers,” notes Pierre Dandjinou, ICANN Vice President for stakeholder engagement in Africa.
“A gTLD can be a branding opportunity for a business, but the commercial opportunities are endless, allowing businesses in countries, entire sectors, or niche markets to develop a unique label on the internet.”
Recognising that applying to operate a gTLD is an inhibitive and expensive affair, ICANN has deployed an applicant support programme with eligible users poised to access pro bono service providers, training, as well as a 75 to 85 percent.
