Inc.com published an interesting story last night entitled Inside the New Domain-Suffix Gold Rush.
The story starts out by saying:
“Before 2005, who’d ever heard of an “etsy?”
Etsy, Tumblr, and Pinterest are just a few examples of the curious and previously unheard names that have cropped up in recent years. Those names weren’t necessarily the entrepreneurs’ first choice, but rather, their first choice of an available URL. On the Web, business-branding decisions are driven as much by the absence of available domain names with the suffix “.com” as they are by the need a start-up to stand out–and sound both fresh and reliable.
That’s all about to change.”
While the article seems to want to chat about the new gTLD’s it doesn’t.
Instead the story focuses on ccTLD’s the brandable type:
“countries with appealing suffixes are licensing the rights to use their names in the United States. There are URLs such as Nest.io (an Indian Ocean domain), Letter.ly (a Libyan domain), and Turntable.fm (a Federated States of Micronesia domain).
Specifically, the .co name, which hails from Colombia, is catching on with start-ups that think it can help them burnish their brands and stand out in Cybespace, where it’s often hard to be heard among the crowd of competing names.
“I wanted to keep the MyTab name, and I was not going to change my company name to accommodate [a .com domain],” says Heddi Cundle, founder of MyTab.co, an online travel gift card site based in San Francisco, which changed to .co about two years ago.”
Why did Ms. Cundle go with a .Co domain?
The .com holder wanted $100K for it and she didn’t have the resources to purchase it.
The story then goes on to tell a video production company, Long Shot Productions,who recently began using .tv instead of .com and .co. For one thing, Long Shot Productions found that someone had already bought the .com. But .tv was available for a mere $25.”
“I would like the .com, but I thought .tv would stand out more in people’s minds,” Latino says.
The story talks about the site Dressrush.com changing its domain to Tailored.co, SteelVaultData.com, which became Steelvault.co; Projectivenyc.com, which became projective.co; and HowtobeaRetronaut.com, which became simply Retronaut.co.
The story quotes Lori Ann Wardi VP of .Co as well.
You can read the entire article here.