Your name on the internet
As commercial activities over the Internet have increased, domain names have become part of the standard communication/marketing tools used by businesses to identify themselves, their products and activities.
An Internet domain name is your address on the Internet. A unique string of numbers (referred to as an Internet Protocol number) underlies the domain name. Domain names were developed to make it easy for people to find things on the Internet. So try to ensure you have a domain name that is:
- easy to identify
- easy to remember
- says something about your organisation or product
- protects your online identity
Advertisements now routinely include a domain name in addition to other communication/identification information (ie. corporate name, trademark, telephone and fax numbers).
Types of domain names
Generic top-level domain names (ie. .com, .net, .org, .int, .edu, .org) are usually recognised by their use of three letters. An international policy authority, ICANN, sets policy on issues such as who is eligible for a name or what names are allowed. For example, an organisation or any individual, regardless of whether they have a US physical address, may register a domain ending in .com, .org and .net.
Country code top-level domain names (over 240 exist) are usually differentiated by their two letter country code, ie. - .au = Australia, .be = Belgium, .uk = United Kingdom, .vn = Vietnam
These country specific domains often vary in their policies regarding an registration eligibility. For example, in Australia, only commercial entities that are registered and trading in Australia can qualify for a '.com.au' domain name.
It is the domain authority of each country, which determines policy regarding their country specific domain. A list of domain registries around the world is available.
The .au Domain Name Administration authority provides detailed information on how to apply, how to check the status of Australian domain names and other frequently asked questions.
It should be noted that all domain names have equal visibility on the Internet. However, which domain you choose to use is a marketing issue rather than a technical issue. Both '.com' and '.com.au' domain names can be hosted in Australia or overseas.
Registering a domain name such as .com, .net. or .org, under a generic top level domain is generally regarded as more 'international'. It may be perceived that registering a domain name with a '.au' suffix, suggests an Australian rather than international focus.
Consequently, registering a domain name should be influenced by:
- priority target markets
- consumer attitudes within the markets of interest
- your attitude toward protection of brand names and trademarks
Refer to DCITA's 2003 guide Staking your claim on the web - 'a business guide to registering a web address' for additional information.
A number of new top level domains were recently announced for the intended use of:
- .biz - businesses
- .coop - cooperatives
- .aero - air transport industry
- .info - unrestricted use
- .museum - museums
- .name - for registration by individuals
- .pro - accountants, lawyers and physicians
Information on the seven new top level domains can be read at ICANN’s website. Specific details regarding the introduction of the '.info' and '.biz' names, the first new domains off the rank, is available at InterNIC. For example, '.biz' ending will be available on a non-regional basis only to genuine commercial entities.
Your domain name represents your online identity and/or brand. It can assist you to promote your products and/or services to current and potential customers domestically and overseas.
It is important to register your domain name in the countries where you operate to help your overseas customers find you easily.
Just as Australia is known as 'au', other countries have their own unique country code on the Internet which is commonly used for business email and website addresses.
The following can help you secure international domain names and thus promote and protect your online brands in export markets:
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