Google is launching a new top level domain, specifically intended for companies in the app space.
.app in your cap
Google describes the new .app top-level domain as ‘the perfect home to promote apps on the web’. They suggest it ought to be a place for ‘relevant, trustworthy download links [and] release notes, reviews, and more.’
The ‘trust’ part of that branding is reinforced by a world-first in TLD security rules: Compulsory HTTPS.
Secure, like good tech should
All domains using .app must use HTTPS by default, instead of HTTP. Google says this provides ‘built-in web security’ for site owners and users alike.
CSO quotes a Google source as saying that compulsory HTTPS will ‘help protect users against malicious ads, ISP tracking, and privacy threats from using unsecured WiFi networks’
Google Registry and $ priorities
The capitalist catch: businesses that bought in to Google Registry’s Early Access Program (EAP) could secure their .app domains up to a week prior to the broader May 8 release.
Even within the EAP, there are five tiers, with higher-paying customers getting earlier access.
Does the release of new TLDs continue the democratisation of the internet, or is it merely a cash-grab that forces enterprises to further expand their domain portfolios?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.