The dot-eu domain is the first Top Level Domain (TLD) aimed specifically at the European community. It is unique in providing a European internet identity for citizens of the European Union. The domain's main aim is to strengthen the European brand and provide commercial benefits for businesses, private users and EU institutions.

MARKETING TO EUROPE

Speaking at the launch in Dublin in November, Charlie McCreevy, EU Commissioner with responsibility for Internal Market and Services, said he considered the introduction of the dot-eu domain name to be an important development which will greatly enhance trade links across Europe, saying, "In Ireland the dot-eu domain name will offer Irish businesses the opportunity to market themselves to a diverse and lucrative European market."

Additionally, the dot-eu domain name will work to harmonise the European market, improving the currently fragmented situation where each country has its own dedicated domain name, like dot-ie or dot-fr.

REGISTERING FOR .EU

From now until February 7th only certain rights holders, such as trademark owners and public bodies will have their applications validated. Immediately after this businesses will be allocated their domain names and eventually, from April 7th 2006, applications from everyone in the European Union will be validated. All domain names will be registered on a first-come, first-served basis so it is advisable to make an application sooner rather than later to maximise the chance of securing your domain name.

To register a dot-eu domain companies or citizens will need to apply through an accredited dot-eu registrar. Here in Ireland EU Internet has been accredited by the European Registry (EUrid), allowing it to register dot-eu domains on behalf of the registrant. Acting in a supportive capacity EU Internet will assist applicants with the registration procedure and has already begun processing the thousands of applications that have been submitted to date.

One such company that has applied for a number of domains under the "sunrise" period is Creative Labs, the manufacturer of digital entertainment products such as the Creative Zen Mp3 player. This firm is quick to stress the importance of the dot-eu domain to its business, particularly from a marketing point of view.

"From a marketing perspective, it's very important to us to protect our trademarks," said Ciaran Jay, senior network analyst with Creative Labs. "By getting in there early we aim to ensure that all our bases are covered."

While Creative Labs has an identifiable dot-com domain, as time goes by the company believes a dot-eu address will become "more and more important" to its business. "I believe that having a dot-eu address will help companies to extend their presence in Europe and, depending on the reach of the business, help it to become more EU focused," said Jay.

Many industry analysts expect the launch of dot-eu to stimulate growth in the Irish domain name registration market, which, according to statistics from the OECD, has a relatively poor record for country domain registrations.

PROTECTING BRAND

Analysts also expect a rush of applications from businesses and companies looking to protect their brand from abusive registrations. And while the dot-eu domain is unlikely to entirely replace the dot-ie domain name, it should be seen as an ideal opportunity for young start-up companies to register as a European company, thus opening up their business to the opportunities a larger marketplace can bring.

Full article: http://domainsmagazine.com/domains/domains1254.shtml