.ASIA Ready to Mark Online Territory!
Wow, do we really need another top level domain name? With the recent release of the .ASIA TLD, domain name providers are preparing for a growth in registrations as Asia’s huge business muscles begin to flex.
The market need of such a dynamically growing community is undeniable. Providing a unified front with an internationally recognized TLD has the potential to dramatically improve regional competitiveness and go some way to balancing global forces.
Asia as the New Market
Representing over 60% of the world’s population (and over 90 languages), Asia is experiencing tremendous economic, cultural and technical growth. The financial and economic problems of the 1990s are fading. By creating a new TLD for Asia, businesses in the region have been given the means to show their global citizenship as well as the potential for regionally targeted efforts.
Although there are dramatic cultural differences throughout the region, nations are still proud to be a part of Asia. The DotAsia Organisation hopes to bring together the Pan-Asia and Asia-Pacific region, and by providing a unique identifier, there is the potential to create a particular online presence with greater relevance to the region and greater significance for the shaping of the world wide web. This will be reinforced by the reinvestment of registry proceeds into further development for the region. Although a single domain registry can’t solve all of the regional issues overnight, it is hoped this initiative can help lift the economies, businesses and people of the Pan-Asia and pan-Pacific countries to greater global competitiveness.
Why Not Stick to Local Identifiers?
The Internet is a key player in the resurgence of some Asian economies. As corporations start to expand out of their local markets into other territories within their region, a regional identifier becomes more desirable. Similarly, when multi-nationals establish presence in the region, they need a regional identity instead of simply a local one. For example, if a company establishes an Asian headquarters in Shanghai, a “.CN” address may be best for communicating with prospective clients in China. However, when this company visits Japan, a .ASIA address reinforces the broader scope of their market.
It is hoped that local companies may be able to avoid biases when they expand outside their local markets. By signifying membership of a much larger region instead of a specific locale, any negative perception of irrelevance in the new market is lessened. Instead of a Chinese company marketing to Japan, it becomes an Asian company marketing to Asia. Therefore, .ASIA is a truly neutral regional identifier, crossing all cultural and political boundaries.
These factors are of great benefit to the huge SME (small/medium enterprises) segment, by far the fastest growing segment of the market. The adoption of .ASIA provides massive benefits for these businesses by removing the traditional hindrances to expanding into new markets.
Prof. Kilnam Chon is a renowned Internet pioneer in Asia. He points out, just as there is a place for international magazines, regional magazines and local magazines, there needs to be a place for international TLDs, regional TLDs and local TLDs. From the point of view of DNS operations, a .ASIA TLD provides specific services for a specialised community that has unique needs not otherwise served by a generic or a country code TLD.
What’s in a Name?
.ASIA is a highly recognisable phrase that is short, easy to remember, versatile but specific and focused on the Asia identity. It captures the essence of the community served and is a sustainable phrase that will not easily become obsolete. “Asia” traverses a broad region yet elicits a clear concept and coherence of the community, providing registrants tremendous value in establishing an Internet presence with global recognition and regional significance. The name value for .ASIA is especially remarkable for the thriving SME (small medium enterprises) make-up of the Asia economies. This is amplified even more as these SMEs continue to expand beyond their local market to the regional marketplace, leveraging the Internet as a platform for growth.
The .ASIA domain can also be naturally used by individuals, businesses, organisations as well as community groups, without constraining to a particular silo within the community, promoting a diverse and dynamic community within the .ASIA namespace. This matches well and is consistent with the multicultural and vibrant community in Asia
Many of the less technically conscious SMEs in the region missed out on the rush for a presence in the traditional namespaces. The .ASIA domain gives another chance for these entities to register a truly representative and descriptive domain under the new TLD. Altogether, these elements will work to enhance both the geographic as well as the demographic diversity of the Internet namespace.
Also there are those entities for whom Asia forms a major part of their identity – Asian media and publishing organisations, community groups, regional programs, etc – who will benefit from the creation of a TLD that reflects their cultural nature.
Therefore, the arrival of .ASIA provides immense value, not only for the internet user but also for the registrant.
