Over Half of The Most Innovative Companies Also Invested in New gTLDS

Zane Bundy —  October 8, 2013 — 4 Comments

The Boston Consulting Group (BCG) released the results of this year’s Most Innovative Companies survey last week.  The survey is conducted by BCG as follows:

As in past surveys, the 2013 results reveal the 50 companies that executives rank as the most innovative, weighted to incorporate relative three-year shareholder returns, revenue growth, and margin growth. The list has its share, as always, of well-known technology innovators (especially among the top ten), but automakers also show a strong surge, a trend that began last year and gathered strength in the current results. This time, we also asked respondents to identify up-and-coming companies at which innovation is driving rapid growth.

Since one of the “next big things” in technology is the introduction of hundreds of new Top Level Domains (TLDs) to the Internet, we decided to do a little research: What percentage of these successful, envelope-pushing companies applied to run their own new gTLD?

And, it turns out, over half of the most innovative companies -28 out of the 50 – invested in new TLDs. Of these,16 applied for more than one new TLD.

A whopping seven of the top 10 innovative companies applied for a total of 194 new extensions, including Apple’s .APPLE, Amazon’s .IMDB and Google’s .CHROME.

It seems that the most innovative also invested the most: BCG’s third most innovative company – Google – applied for 101 new TLDs while the seventh most innovative company, Amazon, applied for 76.

“This isn’t a coincidence,” said Taylor Frank, VP of Strategy and Development at FairWinds Partners. “Tech, search, e-commerce and automotive companies are going to do very well with their new gTLDs, whether they applied for their .BRAND, a .GENERIC, or both.”

Frank went on to explain that these new extensions are fertile ground for new business models and innovative approaches to community engagement, brand protection, human resources, and product development.

“The more interesting question is not whether there’s a relationship between being the most innovative and having applied for a new gTLD but whether companies that didn’t apply for a new gTLD will hold their ranking come next year.”

Zane Bundy

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Zane Bundy McGinnis is a Marketing and Communications Manager at FairWinds Partners. Circle her on Google+.

4 responses to Over Half of The Most Innovative Companies Also Invested in New gTLDS

  1. 

    It is going to be very difficult for brands without a registry to keep up with competitors who have both applied for a .brand registry and then deploy innovative use cases that support business objectives. The challenge and opportunity for first .brand registries will be moving from ideation to strategy to execution. Those that do will gain competitive advantage until competitors have a chance to catch up in round 2. Those that sit on it, gain no advantage. Brand applicants have positioned themselves as leaders. Soon we will see if they really are innovators ready to blow apart status quo with exciting .brand capability innovations. My bet. True leaders with innovation permission cultures will, since it is too big an opportunity to miss and they are smart. These companies will define and own the future Many/most will follow.

Trackbacks and Pingbacks:

  1. More Than Half World’s Most Innovative Companies Applied For gTLD | Domain Dealer - October 9, 2013

    […] a coincidence,” said Taylor Frank, VP of Strategy and Development at FairWinds Partners on FairWinds’ gTLD Strategy blog. “Tech, search, e-commerce and automotive companies are going to do very well with their new […]

  2. To Build a Fire: Where Amazon’s Fire TV Isn’t « gTLD Strategy - April 7, 2014

    […] it plans on registering the domain names of all products and campaigns within one or more of the 76 new generic top-level domain names’s for which it applied. In the meantime, some users will assume that content about Fire TV is […]

  3. 50% of Interbrand‘s Top 100 Global Brands applied for new gTLDs - djchuang.com - July 31, 2014

    […] Fairwinds Partners reported that Over Half of The Most Innovative Companies Also Invested in New gTLDS, citing a survey of the Most Innovative Companies in 2013 by Boston Consulting Group […]

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