By Jingwei Wang and Madeline Hurley
The average Internet user is surely familiar with that twinge of annoyance felt when confronted by a red error message after typing an incorrect email address or password. But annoyance could turn to technologically fueled rage if email addresses containing new top-level domains (TLDs) are incompatible with the sites users are trying to access.
The Internet community is predicting a new age of innovation with the advent of 1,400 new TLDs composed of brand names, geographic locations, and generic terms – such as .WALMART, .LONDON, or .TATTOO. In addition to opening up vast tracts of Internet real estate where the public and businesses will be able to buy, sell, congregate, communicate, and learn, in many cases, new TLDs will offer more secure, intuitive, and streamlined paths to the content users are looking for.
Since their introduction late last year, the steady growth of new TLDs, and second-level registrations within them, promises a bright future – IF a few kinks get worked out. One of those kinks is the potential incompatibility between email addresses in new TLDs and websites anchored to legacy TLDs, such as .COM and .ORG.
The number of high-traffic websites and apps still incompatible with the new gTLDs indicates a broad lack of awareness of the potential problem. Social networking sites such as Facebook and LinkedIn don’t recognize new gTLDs, meaning anyone with a new gTLD email address will be blocked from registering an account. Countless other websites and apps risk losing customers and therefore profits if they don’t make the necessary adjustments.
Imagine if a large community-based organization holding a convention tries to make online hotel reservations at a Hilton. The organizer is using a .COMMUNITY address, but after clicking the submit button, gets an error message. Hilton might lose thousands of dollars in potential business. Marriott, on the other hand, which has adjusted its systems to be compatible with new TLDs, could earn a loyal new TLD-using customer.
Some of the most popular consumer mobile apps such as Venmo, Uber, Skype and Snapchat lack compatibility with the new TLDs. If you have a new TLD email address, you might find yourself the odd one out while all your friends are snapchatting unflattering selfies to each other from across the room.
It’s too early to measure the true impact of TLD incompatibility. But it will become increasingly problematic as new TLDs gain in popularity, particularly for business offering their goods and services online.