According to a press release at GMO Registry, they’ve signed a deal with Hitachi to operate the .hitachi Top Level Domain name in the upcoming application period with ICANN.
“GMO Registry gTLD acquisition and operation support services chosen by global brand Hitachi to acquire and operate own brand TLD”
In my personal opinion, the brands coming out in support of the new TLD process are the thought leaders and innovators that we’ll see thriving in the digital economy.
Companies that embrace change (as opposed to fear based reactions) and are innovators who have embrace advances in technology and leverage things like social media, and who emphasize a robust online presence are seeing massive competitive advantage over companies that don’t in similar sectors.
Contrasting the application fee and other costs against a typical magazine or television advertising spend, a company gets a nearly perpetual benefit from the online presence that a new TLD provides, as opposed to a campaign that might last a week or a month.
I bow to Hitachi for this wise move, and I congratulate GMO Registry on this, the second major brand with a public announcement.