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AXA launches a new insurance service using its .axa BrandTLD

November 10, 2017

The insurance company AXA recently launched a new parametric insurance named Fizzy. This parametric insurance uses the Ethereum Blockchain to automatically compensate its subscribers in case of flight delays.

The corresponding website uses the AXA’s brandTLD .axa and can be accessed at http://fizzy.axa. As we know, .axa is part of a group of domain names extensions commonly known as new gTLDs, which were progressively launched over the past few years. The list includes a certain number of gTLDs, use of which are reserved for the corresponding brand owners and their affiliates. These are known as brandTLDs and .axa is part of this category.

The ".com" gTLD is still the most widely used TLD worldwide and some observers have remarked that fizzy.com was already registered by a video games company.

Every product or service launched by a company goes through a naming step. The unavailability of the .com version of the name can be a stumbling block in certain cases, notably if the web presence plays an important part in said project.

One of the advantages of a brandTLD is that it significantly widens the possibilities of the brand owner and its affiliates on that specific point. AXA has the possibility of using its brandTLD on every name presenting an interest for its activities, without any risk of cybersquatting on .axa.

A similar exemple is oui.sncf which will replace the domain name voyages-sncf.com in December in the address of the SNCF (Historic French railway company) online booking platform.

There is no specific timeframe at present for a second round of new gTLDs applications which include brandTLDs. However, this second round should occur in the coming years.

It is not too early to start thinking on this subject, especially so since the process takes a long time and requires the active participation of the IP, IT, Communication and Marketing, finance as well as Top management teams.

The IP TWINS team is available for any questions or assistance regarding new gTLDs applications.

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