The rise of .London: Four Reasons why Local Domain Names will benefit your Business
Geographic gTLDs (generic top-level domain names) are a great addition to any business’ online presence and can help you to immediately add to your brands’ perception online.
There is a clear and growing demand for these types of domains with .berlin, .london and .nyc all featuring in the top ten most popular new gTLDs. Even before the .london domain became available for general purchase it had received over 29,000 registrations. After opening to the wider public, registrations shot up by over 9,000 in a single day.
So in light of this moving tide, here are four reasons how your business can benefit from these valuable assets:
1. Representing your location
For businesses that operate within certain locations, a local domain can make all the difference. It gives you the opportunity to proudly state that you’re associated with that location, enabling you a closer association with your local brand and the city or country’s reputation.
2. Connecting with your target audience
Owning a local domain clearly tells potential customers where you are and that your website is likely to be relevant to local people. It’s the perfect way to advertise your activity in geographic markets and it’s as simple as providing the right web address to the right audience. If you are advertising a launch event in London, why not provide a .london domain for those seeking more information. This will help you to establish a positive image of your company from the get-go.
3. Being at the forefront
Localised domains are a relatively new addition to the domains market – adopting a new local domain reflects not only your consideration of the community, but also your awareness of the more recent developments in technology. Being an early adopter demonstrates that you are forward looking helping you to stand out from competitors.
4. The chance to be short and memorable
With many of the short domain names being taken businesses have been forced to settle for longer and potentially more difficult sounding names. A new gTLD gives you a more attractive name that will better suit the characteristics of your business. A shorter local domain is great for localised search engine optimization (SEO) and will help to advertise your business in search results that are geographically targeted. It’s a great way to expand your online presence.
Investing in additional domains beyond your existing domain is a very effective way of expanding your business’ online footprint. When potential customers search for a business to meet their needs they may include their location to narrow down the results. If a customer was to search for a business within London, a .london domain can help increase your business’ online visibility.
The introduction of new gTLDs offers businesses the opportunity to invest in a memorable and distinctive web address. These new domain names will help you communicate exactly what you do and who you are.
SAS: Improving the British Army’s decision making with data
SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation.
“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.
In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”
Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.
Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”
SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”
With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.
“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”
Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.
“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”