When the gTLDs were first approved, it was expected that the initial round of applications would including branding-based ones, such as .apple, .google or .microsoft, and indeed, Google submitted an application for .google, as well.
.google, and .youtube, which Vint Cerf, Google's Chief Internet Evangelist confirmed was also applied for, were submitted as Google wants to protect its trademarks. Google also applied for .docs and other gTLDs, to protect its core business (in this case, Google Docs). Each of these applications cost the company $185,000.
- Domains related to core business
- Domains that will improve end user experience
- Domains they believe have interesting and creative potential
Cerf wrote that he is curious to see how the Internet takes to the addition of these generic TLDs. Currently, nearly 50 percent of websites use the .com TLD.
Cerf has a good perspective on all this: in addition to being Google's Chief Internet Evangelist, Vint Cerf, 68, is recognized as one of the fathers of the Internet. He has worked for Google since September of 2005.