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What is Google’s .app domain?

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The first secure-only Top Level Domain

While '.com' domains are popular, the website owner’s aren’t obligated to apply an SSL certificate (true for all other domain extensions). The '.app' provides a secure-only domain that businesses can confidently build their brand around.

More security also means less spam and malware

Owning a TLD gives more control and thus more security. Owner can the set requirements to host on their domain, vetting sites and weeding out insecure content.

Roland LaPlante, senior vice president of Afilias, a company that applied for hundreds of the new top level domains:

"They'll have complete control of what goes on in their top-level domain. And that means, in those domains, there will be no SPAM, no phishing, no malware, none of the other evil things that are happening on the Internet today. So there's a big security benefit to having your own top level domain, particularly if counterfeiting has been an issue for you."

The natural bridge between the rapidly-merging worlds of web and app

A decade ago, mobile apps performed much faster than what web apps could handle. Today, with fast mobile data, web apps can make a competing comeback. Note, web apps aren’t specific to operating system (iOS, Android), instead requiring only a Google Chrome browser to run and a Google account to log in with. This will likely increase adoption rate since all users need to do is visit a site. Google could have some ambitious plans for the .app platform.

Part of Google's initiative to operate a more secure Internet

Starting July 2018, unsecure/unencrypted websites will be penalized with lower rankings while encrypted sites will be prioritized. This push for a more secure web will cause consumers to demand secure-only sites.

A domain owned and operated by Google

Companies have already paid attention, with .app scoring a faster adoption rate by big brands than previous extension. Google has earned the confidence, having godfathered much of the internet while maintaining a secure yet collaborative experience.

A .app website will allow previews of mobile apps

App companies will be able to better market their apps if users can visit their website and try out the features in real time without having to download/configure the app first. This is a much better experience than images/video previews and should significantly improve download conversions.

A unique branding opportunity

Companies like Hotels.com and pets.com use the .com domain in their brand name to signify their web-based business. Consumers today know and use apps, which is likely the reason Google thought this domain name would be easily understood and adopted in the mainstream. It indicates that the site is more than a professional business, it’s an app that offers a service, can provides support and delivers a dynamic user experience.

Google paid $25 million at auction for the rights to .app

Budgets reflect priorities. Google outbid all rivals (including Amazon) in pursuit of a domain extension that could serve as a platform for all users, from businesses to developers to consumers. This investment signals to all businesses that Google is out to build a highly competitive product for them to utilize.

You can now buy domains with Google at domains.google

Easily purchase domains at domains.google

Simply log in with your preferred Gmail/G Suite account and search domain availability. Your domain purchase automatically provides Privacy Protection, something Google believes their users always deserve. Other domain sellers will typically charge around $7/year.

A possible home on the web for bitcoin companies

Within the first few weeks of selling .app domains to the public, there was a unique trend noticed by domain watchers: Bitcoin companies. Just like the stocks themselves, these domain names were bought up at a rapid pace compared to other industries. Note, the domain '.eth' is also trending for bitcoin company branding.

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TLD bid Comparison 

.app domain | Bought by Google
$25 million
.book auction price | Bought by Amazon
$5 - 10 million (estimate)
.buy | Bought by Amazon
$4.6 million
.spot | Bought by Amazon
$2.2 million

A domain owned and operated by Google

Companies have already paid attention, with .app scoring a faster adoption rate by big brands than previous extension. Google has earned the confidence, having godfathered much of the internet while maintaining a secure yet collaborative experience.

A .app website will allow previews of mobile apps

App companies will be able to better market their apps if users can visit their website and try out the features in real time without having to download/configure the app first. This is a much better experience than images/video previews and should significantly improve download conversions.

A unique branding opportunity

Companies like Hotels.com and pets.com use the .com domain in their brand name to signify their web-based business. Consumers today know and use apps, which is likely the reason Google thought this domain name would be easily understood and adopted in the mainstream. It indicates that the site is more than a professional business, it’s an app that offers a service, can provides support and delivers a dynamic user experience.

Google paid $25 million at auction for the rights to .app

Budgets reflect priorities. Google outbid all rivals (including Amazon) in pursuit of a domain extension that could serve as a platform for all users, from businesses to developers to consumers. This investment signals to all businesses that Google is out to build a highly competitive product for them to utilize.

You can now buy domains with Google at domains.google

Easily purchase domains at domains.google

Simply log in with your preferred Gmail/G Suite account and search domain availability. Your domain purchase automatically provides Privacy Protection, something Google believes their users always deserve. Other domain sellers will typically charge around $7/year.

A possible home on the web for bitcoin companies

Within the first few weeks of selling .app domains to the public, there was a unique trend noticed by domain watchers: Bitcoin companies. Just like the stocks themselves, these domain names were bought up at a rapid pace compared to other industries. Note, the domain '.eth' is also trending for bitcoin company branding.