Key-Systems & Radix - Questions & Answers

Radix is one of the world's leading new gTLD portfolio registries with 9 new extensions that include .online, .store, .tech, .website, .space, .press, .site, .host and .fun; as well as 1 re-purposed ccTLD, .pw.


Through these extensions, Radix is empowering business owners to get short, memorable and descriptive domain names; which are otherwise not available or are too expensive. Radix currently has over 3.2 million domains under management, the most successful of these is .online with over 1 million registrations. The company’s revenue for the calendar year 2017 was over $12 million. Radix is part of the Directi Group, which is currently valued at $1.4 billion. To learn more, please visit:

Recently, Key-Systems spent some time with Suman Das, Director of Brand Operations at Radix, discussing their new gTLDs and how they can benefit business.

Key-Systems: How did you come up with the ideas for the first set of gTLDS that you applied for?

Suman Das: When ICANN invited the initial applications for new domain extensions, we literally sat down with the dictionary to pull out names that we thought would make for interesting and popular domain extensions.

We picked generic words, such as "online" and "website", as well as specific words that identified with booming industries, such as "store" for eCommerce and retail and "tech" for technology, as part of our efforts to acquire new domain names. Currently, we have nine new domain extensions and one re-purposed ccTLD, .PW.

Some of the top international brands using Radix domains include Google My Business (every small business that signs up gets a sub-domain for free), Emirates official merchandise store on, Viacom's tech portal on, the Consumer Electronics Show on, the world's first space nation Asgardia on, as well as Edward Snowden's Freedom of Press Association on

KS: What are the various ways in which one can use a new domain name?

SD: New domains can be used in multiple ways, such as the following:
1. Primary Domain: As a domain name to create an online identity for your business. For example,, the largest tech event of its kind with 3900 exhibits, 300 conference sessions and 170K+ attendees from 150 countries.
2. Professional Email ID: Use a domain name to make a strong first impression with a unique email id. For example, the email ids associated with is [email protected]
3. Branded URL Shortener: Use a domain name to enhance brand visibility and build trust with every link that you share online. For example, instead of
4. Domain Redirect: Use a domain name to make an important inner page easily accessible by creating a deep-link. For example,, which redirects to Amazon’s Kindle store.
5. Personal Brand: Use a domain name to build an attractive online persona for yourself, for example, a tech influencer with 179K+ subscribers on Youtube alone.
6. Blog / Press Page: Use a domain name to make your brand gain visibility online with a For example, is McLaren’s official media site.

KS: What can businesses keep in mind when choosing their domain name?

SD: The world of online search is evolving and we are moving into the era of ‘voice search’. Businesses should ensure that their domain name is one that Siri and Alexa can find instantly. You can test this out by taking a ‘radio test’ that basically involves saying a domain name to a person (or an AI assistant). If they can type it out correctly in one go after hearing it once, it’s a winning domain name. So, is good but is not.

Additionally, start-ups should consider the following parameters when choosing a domain name for their business:
Searchable: Do your keyword research and pick a domain name that clearly resonates with your industry niche and core competence.
Brandable: Pick a name that is fresh, simple to type, easy to understand in most languages, and one that doesn’t sound awkward and will stand the test of time.
Innovative: New domains smartly denote your forte, so you can choose an innovative prefix that compliments what you do.
Memorable: People remember a clutter free and neat name so try and pick a name that is easy to remember and one that is free of any lingual or grammatical errors.

KS: How can businesses benefit from using new domain names?

SD: A business’s domain name is as important as its brand name itself. In fact, the domain name is what the customers will hear before they get to experience the brand. Keeping this in mind, you can use new domain names to strengthen the brand positioning of your business.

By using a new domain name, you can let your online address do the talking instead of explaining your core competence to your prospects or partners. For instance, clearly implies a brand in the business of developing tech solutions for smartphones. This makes new domains the perfect marketing tool for new businesses as they do not need to spend heavily on marketing their core competence.

For example, when you come across,,, or, they convey a message or hold a meaning within them. This helps in making the website names more memorable and noteworthy.

KS: How do you promote your TLDs to create awareness?

SD: Radix has been at the forefront of end-customer marketing and has rolled out some of the most innovative initiatives to engage with users. In 2016, we launched the Startup League, a one-of-its-kind start-up support program that financially supports start-ups at key marketing events. The program is exclusive to start-ups on Radix TLDs and has over 250 curated start-ups as part of its community.

.tech, a leading gTLD from Radix’s portfolio, is also heavily invested in end-customer marketing. .tech has been actively engaged in supporting the start-up community; as well as the student community through meaningful integrations with hackathons and coding schools. .tech has also recently launched an end-customer marketing campaign, #FutureOnTech, which puts forth some of the leading start-ups, businesses, communities and influencers across the tech industry that are using .tech domains.

.store, another of Radix’s premier TLDs, also launched a large scale campaign called #MyStoreMyStory which chronicled the stories of six store owners who have broken the norm in their own way and have created aspirational business successes on their respective .store domains. Each of the retailers featured in the campaign talk about their personal story as a business owner, their key entrepreneurial learning, and the reason why .store has been the most suitable choice for them to take their venture online.

Soon, we will be launching a similar campaign for our flagship TLD, .online, which has just hit the 1 million registrations milestone.

KS: Where do you see the biggest opportunities that new domains present to businesses?

SD: New domains have opened up a host of branding opportunities for businesses of all sizes operating in every niche. At this very moment, there are businesses, brands and individuals choosing sophisticated, short, memorable domain names for their businesses, something which was beyond their reach before the era of new domains.

This is helping new businesses in establishing their brand positioning more succinctly and impactfully, which is great for their long-term business growth. With new domains, businesses are able to put their best foot forward.

KS: What are the top concerns of businesses when choosing their domain name?

SD: Mostly, business owners are concerned about:
• Would the domain resonate with their target group?
• Would the domain do justice to the business and its purpose?
• Would the domain contribute to website’s SEO ranking?

When faced with the unavailability of their choice of domain, businesses tend to compromise and settle for a less desirable name. We, at Radix, are solving this very limitation by offering new domain extensions which gives the power of choice back to the businesses. So, businesses have the choice to own a domain that is most ideal to represent their brand.
• .tech for technology
• .store for retail and eCommerce
• .press for publications and journalists
• .online for online businesses and blogs
• .fun for events, parties and all things fun
• .site or .website for small businesses and personal websites
• .space for creative pursuits or real estate

With these extensions, businesses can pick and choose the name that fits their business’ vision the best.

To address these challenges, we are heavily invested in creating awareness about our domains through end-customer marketing campaigns and on-ground customer engagement at events and industry meetups.

Recently, we also published a detailed whitepaper on New Domains and their Impact on SEO.

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