Depending on the defined domain registration guidelines, a domain application to a registry or registrar contains data about the name server and contacts. From the viewpoint of the enterprise, these data must be defined as identical with respect to the company name and contacts so that the domain has a standard appearance. Personalized data must be avoided at all times and replaced by generic data such as department names because a specific person may leave the company, just as an example, and yet continue to function as the legal representative (admin contact of a domain). The former employee could, completely legally, delete the domain at any time. If a personalized e-mail address is used, important messages from the registry or registrar would be sent to the e-mail address – which still exists – but will possibly no longer be retrieved by other employees. The use of a generic e-mail address which is always checked by several persons is recommended as a way to avoid this problem. If the company’s name changes or the firm moves, the domain data must be updated.

Finding the right name requires diligence

A domain has much more to communicate than is directly visible to the casual observer. The domain name of a company is significant as a technical addressing function, but it also fulfills a strategic task in the localization of Internet services; an easily remembered domain name attracts more customers to the Web site, creates a higher level of acceptance and identification, and leads to the conclusion of more business transactions. Companies identify themselves and their products and brands with the domain name on the Internet and present extensive information for Internet users on their Web sites.

The process of securing the name and beginning to use it ends with the provision of the technical infrastructure and the technical registration and connection of the domain with a registry. Not until this step has been completed is the domain available to the company for the defined purposes and can be used for product presentations or business communications. The provision of technical services makes high demands on the infrastructure to guarantee high availability. A domain and the products and services defined under it can be retrieved at any time from any place in the world, making it possible to conclude business transactions and obtain information around the clock. If a company cannot be reached because of the failure or incorrect configuration of infrastructure components, queries sent by e-mail or by using a browser will be answered incorrectly. The company’s image suffers, exacerbated by a possible defection of current customers or potential new customers to the competition. Outlook from the company’s viewpoint