The domain name space is changing. While the .com namespace remains the global standard, many desirable names have long since been registered, prompting businesses to explore alternative models and new extensions. At the same time, ICANN’s next application round for new generic top-level domains (gTLDs) in 2026 is expected to reshape the market.
In this eco interview, Joe Alagna explains how it.com Domains Ltd. has developed an alternative domain model with more than 150,000 registrants worldwide and how the company operates both the it.com namespace and serves as a Registry Services Provider (RSP) for the upcoming gTLD round. He discusses the origins of it.com, the target markets it addresses, its approach to security and abuse prevention, and his assessment of current trends in the domain name industry.
it.com Domains Ltd. operates as both a registry and a Registry Services Provider for the it.com namespace. How did the vision for it.com originate, and what gap in the domain name market were you seeking to address?
it.com Domains was born out of the same problem that led to the creation of new gTLDs. People are looking for more and better options for naming their websites, and many of the most desirable .com and ccTLD domains are already taken. They are often given a choice between a less memorable domain and an asking price for their ideal domain name in the four- or five-figure range. Our CEO, Andrey Insarov, originally acquired the domain it.com to serve as a short moniker for our parent company, Intis Telecom. Eventually, he realised that, since it also stood for Information Technology and was an abbreviation for Italy, it could have a much broader use by offering sub-domains. Â In a few short years, we have sold over 150,000 of these domains globally, and we continue to grow.
As we began scaling our registry for the it.com domain, ICANN announced the next round of new gTLDs. We decided that our technological and marketing expertise would make a great fit as a Registry Services Provider (RSP), so we applied and have been evaluated and listed as an RSP for the 2026 round. Our CEO is a computer engineer by training, and our staff includes some of the most experienced marketers in the domain industry, so we have a great team ready to help new gTLD applicants.
The .com namespace is increasingly saturated, and premium aftermarket prices can place desirable names out of reach for many businesses. How does it.com offer a practical and cost-effective alternative, and what types of organisations are finding it most valuable?
Our pricing is set to prevent the low barrier to fraud and spam usage that many other TLDs offer. Our suggested retail/renewal price is $49.00. Of course, we offer first-year discounts to compete, but we do not offer free domains or ad-sponsored products.
it.com is an intuitive alternative for four particular vertical markets, including Information Technology businesses, Italian businesses, marketers who want a domain that is a call to action (do.it.com or manage.it.com, etc.), and anyone who thinks they have the “it factor.”  Think of Simon Cowell on Britain’s Got Talent. He often tells people they have “it” or the “it factor.”  There are “it people,” “it couples”, and even “it businesses”. The Italian companies using our domain names are benefiting from the global popularity of .com while retaining their Italian identity.
Security and trust are increasingly central to the domain industry. How does it.com Domains Ltd. approach DNSSEC, TLS/SSL support, and abuse prevention to ensure a safe and reliable namespace for registrants?
Because our solution deploys a shared zone, we have taken security and fraud prevention very seriously. The it.com zone is signed, so our end users can benefit from an unbroken chain of SSL certificates all the way from their third-level domain, through .com, to the root of the Internet. We also have a very stringent abuse prevention policy that includes cooperation with several abuse management monitors and the Intellectual Property community worldwide. We are members of the International Trademark Association and cooperate with both WIPO and the ADR Forum for commercial or trademark-related disputes.
it.com Domains Ltd. also functions as a Registry Services Provider, supporting applicants in ICANN’s upcoming 2026 new gTLD application round. What does that role entail, and how do you see it.com’s position evolving within the broader domain ecosystem?
Most of our staff were around for the 2012 round of new gTLDs. We see ourselves as strong advocates for new TLD applicants from both technical and business perspectives. We plan to continue promoting the it.com zone as an alternative domain space and also offering our RSP to help new applicants in the 2026 round grow their registries.
Looking ahead, which trends in the domain name industry – whether technical, regulatory or commercial – do you expect to have the greatest impact over the next five years, and how is it.com Domains Ltd. positioning itself in response?
I see us as a secret weapon for new gTLDs. Our business/value proposition is unmatched. By combining our marketing and technical experience, we are positioned to be an important player in the domain industry over the next decade. Although the .com zone will remain important to the online world, new users are more accepting of alternative zones. In addition, ccTLDs are becoming more mature and expanding in more commercial ways than in the past. Â Even in developing nations, ccTLD operators are beginning to understand the importance of their zones and are making commercial inroads to benefit their countries’ economies. We stand ready to help them accomplish this.
