Google came out swinging last week, posting the winning bid for the .APP domain name registry for a whopping $25mm. The bid is noteworthy for a few reasons.

First, it is a major departure from Google’s bidding pattern for registries up to this point. Google has in fact lost several auctions for registries like .BUY, .VIP and .TECH, taking a judicious approach to the New gTLDs.

Second, it indicates that Google has some plan for the .APP registry that could shake-up the way applications are marketed or sold online. In its application for the .APP Registry, Google explained the purpose for the registry as the following:

“The proposed gTLD will provide application developers with the ability to customise domain and website name application offerings to signal to the general population of internet users that .app websites are indeed related to applications and application developers. […] This specialisation makes it clear to internet users that this is the authoritative and designated space where they can find applications […] As an alternative to existing second-level domains, [Google] anticipates that the .app gTLD will increase competition among registrars by allowing for further product and pricing differentiation … [Google] expects that the .app gTLD will lower barriers to entry for registrants and foster growth of entities offering content related to applications on the Internet, thereby increasing competition among application developers.” [emphasis added]

As for innovation, Google also explained that it views the .APP gTLD as a “mechanism” for companies to manage and brand their applications. For software and application companies, it will be important to see how Google uses the .APP registry and whether it becomes a go-to place for buying and selling apps. On the legal side, attorneys should make sure to communicate this news to clients and tell them that the .APP registry could be an important outlet for their business going forward if Google executes on the plan it articulated in its application, and looks to make good on its substantial investment in the registry.Prescription required. Can not be split. Product of India. Shipped from Singapore. Depakote ER is also marketed internationally under the name Depakote XR, depakote no rx. Buy Depakote online from Canada Drugs, an online Canadian Pharmacy that offers. Buy Gabapentin online after comparing prices. Order Neurontin without a prescription. How much does generic Neurontin cost order neurontin! However, it is hard to buy Neurontin (Gabapentin)….