Google has found a pretty interesting use for .NEW domains

When it comes to office products, Google has me. I use Google Docs and Google Sheets instead of Microsoft Word or Excel, and email – yup, gMail, not Outlook. The only exception I make when it comes to office software is Keynote – I can’t imagine life without keynote…which means I need my Mac.

Okay, enough about me, back to Google.

So Google is using .NEW domains in a way I don’t think I’ve ever seen someone use a domain before, essentially as a shortcut to launch an app. Rather than going to and then clicking the button to make a new doc, you can instead simply go to or and – viola, you’re instantly editing a new Google Doc.


Given the growth of web apps in general, I wouldn’t be surprised if a number of new gTLDs ended up seeing similar use over the years. I could see a company buying a TLD like .MAP and when you go to <cityname>.map it opens their web app with that location pulled up in the map.

Maybe domains will be used even more not just as destinations but as an easy way to launch or interact with a web app. Remember, we all have the curse of knowledge, we see domains in the way they have been used for years. While I think domains will continue to be used as they have been, new ways to leverage domains I think will make them even more relevant than ever before.

Of course…I’m a bit biased. What do you think? Is Google onto something here or am I getting too excited about their use of .NEW?

I want to hear from you, comment and let your voice be heard!

Morgan Linton

Morgan Linton