Despite sensitisation campaigns and various outreach efforts, the Rwanda Internet Community and Technology Alliance (RICTA) has noted that the adoption of dot RW (.rw) domain names has not been as impressive as anticipated.

As of today, there are only 6,700 dot RW domain names (such as "newtimes.co.rw” or "google.rw”), the figures that show suboptimal growth when compared to the 3,638 domains registered in 2018. This presents an urgent need for heightened awareness.

ALSO READ: Why local firms should embrace .rw domain name

According to Grace Ingabire, CEO of RICTA, many Rwandans are not yet aware of the business benefits associated with the dot RW domain names.

She said that RICTA, through its partners (registrars), registers about 900 domain names annually, adding that the low rate of uptake is attributed to a general attitude towards what is locally produced.

"Majority of our citizens still prefer to use dot com, dot org, and other domains due to their predominance and penetration on the market, and also believe that dot RW is geographically limited to Rwanda. It’s just a misconception,” she added.

The dot RW domain serves as the Internet Country Code Top Level Domain (ccTLD) for Rwanda. When a business uses dot RW, it shows that it belongs and originates from Rwanda, thus in turn enhancing the country's online visibility.

ALSO READ: Social selling: Bolstering online relations for firm visibility and success

According to Ingabire, RICTA’s 2022 research revealed that individuals and businesses, particularly SMEs, opted to go online with dot RW domains to expand their business revenues online.

She said, however, the majority of them did not see the immediate revenue growth as expected, primarily attributed to a lack of digital marketing skills and digital literacy. As a result, some of them chose not to renew their domain name services.

Ingabire further underscored the prevailing dominance of social media platforms over websites, attributing their popularity among SMEs to their free and user-friendly nature. This also contributes to the slow adoption of dot RW domain names.

ALSO READ: Why Rwandan SMEs should harness the power of e-Commerce, digital communication

A lack of understanding among corporate companies regarding the importance of safeguarding their brand on RW is still a challenge, said Ingabire, adding that the agencies remain hesitant to protect their online brand despite all efforts made by the organisation.

Ingabire highlighted examples where domain names related to specific brands or businesses in Rwanda were taken by others, leading to potential brand confusion and financial loss, and emphasised the importance of registering dot RW domain names even when companies have other types of domains like dot com or dot org to prevent misuse, protect brands, and ensure security.

"We are not asking them to transition from their established dot com to dot RW but rather just to protect and register their company’s online on dot RW even though they don’t use it,” said Ingabire.

"For a corporate entity, having a dot RW domain does not mean you are abandoning your existing generic domain like dot com, but instead, you are protecting your online identity. There is a technology that enables both domain names to work together seamlessly.”

Misconceptions about dot RW domain, such as limited visibility and geographical restrictions, are also among the challenges that contribute to low uptake.

"People still believe more in dot com than in Rwandan domains due to lack of awareness,” said Ingabire. "dot RW is not limited to Rwanda; businesses can be visible globally by using it.”

Awareness to be extended countrywide in 2024

Addressing the initiatives for 2024, Ingabire said that RICTA aims to launch an extensive nationwide awareness campaign in collaboration with the Ministry of ICT and Innovation and other key stakeholders. The objective is to engage a broader audience, urging businesses, particularly SMEs, to embrace the dot RW domain to enhance adoption growth rates by a minimum of 10 per cent per year.

Ingabire said the campaign will also focus on mitigating security challenges and promoting the seamless integration of both dot RW and international domains, catering to a wider audience.

She suggested creating awareness and educating the public rather than imposing strict regulations while acknowledging the roles of regulatory bodies as key stakeholders in addressing the issue.