CATEGORY: New Domains

What’s Next for the nTLDS? An Overview of ICANN’s Initial Evaluation Timeline and Process

If you’ve been anxiously awaiting the nTLDs (new gTLDs), then you’re not alone. Some of us are too excited to sleep and spend most of our nights continuously refreshing the ICANN homepage, hoping to see more information about when these little guys are going live. But enough about us, because the 1,917 nTLD applicants still in the running have been waiting for ICANN’s initial evaluation results since October, and they’ve got an exciting few months ahead of them.

ICANN’s working hard to get through all the applications, and hopes to start releasing initial evaluation results later this month. For those of you new to nTLD watching, or those who have been patiently standing by for more information, here’s a run-down of what to expect, as the initial evaluations start coming out.

Christine Willett, the general manager of ICANN’s new gTLD program, hosted a webinar about the initial evaluation process, to try to solidify important dates and let applicants know where their applications stood. The main takeaway points were:

  • Initial evaluation results are set to be released, according to priority draw number, on Mar. 23, 2013.
  • ICANN hopes to review about 100 application per week, starting now and ending in June 2013 – meaning that depending where an application is on the priority drawing list, that applicant will receive their initial evaluation results anywhere between Mar. 23 and the end of June.
  • About 80% of applicants will receive clarifying questions (CQs) during their initial evaluation process — those CQs will be issued between Jan. and June of this year. The questions are meant to clarify areas of applications that need more information, or to update information that may have changed since the initial applications were received, in June of 2012.
  • Applicants have four weeks to respond to clarifying questions.
  • After clarifying questions, applications will go through a final review, and initial evaluation results will be published, again according to priority draw placement, starting in May 2013, and ending in August 2013.

So if you’re wondering when the first nTLDs are going to “go live,” the best guess for applications closer to the front of the priority list, would be sometime in the summer of this year. Applicants will still have to go through a pre-delegation process after the initial evaluation results are published, so even if applicants make it through the initial evaluation with no major concerns (most are expected to), applicants won’t be going straight from initial evaluation to launch.

Still fuzzy on what exactly the initial evaluation is? During the initial evaluation, ICANN has multiple panels reviewing applications. Each panel is named for the service it provides, and the panels included in initial evaluation are:

  • Background screening: The background screening process is already partially complete. ICANN already checked to make sure that those applying are who they say they are, but now ICANN will need to evaluate the background of the applicant to make sure there are no conflicts of interest, such as a former cyber-squatter applying for administration rights of nTLDs.
  • String similarity: During the initial evaluation, ICANN will be checking each applicant to make sure proposed nTLDs are not too similar to one another, or to previously released gTLDs, in order to prevent string contentions.
  • DNS stability: ICANN will make sure each applicant has the DNS (domain name system) capability to support the administration and registry of their proposed nTLD.
  • Geographic names: During this phase of evaluation, ICANN makes sure that no proposed strings are in contention with geographical TLDs. Swiss Airlines already had to withdraw their application to .SWISS for this exact reason.
  • Financial: In order to properly administrate a nTLD, the applicant needs to have the financial stability to properly run and support the needs of the registry.
  • Technical and operational: Another initial evaluation check to make sure the applicants proposing nTLDs have the capability to run and support an entire registry for their nTLD(s).
  • Registry services: During this evaluation, applicants will be checked to make sure the manner in which they will be registering their nTLD conforms to ICANN guidelines, and that the proposed use of a string, as expressed in the application, meshes with the ICANN guidelines concerning how to provide registry services.

If you’re as excited as we are about nTLDs, then keep checking back here, on our blog – we’ll keep posting up-to-date information on the new gTLD application process. If you’ve got your eye on a handful of nTLDs, make sure to check out our nTLD watcher, which will keep you updated on the nTLDs you care about.



Perfect nTLDs for an E-Commerce Storefront

Remember when everyone started using online storefronts and the older generation was all, “Those crazy kids with these crazy electronic stores. Whatever happened to selling door to door, or in the market?” Of course you don’t – that was like a bazillion years ago. And besides, those people have been proven dead wrong.

The average U.S. consumer spends over $1,000 a year online, and that number is expected to increase by 44% in the next three years, 71% of shoppers believe they’ll get a better deal online than in stores, and in the next few years, mobile shopping is expected to count for $64 billion of revenue in the U.S. alone (according to a 2012 eMarketer report).ntld storefront irony

Bottom line: It’s time to start your e-commerce site, open an online front for your brick and mortar business, or max-out your e-commerce storefront with blogs, product pages, and sales tabs. If you’re looking for affordable new domains in the next year, consider some of the new gTLDs that are coming your way – you’ll be able to get short, memorable domain names with industry-specific extensions at landrush prices, and some of the nTLDs are specifically tailored for e-commerce.

Here’s a couple nTLD suggestions that would be perfect for e-commerce:

  • .SHOP: When you’re looking for a good, searchable domain name, one of the rules is to stick with highly searchable keyword terms. What if you could put one of those terms in your domain name without compromising length, or the name of your company? That’s what a .SHOP domain can offer you, as an e-commerce owner. You’ll be able to have access to a virtual name space for shopping, and acquire a domain name that says, “You can shop here.”
  • .BUY: Just like .SHOP, .BUY creates a generic-term domain name that both adds a searchable keyword to your extension and signals to potential customers what business sector you belong to. .BUY and .SHOP are slotted to be industry-wide nTLDs that offer a unique name space for retailers, all over the world, who sell their merchandise online.
  • .PROMO: Promos make the e-commerce world go around. Conversion rates increase during promotional periods, especially when promoting on social networks. Get a unique domain name specifically for your promotions page with .PROMO. Because it’s a new top level domain, you’ll be able to register your trademark during the sunrise period and secure for use during all of your future promotions. .PROMO is easily-identifiable to your customers and allows you to develop a specific site extension for the purpose of promotion.
  • .COUPONS/.DEALS/.DISCOUNT: Who doesn’t love a bargain? For real. If you know anyone who hates bargains, have them contact us so we can interview them for the blog because they would be a true anomaly. Having a page on your e-commerce site specific to savings allows your customers to go straight to the “bargain bin,” so to speak, if they’re shopping on a budget. Anytime you can make your site easier to navigate, conversion rates increase. These extensions offer a way to use your company name and a savings-centered extension to promote your deals, discounts, and coupons. Adding pages also increases inbound links, which helps SEO.
  • .ECOM: It doesn’t really get more industry specific than .ECOM. While you might be able to find nTLDs that cater to the industry you sell in, such as .SHOES, .CAR, and .BIKE, .ECOM is a perfect domain for any e-commercial business that doesn’t fit into a generic term category, or for any e-commercial business that sells products and services meant to increase other e-com sites, such as hosting services, analytics, shopping carts, purchasing services, affiliate marketing, social media enhancement, etc. .ECOM serves many different purposes, but stays specific to e-commerce.

Check out our complete list of nTLDs, including a retail-specific category. Also sign up to watch your favorite nTLDs, so you know when landrush and sunrise periods start, by using our watcher.


Landrush for .PW Ends in Two Weeks — Why You Should Secure a Premium Domain Now

If you’re a professional looking to build an online portfolio or website, then you need your domain name to say exactly what you do, who you are, or what profession you’re in, while being SEO friendly, short, and memorable. If you’ve searched recently for your fantasy domain name in the .COM world, you know almost every relevant professional term domain name is either taken or priced too high. Before you start thinking up crazy solutions like weird misspellings (, nonsensical words (now you understand where “Google” came from), and strange actions (, consider a new top level domain space with more availability. Consider .PW.

People use handheld devices to find professional services more than ever, and professional websites help establish credibility and trust online, where most people prefer to shop. As a professional, you can’t afford to lose any more time without an established and easy-to-find online presence. Luckily, .PW offers an affordable and available option you can take advantage of right now, before all the good names get snapped up.

What is .PW?

.PW is available right now, during the landrush period of its launch, when only a select number of domain registrars will be taking applications. Names, generic terms, industry-specific phrases – all of these domain types are available for less.

Why get a .PW now? Why can’t I wait?

  • Exclusive landrush availability. The .PW landrush period only lasts through March 18, when registration costs will rise, and certain premium domains pw facebook adonly available during landrush (see complete list here) will no longer be available.
  • Affordable premium domain costs. Landrush fees are only $59, and include two years of registration. After landrush, the cost of registration goes up.
  • Short and memorable domain names. Right now, there’s a lot of open space in the .PW world. Make sure you get your spot, with a domain name that says exactly what you need it to, without having to say too much.
  • Domain name flexibility and Internationalized Domain Names. Two character ASCII, and one character international domain names in Chinese, Japanese, and Korean are available, as well as IDNs in multiple other languages.
  • Security. UDRP, trademark friendly, and DNSSEC, etc. Zero tolerance for abuse.

What is “Landrush”?

Landrush is the second launch period of a TLD (top level domain). Landrush always follows the Sunrise period.

  • During Sunrise, only trademark owners can register domains, while during landrush, anyone can register domains.
  • The landrush period is usually a month-long, during which domain registrars, like us, offer low prices to encourage fast growth.
  • After landrush, prices go up, registering domain names become more competitive, and the extension enters normal registration.

The Advantages of .PW:

  • .PW is competitively priced, and backed by big name registrars, meaning it’s sure to be the next big thing in domains, and in a year of new gTLDs, this is the first one available.
  • Anyone can register a .PW domain, and even though .PW is meant as a space for individuals and businesses to build an online presence, the registration is completely open and unrestricted to allow for easier registration and a streamlined process.

To take advantage of the landrush period, search for available names with our .PW landrush search tool. Thousands of personal names, business terms, and professional titles are still available. And because you’ll be registering during landrush, you’ll have a chance to apply for these names:*


*Available at the time this blog posted.

Defensive New gTLD Registration for the Small Business Owner — Protect Your Brand and Your Bottom Line

Unless you’re some kind of crazy nut, who loves spending money when you don’t need to, the prospect of new gTLDs might be worrying you. After all, it’s not ntld defend your trademarkpossible for the average business owner to register a brand extension, and now that almost two thousand applications are finishing evaluation, there’s more concern about how to protect your brand than ever. Because nTLD awareness is ever-increasing, there’s added media attention, a lot of misinformation about how you as a trademark owner can protect your brand, and a lot of panic concerning the amount of money it will cost you.

One of the most talked about topics in trademark protection is defensive registration, or registering your brand, and the close misspellings of your brand, with nTLD registries to ensure that your Internet space is not obtained by another individual or company, and to protect the uniqueness of your mark.

While defensive registration is probably already a part of your protection strategy (if you’ve registered your trademark with more than one extension, like .com and .net), unilateral defensive registration in the case of nTLDs will be too costly for the majority of business owners, particularly small business owners. Registering your trademark and its common misspellings with well over 1,000 registries is a daunting proposal. Luckily, we don’t think it’s necessary or even possible to defensively register your brand for every extension. Here are some simple steps to take, before and after new extensions launch, to effectively protect your trademark while saving your bottom line.

  1. Read the ICANN guidebook. It’s not exactly a page-turner, but the ICANN guidebook is a must-read for any business owner concerned with protecting brands and trademarks in the next few years. The guidebook thoroughly explains many of the protections already in place for business owners, including sunrise periods, the Trademark Clearinghouse, and the Uniform Rapid Suspension System. We talk about these options a lot more, here, but the bottom line is that before you consider defensive registration, you should become familiar with the more affordable protections in place. One of ICANN’s main goals is to block cyber-squatting and reduce brand infringements, so use the measures they put in place to your advantage.
  2.  Scope out the nTLD territory. Using an online list of applications, like the one on the ICANN website, or the list on our site (which is organized by specialty), become familiar with the proposed gTLDs. Know that many of the applications are for brand gTLDs, community gTLDs, or geographic gTLDs, and these registries will operate as closed registries, available only to those who are in the community of the registrar. Many other applications for generic term extensions are also proposed closed registries, meaning that you wouldn’t be able to register for a domain in that registry, even if you wanted to. Also note that any closely related gTLDs, like .house and .houses, or .law and .lawyer, will probably not coexist, but rather one entity will be given the rights to run the registry for one of the proposed extensions. By knocking out the nTLDs that don’t relate to you, 1,917 applications becomes a much more manageable number and you can focus on your market.
  3. Figure out which nTLDs are in your marketable area. Once you’ve started to weed out the extensions you have no control over, start taking a look at which extensions interest you, as well as which extensions relate directly to your market. Assuming your brand is not a wide-ranging unique brand name, like Kleenex, then you’ll only have to worry about registration in the domains that matter directly to you – the extensions you’d probably look into registering, anyway. If you own a shoe business, for example, .shoe, .shop, and .shopping might be of interest to you. Using a watcher, like the one we offer, will allow you to follow the application process of that extension, and know when sunrise opens, so you can register your trademark before anyone else or watch registrations to make sure your brand is safe.
  4. Use the Trademark Clearinghouse. We’ve said it before, but registering your trademark in the Trademark Clearinghouse is cost-effective, and makes good use of the defensive strategies ICANN is building to protect you. For $150 a registration, you can register your trademark in the TMCH, and all registries will have to check their new registrations against the TMCH database, to ensure your rights aren’t infringed upon. Both you and the potential domain registrant will receive a notification when another person or company tries to register a string too similar to your trademark.
  5. Watch free domain registrations very closely. Many market experts agree that while there is need to be concerned about trademark protection, the .xxx delegation process has shown that because new gTLDs are priced a bit higher, cyber-squatting is often less profitable. For example, with the launch of .xxx, there have been a relatively small amount of disputes. However, if extension go up for grabs, like Google has mentioned doing with a few of their extensions (offering .free for free), then cyber-squatting has a better chance of occurring, since the profit margin is higher. Tracking free nTLDs, and registering your trademark first, may be an important and easy first step in protecting yourself at a later date.

So don’t break out your pocketbook just yet – the most important first step in protecting your brand is to educate yourself on the process, watch the nTLDs that matter most to your market space, use the defensive mechanisms put in place for you, and only register what you need to. Defensively registering in all domain spaces is not only costly, but unnecessary.

To view a list of the proposed extensions, organized by specialty, check out our nTLD list here. To watch specific nTLDs, and be notified of any changes in the application process, sign up for our watcher. It’s a free service that allows you to enter only the nTLDs you’d like to watch and keep updated on them.

nTLDs and Trademark Protection: How ICANN’s Trademark Clearinghouse Protects Your Brand

Perhaps you’ve been wondering how, with all the nTLDs releasing in the near future, you’ll be able to protect your brand. The Internet is about to get huge (echo “huge” in your head for added effect), so how will your trademark stand its ground?  ICANN has got you covered. With the addition of a Trademark Clearinghouse (TMCH), ICANN hopes to help protect trademark security and clean up the waste of cost and time usually spent protecting trademark portfolios by simplifying the protection process. Because time is money, and money is numbers, and numbers are… well, you see where we’re going here.

What the TMCH is:

The Trademark Clearinghouse is a digital database in which trademark owners will be able to register their trademark. Once the trademark is registered, it brand copyright protect becomes a part of the Clearinghouse, and every time a nTLD becomes available, during the Sunset Period (the first sixty days after domains are available for purchase), the administering registry for that gTLD must run each new domain name through the database to make sure there are no matches. If there is a match, the applicant for the new domain name is notified, as well as the owner of the matched trademark. The process gives trademark owners the chance to protect their brand with minimal legwork.

What the TMCH does:

The TMCH will also provide a rapid dispute solution, to take down domains that infringe on other trademark copyrights, as well as provide a process for determining who gets rights when more than one registered trademark can claim ownership over the same domain. If a trademark owner identifies a rights infringement in the registration of a new domain, that owner can file an objection. ICANN has the ability to then pull an infringing domain quickly, allowing for added security to the trademark owner. The TMCH provides a point of contact to begin disputing and in doing so, creates a safer environment for trademark owners to protect their rights.

Arguably, the most defining characteristic of the new TMCH is that instead of having to register your entire trademark portfolio with every registry administering a new gTLD, you only have to register with the TMCH. That means, if you have a trademark portfolio of 10 trademarks, and 500 nTLDs start registering in the next few years, you saved money and time you would have spent on 5,000 different registrations. With the TMCH, you’ll only have to register your portfolio once, with the TMCH, and the registries, which are required to run every new domain through the database, will catch duplications before domains get registered.

The future of the TMCH:

ICANN is still working out the details for the implementation and administration of the TMCH, and many officials involved with the development are quick to point out that the process isn’t perfect, but the Clearinghouse provides a working solution to a previously huge problem – how to allow trademark owners to affordably protect their ownership.

Aside from the TMCH, many registries are in the process of developing their own measures to protect against trademark infringement, as well. The combination of registry guards, the TMCH, and trademark owners will hopefully make protecting against infringement a little easier. Read more about the nTLDs here on our blog, or follow our watcher as the application process unfolds.

String Similarity and the New gTLDs – Does ICANN Have Too Many Similar Extensions in the Running?

One of the most pressing concerns with nTLDs is whether or not the launch of so many in such a relatively short amount of time will complicate the functionality of the Internet for everyday users. Wrapped up in this worry, is the focus on string similarity, or how close a proposed nTLD can be in meaning, sound, or visual representation to another, or to an existing gTLD.

There are rules in the ICANN guidebook concerning how similar strings can be, and they seem to spell-out that strings should definitely not be close in visual representation, while giving more leeway to how close two strings can be in meaning and sound. As experts watch the process, and the upcoming Initial Evaluation results, which will indicate string similarity issues, some believe that there’s a lot of flexibility, while others believe there’s not.

ICANN defines the purpose of their String Similarity Panel as such:

“The String Similarity Panel will review the entire pool of applied-for strings to determine whether the strings proposed in any two or more applications are so similar that they would create a probability of user confusion if allowed to coexist in the DNS.” (4-3)

The guidebook further explains that the String Similarity Panel will look for the flowing issues:

  • Whether or not a proposed string is too visually similar to another string, either already in existence or proposed.
  • Whether or not a proposed string is too similar, by proxy. For example, if A string is too similar to B string, and B string is too similar to C string, then A string will need to be accessed as well, even if it’s not similar to C string on its own.
  • Whether or not the launch of a certain nTLD will cause user confusion.nTLDs domain names

In a letter written in November, but only recently posted to ICANN’s site last week, Jeffrey Smith, the CEO of Commercial Connect, LLC, let ICANN know that their guidelines are both hard to parse-out for interpretation and may mean that only 56 proposed nTLDs are actually unique, if the guidelines are taken strictly.

Smith, in conjunction with Commercial Connect, is applying for the rights to .shop, a follow-up to an application Commercial Connect submitted in 2000, when they were asked to submit again, as a part of the larger nTLD push. Smith states that his letter is written as a community member more than an applicant, and he points out that if all 1,917 applications are considered in accordance with the string similarity guidelines put forth by ICANN, then not just visually similar strings should be knocked-out of the running, but also similarly sounding and meaning strings, too:

“There has been an understanding that no new gTLD would be released that had similar meaning, sound, or appearance to any existing TLD. This has roots in protecting the end user from being confused about which TLD should be used and lends credibility to the intent of the process. The premise of keeping the internet a safe, secure and user friendly environment for all stakeholders supports this rule.”

To illustrate what Smith is talking about, here are just a few examples of current applied-for nTLDs that could be considered too similar to launch, depending on how strictly you interpret the guidelines:

  • .auto, .car, .autos, .cars
  • .loans, .loan; .market, .markets; .work, .works
  • .buy, .shop, .shopping
  • .lawyer, .esq, .law

There are many examples like these – where words are similar visually, many times just the difference between singular and plural form, or that words are too similar in meaning, such as with “buy” and “shop.” Smith argues that IDNs should also be considered in the same mix as other nTLDs – since both will be existing together as options to one another.

Yet, some argue that Smith’s representation is too oversimplified. If an applicant applies for .auto, and wishes to use it as a closed registry, in conjunction with their business, than a .car would suffice to establish an open-market nTLD in place of the word “auto.” Some argue that having “car” and “auto” in any capacity would be confusing; others argue that Internet users are flexible and capable of discerning the uses of both nTLDs.

With so many applications in the works, it’ll be interesting to see how ICANN broaches the subject, and whether or not we’ll see the number of possible nTLDs lower as launch dates get nearer.

Where do you stand on string contention? The more the merrier, or too many cooks in the kitchen? Use any outdated and corny colloquialism you want – we won’t judge you. We just want to get your take.

If you have your eye on the application process, check out our nTLD watcher. Plugin the nTLD you want to track, and we’ll send you updates as they make their way through evaluation. Or keep checking back here, to our blog, for updated information.

Most Users Don’t Know What New gTLDs Are — Do You?

At the beginning of December, a company named FairWinds released a white paper report, the results of which indicated that 74% of the Internet users they surveyed have no clue what new gTLDs (nTLDs) are, didn’t know they’ll be released in the near future, and thought the application process was incredibly confusing. The results aren’t much of a surprise to us — we’re in the business of domains, so we know while there’s a lot of information to keep up with, there’s not a lot of media frenzy outside of tech mags.

kim kardashian better known than ntlds

Mainstream media hasn’t focused a lot on ICANN’s process, many social media organizations aren’t even invested in nTLDs, and the big companies who are invested, like Amazon, Google, and Yahoo! aren’t talking publicly about why they’re interested, or what the nTLDs will mean for e-commerce, search engine results, or the way we surf the Internet. Because there’s not enough mainstream exposure, most people know more about Kim Kardashian’s Christmas than they do about nTLDs (unwillingly, of course).

Maybe you just found out about the nTLDs (new generic top-level domains), or you’ve never heard of them, and you’re wondering why you should care and what the change will mean to you. (If you’ve never heard of nTLDs, start here.) There are still a lot of quandaries we don’t know the answer to – which nTLDs will get approved, when exactly they’ll go live (they’ll start in 2013, and you can view the release order on ICANN’s site), how much they’ll cost, or how they’ll affect SEO. But we do know that nTLDs will change the Internet as we know it, and if you aren’t paying attention now, you will be when the first nTLDs start going releasing.

Don’t wait until the releases to start learning about nTLDs. We think there are benefits to starting your education early, including:

  • Being brand aware. If you own a company, then you should know if someone is trying to register a nTLD that either defines your market niche, or uses a generic term you use in your brand name. You should be aware of the Trademark Clearinghouse, and be ready to object to gTLD string that may infringe on your trademark rights. You can view all proposed nTLDs and who the applicants are on ICANN’s website.
  • Planning the future of your website. Maybe you’d like a chance to get into the nTLD world. If you own a brewery, for instance, you might be interested in a .BEER extension. Knowing about who will administer the nTLD, when it will be approved, and preregistering possible domain strings, either to serve as your webpage or as an extension to your web page, will prove valuable to anyone looking to get a piece of their niche nTLD.
  • Got a problem with an nTLD? You can object now. Right now, if you object to a proposed nTLD, or the possible use of it, you have a chance to file a public objection with ICANN. After the objection period closes, it will be a lot harder to have any say in a gTLD that might affect you. All the information about who’s applying to administrate the gTLD, when they’ll launch, and the Early Warnings issued to applicants is available on the ICANN website until Mar. 13. You can add to any current objections, or rest assured that the nTLD you’ve got your eye on is going through the application process smoothly.
  • Start thinking about SEO. There’s nothing concrete yet about how new nTLDs will affect SEO, so you can’t start planning, but you can start researching. Adding a “gTLD” feed to your Google News feed, or taking time every couple of weeks to search “SEO and new gTLDs,” can help you stay abreast of the changes. nTLDs are already used in SEO, so knowing whether or not an extension with a market keyword may help traffic or will be virtually useless can help you plan for the future and decide whether you can afford to watch the market, or you need to get into the landrush.

Whether you’re invested now in keeping an eye on the nTLD application process may mean the difference between confusion or comfort when nTLDs hit the mainstream media and start going active. There’s no question that nTLDs are coming, or that they’ll be big news, so knowing the terminology, the gTLDs you might be interested in, how to protect your brand, and basic information about how the process works can save you feeling lost or uninformed next year, when the first new nTLDs release.

For more information, check out our nTLD news and information, here on our blog. You can click on “nTLDs” section, in the blog site map in the right hand margin for nTLD specific news. We also have an nTLD watchlist you can subscribe to, which will tell you up-to-date information about the specific gTLDs you’re interested in.

As New gTLDs Launch, is Your Brand Protected?

One of the most talked about developments in nTLDland (yes, nTLDland is an actual, mystical place where everything has a dot right in front of it), is how to best protect your brand as the nTLDs (new gTLDs) launch. With almost 2,000 nTLD applications making their way through the final stages of the process, you may have to rethink the practices you use to keep your brand secure on the Web. The million dollar question seems to be (pun intended): How can you keep your brand safe without bleeding money in the process?

The Strawman Solution

If you’ve been following ICANN lately, then you know the Internet community is engaged in a two-sided conversation concerning just that. The “Strawman ntld brand protectionSolution,” tentative policy enforcements proposed by ICANN to add protective measures to the policies already in place — such as more time in the sunrise periods and more time required for registrars to use the Trademark Clearinghouse — is garnering attention from those concerned with the protection of intellectual property.

Comments on ICANN’s website, about the Strawman Solution, center on two main arguments: That the Trademark Clearinghouse, sunrise periods, Uniform Rapid Suspension System, and Uniform Domain Dispute Policy ought to be enough to protect brands and trademarks, if the Internet public takes enough time to utilize each. And, on the other side of the argument, the concern that these measures alone are not enough to protect brands and the proposed enforcements should proceed. The conversation has attracted comments from big name corporations, registrars, and applicants alike.

Both sides are concerned with time and money. Those looking to implement the Strawman Solution are concerned that time and money will be wasted by trademark owners trying to defend their brands, and so are looking for more protective measures, up front. Those who wish to proceed without the Strawman Solution worry that adding more burden to the front end of an nTLD launch will make the already heftily expensive application process more costly, and add even more time until nTLD domains are available for public registration.

Your Options

Brand protection isn’t a new concern, but the launch of nTLDs has a lot of industry experts rethinking the way you can protect your intellectual property. While defensive registration is important, unilateral defensive registration isn’t an option for everyone. To register your brand in every nTLD (1,917) would be costly,to say the least. While defensive domain registration is still an important step in securing your place on the Web, there are other ways you can remain protected without having to register your trademark in every nTLD. Here’s a break-down of your options as nTLDs launch:

1. Know the ICANN nTLD Guidebook. Taking some time to read over parts of the ICANN nTLD guidebook, concerning the Trademark Clearinghouse, sunrise periods, string contention, and the Uniform Rapid Suspension System and Uniform Domain Name Dispute Policy can go a long way in helping you make informed choices concerning the protection of your brand. There are a lot of systems in place, as explained in the guidebook, that you can use to your advantage if you feel your brand has been infringed upon, or to protect your brand from possible infringement.

2. Register your brand and domain strings in the Trademark Clearinghouse (TMCH). When the Trademark Clearinghouse launches this spring, you have the opportunity to register your trademarks for $150 each. Registering your trademark helps to prevent others from infringing on your brand rights because your brand will become a part of the TMCH database. Anyone who tries to register an nTLD with a string that’s too close to your trademark will be notified.

3. Take advantage of the sunrise period. During the sunrise period of each nTLD, which is the first 30 days after it launches, you’ll have the chance to register your own domain strings to protect your brand. Because almost 2,000 nTLDs are going to launch in the coming year, many experts agree that protectively registering domain strings in each nTLD will be too expensive for many, but to register the nTLDs that closely relate to your market sector is a good way to both secure your trademark and own a spot in the nTLD world.

 4. If needed, utilize the Uniform Rapid Suspension System (URS) and the Uniform Domain Name Dispute Policy (UDRP). If another entity registers a domain string that infringes on your copyright, or brand, then you could utilize the Uniform Rapid Suspension System. The URS is meant to provide a cost-effective ($300-$500 an arbitration) and timely way to freeze domains that threaten other brands. Once a complaint is filed with the URS, the registrar must suspend the domain and alert the owner. The owner then has 14 days to respond. If the owner does not respond, or cannot defend their use of the domain, the domain is put into the URS indefinitely.

The Uniform Domain Name Dispute Policy is a policy already in place that provides guidelines for domain disputes. UDRP outlines a procedure that you may follow to alert a registrar to possible copyright infringement and begin working to take a hostile domain down. The guide-lined process moves slower than the URS, which is why the URS has been implemented for the release of nTLDs in the first place. ICANN hopes both the policy and the system will work in conjunction to help brand owners secure their property.

Weigh in. What do you think?

So, now that you know your options, do you feel secure? Do you think the Strawman Solution adds to your protection, or adds cost and time to a process that’s already dragged-out months longer than ICANN expected? We want to hear your take on brand protection, what you plan to do as nTLDs launch, and whether or not you think these measures are enough, or too much.

A Look at Some of the Most Controversial nTLDs

If you’ve been following the nTLD application process, there’s no doubt that you’ve heard of the controversies surrounding some of the applications. Since mad dramz are the order of the day, here’s a look at five of the most talked about nTLD controversies of 2012, and what the future looks like for the applicants and nTLDs involved.


Initially the African Union Commission backed UniForum, a South African non-profit company, to be the sole applicant of .AFRICA, but when the nTLDs controversy DotConnectAfrica Trust had to change their application from .DOTAFRICA, to .AFRICA, so as not to be applying for a similar gTLD to .AFRICA, the two non-profits started a controversy over who should have the registry rights of the nTLD.

Those who back DotConnectAfrica Trust say they don’t want the AUC to have any control in the reservation and registration of .AFRICA – that the nTLD should be free to all. Those who back the AUC, and thereby Uniforum, site that the AUC represents a number of countries in Africa, and is therefore the better choice for a .AFRICA registry because of it’s diverse range of input. Multiple Early Warnings have been issued to DotConnectAfrica Trust, stating that AUC-backed UniForum is the preferred applicant.


There have been controversies surrounding the .ISLAM gTLD that stem both from those who oppose the belief of Islam, and those who feel excluded from the gTLD, based on the applicant. For those who oppose .ISLAM based solely on personal viewpoints of Islam itself, the objection process won’t yield many results – ICANN is interested in making sure all cultures, religions and countries have an equal chance at representative community nTLDs. For those who are opposed to the use of the gTLD by a specific applicant – for instance the Early Warning issued by Muslims in India who oppose Asia Green IT System’s application because they feel left out of a nTLD that defines them personally – the chance of having an objection heeded to is more realistic.


Like .ISLAM, .GAY and .LGBT are facing more personal opinion objections rather than objections relating to the proposed administrative practices. Objections against .GAY and .LGBT center on individual or country objections to homosexuality, and not necessarily to the use of the nTLDs, or the ability of the organizations applying for community administration rights to do their job well. So far, applicants for both domains have not had to change their application to face these types of objections, and have not been issued Early Warnings.


Many have objected to the use of these possible nTLDs because of the industry they’re set to represent – the adult entertainment industry. And while those objecting cite protective reasons – such as protecting children, or combating the negative image some associate with adult entertainment – those in support of the nTLDs have stated that having an identifying marker, like a specific gTLD related to the industry helps separate the adult content from the rest of the Internet, and makes it easily identifiable to parents, or those who may be offended by the content of these sites. So far, aside from public objections, these nTLDs are moving through the application process without serious hindrances.


Australia issued an Early Warning to the applicants of .WTF, citing that the nTLD might foster a negative Internet interaction, and allow a space for people to ntldscongregate to proliferate the apathetic or malevolent feelings usually associated with this slang acronym. But, others argue that morality policing cannot occur in the nTLD process, because it opens the door to boxing out any applicant because of the personal opinions of another. For those who agree with .WTF being allowed to proceed though the nTLD process, the importance of maintaining a system that does not judge morality according to cultural specifics is more important than the possible uses of .WTF.

Take a closer look at the Early Warnings, here on ICANN’s website. As the nTLDs make their way through the application process, we’ll be able to see which objections are going to cause a problem, and which are going to be all but ignored. Keep an informed eye on these nTLDs as they make their way through the application process by signing up for our watch list, or for subscribing to our blog.