In a historic move, the Internet Corporation for Assigned Names and Numbers (ICANN) approved its long-discussed New gTLD Program.
Internet address names will be able to end with almost any word in any language, offering organizations around the world the opportunity to market their brand, products, community or cause in new and innovative ways. For example internet users can expect to see domain names such as www.hotelrooms.vegas, www.chase.bank, www.indieart.film, www.videofilm.art and many more.
When does it begin?
The program application period for new gTLDs starts on January 12, 2012, and will end on April 12, 2012. Once the application window is closed, the opportunity to apply for a dot.BRAND TLD is gone.
New gTLD extensions can be live and operational as early as November 2013.
Who can apply?
The new gTLD program will allow any company to apply for a domain name extension and operate a registry.
Organizations interested in pursuing a dot.BRAND investment will need to work with a team of experts composed by:
- the Chief Marketing Officer (CMO)
- a brand advisor
- the ad agency
- a trademark lawyer; and
- a domain registry technology partner
What can be applied for?
Currently there are only 22 generic TLDs. Under the new program, ICANN is expecting about 300 to 1,000 new gTLD applications. In the next few years you may find extensions such as .shop, .eco, .blog, as well as many geographic areas like .paris, .berlin and .nyc all of which cities have expressed interest in having their own extension.
How will the new gTLD program work?
ICANN has approved the Applicant Guidebook providing details about the New gTLD Application Process. Applicants for New gTLDs will pay $185,000US application fee and undergo extensive evaluation for technical, financial, and administrative qualifications to operate a gTLD registry in a manner that supports the stability and security of the internet.
More details in the Applicant Guidebook at:
http://www.icann.org/en/topics/new-gtlds/rfp-clean-30may11-en.pdf
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