Today a U.S. Senate committee will examine the plans by the Internet Corporation for Assigned Names and Numbers (ICANN) to begin accepting applications for the creation of new gTLDs (generic Top-Level Domains).
The hearing will review the merits and implications of the proposed program, which will allow companies to take ownership of both branded domains such as .coca-cola or .ibm and more generic but relevant domains such as .money or .food. The shift from a .com-centric to a .brand-centric domain architecture has the potential to dramatically alter the online landscape, leading to expectations that hundreds of new gTLDs will be registered over the course of the next year.
While some trade groups oppose the plan, direct and digital agency OgilvyOne believes that the creation of gTLDs presents an opportunity for brands to embrace creative innovation in their digital branding. For a fresh look into gTLD opportunities, read our latest digital marketing Insight Paper, “From .com to .brand: the changing face of internet domains.”
Click the following link to download the report via SlideShare.
Tags: digital direct, Future of Selling, gTLD, OgilvyOne
Comments: 1
Congratulations on the paper; it strikes me as a very helpful tool for organizations who might apply for a gTLD.
There is a misstatement of fact on page 4, which states near the top, “a brand’s newgTLD must be operational within one year of signing a registry agreement with ICANN.” Others have held this misunderstanding, too; I’ll do my best to clarify. Ogilvy has produced some fine work here and clearly intends for their clients to be fully informed about the new gTLD Program. I offer this minor correction in that same spirit.
ICANN’s Applicant Guidebook states (in Module 5) that after a registry first signs its agreement with ICANN, the agreement can be terminated unless the registry completes “all testing and procedures for delegation of the TLD into the root zone within twelve (12) months after the effective date of the agreement.” So what ICANN requires is that registry operators are ready for delegation within 12 months of signing a registry agreement. (An extension is available if the registry is “working diligently and in good faith” – please see the Guidebook for more details.)
But a string can be delegated into the root zone, yet not be operational. When (fictitious new gTLD) dot-doorknobs is delegated into the root, there will be no second-level domains under dot-doorknobs at first. So while technically their string is available to the Internet (that is, delegated), functionally, there is not a web site to see and no way to take in revenue online — so in that sense, they are not operational.
The Guidebook says “ICANN expects all new gTLDs to be operational,” but does not link that statement to delegation, nor to timing, nor to any consequences of not becoming operational.
When dot-doorknobs is delegated into the root, that means they have all their servers up, a staff on hand, and are probably burning cash in marketing, salaries, and legal fees. They are already incented to get operational A.S.A.P. in order to recoup their investment. ICANN doesn’t levy a consequence for being slow at operations — but dot-doorknobs’ investors might!
Posted by Scott Pinzon on December 9th, 2011.