Top Level Domain Holdings will announce its go-to-market strategy — including .tv-style premium names pricing and its launch as a registrar — at an event at ICANN 48 in Buenos Aires this evening.
The company, which is involved in 60 new gTLD applications as applicant and 75 as a back-end provider, is also revealing a novel pre-registration clearinghouse that will be open to almost all applicants.
First off, it’s launching Minds + Machines Registrar, an affiliated registrar through which it will sell domain names in its own and third-party TLDs.
Instead of a regular name suggestion tool, it’s got a browsable directory of available names, something that I don’t recall seeing at a registrar before.
Searching “murphy.casa”, I was offered lots of other available domains in the “English Surnames” category, for example.
Until TLDH actually has some live gTLDs, the site will be used to take paid-for pre-registrations, or “Priority Reservations” using a new service that TLDH is calling the Online Priority Enhanced Names database, which painfully forces the acronym “OPEN”.
Pre-registrations in .casa, .horse and .cooking will cost €29.95 ($40), the same as the expected regular annual reg fee. It’s first-come first-served — no auctions — and the fee covers the first year of registration.
If the name they pay for is claimed by a trademark holder during the mandatory Sunrise period, or is on the gTLD’s collisions block-list, registrants get a full refund, TLDH CEO Antony Van Couvering said.
He added that any applicant for a new gTLD that is uncontested and has an open registration policy will be able to plug their gTLDs into the OPEN system.
PeopleBrowsr is already on the system with its uncontested .ceo and .best gTLDs, priced at $99.95.
No other registrars are signed up yet but Van Couvering reckons it might be attractive to registrars that have already taken large amounts of no-fee expressions of interest.
TLDH plans to charge registries and registrars a €1 processing fee (each, so TLDH gets €2) for each pre-registration that is sold through the system.
For “premium” names, the company has decided to adopt the old .tv model of charging high annual fees instead of a high initial fee followed by the standard renewal rate.
Van Couvering said a domain that might have been priced at $100,000 to buy outright might instead be sold for $10,000 a year.
“Because we want to encourage usage, we don’t want to charge a huge upfront fee,” he said. “We’d really like to make premium names available to people who will actually use them.”
Looking at the aforementioned English Surnames category on the new M+M site, I see that jackson.casa will cost somebody €5,179.95 a year, whereas nicholson.casa will cost the basic €29.95.
Two other new gTLDs, .menu and .build, have already revealed variable pricing strategies, albeit slightly different.