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Five killer TLDs nobody wants (and five rubbish ones)

Kevin Murphy, September 1, 2010, 20:12:11 (UTC), Domain Registries

Not including the incumbents, there are roughly 130 known new top-level domain applicants at the moment, covering everything from music to sport to health.

While several would-be TLDs, such as .gay and .eco, are known to have multiple applicants, there are some no-brainer strings that so far no company has staked a claim on.

Here’s five, off the top of my head.

.blog

Apparently there are something like 400 million active blogs on the internet today. And that’s just in the English language. I’ll take 1% of that, thanks.

.sex/.porn

We may already have .xxx by the time the first application round opens, but that’s no reason to prevent the porn industry taking its fate into its own hands and applying for either of these strings.

Both of these potential TLDs are category killers, moreso than .xxx. According to Google’s keyword tool, [sex] and [porn] each get 24.9 million searches per month, compared to 20.4 million for [xxx].

Yes, it will add even more defensive registrations costs, but it could be run on a cheap-as-chips basis, with free grandfathering, and without the expensive policy oversight body that they all seem to hate so much.

.sucks

The only UDRP-proof TLD. No sunrises, no trademark worries, just tens of thousands of disgruntled former employees happily slandering away.

That’s the theory, anyway. To be more mercenary, this is the one TLD guaranteed to make millions in defensive registrations alone.

Esther Dyson said she liked the idea back in 2000, and I agree with her. The internet needs a renewed dose of anarchic freedom of speech.

.poker

Online poker is worth billions. The term [poker] attracts far more interest than [casino], some 20 million searches per month, according to Google.

The value of the landrush auctions alone would be enough of an incentive for a registry to apply for .poker. Registration fees could also be set pretty high.

And, for balance, five rubbish TLDs.

Again, I’m not talking about guaranteed flops that have already been announced (.royal anyone?), but rather the TLDs that appear attractive at first look, but would, in my humble opinion, almost certainly fail hard.

.book

Sure, every year something like 400,000 books are published in the UK and US, but how many of them really get marketed to the extent that they need their own web site? Very few, I suspect.

And if you’re planning on using the TLD to sell books, good luck trying to train the world out of the Amazon mindset.

.kids

A legal nightmare, requiring a bloated policy oversight body to make sure all content is kid-friendly, which is pretty much impossible when nobody can even agree what a kid is.

You need look no further than the spectacularly unsuccessful government-mandated .kids.us effort to see what a waste of time a .kids would be. It has fewer domains than .arpa.

Still, it kept the politicians happy.

.news

A smaller market than you’d think. Google News only sources from about 25,000 publications, and only 4,500 of those are in English. How many will want to make the switch to a new TLD?

I’d say a .news TLD would struggle to hit six figures.

.secure

No, it isn’t. This is the internet.

A .secure TLD would be a PR nightmare from launch day to its inevitable firey death six months later.

.any-fad-technology

Back in 2000, there was an application for .wap. Really. It almost makes .mobi look like a good idea.

Pretty much no technology is immune from this rule. You can’t build a sustainable business on a string that’s likely to be tomorrow’s Betamax. Even the humble DVD has a shelf life.

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Comments (1)

  1. Maybe there will be some extensions for fan clubs or futbol clubs, where members will be proud to have a domain. Or even a fanclub for vehicles, like bmw, audi or just a fanclub Domain for .hilton

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