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Dot-brand .bond has been acquired and will relaunch as a generic this July

Kevin Murphy, May 21, 2019, 20:05:48 (UTC), Domain Registries

The domain name’s Bond, dot Bond… or something.

Sorry.

ShortDot, the registry behind the .icu top-level domain, has acquired a dot-brand gTLD and plans to repurpose it as a generic.

The seller is Bond University, a newish, smallish university in Queensland, Australia, and the gTLD is .bond.

ShortDot co-founder Kevin Kopas confirmed the deal to DI tonight, and said the new owner hopes .bond will prove attractive to bail bondsmen, offerers of financial bonds and, yes, fans of the James Bond franchise.

There’s also the dictionary meaning of “bonding” with somebody in a familial, friendly or business sense.

A new Bond movie is due to come out next April, so .bond might pick up a few regs then, assuming the registry is careful not to too closely associate itself with the heavily-guarded IP.

Kopas said that the current plan is to launch a 60-day sunrise period July 9 this year. ShortDot is currently working on unbranding the TLD within its ICANN contract, to allow it to sell to an unrestricted audience.

Premium domains will be offered with premium renewal fees.

ShortDot also plans to move away from Neustar’s back-end to CentralNic.

Bond University never actually used its TLD, which would have been a single-registrant space for its own exclusive use. It’s been dormant since its 2014 delegation, with just a single placeholder domain in its zone file.

There are plenty of those. About 50 owners of unused dot-brands have chosen to terminate their ICANN contracts and simply fizzle away to nothing.

But a small handful of others have chosen to instead sell their contracts to registries that think they can make a bit of money marketing them as generic strings.

The most obvious example of this to date would be .monster, which XYZ.com recently relaunched as a quirky open generic after the jobs site Monster.com decided it didn’t need a dot-brand after all. It’s been on sale for about a month and has about 1,750 names in its zone file.

The first example, I believe, was .observer, which Top Level Spectrum acquired from the Observer newspaper in 2016. That TLD went on sale two years ago but has fewer than 1,000 domains under management today.

Kopas said that the plan is to sell .bond names for between $5 and $10 wholesale.

“Overall the goal of ShortDot is to offer domains that are affordable for end users and profitable for registrars,” he said.

It’s only the company’s second TLD. The first was .icu, which it bought from One.com (which hadn’t really used it) and relaunched in May 2018.

Since then, it’s grown extremely rapidly and is currently the eighth-largest new gTLD by zone file volume.

It had over 765,000 domains in its zone today, up from basically nothing a year ago, no doubt largely due to its incredibly low prices.

Before AlpNames died, it was selling .icu names to Chinese customers for the yuan equivalent of just $0.50.

Today, the domain is available from NameCheap and NameSilo, its two largest registrars, for about $1.50.

Remarkably, spam fighters haven’t highlighted much to be concerned about in .icu yet.

The TLD has a 6.4% “badness” rating with SpamHaus, roughly the same as the similarly sized MMX offering .vip, which is also popular in China, and lower than .com itself.

Compare to .loan, which has a bit over a million names and which SpamHaus gives a 28.7% “bad” score.

In other words, .icu seems to be doing very well, volume-wise, without yet attracting huge amounts of abuse.

It’s a neat trick, if you can pull it off. But is the success repeatable? I guess we’ll find out with .bond when it launches.

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Comments (6)

  1. Source of Intel says:

    $0.05 should be $0.50 right?

  2. Snoopy says:

    Absolute junk. Will this end up another spam tld?

    • Ethan says:

      Please be polite.

      • Snoopy says:

        Your ridiculous attempts to protect new tlds from negative comments is wearing thin. Wake up, the whole area is dead..

        • Laszlo Toth, Jr. says:

          nTLDStats says there are 26.4 million nTLD domains. That’s about 19% of .com’s 140 million. Disappointing? Sure. “Dead”? Only if one is a lazy writer who can’t muster up anything other than hyperbole.

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