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As new gTLDs enter a new phase, the first wave of announcements crashes

Kevin Murphy, May 31, 2012, 07:41:42 (UTC), Domain Registries

Go Daddy, Web.com and the Public Interest Registry were among the first to reveal their new generic top-level domain plans as ICANN’s new gTLD program enters the “reveal” phase.

Announcements from several companies were timed to closely coincide with the closure of ICANN’s TLD Application System at a minute before midnight UTC last night.

After a false start (false end?) on April 12, and weeks of subsequent procrastination, the end of the new gTLD application window seems to have gone off without a hitch.

We’re now entering a new phase of the program, one which is expected to hold far fewer secrets.

Between now and the official Big Reveal, currently targeted for June 13, I’m expecting a deluge of announcements from new gTLD applicants, no longer scared of encouraging competitive bids.

Any company with any hope of standing out from the crowd of almost 2,000 applications needs to make its presence felt as loudly and as early as possible.

.web

The first to do so was number-three registrar Web.com, owner of Network Solutions and Register.com, which confirmed its long-expected bid for .web shortly before midnight.

It’s one of many companies with a claim to the gTLD, in what is certain to be a fiercely fought contention set.

The firm reckons, dubiously, that it has rights due to its trademark on Web.com, which I predict will be anything but a slam dunk argument when it comes to a Legal Rights Objection.

“We believe we possess the natural platform from which to successfully market the new .WEB top level domain since we are the sole owner of the Web.com trademark as issued by the U.S. Patent and Trademark office,” CEO David Brown said.

I wonder what the other 300 or so owners of web.[tld] domain names think about that.

.bank and .insurance

The Association of National Bankers and the Financial Services Roundtable, both US trade groups for the banking industry, provided the first post-TAS announcement to hit my inbox, at 0006 UTC.

The groups have confirmed their joint bids for .bank and .insurance, having wisely decided against the less SEO-friendly, less intuitive .banking, .invest, .investment, and .insure.

These proposed gTLDs will be secured and restricted, but they still face the substantial risk of objections from European banking regulators.

There’s also one other unconfirmed .bank applicant.

.home and .casa

Go Daddy has also revealed its two applications, giving the scoop to Domain Name Wire. It’s applied for .home and the Spanish translation, .casa, in addition to the previously announced .godaddy.

While they look benign on the face of it, I’m expecting .home to face opposition on technical grounds.

It’s on DI PRO’s list of frequently requested invalid TLDs, due to the amount of traffic it already gets from misconfigured routers.

Go Daddy may also face competition scrutiny if it wants to act as a registry and registrar, given its overwhelming dominance of the registrar market.

Both applications are also likely to find themselves in contention sets.

.ngo and .ong

The Public Interest Registry cleverly got its .ngo and .ong bids some big-readership attention a few hours ago by letting Mashable think it was getting a scoop. Ahem.

To be fair, the .ong application – a translation of .ngo for Spanish, French and Italian markets – was news. Both will target non-governmental organizations, of which there are millions.

The .ong bid stands a reasonable chance of being challenged due to its visual similarity with .org – which PIR already manages – but ICANN’s similarity tool only gives it a score of 63%.

.cloud and .global

Finally this morning, CloudNames announced applications for .cloud and .global, two unrestricted gTLDs being pitched explicitly as alternatives to .com, .biz and .info.

“A .cloud domain will allow businesses and individuals to have their own cloud on the Internet. Likewise, a .global domain will allow businesses to secure a position on an international level,” CEO Rolf Larsen said in a statement.

They’re the first examples of both strings to be announced, but CloudNames expects them both to be contested. I suspect the buzzy .cloud will be the harder to obtain.

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