Theo Hnarakis, CEO of top-ten registrar Melbourne IT, has asked ICANN to delay its imminent “digital archery” gTLD application batching system until a better solution can be found.
Talking to DI today, Hnarakis said he’s worried that digital archery currently favors applicants for desirable generic strings such as .web at the expense of uncontested dot-brands.
With a limited number of places per batch, and with ICANN currently promising to promote all contested applications to the batch containing the best archer, we’re potentially looking at a first batch dominated by contested gTLDs rather than dot-brands.
This, Hnarakis said, will lead to many more second-level defensive registrations by companies that have applied for dot-brand gTLDs but were placed in later batches.
“We’re going to have a situation where very many companies who said they’re going to apply [for a dot-brand] to get off the treadmill of being forced to protect their brand at the second level won’t be able to do so for a year or two years,” he said.
Without an alternative batching process, the new gTLD program risks looking like “another exercise in generating a lot of defensive registrations from brand holders”, he said.
Hnarakis has written (pdf) to the ICANN board of directors’ new gTLD program committee to express his concerns and to point out that when ICANN starts to review the program in 2014 it risks not being able to evaluate the benefits of the dot-brand concept.
He said he prefers a batching method that favors uncontested and uncontroversial strings.
By the time the new gTLD public comment period is over in August, ICANN should have a pretty good idea of which applications are controversial, he said. This would require some subjective decision-making, something ICANN has always resisted, he acknowledged.
He wants a delay to the digital archery process, which is currently scheduled to kick off next Friday, for further community discussions.
“There seems to be a broad sentiment that this isn’t this best method, but people don’t want to rock the boat because they don’t want to see any further delay,” Hnarakis said.
“I don’t care if there’s any further delay,” he said. “I just want to make sure… it’s done in a way that’s fair for all parties, brand holders particularly, and that ICANN comes out of it with some credibility.”
Melbourne IT is well-known for its digital brand management services. It has 146 new gTLD consulting clients, the vast majority of which are dot-brand applicants.