If you’re trying to market a new gTLD aimed solely at CEOs, and your messaging is security, credibility and authority, what’s the best medium to get that message across?
Why, it’s white rap of course! In Donald Trump masks!
That’s apparently the thought process of PeopleBrowsr, the applicant for .ceo, anyway.
The video below got its first airing during a joint PeopleBrowsr/TLDH party at ICANN 48 in Buenos Aires last week.
I was on a bio break at the time and missed the premiere, but I was assured by other party-goers that it was the most painfully awkward video ever screened at an ICANN meeting.
After PeopleBrowsr published it on YouTube today, I was not disappointed. Enjoy a true classic:
Donuts today kicks off the Sunrise periods for its first seven new gTLDs, the first English-language strings to start their priority registration periods for trademark owners.
The big question for mark holders today is whether to participate in Sunrise, or whether Donuts’ proprietary Domain Protected Marks List is the more cost-efficient way to go.
Sunrise starts today and runs until January 24 for .bike, .clothing, .guru, .holdings, .plumbing, .singles and .ventures. Donuts is planning seven more for December 3.
These are “end-date” Sunrises, meaning that no domains are awarded to participants until the full 60-day period is over. It’s not first-come, first-served, in other words.
Where more than one application for any given domain is received, Donuts will hold an auction after Sunrise closes to decide who gets to register the name.
The primary requirement for participating in Sunrise is, per ICANN’s base rules, that the trademark has been submitted to and validated by the Trademark Clearinghouse.
Donuts is not enforcing additional eligibility rules.
The company has not published its wholesale Sunrise application fee, but registrars have revealed some details.
Com Laude said that the Donuts “Sunrise Participation Fee” is $80, which will be the same across all of its gTLDs. Registrars seem to be marking this up by about 50%.
Tucows, for example, is asking its OpenSRS resellers for $120 per name, with an additional first-year reg fee ranging between $20 and $45 depending on gTLD.
Lexsynergy, which yesterday reported on Twitter a spike in TMCH submissions ahead of today’s launch, is charging between £91 ($147) and £99 ($160) for the application and first year combined.
The question for Trademark Owners is whether they should participate in the alternative Domain Protected Marks List or not.
The DPML is likely to be much cheaper for companies that want to protect a lot of marks across a lot of Donuts gTLDs.
A five-year DPML fee can be around $3,000, which works out to $3 per domain per year if Donuts winds up with 200 gTLDs in its portfolio.
Companies will not be able to actually use the domains blocked by the DPML, however, so it only makes sense for a wholly defensive blocking strategy.
In addition, DPML does not prevent a eligible mark owner from registering a DPML domain during Sunrise.
A policy Donuts calls “DPML Override” means that if somebody else owns a matching trademark, in any jurisdiction, they’ll be able to get “your” domain even if you’ve paid for a DPML entry.
I should point out that Donuts is simply following ICANN rules here. There are few ways for new gTLD registries to make names ineligible for Sunrise within their contracts.
Trademark owners are therefore going to have to decide whether it’s worth the risk of sticking to a strictly DPML strategy, or whether it might make more sense to do Sunrise on their most mission-critical marks.
DotShabaka Registry was the first new gTLD operator to go to Sunrise, with شبكة., though the lack of Arabic strings in the TMCH means it’s largely an exercise in contractual compliance.
ICANN still hasn’t polished off its backlog of new gTLD applications in Initial Evaluation, but three more passed Extended Evaluation this week.
Guangzhou YU Wei Information Technology passed EE on .佛山 (for Foshan, a Chinese city), Taipei City Government passed on its application for .taipei and MIH PayU passed for .payu.
The two Chinese-related applications had been held up by governmental approval. The application for .payu had failed IE due to its lack of financial statements.
Two applications remain in Initial Evaluation, 24 are in Extended Evaluation.
Top Level Domain Holdings and a few other new gTLD registries signed their first Registry Agreements with ICANN this week.
Its six new RAs were among 15 registry contracts ICANN signed this week. TLDH and its subsidiaries signed for: .horse, .cooking, .nrw (as Minds + Machine GmbH), .casa, .fishing and .budapest.
I’d heard some concerns at ICANN 48 this week about TLDH’s lack of signed contracts to date, but the concerns seem to have been misplaced.
Monolith Registry, partly owned by Afilias, has also signed RAs for .voto and .vote, the latter of which was won at auction.
Small Chinese portfolio applicant Zodiac Holdings got its second and third gTLD contracts: .商城 (“.mall”) and .八卦 (“.gossip”).
German registry I-Registry got .rich and Russian registry The Foundation for Network Initiatives got .дети (“.kids/children”).
Previously contracted parties Donuts and Uniregistry added .tools and .expert (Donuts) and .christmas (Uniregistry) to their portfolios on Friday.
The total number of new gTLDs with RAs is now about 130.
Get ready for a backlash — Nominet has committed to start offering second-level domain names under .uk for the first time.
Starting next year, you’ll be able to register example.uk, rather than only third-level names such as example.co.uk and example.org.uk.
Concerns were raised that allowing .uk would allow names to fall into the hands of the wrong people, and that the cost to UK business would be prohibitively high.
“We all want shorter, snappier names,” CEO Lesley Cowley said. “But we appreciate that not everyone shares that view so as a board we had to very carefully consider what’s in the best interest of the public.”
Nominet has introduced a few new ideas that seem to be designed to address these criticisms.
First, every owner of a .co.uk domain name will be given a free five-year reservation on the matching .uk SLD. If you own example.co.uk, you’ll have five years to decide whether to pay for the .uk version.
Cowley told DI that Nominet’s market research suggested that UK businesses repaint their trucks and get new stationery every five years anyway, so the pressure to rebrand around a new domain would be alleviated.
“There was some concern that businesses would feel forced to register a .uk,” she said. “We would not want that to be the case. We want people to consider in their own time whether they want to move.”
In cases where matching .co.uk and .org.uk (or .me.uk etc) domains are owned by different people, the .co.uk gets the free reservation and the .org.uk is locked out for five years.
Where there’s a .org.uk with no matching .co.uk, the .org.uk registrant gets the free reservation, Cowley said.
Domains registered prior to October 28 2013 — when the Nominet board voted on the proposal — will qualify for the free reservation, as will domains registered after that date when there are no colliding third-level domains.
The price for a .uk SLD is to be set at £3.50 for a one-year reg and £2.50 for one year of a multi-year registration. That’s the same as .uk wholesale prices today.
Why do it at all?
While Cowley admitted that .uk registration growth has been slowing recently, something being experienced by many ccTLDs and gTLDs, she said the main reason for the SLD change was demand.
Nominet has done some market research showing only 2% of UK businesses do not want the SLD option in .uk, compared to 72% that do, according to the company.
“People have been saying for some years that it would be good to drop the ‘co’ in .uk,” said Cowley. “It’s clunky. The French and Germans manage to have direct in .fr and .de, so why can’t we do that as well?”