PeopleBrowsr, registry for the forthcoming .ceo gTLD, has eschewed the cringe in its new promotional videos.
No more company employees dancing around in masks to white rap; rather, straightforward animation with a voice-over explaining what .ceo is.
As I was so rude about the first (horrible, horrible) .ceo vid I feel duty bound to embed the latest, relatively boring one, too.
There’s another one here, too.
Trademark attorneys and brand management executives take note: January 21 will see the launch of the first first-come, first-served sunrise period we’ve seen in a new TLD in a long time.
FCFS means that domain names will be allocated to participants immediately, rather than at the end of the sunrise period.
For those responsible for acquiring domain names for mark owners — many of whom are accustomed to waiting to the last minute before submitting sunrise applications — this is a change of pace.
You snooze, you lose.
To date only Regiodot’s German geographic gTLD, .ruhr, has officially confirmed (pdf) that it intends to use a FCFS policy during its mandatory sunrise period.
That’s due to kick off on January 21.
The precise time that the sunrise will begin — important when you’re looking at a FCFS policy — does not appear to have been published yet.
UPDATE: the time has been published (see comments below this post) and it’s 1000 UTC.
Under ICANN rules, to use FCFS registries need a “Start Date” sunrise, which runs for 30 days but requires a 30-day notice period before it begins. Regiodot told ICANN about its sunrise dates December 18.
The alternative “End Date” sunrises run for 60 days, have no notice period, and domains are only allocated to mark owners — usually using auctions to settle contention — after the 60 days are over.
Other than .ruhr, only PeopleBrowsr’s .ceo has said it wants to run a Start Date sunrise. However, PeopleBrowsr will not run its sunrise on a FCFS basis, preferring the end-date allocation/auction method instead.
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:
With many dot-brand gTLD applicants still unsure about how they will use their new namespaces, the maker of the Kred reputation service is proposing social media as the answer.
Speaking to DI today, Kred CEO Andrew Grill said that one dot-brand applicant — a bank — has already committed to use parent company PeopleBrowsr’s new Social OS platform for its gTLD.
Social OS is being marketed as a way for companies to quickly launch their own social media networks along the lines of Facebook or LinkedIn.
Dot-brands would be able to own the customer relationship and get access to much more data about their users than they get with the limited “Like”-oriented Facebook platform, Grill said.
End users would be able to use these vertical networks using their existing social media log-in credentials, he said.
The company plans to use the platform in its own gTLD, .ceo, which it has applied for uncontested.
Grill said he talked to about 100 people at the recent ICANN meeting in Durban and expects to come away with five to 10 additional customers for the Social OS platform.
While the value proposition for new gTLD owners seems fairly reasonable, in general I’m quite skeptical about the internet’s need for more social media sites.
Any such service operated by a dot-brand would have to have a fairly compelling value proposition for end users.
Grill said that a car maker, for example, could use its own gTLD social media network to keep in touch with its customers — giving them a second-level domain when they buy one of its vehicles.
A bank, meanwhile, could offer services such as customer-to-customer transaction apps for users who have second-level domains in its gTLD. If registrations were limited to existing banking customers, a greater level of security would be baked in from the start, he said.
If you were following DI on Twitter during the opening ceremony of ICANN 44 yesterday, you may have noticed I only tweeted one direct quote from incoming CEO Fadi Chehade.
Chehade: “I care much more about getting things done than about figuring out who should get the credit.” #icann44
— Kevin Murphy (@DomainIncite) June 25, 2012
I pulled this one line out of what was a fairly long and passionate address because I had a “hunch” what might be coming up next when outgoing CEO Rod Beckstrom took the stage for the final time.
Now, former ICANN vice president of corporate affairs Paul Levins has called out his old boss for taking credit where credit may not be due.
Beckstrom said, during his opening remarks:
My first day on the job, I was given a blank sheet of paper and I was told that the Memorandum of Understanding with the Department of Commerce of the US government was not going to be renewed by ICANN.
And I was told, “You better come up with something better and you have to get it done in 90 days because the MoU is going to expire.”
Together we worked and we created the Affirmation of Commitments.
The MoU and the AoC which replaced it have been ICANN’s primary statements of legitimacy with the US government, spelling out its responsibilities to the internet community.
Levins, writing on CircleID last night, calls Beckstrom out on the statement.
We were not starting with a blank piece of paper. It’s to his credit that he allowed that to continue, but it’s not healthy to perpetuate a belief that what replaced the Joint Project Agreement — the Affirmation of Commitments (AoC) — was miraculously developed in the space of only weeks prior to the expiration of the JPA — that an accountability rabbit was pulled from the hat.
Nothing could be further from the truth.
It was ultimately the result of ten years of community effort.
But in the lead up to the JPA expiry, the direct negotiating and writing team was me, Theresa Swinehart and importantly — from the Department of Commerce (DoC) — the willing, creative and sincere cooperation of Fiona Alexander and Larry Atlas the then Senior Advisor at the Office of the Assistant Secretary for Communication at the National Telecommunications and Information Administration (NTIA).
The first written draft of the AoC had been produced over the eight months prior to Beckstrom’s arrival, Levins writes.
It’s fairly well known that Levins was one of the first people to lose his job under Beckstrom, but several others who were on ICANN staff at the time have confirmed to DI that the AoC was developed as Levins says.
His op-ed doesn’t strike me, in that light, as a full case of sour grapes.
Levins, who seems to be one of the many ICANN attendees who was impressed by Chehade’s debut address yesterday, signs off his editorial with what could be considered advice to both Chehade and Beckstrom:
…truth and sincerity is what should continue to drive the AoC’s ongoing implementation. But it should also drive the corporate memory of its creation.
Humility was a personality trait that ICANN specifically asked for when it advertised the CEO’s job earlier this year.
Judging by the reactions of ICANN 44 attendees who listened to Chehade’s speech yesterday — and have met him — humility is something Chehade appears to possess in buckets.
Everybody I’ve spoken to so far is impressed with the new guy, though some have also pointed out that they felt the same way this time in 2009.