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Five killer TLDs nobody wants (and five rubbish ones)

Kevin Murphy, September 1, 2010, Domain Registries

Not including the incumbents, there are roughly 130 known new top-level domain applicants at the moment, covering everything from music to sport to health.

While several would-be TLDs, such as .gay and .eco, are known to have multiple applicants, there are some no-brainer strings that so far no company has staked a claim on.

Here’s five, off the top of my head.

.blog

Apparently there are something like 400 million active blogs on the internet today. And that’s just in the English language. I’ll take 1% of that, thanks.

.sex/.porn

We may already have .xxx by the time the first application round opens, but that’s no reason to prevent the porn industry taking its fate into its own hands and applying for either of these strings.

Both of these potential TLDs are category killers, moreso than .xxx. According to Google’s keyword tool, [sex] and [porn] each get 24.9 million searches per month, compared to 20.4 million for [xxx].

Yes, it will add even more defensive registrations costs, but it could be run on a cheap-as-chips basis, with free grandfathering, and without the expensive policy oversight body that they all seem to hate so much.

.sucks

The only UDRP-proof TLD. No sunrises, no trademark worries, just tens of thousands of disgruntled former employees happily slandering away.

That’s the theory, anyway. To be more mercenary, this is the one TLD guaranteed to make millions in defensive registrations alone.

Esther Dyson said she liked the idea back in 2000, and I agree with her. The internet needs a renewed dose of anarchic freedom of speech.

.poker

Online poker is worth billions. The term [poker] attracts far more interest than [casino], some 20 million searches per month, according to Google.

The value of the landrush auctions alone would be enough of an incentive for a registry to apply for .poker. Registration fees could also be set pretty high.

And, for balance, five rubbish TLDs.

Again, I’m not talking about guaranteed flops that have already been announced (.royal anyone?), but rather the TLDs that appear attractive at first look, but would, in my humble opinion, almost certainly fail hard.

.book

Sure, every year something like 400,000 books are published in the UK and US, but how many of them really get marketed to the extent that they need their own web site? Very few, I suspect.

And if you’re planning on using the TLD to sell books, good luck trying to train the world out of the Amazon mindset.

.kids

A legal nightmare, requiring a bloated policy oversight body to make sure all content is kid-friendly, which is pretty much impossible when nobody can even agree what a kid is.

You need look no further than the spectacularly unsuccessful government-mandated .kids.us effort to see what a waste of time a .kids would be. It has fewer domains than .arpa.

Still, it kept the politicians happy.

.news

A smaller market than you’d think. Google News only sources from about 25,000 publications, and only 4,500 of those are in English. How many will want to make the switch to a new TLD?

I’d say a .news TLD would struggle to hit six figures.

.secure

No, it isn’t. This is the internet.

A .secure TLD would be a PR nightmare from launch day to its inevitable firey death six months later.

.any-fad-technology

Back in 2000, there was an application for .wap. Really. It almost makes .mobi look like a good idea.

Pretty much no technology is immune from this rule. You can’t build a sustainable business on a string that’s likely to be tomorrow’s Betamax. Even the humble DVD has a shelf life.

Nokia considers new TLD application

Kevin Murphy, August 31, 2010, Domain Registries

Is Nokia planning to add its name to the list of “.brand” new top-level domain applicants?

That’s the intriguing possibility that emerged during a conference call of ICANN’s vertical integration working group yesterday.

Nokia working group representative Tero Mustala said, “our company is considering the possibilities to apply for a new gTLD”.

The revelation came as one of the disclosure statements that each participant was obliged to make, and should probably not be taken as an official company position.

As far as I know, this is the first time that the mobile phone giant has been connected to a new TLD bid. But is it a .brand? Unknown.

Nokia is an old hand at TLD applications, being among the over a dozen companies that financed the successful .mobi sponsored TLD application back in 2005.

In the 2000 “test-bed” round, it applied for .mas, .max, .mid, .mis, .mobi, .mobile, .now and .own but failed on technological grounds.

Under the new TLD application process, unsuccessful 2000 applicants get an $86,000 credit towards their new application, if they apply for the same string(s). That’s not an amount of money Nokia would care too much about, obviously.

There have been very few publicly disclosed .brand applications. Canon was the first and loudest. A couple of other companies, such as IBM, have been dropping hints.

.jobs landrush beauty contest opens

Kevin Murphy, August 28, 2010, Domain Registries

Employ Media has made a request for proposals from companies that want to apply for generic .jobs domain names, to predictable criticism.

ICANN recently permitted the company to start selling non-“company name” .jobs domains, and the RFP is the first phase of its plan.

It basically constitutes a landrush process, albeit one that makes .cn registrations seem laissez faire, and in which you don’t actually get to “own” any domain names at the end.

To apply, companies have to present Employ Media with a business plan and a list of their desired domains, among other information.

The registry appears to be reluctant to talk about the money side of things, other than the non-refundable $250 application fee.

The closest thing in the RFP to an outstretched palm appears to be this paragraph:

Employ Media’s role is to make .JOBS domain names available to those interested in serving the needs of the International HR management community as set forth in the .JOBS Charter. Describe how your proposal will contribute to Employ Media’s role in a manner that reflects the value (financial, services or otherwise) of the proposed .JOBS domains.

The CollegeRecruiter.com blog, and some reader comments, suggest that the registry has been asking potential applicants for “creative” ideas, including revenue sharing deals, and then threatening legal action when such overtures are recounted in public fora.

CollegeRecruiter’s CEO Steven Rothberg was one of the leading opponents of the .jobs liberalization plan.

The only organization I’m aware of that is on record intending to respond to the RFP is the DirectEmployers Association, which intends to apply for thousands of generic domains under its controversial universe.jobs plan.

What .xxx means for trademark holders

Kevin Murphy, August 26, 2010, Domain Registries

Trademark holders have been screwed over by ISP domain name wildcarding more than they realise, I’ve discovered from the .xxx contract documents.

ICM Registry is planning a novel approach to trademark protection if its application to launch the .xxx top-level domain is successful, but it’s been watered down compared to its original plan.

Hypothetically, let’s say you’re Lego. You really, really don’t want some cybersquatter snapping up lego.xxx and filling it with… well, you can imagine what Lego porn might look like.

At the same time, for the sake of your family-friendly brand, you don’t want to actually own a resolvable lego.xxx either.

And you certainly don’t want to be forced to to hand some pornographer over $60 a year for each of your brands. Some companies could see this as supporting pornography.

ICM had originally planned to allow companies in this position to pay a one-time fee to have their brand.xxx turned off permanently.

Personally, I like this idea. It would give the IP lobby a lot less to complain about in discussions surrounding the new TLD program.

But the company may now water down this plan, called IP Protect, due to the way that non-existent domains are increasingly handled by some ISPs.

As you probably know, ISPs worldwide are increasingly capturing NXDOMAIN traffic in order to show search results and advertising links to their customers.

It’s generally frowned upon in DNS circles, and it’s now likely to have the effect of making IP Protect costlier and more of an administrative hassle for brand owners.

You’re Lego again. You pay ICM the one-time shut-down fee, only to find that Comcast is now showing its users links to Lego porn whenever they type in lego.xxx.

ICM president Stuart Lawley tells me that one option currently being looked at is to have IP Protect domains resolve to a standard page at an ICM-controlled server.

The problem here is that ICM has to pay ICANN and its registry back-end provider annual fees for every resolving domain name, and that cost will have to be passed on to the registrant, in our case Lego.

Lawley says that ICM is “engaging” with the ICANN intellectual property community to figure out the best solution. It appears that both options are still open.

Why .xxx will be domainer-friendly (and why it won’t)

Kevin Murphy, August 26, 2010, Domain Registries

The proposed .xxx top-level domain may be “sponsored”, but the restrictions on who will be able to register names are so loose that pretty much anybody, including domainers, will be able to register one.

I’ve now had time to dig through the mountain of documents that ICANN published earlier this week. I’m submitting something to The Register later today, but I thought I’d first look here at the domaining angle.

First, the bad news: .xxx domains won’t be cheap.

ICM Registry, which wants to run the TLD, plans to charge $60 per year, and that’s just the registry fee.

That’s a lot of money to recoup if you’re planning to park a domain, so it’s likely that much of the value of .xxx for domainers will be in development and resale.

The proposed contract does suggest, and ICM president Stuart Lawley is on record as saying, that the price of registrations could eventually come down. Whether that would include renewals remains to be seen.

Now for the good news: you won’t actually have to be a pornographer to register a .xxx domain.

It’s true that .xxx is ostensibly restricted to members of the adult entertainment community, but the definition also includes companies that supply products and services to the industry.

According to Lawley, flipping domain names falls into that category.

So, if you register a nice .xxx in order to sell it later to an actual pornographer, you’re technically part of the .xxx Sponsored Community. Congratulations, you’re in the adult business.

Parking .xxx domains will also be possible, and it doesn’t look like parking companies will need to make any changes in order to support the TLD.

It’s true that all .xxx sites will have to be “labelled” as porn, but that doesn’t mean, as I initially thought, that all .xxx web sites, including the parked ones, will have to slap a logo on their pages.

Lawley says that ICM will handle all the labelling transparently at the registry end, using a W3C standard called POWDER. Apparently this is doable without touching anybody’s HTML.

Of course, getting hold of a prime piece of .xxx real estate at launch will not be easy.

Anybody with designs on a geo .xxx domain is out of luck. ICANN will reserve all place names, and two-letter domains are banned, due to potential confusion with country codes.

But single-letter domains will be possible. The provision that banned it has been deleted from the new contract.

ICM plans to auction some premium names. It may even reserve some names, such as movie.xxx, in order to offer registrations at the third level.

An additional barrier is that roughly 9,400 people have already “pre-reserved” about 176,000 names (an average of 18 each). That’s about as many words as there are in the English language by some counts.

Quite how these reservations will be handled isn’t spelled out in detail in the contract, as far as I can tell.

The .xxx TLD is still in the application phase, of course, and there are ways it could still fail. If the contract is ultimately signed, general availability is expected seven months later.