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As pricey .new launches, Google reveals first set of big-name users including rapper Drake

Kevin Murphy, December 4, 2019, Domain Registries

Google Registry has opened up its .new gTLD for registration for the first time, but whether you get to buy one or not will depend on a team of Google judges.

The company opened up its “Limited Registration Period” on Monday, and it doing so revealed a bunch of early-adopter registrants including eBay, Bitly, Spotify, Github, Medium, Stripe and the Canadian musician Drake.

It’s not an open registration period. If you want a .new domain you’re going to need to present Google with a business case, showing how you intend to use your chosen domain.

These applications will be judged by Google in seven roughly month-long batches, the first of which ends January 5 and the last of which ends June 21 next year.

Competing applications for the same domain in the same batch will be decided in a beauty contest by Google itself. Needless to say, if you’re champing at the bit for a .new domain, you’ll be wanting to apply in as early a batch as possible.

If you’re lucky enough to get to register a domain, you’ll have 100 days to put it to its promised use, otherwise Google will suspend the name and keep your money.

Registry pricing has not been disclosed, but 101domain is listing .new names at $550 retail. You need the nod from Google before you get to buy the domain from a registrar.

Google says the pricing, which it acknowledges is “high”, is partly to pay for ongoing compliance monitoring. If you run a paid-for service in a .new domain, you’ll have to give Google a free account so it can check you’re sticking to your original plan.

It seems Google is going to be fairly strict about usage, which as I’ve previously reported is tied to “action generation or online creation flows”.

What this basically means is that when you type a live .new domain into your browser, you’ll be taken immediately to a page where you can create something, such as a text document, graphic design, auction listing, or blog post.

The only exception to this rule is when the web site needs a user to be logged in and redirects them to a login page instead. Most of the first tranche of registrants are currently doing this.

Google’s own .new domains include doc.new, which takes uses to a fresh sheet of blank paper at Google Docs.

The gTLD’s major anchors tenants have now been revealed at registry web site whats.new, and they include:

  • eBay: type sell.new into your browser address bar and you’ll be taken to a page where you can create a new auction/sales page.
  • Medium: story.new takes you to a blog post creation page.
  • Spotify: create a new music playlist at playlist.new
  • Webex: open up a web conference at webex.new or letsmeet.new.
  • Bitly: create a shortened link at link.new.
  • OVO Sound: this is a record label in the Warner Music stable, founded by Drake. It currently appears to be being used to plug two of OVO’s artists, which I think is a horrible waste of a nice domain. There’s no “content creation” that I can see, and I reckon it could be a prime candidate for deletion unless “listen to this crappy Drake song” counts as “action generation”.

There are a few more anchor tenants publicized at whats.new, but you get the idea.

.new will enter general availability next July.

Google quietly launches .new domains sunrise

Kevin Murphy, October 14, 2019, Domain Registries

Google Registry will allow trademark owners to register domains matching their marks in the .new gTLD from tomorrow.

While the company hasn’t made a big public announcement about the launch, the startup dates it has filed with ICANN show that its latest sunrise period will run from October 15 to January 14.

As previously reported, .new is a bit of a odd one. Google plans to place usage restrictions that require registrants to use the domains in the pursuit of “action generation or online contention creation”.

In other words, it wants registrants to use .new in much the same way as Google is today, with domains such as docs.new, which automatically opens up a fresh Google Docs word processing document when typed into a browser address bar.

From January 14, all the way to July 14, Google wants to run a Limited Registration Period, which will require wannabe registrants to apply to Google directly for the right to register a name.

During that period, registrants will have to that they’re going to use their names in compliance with .new’s modus operandi. It’s Google’s hope that it can seed the space with enough third-party content for .new’s value proposition to become more widely known.

If you’re wanting to pick up a .new domain in general availability, it looks like you’ve got at least nine more months to wait.

Google has big, innovative plans for .new

Kevin Murphy, August 5, 2019, Domain Registries

Google is set to launch .new next year with a innovative value proposition that changes how domain names are used.

The company plans to slowly release .new domains to a carefully controlled customer base, starting in the first quarter 2020.

In a Registry Service Evaluation Process request filed with ICANN last week, the company said:

Google Registry plans to launch the .new TLD with a usage-based restriction in its domain registration policy that requires that all domain names be used for action generation or online content creation

The phrase “action generation or online contention creation” is key here, repeated across multiple Google documents.

What it means is that registrants will have to commit to use their .new domains in much the same way as Google itself is using its own batch of proof-of-concept names.

If you type doc.new into your browser address bar today, you’ll be taken to a fresh word processing document hosted on Google Docs, assuming you’re logged in to Google.

The same goes for domains such as spreadsheet.new, slides.new and a few others.

Looking at the .new zone file, it appears Google has plans to expand the concept beyond Office-style online applications into areas such as email, bug-reporting, support-ticketing, forms, reminders, and web site creation.

These services appear to be live but currently restricted to authorized users.

When Google opens up the .new space to third-party registrants, it’s easy to imagine domains such as tweet.new taking users directly to a Twitter composition page or blog.new immediately opening up a new post on something like WordPress or Medium.

Right now, Google is declining to comment on the specifics of its launch plan, but we can infer some details from its activity in the ICANN world.

I get the impression that the company does not want to be overly prescriptive in how .new domains are used, as long as they adhere to the “action generation or online contention creation” mantra.

Stephanie Duchesneau, Google program manager, told attendees at an ICANN summit this May that .new will be a space “where anyone is able to register, but the domain name has to be used in a certain way”.

While that may eventually be the case, at first Google plans to operated a Limited Registration Period under ICANN rules, during which only hand-vetted registrants will be able to grab domains.

Its recent RSEP request (pdf) asks ICANN permission to deploy an authentication system based on RFC 8495 to handle the LRP roll-out.

To the best of my understanding, RFC 8495 is a newish extension to EPP designed to deal with domain allocation, rather than usage, so it does not appear to be the means by which Google will enforce its policies.

The RSEP says it is Google’s plan to “seed” the gTLD with a bunch of third-party .new domains that adhere to the usage concept it has laid out.

This is due to happen some time in Q1 next year, but Google has not yet filed its TLD startup information with ICANN, so the exact dates are not known.

Under ICANN rules, as far as I can tell an LRP can run more or less indefinitely, so it’s not entirely clear when .new will become available to the general registrant.