ICANN promises a second new gTLD round

Seeking to reduce the perceived need for defensive new gTLD applications, ICANN has repeated its promise to accept a second round of applications after the first is over.
“ICANN is committed to opening a second application window for the New gTLD Program as expeditiously as possible,” its board of directors resolved earlier this week.
No date has been revealed, but the resolution calls on ICANN staff to draft a “work plan” describing the things that need to happen before the second round begins.
Those include two or three reviews of the impact of the first round that ICANN has promised to its Governmental Advisory Committee and the US Department of Commerce.
It also depends to great extent on how many applications are submitted in the first round – which ICANN won’t know until April 12 – and how long they take to process.
The lack of a second round date is one of the big uncertainties hanging over the program, blamed in part for an expected influx of “defensive” dot-brand gTLD applications from companies with no interest in running a domain name registry.
ICANN’s commitment to a second round has never been in question – running the new gTLD program in rounds has been part of the policy from the outset, as the Applicant Guidebook explains. The only question is when it happens.
This week’s board resolution does not change that position, nor has it yet added clarity to the timing question.
But with ICANN increasingly worried about defensive dot-brands – which I think are one of the biggest PR risks to the program – some kind of statement was needed.
ICANN chair Steve Crocker said in a press release:

The important thing here is that the Board has erased any doubt that there will be a second application window for new generic Top-Level Domains. It’s not yet possible to set a definitive date for the next application period, but that will be determined after the current window closes.

Copenhagen gTLD scuppered by government

Plans afoot to apply for a city top-level domain for Copenhagen have been killed off after the Danish government saw little public support for the initiative.
Peter Larsen, CEO of the would-be applicant and local registrar Larsen Data (GratisDNS), said that the application is effectively over.
In order to get a city gTLD, applicants need a letter of support or non-objection from the relevant government(s). But for Copenhagen, that letter will now not be forthcoming.
The Danish Ministry of Business and Growth proposed an amendment to the country’s domain name law in November that would have enabled it to give consent to the .cph bid, Larsen said.
But due to a “lack of interest” from the public, the amendment has been shelved.
“We have nowhere to ask for the letter of non-objection, and that is killing the .cph project very effective,” Larsen said in an email.
The governments of other European capitals, including Paris, London and Berlin, are in favor of city gTLDs and are backing applications.

Dyson says new gTLDs will kill the DNS

Former ICANN chair Esther Dyson thinks apps and new gTLDs will cause internet users to abandon domain names.
In an article for TechPresident entitled “Is the Open Web Doomed? Open Your Eyes and Relax“, Dyson writes:

Right now, we’re moving slowly from open data and APIs and standards, to a world of Facebook and apps. We’re likely to see abandonment of the DNS by consumers both because of those apps, and a tragedy of the commons where new Top-Level Domain names (.whatevers and .brands) confuse users and lead to more use of the search box or links within apps.

The point seems to run counter to the rest of her argument, which is that the open web will continue to be used even while Facebook carves away its own little corner of it and that the whole “walled garden vs open web” war is fought in cycles.
(At least, I think that’s what she’s saying, it’s not an easy read.)
I always find these arguments confusing.
If consumers are not using the DNS, where are these “search boxes” and “links within apps” sending them? IP addresses? How do the consumers know they got to where they wanted to go?

ICANN worried about defensive gTLDs

Why is ICANN so misunderstood?
That’s the question at the heart of a public comment period into concerns about “defensive” new generic top-level domain applications that the organization opened up last night.
ICANN wants to know why so many companies seem to think they’ll need to apply for a dot-brand gTLD even though they don’t want one.

there are reports that parties believe that they will need to submit defensive gTLD applications to protect their trademarks, regardless of whether they are interested in using or developing a gTLD.
ICANN seeks public comment on the sources of this perception and how it can be addressed.

The comment period serves three purposes — it’s designed to raise awareness about rights protection mechanisms as well as soliciting input about defensive applications.
It will also let ICANN show the US Congress, which is worried about this kind of thing, that it’s doing something to address the problem.
So why are so many people worried about the perceived need to defensively apply for dot-brands?
The main answer, I think, is pretty straightforward:
The Applicant Guidebook is 349 pages long.
Hardly anybody has read the damn thing, not even some of the “experts” that persist on appearing in the media to complain about numeric gTLDs or to confidently predict GE and LG will apply for dot-brands.
So what do people do? They get somebody else who has read it to explain what it means.
These somebody elses are either consultants and registry providers, which are financially incentivized to get companies to apply, or they’re organizations that want the whole program stopped, which are not above deliberately misrepresenting the rules in order to whip up outrage.
I’m not casting every consultant in the same light here, of course. Many will turn away business if it’s not a good fit, but let’s not pretend that there hasn’t been scaremongering.
And let’s remember that for most regular companies registering a domain name is not an opportunity, it’s a headache. It’s at best a minor irritation and at worst a costly shakedown.
That thinking has clearly translated into the new gTLD space.
Poorly informed people think they’re being asked to register a very expensive domain name, and in their experience registering a domain name is a defensive measure 99% of the time.
Because ICANN has spent the last six months painstakingly avoiding saying anything positive about new gTLDs, it’s been left to the consultants and registries to try to explain the opportunities.
They’re understandably looked on with suspicion, and not only because of the aforementioned distrust of the industry – this new gTLD thing is unproven and there’s a perception that previous gTLDs have “failed” because you don’t see a .biz every time you turn on the TV.
Anyway, speaking of shakedowns, DomainIncite PRO subscribers have access to an in-depth analysis of scenarios in which “defensive” applications may and may not be appropriate. Read it here.

RIAA backs .music new gTLD bid

The Recording Industry Association of America has picked a side. It’s supporting Far Further’s application for the .music generic top-level domain, according to the company.
The RIAA is one of over a dozen music industry groups that are currently listed as supporters of the Far Further bid.
Among them is the influential International Federation of Phonographic Industries and The Recording Academy, which hands out the Grammys.
The support was hard won, according to Far Further president John Styll.
“The RIAA put together a loose coalition of organizations from sectors from around the world and ran a pretty intensive RFI process,” he said.
The company beat off competition from several other respondents and received word that the RIAA would support its .music application a few months ago, he said.
It’s been clear for some time that any .music applicant that does not have the backing of the RIAA will very likely get beaten up by the notoriously protective organization instead.
The RIAA wrote to the US Department of Commerce last August to demand that any music-themed gTLD should implement “heightened security measures” to prevent copyright infringement.
And that’s pretty much what Far Further has promised.
Its .music would be restricted, along the same lines as gTLDs such a .pro, to card-carrying members of what the company calls “accredited Global Music Community Members”.
“It’s not open to everyone,” Styll said. “You’d have to join an organization.”
Amateur bands would have to be members of an accredited songwriters association to get a .music address, for example.
In addition, the content of .music web sites would be policed in a similar way to .xxx or .cat, with regular spidering to ensure the content does not break the rules.
“We’re definitely looking at content, and besides the vetting process, in the registrant agreement there’ll be a warrant you’re not going to violate anyone’s intellectual property rights,” said Styll.
“We’re retaining the right to conduct searches,” he said. “If we find evidence of infringing activity we’ll give you the opportunity to correct that, or we can take down the site.”
Far Further is not the only known .music applicant, of course.
Constantine Roussos of Music.us and MyTLD has been passionately campaigning for the gTLD for years, and his enthusiasm has not waned even if his chances have.
“We’re still going after .music,” he confirmed yesterday. He added that he expects it to be a two-horse race, given these recent developments.
Make no mistake, with backing from the RIAA and other influential industry groups Far Further is now the runaway favorite in the battle for .music. Roussos has quite a fight on his hands.
DomainIncite PRO subscribers can read more about it here.

.sas could be the first contested dot-brand gTLD

Scandinavian Airlines System Group is to apply to ICANN for a generic top-level domain, .sas, in what could turn out to be the first example of a contested dot-brand.
The company has agreed to explain its thinking during The Top Level, a conference happening in London later this month.
The agenda for the meeting states that SAS will deliver a presentation entitled: “SAS: Why we made the strategic decision to apply”.
Linn Drivdal Mellbye of conference organizer CloudNames, the Norwegian registry services provider, confirmed in a tweet minutes ago that the sought-after gTLD is .sas.
The string “SAS” has multiple meanings.
Indeed, for about three minutes this post originally stated — wrongly — that the applicant giving the presentation was the North Carolina software giant SAS Institute.
If the American SAS also applies for .sas, it may have to fight it out with the airline at an auction.
SAS — the Scandinavian one — becomes the second dot-brand applicant to come out in as many days, following StarHub’s news yesterday.
The company is based in Stockholm and employs about 25,000 people.

Exclusive: StarHub confirms dot-brand gTLD bid

Singapore telecommunications firm StarHub will become the fifth company to publicly reveal plans for a “dot-brand” generic top-level domain.
The company, which offers broadband internet, cable TV and mobile telephony and has annual revenue of about $2 billion, is set to announce tomorrow that it will apply to ICANN for .starhub.
It’s the first confirmed dot-brand applicant since ICANN opened the application window January 12. It’s also the first since Neustar announced its own plans last June.
StarHub plans to use the gTLD to enable domain names such as tv.starhub and broadband.starhub.
ARI Registry Services has the contract to run its registry back-end and Melbourne IT Digital Brand Services is its application consultant.
Oliver Chong, assistant vice president of brand and marketing communications at StarHub, said:

We believe the ‘.starhub’ Top-Level Domain will deliver clear marketing and advertising benefits to StarHub, such as improved online brand recall and a more intuitive consumer experience with easy to remember domain names such as ‘mobile.starhub’. We also anticipate potential Search Engine Optimisation (SEO) benefits by operating a more targeted and relevant naming system that is clearly matched with our website content.

To date, only Deloitte, Canon and Hitachi have publicly confirmed corporate dot-brand applications.
Registry services provider Neustar also wants .neustar, but its announcement was a little self-serving so I’m not sure that it “counts”.
We’re also aware of some other likely candidates, such as IBM and Unicef, but most companies are playing their cards pretty close to their chests.
ARI CEO Adrian Kinderis said he hopes the announcement of .starhub will “open the floodgates” for other Asian companies to apply for their own new dot-brand gTLDs.
While it’s a significant revelation – at least likely to drive StarHub’s competitors into action if they’re not already – similar predictions were made when Canon announced its dot-brand bid almost two years ago.
Many registry operators are already predicting as many as 1,000 dot-brand applicants.
I’m not ready to predict a slew of similar announcements just yet, but a confirmed dot-brand bidder will certainly do no harm to registries currently trying to persuade clients to sign on the dotted line.

ICANN advertises new gTLDs on Twitter

ICANN has really ramped up the social marketing of its new generic top-level domain program for the last few weeks, and today it started plugging new gTLDs with some Twitter advertising.
It’s bought some “Promoted Tweets”, which means some Twitter users will see a designated ICANN tweet even if they don’t already follow ICANN.
Here’s an example captured by @andrewhennigan.

The Promoted Tweets ad service is bid-based and priced on a cost-per-engagement basis, so advertisers only pay when they get a reply, retweet, follow, etc. Reportedly, there’s a $15,000 minimum commitment.
Judging by Twitter noise today, I’m guessing that today ICANN is promoting its new gTLDs Twitter chat, which is happening at 1600 UTC tomorrow with the hashtag #newgtlds.

ARI signs up 21 new gTLD clients

ARI Registry Services says it signed up 21 new generic top-level domain clients in the first week after ICANN opened the program earlier this month.
The majority were dot-brand applicants, ARI said in a press release today. It has found that dot-brands represent about 60% of all the companies expressing interest in a new gTLD.
They all signed contracts between January 12, when ICANN starting taking applications, and January 19, the registry services provider said.
A spokesperson said that ARI expects to name some of its clients “in a matter of weeks”, but it’s not clear whether this will happen before March 29 – the deadline for making your first down-payment with ICANN – when it would be of most marketing use.
In the absence of this specific positive reinforcement of its message, the company today tried some FUD instead.
CEO Adrian Kinderis is quoted:

We have clients that are still undecided about whether they should apply. They have been put off by the negativity that has been surrounding the program. There have been delays and speculation. There is also a misguided perception amongst some that they can wait until the next round to secure their brand or generic category name. My message to those clients is that there is no certainty about when there will be another round. Potential applicants need to understand that if they take a ‘wait and see’ approach, they may miss out all together.

I’m not keen on this kind of fear-based marketing, but Kinderis has a point: the timing of the second-round is currently uncertain. Based on current evidence, I think an optimistic view is 2015.
I cover the subject in some depth on DomainIncite PRO (which you simply must subscribe to, otherwise your house will burn down with all of your cats inside… oh, look, I’m doing it now.)

Verisign to apply for a dozen new gTLDs

Verisign plans to apply to ICANN for about 12 new generic top-level domains, according to the executive in charge of registry services.
“We intend to do about 12. Most of those will be transliterations of .com,” senior vice president Pat Kane said on the company’s fourth-quarter earnings call yesterday.
This does not mark a significant change of strategy – the company has been open about its intention to apply for internationalized domain name variants of .com for over a year – but I believe it’s the first time it’s put a number on it.
It will be interesting to see which gTLDs – if any – Verisign will go for which are not .com IDNs.
My view is that it would make more sense for the company to apply for potentially high-volume .com competitors, such as .web or .blog. It has the capacity, the channel and the cash.
Smaller niche gTLDs may not be worth the distraction and risk, and would be better suited to dedicated registries that can concentrate on more focused marketing.
In any event, we’re going to see some major consolidation in the new gTLD space four or five years from now, and Verisign could well vacuum up cash-making registries at that time.
CEO Jim Bidzos also said on the call that Verisign has been retained to provide the registry for “several” dot-brand applications, but that it will not see any material revenue until 2013.
The major event for 2012, he noted, is the renewal of the .com Registry Agreement with ICANN, which expires at the end of November.
Verisign is already “engaging” with ICANN on this, Bidzos said.
This contract will be posted for public comment and sent to the US Department of Commerce for approval.
I’m expecting controversy, particularly if the contract continues to allow Verisign to increase prices.
It’s going to be harder for Verisign to argue that it needs the extra cash to invest in its infrastructure if it’s also leveraging that infrastructure to win lucrative dot-brand contracts.