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Amazon and Google deal on .talk, .play, .drive and others

Google and Amazon have started making deals to settle their new gTLD contention sets.

Google won three contention sets against Amazon this week, judging by the latest withdrawals, while Amazon won two.

Amazon won .talk and .you after Google, the only other applicant, withdrew.

Neither company appears to have a “You” brand, unless you count YouTube, but the .talk settlement strongly suggests that Google Talk, the company’s instant messaging client, is on the way out.

When Google applied for .talk in 2012 it intended to give Talk users custom domains to act as a contact point, but in 2013 Google started to indicate that it will be replaced as a brand by Google Hangouts.

The withdrawal seems to suggest that the existence of a gTLD application, a relatively small investment, is not an overwhelming factor when companies consider product rebranding.

I wonder what effect a live, active TLD will have on similar decisions in future.

But Google won the two-horse races for .dev and .drive and after Amazon withdrew its applications.

Google has a product called Google Drive, while Amazon runs Amazon Cloud Drive. Both companies have developer programs, though Google’s is arguably the more substantial of the two.

Google has also won .play — Google Play is its app store — after Amazon, Radix and Star Registry’s withdrawals. Amazon does not have a Play brand.

Google has also withdrawn its application for .book, leaving six remaining applicants, including Amazon, in the contention set.

I don’t currently know whether these contention sets were settled privately or via a third-party auction.

Today’s new gTLD withdrawals: .play and .design

Two new gTLD applications have been withdrawn today: Directi’s .play and Starting Dot’s .design.

They’re the second application to be withdrawn by Directi after .movie, which it pulled last month for undisclosed reasons, and the first of Starting Dot’s five bids to die.

Starting Dot said that it has bowed out of the .design fight because there were “simply too many” other applicants in the contention set: eight including itself.

“It is now setting its focus and energy supporting and helping to grow its four other domains, and especially the two which are single applicant, .ARCHI and .BIO,” the company said.

I don’t believe either string was the subject of the private auctions that are happening this week. At least, they weren’t on the lists published by Demand Media or Donuts.

Directi’s .play bid, the first of the four-way contention set to be withdrawn, faces competition from Amazon and Google — both with “closed generic” models — as well as Famous Four Media.

The gTLD deadpool now comprises 71 withdrawals.

Directi expects all 31 of its gTLDs to be contested

Directi has applied for 31 new top-level domains and expects all 31 of them to be contested, according to CEO Bhavin Turakhia.

The company has budgeted $30 million for its unashamedly mainstream portfolio of applications – which includes the likes of .web – but that’s not including what it expects to spend at auction.

“I expect there to be contention in all of them,” he said. “Whether they will end up going to auction… we’re completely open to strategic partnerships with other industry players who we believe can add value and join hands with us, based on merit. We’ll be evaluating this on a case by case basis.”

“Something like a .web, there’ll be enough competitors out there that it will certainly go to auction, no matter what,” he said, adding that he expects at least 10 rivals for .web.

Directi has applied for: .web, .shop, .bank, .law, .music, .news, .blog, .movie, .baby, .store, .doctor, .hotel, .play, .home .site, .website, .click, .online, .one, .ping, .space, .world, .press, .chat, .city, .deals, .insurance .loans, .app, .host, and .hosting.

The company is applying via its new business unit, Radix, using ARI Registry Services as its back-end registry provider.

Turakhia said he expects to use a traditional registry-registrar model for most of the domains, assuming Directi wins its contention sets.

“The strings that we have gone for are strings that are relevant to all registrars so we expect there to be significant adoption,” he said.

“If eNom were to apply for .web and .shop – and they probably will – and if they were to win those TLDs, then our registrar businesses would definitely carry them irrespective of the fact that we have our own TLDs,” he said. “There are only so many good viable strings out there.”

Most of Directi’s gTLDs, if approved, will be completely unrestricted.

For .movie, .law, .doctor and .bank there will be some tight restrictions, Turakhia said. (UPDATE: he later added that .insurance and .loans will also be restricted).

Some will also have additional rights protection mechanisms that go above and beyond what ICANN mandates in its standard registry contracts.

But none of its applications are “community” applications, the special category of application defined by ICANN.

Turakhia said he doesn’t think some of the applicants trying to “sneak through” as community applications will be successful.

“We’re treating these as all generic strings for anyone to register domains in,” he said. “.music for me does not represent a community. I could be a bathroom singer and want a .music domain name.”

“If you treat music lovers as a community then 100% of the world is part of that community.”