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Schilling applies for “scores” of new gTLDs

Domaining icon Frank Schilling’s new venture, Uniregistry, has applied for “scores” of new generic top-level domains, “most” of which he expects to be contested.

Schilling won’t say exactly how many or which strings Uniregistry is pursuing, but he did reveal that while he is not going for .web, he will be in contention with Google for .lol.

“It’s closer to TLDH than Donuts,” Schilling told DI in an interview this evening, referring to the announcements of Top Level Domain Holdings’ 68 and Donuts’ 307 applications.

I’m guessing it’s around the 40 to 50 mark.

Despite the portfolio and Schilling’s history in domain investing, Uniregistry isn’t what you might call a “domainer” play.

The company doesn’t plan on keeping whole swathes of premium real estate for itself or for auction, Schilling said. Nor does it intend to rip off trademark owners.

“We’ve seen good TLDs fail with bad business plans,” he said, pointing to premium-priced .tv as an example. “You need to allow other people to profit, to evangelize your space.”

“I’m not going to get as rich from this as some of our registrants,” he said.

Uniregistry only plans to hold back a “handful” of premium names, Schilling said. The rest will be available on a first-come, first-served basis.

To avoid creating wastelands of parked domains, the company plans to deploy technical countermeasures to prevent too many domains falling into too few hands.

“The way we’re going stage the landrush it will be very difficult to game it,” he said. “There’ll be significant rate limiting, so you can’t come and take 500 domains in ten milliseconds.”

“What we want to avoid is someone going in and getting 100,000 of the best ones on day one. It’s not fair, and it’s unhealthy for the space.”

Schilling is one of the industry’s most successful domainers. His company, Name Administration, is one of the largest single owners of second-level domain names.

Now Schilling says he’s brought his considerable experience as a domain name registrant Uniregistry’s business model and policies.

The company’s message is that it’s “registrant-centered”.

While that sounds like an easy, glib marketing statement, Schilling is backing it up with some interesting policies.

He’s thinking about a much closer relationship between the registry and the registrant that you’d see in the .com space.

When a second-level domain in a Uniregistry gTLD expires, registrants will get 180 days to claim it back from the registry, possibly even circumventing the registrar.

Uniregistry will even directly alert the registrant that their name is going to expire, a policy that Schilling said has been modeled in part on what Nominet does in the .uk space.

“Registrants have the ability to go to the registry to manage their .co.uk, to transfer the domain, to change certain pieces of information,” he said.

The 180-day policy is designed in part to prevent registrars harvesting their customers most valuable domains when they forget to renew them.

Rogue registrars and registrars competing against their own customers are things that evidently irk Schilling.

“I prefer a system that protects registrants,” he said.

But existing registrars are still the company’s proposed primary channel to market, he said. Uniregistry plans to price its domains in such a way as to give registrars a 50% margin.

“I think there’s enough margin in these strings for registrars to make a great living,” Schilling said.

Schilling hasn’t ruled out an in-house pocket registrar, but said it wouldn’t be created to undercut the regular channel.

The company has hired Internet Systems Consortium, maker of BIND and operator of the F-Root, as its back-end registry provider.

Judging by Uniregistry’s web site, which carries photos of many ISC staff, it’s an unusually close relationship.

I’ll have more on Uniregistry’s plans for Whois and trademark protection in a post later.

Third .app gTLD applicant revealed

A Ukrainian software developer has become the third company to publicly reveal that it has applied for the .app top-level domain.

MacPaw’s main business is developing software for Apple platforms, as the name suggests. It’s formed a new company, Dot App Inc, based in California, to manage the gTLD bid.

The application imagines a very pro-developer space. Domainers, it appears, will not be welcome.

Some policies from its web site:

– Only application developers or publishers will be able to register domain names in this zone

– Misused domains will be analyzed and repurposed if found to violate the Registration policy

– No need to pay a small fortune for a great but squatted .com or .net domain.

– The rights of app creators will be protected in the same way trademark rights are

Top Level Domain Holdings and Directi both last week announced plays for .app among their large portfolios of gTLD applications.

More applicants will no doubt be revealed next week.

TLDH applies for 92 gTLDs, 68 for itself

Top Level Domain Holdings is involved in a grand total of 92 new generic top-level domain applications, many of them already known to be contested.

Sixty-eight applications are being filed on its own behalf, six have been submitted via joint ventures, and 18 more have been submitted on behalf of Minds + Machines clients.

Here’s the list of its own applications:

.abogado (Spanish for .lawyer), .app, .art, .baby, .beauty, .beer, .blog, .book, .casa (Spanish for .home), .cloud, .cooking, .country, .coupon, .cpa, .cricket, .data, .dds, .deals, .design, .dog, .eco, .fashion, .fishing, .fit, .flowers, .free, .garden, .gay, .green, .guide, .home, .horse, .hotel, .immo, .inc, .latino, .law, .lawyer, .llc, .love, .luxe, .pizza, .property, .realestate, .restaurant, .review, .rodeo, .roma, .sale, .school, .science, .site, .soccer, .spa, .store, .style, .surf, .tech, .video, .vip, .vodka, .website, .wedding, .work, .yoga, .zulu, 网址 (.site in Chinese), 购物 (.shopping in Chinese).

There’s a lot to note in that list.

First, it’s interesting to see that TLDH is hedging its bets on the environmental front, applying for both .eco (which we’ve known about for years) and .green.

This puts it into contention with the longstanding Neustar-backed DotGreen bid, and possibly others we don’t yet know about, which should make for some interesting negotiations.

Also, both of TLDH’s previously announced Indian city gTLDs, .mumbai and .bangaluru, seem to have fallen through, as suspected.

Other contention sets TLDH is now confirmed to be involved in include: .blog, .site, .immo, .hotel, .home, .casa, .love, .law, .cloud, .baby, .art, .gay, .style and .store.

The company said in a statement:

During the next six months, TLDH will focus its efforts on marketing and operations for geographic names such as dot London and dot Bayern where it has the exclusive support of the relevant governing authority, as well as any other gTLDs that TLDH has filed for that are confirmed to be uncontested on the Reveal Date. Discussions with other applicants regarding contested names will be handled on a case-by-case basis.

TLDH signs another city gTLD – .budapest

Top Level Domain Holdings has been backed by the city of Budapest as the official applicant for the .budapest generic top-level domain.

If the application is approved, TLDH subsidiary Minds + Machines will run the back-end registry and the city will receive a share of the revenue.

TLDH has previously announced deals with local governments for .london, .bayern (Bavaria), .miami and .nrw (North-Rhine Westphalia, Germany’s most populous state).

The company does not list its two announced Indian city gTLD bids – .mumbai (for which city approval may have been withdrawn) and .bangaluru (which appears to be a typo) — on its web site, but a spokesperson indicated that they’re both still active applications.

TLDH also seems to be confirming on its web site that it is in fact applying for .horse, an application I’d long suspected was nothing more than a red herring. Guess I was wrong.

Budapest is of course Hungary’s capital city. Wikipedia says it has about 1.74 million inhabitants, making it Europe’s seventh-largest city.

Rugby board tries for .rugby with TLDH

Kevin Murphy, April 23, 2012, Domain Registries

The International Rugby Board has applied to ICANN for the generic top-level domain .rugby with Top Level Domain Holdings, the IRB announced today.

It appears to be a defensive as well as offensive move, judging by the press release.

It’s about “protecting and promoting Rugby’s values and ethos” and ensuring .rugby “resides within the sport”, according to IRB chairman Bernard Lapasset.

The application will be filed in partnership with TLDH, as well as a new company called ROAR Domains, which appears to be a part of a Kiwi sports marketing agency.

If the bid is successful, TLDH subsidiary Minds + Machines will provide the registry back-end.

The IRB is the international body for rugby associations which organizes the Rugby World Cup.

There are already a few .sport bids, and the Australian Football League has applied for a .afl dot-brand, but I think .rugby may be the first sport-specific gTLD application to be announced.