.baby and .mls fetch over $3 million each

ICANN and Power Auctions have completed December’s mini-batch of “last resort” new gTLD auctions, adding a total of $6.4 million to its mysterious auction cash pile.
Johnson & Johnson won .baby, fighting off five portfolio applicants and paying a winning bid of $3,088,888.
Meanwhile, the Canadian Real Estate Association beat Afilias to .mls, paying $3,359,000.
I called it for CREA earlier this week, noting that the organization wanted .mls enough that it filed two applications, a failed Community Priority Evaluation, and an unsuccessful Legal Rights Objection against Afilias.
ICANN has now raised over $34 million selling off 10 strings at last resort auctions, with prices ranging from $600,000 (.信息) to $6.7 million (.tech).
The money has been set aside for purposes currently undecided. At least one applicant wants ICANN to redistribute the cash to losing bidders, which I don’t think is particularly likely.

Hotly contested gTLDs up for auction tomorrow

ICANN’s fifth set of last-resort new gTLD auctions is set for tomorrow and it’s another small batch.
Just two contention sets — .baby and .mls — are set to be resolved, with ICANN stashing the winning bids into its special fund.
.baby is hotly contested with no fewer than six applicants — five portfolio applicants and one big brand.
Will Johnson & Johnson get what was once a single-registrant “closed generic”, or will Donuts, Google, Radix, Famous Four or Minds & Machines prevail?
Meanwhile, .mls (for “multiple listing service”, a type of real estate listings aggregation service popular in North America) is a two-horse race between Afilias and the Canadian Real Estate Association.
I’m tempted to call this one for CREA. The organization is so desperate for the .mls gTLD that it filed two applications, one “community” and one vanilla.
The community application was withdrawn earlier this year when CREA scored 11 out of 16 points on its Community Priority Evaluation, failing to pass the 14-point threshold.
The organization even filed a Legal Rights Objection against Afilias in attempt to kill off the competition, which also failed.
Having fought off these challenges, Afilias is either going to get the gTLD or walk away empty-handed. The last resort auction does not compensate unsuccessful bidders for their investments.

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.

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.”