.london launch day biggest yet for new gTLDs, but did it miss targets?

Dot London Domains’ .london had just shy of 35,000 domains in its zone file this morning, after its first partial day of general availability.
That’s an addition of 12,421 domains over yesterday’s number, making .london the 11th most-registered new gTLD.
This makes .london — which in my opinion has had one of the best launch marketing campaigns we’ve seen this year — the most-successful gTLD, in volume terms, after its first GA day.
It has beaten the 33,012 names that .在线 (“.online” in Chinese) and the 31,645 names that .berlin had in their zone files at the end of their respective GA days.
.london domains are not particularly cheap, either. Minds + Machines sells at £30 ($48) a year and Go Daddy (which lists .london at the top of its UK home page today) sells at $59.99.
UK-based Domainmonster, part of Host Europe Group, performed well with a £34.99 ($56) annual fee.
There were 22,547 .london names claimed during the “London Priority Period”, a combined sunrise/landrush phase that gave first dibs on names to trademark owners followed by London residents.
The registry has not broken down the mix between sunrise and landrush, but I believe based on the paltry sunrise performance of every other new gTLD to date that the vast majority were landrush names.
The full priority period queue has not yet been processed — domains with more than one applicant are currently in auction.
Back-end provider Minds + Machines, recently told the markets that it expects about a quarter of landrush/sunrise names to go to auction, so we could be looking at something like 7,500 applications (as opposed to domains) currently in the auction queue.
What this may mean is that .london had roughly 30,000 applications during its priority period, about 20,000 less than it had predicted back in July.
Dot London Domains is closely affiliated with London & Partners, the PR machine for the Mayor of London, so it had resources and access to throw at an effective marketing campaign.

No mention of .london at ICANN London

The forthcoming .london gTLD didn’t get a look in during the opening ceremony of ICANN 50, held this morning in London.
The host city gTLD’s complete absence from the two-hour event — it wasn’t mentioned once — would have escaped notice had it not been for the abundance of plugs for .wales and .cymru attendees received instead.
.cymru is the Welsh name for Wales. The gTLDs are to be launched simultaneously.
Welsh First Minister Carwyn Jones was given stage time to announce, in between anti-English quips, that the Welsh government is to dump .gov.uk in favor of the two new Welsh gTLDs.
Later, a Welsh male voice choir (presumably a famous one) took to the stage to sing a couple of songs and announce that they too are planning to use .wales and .cymru for their web sites.
Nominet chair Rennie Fritchie also plugged the upcoming launches during her five-minute slot.
You’d have been forgiven for wondering if you’d accidentally got off the plane in Cardiff.
Where was .london?
Did Dot London Domains seriously drop the ball here?
Or did .london’s absence have something to do with the fact that the host ccTLD and meeting sponsor, Nominet, is the registry for .wales and .cymru but was beaten to the .london back-end contract by Minds + Machines?

First .london anchor tenants named

The forthcoming .london gTLD has earmarked its first 28 domain names, most of which are going to some famous, and not-so-famous, local brands.
Judging by the list of names, registry Dot London Domains is going for a relatively classy bunch of anchor tenants, which is probably why I wasn’t invited to the launch event earlier this week.
Judging by newspaper reports, the registry managed to get a celebrity businesswoman, Deborah Meaden, to cut the ribbon, as well as a glowing endorsement from the mayor, Boris Johnson.
Dot London Domains is affiliated with London & Partners, the marketing arm of the mayor’s office.
The list of names, which come from the pool of up to 100 that the registry is allowed to set aside for promotional purposes before sunrise begins on April 29, was revealed by today’s .london zone file.
About half a dozen appear to be reserved for the use of the registry itself.
Three registrars also get their names — 1and1.london, fasthosts.london, godaddy.london — which seems to confirm that .london will get valuable Go Daddy distribution.
These are the others. I have to say, only a handful are household names over here. I had to Google about half of them.

absolutelymagazines.london — a publisher of the women’s magazine Absolutely, apparently.
dating.london — it’s going to be interesting to see who gets control of this, the only dictionary word so far on the list. Like all the others on this list, it currently belongs to the registry.
exterionmedia.london — an advertising company specializing in billboards and such, formerly CBS Outdoor. I’ve seen this brand quite a lot on public transport, which could be good news if it starts using a .london URL.
fortnumandmason.london — Fornum & Mason, an upmarket department store. Far too classy to let the oiks like me through the door.
londonlive.london — a TV station dedicated to London that I didn’t know existed.
meantime.london — probably the Greenwich-based brewing company called Meantime.
metrobank.london — a bank, currently using metrobankonline.co.uk.
penniblack.london — Penni Black, a catering company.
remoracleaning.london — a cleaning company that currently uses a .com.
scoffandbanter.london — a restaurant chain specializing in British food.
standard.london — the London Evening Standard, the capital’s widely-read free daily newspaper. When the paper announced its participation in .london on its Wednesday front page, pretty much every commuter in the city will have seen it.
symphonyorchestra.london — The London Symphony Orchestra.
techhub.london — a Google-backed shared work-space for tech start-ups, just down the street from DI HQ.
theallstars.london — Not sure. Possibly these musicians.
thecommitments.london — The Commitments, a West End musical based on the movie and novel of the same name.
westhamunited.london — West Ham United, one of London’s several Premier League football teams.
whufc.london — also West Ham.
wingstravel.london — a travel agency specializing in oil and gas industries. Interestingly, its current web site uses a .travel domain: wings.travel.

The .london gTLD goes to sunrise April 29, with general availability slated for September 9.

M+M sees 200,000 .london names in its future

Minds + Machines CEO Antony Van Couvering reckons the company’s forthcoming .london new gTLD could see as many as 200,000 domains under management, just from small businesses.
He told DI the target is realistic following the results of a YouGov survey of 1,001 London-based small businesses, which found that 26% were “likely” to buy a .london name.
From this, YouGov extrapolated that there are at least 218,140 companies ready to register a .london.
Van Couvering would not put a deadline on hitting the ambitious goal, but said that registry Dot London Domains and M+M as technical provider are “going to do our best to make the launch well-publicized and successful.”
Judging by the gTLD’s official web site, which carries quotes from the likes of Selfridges, the London Eye and Carnaby Street, there’s been a fair bit of outreach to recognizable London brands already.
Dot London backer London & Partners is the Mayor’s office’s official PR agency, so you can imagine there’s going to be some decent marketing resources thrown at marketing.
The .london gTLD is due to launch April 29 this year, according to the registry.
It’s been contracted with ICANN since November 14, so is running well over the average time to delegation of 70 days.

TLDH wins .london contract, gets hacked

Top Level Domain Holdings has won the exclusive contract to apply to ICANN for the .london generic top-level domain, it has just been announced.
The deal was awarded by Dot London Domains, a subsidiary of official city PR agency London & Partners, to Minds + Machines Ltd, TLDH’s London-based subsidiary.
M+M will assist with the application and, assuming ICANN delegates .london, the registry infrastructure for at least seven years, with a three-year renewal option.
The application fees will be paid by L&P, according to TLDH chairman Peter Dengate Thrush.
The good news was soured slightly by an apparent hacking of TLDH’s web site by Viagra spammers this morning. According to the Google Cache, when the news broke, tldh.org looked like this:

TLDH is listed on London’s Alternative Investment Market.
It also has an office here, though its senior executives are based in the US and the company is registered in the tax haven of the British Virgin Islands.
I’d previously tagged .uk registry Nominet as the favorite to win the contract, but the company said today that it withdrew its bid last week.
APRIL 12 UPDATE
TLDH denies it got hacked yesterday. According to a spokesperson, there was an incident last August that may have been responsible for the Google Cache continuing to show Viagra spam for tldh.org yesterday.
From the explanation provided, it sounds like it was probably what’s sometimes known as a “conditional hack”, a difficult-to-detect attack whereby only the GoogleBot sees the spam SEO links.
The TLDH web site itself apparently never showed the links to visitors. Indeed, I only looked at the cache because tldh.org refused to load up for me yesterday morning.
The spokesperson maintained that the problem was sorted out last August and that TLDH has no idea why the Google Cache was showing the spam links in its cached page dated April 11, 2012.