Archives For New gTLD Applicant Guidebook

This is the first post in a two-part series of blog posts explaining String Contention Sets, a complex aspect of ICANN’s new gTLD evaluation process.

When the news about the New gTLD Program first broke, before details about the application process and trademark protection mechanisms were widely discussed, many assumed that ICANN would be doling out new top-level domains to the highest bidders through a series of auctions.

Of course, we all know that’s not really the case – in reality, there is only one scenario where two or more gTLD applicants would end up in an auction over an extension, or “string,” as ICANN refers to it. That scenario is if applicants end up in a String Contention Set. Continue Reading…

In today’s post, we’ll begin discussing some of the benefits of applying for and owning a branded gTLD. Thursday and Friday’s posts will cover risks.

BENEFITS OF OWNING A BRANDED GTLD

The ability to operate and control a branded space online.
New gTLDs will open up the space to the “right of the dot” in web addresses, meaning companies will have the opportunity to use fully-branded domain names. Owning the right of the dot means brands have full control over what appears at the left of the dot, or what is known as the second level. Brands can create whatever second-level domains they desire, without having to worry about whether or not it is already owned. For example, in the current domain name space, an auto manufacturer cannot register the domain Cars.com because it is already taken. But with new gTLDs, brands like Ford, Chevy, Mercedes and BMW can all own their own version of the “cars” domain: Cars.Ford, Cars.Chevy, Cars.Mercedes and Cars.BMW. Continue Reading…

For the most part, the only solid information about the New gTLD Program that has come directly from ICANN can be found in the Applicant Guidebook, a 350-page behemoth detailing the rigorous process future new gTLD owners will need to follow in order to apply. Unfortunately, the Guidebook is less than clear on some of the logistical aspects beyond filling out, submitting, defending and executing on a new gTLD application. As a result, some misinformation has been circulating among applicants and advisors. And as we’ve mentioned before, one of the goals of this blog is to dispel myths and rumors that arise about the New gTLD Program. Continue Reading…