.YourBrandHere As Domain Name System Embraces Brands

Domain Names Bench, Bristol

The Internet Corporation for Assigned Names and Numbers (ICANN) has announced plans to dramatically increase the amount of domain suffixes allowed for websites in one of the biggest ever changes to the Internet's Domain Name System.

Currently, there are 22 generic suffixes including .com, .org and .net as well as 250 territorial suffixes (e.g. .uk and .fr).  The new generic top-level domain names (gTLDs) could include .google, .coke or .canon.  They'll be availbable from next year to companies that can show legitimate claim to the name and will cost $180,000 (approx £114,000) to apply for.

Peter Dengate Thrush, Chairman of ICANN's Board of Directors said that the decision will "...usher in a new Internet age.  We have provided a platform for the next generation of creativity and inspiration."

It's hoped that the lengthy and expensive application process for the new domain suffixes will put off would-be-cyber-squatters.

Matthew Sammon, Partner at Marks & Clerk, comments:

“Large companies like Coca-Cola and Google have been waiting years for this opportunity to fully brand their web addresses. We’re likely to see every brand that can applying for their own domain suffix.

“However, we’re yet to find how the story will end for two companies who own the right to the same trade name in different territories and both want it for their domain name suffix. Such cases may lead to a race to file the application with ICANN or even an auction.”

The moment when ICANN's Board approved the New gTLD Program during a special session held on Monday, 20 June 2011 in Singapore:

Photo (cc) Grey Hargreaves


Money spinner, nothing more

The claim that the new domain suffixes will "...usher in a new Internet age" are complete rubbish. Talk about creating hype to sell your own services! It's a money spinner pure and simple. Big companies have done pretty well using the existing structure, why do they need a new suffix @ $180,000. 

Am I missing something here? Brand awareness is more than changing a suffix. I can't believe it's going to usher in anything new as it will only apply to a tiny minority of web owners who are crazy enough to fork out so much for so little.

I thought it was 1st April when I read it the first time...


Brand Opportunity or Brand Headache?

Not sure there's a need for this addition to the domain name system, especially with the hefty costs essentially ruling out most smaller brands. Also makes the barrier to entry of creating a new brand, a little bit higher.

Call me lazy, but there's already enough stuff to type without making domain names any longer, especially on tablets and mobiles :-)

.Your Brands Here?....But Not For YOU!

….as ICANN won't even consider applications from individuals or sole proprietorships, effectively ignoring the interests and needs of the vast majority of Internet users worldwide.

With non-refundable deposits of $185,000 per TLD (plus potentially unlimited annual fees/expenses) perhaps it's time for the public to look at alternatives.

Right now, anyone can play the "Create Your Own TLD" game at zero cost and without reference to ICANN, simply by registering new Dashcom (instead of Dotcom) Domains.

Dashcoms are highly memorable & relevant web addresses such as "travel-com", "music-store" and even “chin-wag”. Available in any language, you can also use some Facebook Emoticons too (eg: musical notes "♫♫-♫♫").

Totally outside ICANN's control and with users in over 90 countries worldwide, resolution is via an APP; although new ISP links are coming online to make that unnecessary.