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Domain name rules: What domain name would you choose if there were no limitations?

Written by: Rob Lawson

Article Overview: Up until now, the rules governing domain names have limited the flexibility and creativity businesses have had in creating unique domains. However, all that could change with an announcement from ICANN, the governing body, to relax the rules governing domain names in what is being touted as the most radical change to internet governance since the internet’s inception.

Domain name rules: What domain name would you choose if there were no limitations?

This hypothetical question is about to become a reality – albeit a costly one. The Internet Corporation for Assigned Names and Numbers (ICANN) recently launched its decision to relax existing domain name rules. The news has drawn gold rush analogies with enthusiasts and skeptics alike anticipating a domain name fever of high stakes and fierce competition.

Generic top-level domain (gTLD) names refer to the letters that come after the dot in an internet address. To date domain name rules have limited these to 22 generic suffixes such as .com (for commerce) and .org (for organisations), along with around 240 country specific domain names (.au, .fr, .us).

Creating more choice in the spirit of competition

ICANN is a not-for-profit organization established in 1998 with a mandate to keep the internet secure, stable and interoperable. There are an estimated 1.5 billion internet users in the world and this number is only going to grow. The explosion of internet use in the last 10 years prompted the recent review of domain name rules. It is the most radical change in internet governance since the technology was first introduced.

Citing their agenda to promote competition and choice, ICANN made the historic decision in an attempt to create greater diversity and innovation online. New possibilities for gTLDs will include:

• Trademarks (.disney)
• Broad product groups (.car or .xxx)
• Geographical locations (.melbourne)
• Suffixes in languages and characters other than English

What will change in how domain names are registered and monitored?

Domain names are currently overseen by registries, many of which have traditionally been not-for-profit organizations (such as Auda in Australia). The new ICANN domain name rules will mean that any company or individual can apply to register a gTLD.

Large global companies such as Microsoft and Google will have top claiming rights to their own trademarks. Hot TLDs such as .hotel or .sports will be auctioned off to the highest bidder. It is anticipated that interest groups within cities will be keen to register their names (look out for .paris and .nyc) and this may lead to heated ‘bid-offs’ between lobby groups.

Success is not guaranteed and applicants will have to undergo a submission process (as yet undecided). ICANN states it will continue to play a monitoring role in regards to domain name rules and will be introducing guidelines around dispute resolution and matters of public and moral interest.

How new domain name rules will hurt hip pockets

One of the main concerns coming from the business and commercial sectors is cost. A gTLD will cost somewhere in the ball park of US $100,000 and managing the registration rights will be a time consuming and high tech affair. What will have a bigger impact on millions of companies will be the increased cost of registering with multiple domain names. Some critics suspect this will have an anti-competitive effect, acting almost as a protection racket among domain registries.

For example, a shoe shop in Melbourne that has currently bought shoeshop.com and shoeshop.co.au may potentially need to purchase shoeshop.Melbourne, shoeshop.shoes and shoeshop.fashion in order to protect its name and trademark.

Track the gTLD evolution

ICANN has published draft guidelines and is inviting public comment up until 8 December 2008. As well as commercial concerns there are questions around how issues of morality and community protection will be managed in terms of domain names and evaluation processes.

The first round of applications is expected to open early 2009, so if you have some spare cash, a head for application forms and want to have control of your ideal domain name, now is the time to prepare.

For more information about the new domain name rules and procedures visit www.icann.org while you can. Who knows what it will be called this time next year …

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Article Tags: analogies, auda, domain names, geographical locations, global companies, gold rush, google, gtld names, highest bidder, hypothetical question, icann, icann domain name, internet corporation for assigned names, internet corporation for assigned names and numbers, internet governance, internet use, product groups, radical change, suffixes, top level domain



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