Is ICANN initiating a new .com boom with the gTLD program?

Did you know there was an international nonprofit established in 1998 to regulate the Internet and everyone who accesses it? ICANN, the Internet Association for Assigned Names and Numbers, is the body that, in its own words, “oversees the huge and complex interconnected network of unique identifiers that allow computers on the Internet to find one another.” That is, they regulate domain names and IP addresses, who uses them and how. And ICANN has recently made a decision that could mean monumental changes for our online experience over the next decade.

Currently there are only 21 generic top level domains (gTLDs), and you’ve probably heard of most of them: .com, .org, .net, .gov, and so on. These do not include country code top level domains (ccTLDs) of which there are roughly 273, all consisting of only two letters - .us, .ca, .nz, etc. As of 2010, ccTLDs were the first domain names to be allowed registration in their native-language script.

In January of 2012, ICANN announced, they will start accepting applications for new gTLDs that can contain any combination of characters or numbers desired by the applicant. This application process won’t be as easy as registering somanyacronyms.com on GoDaddy. You’re not just requesting a site but rather a domain with much farther reaching capabilities, hence the $185,000 application fee and 10-year $25,000 annual renewal commitment fees ICANN is slapping on the gTLD applications. Those applying have to be serious about running their own domain and everything that comes to fall under it. Let’s take a minute to think about the possibilities a gTLD could open for some of the world’s businesses.

Of the thousands of articles written on the topic since the announcement it seems everyone can agree on the top two advantages of owning a gTLD: control and branding.  A corporation like Pepsi could leave behind “pepsi.com” for the greener pastures of a “.pepsi” gTLD and have complete control of everything that comes under it. They could create their entire network of websites and online presences within this domain, with heightened security and exclusive access that registering within a .com could not offer. They could create lower level domains in the native language and characters of every country they work in and be the ultimate gatekeeper to all of them. This means that Pepsi can also sanction consumer groups or fans sites by allowing them to register a domain within the ".pepsi" gTLD.

New gTLDs could not only revolutionize brand marketing but also geographic representation. Cities could register and manage their own gTLD, for example ".chicago," and share important information and allow their population and businesses to register sub-domains within their gTLD. The wonder of the Web is its algorithms and ability to personalize information, gTLDs will only further that mission.

Along with ".brands' and ".locations" a third opportunity will be in ".industry" gTLDs. Companies, organizations, causes, etc. can collaborate to register a domain that serves their objective and group themselves within it. Envision .kids, .hotels, .travel, .tech, simplifying how we search, locate, and organize information, by interest or association, on the web.

Assuming you have the money and the capacity to manage the registry of domains that will fall under your gTLD, there are still many factors to think about that will make this opportunity not as enticing to some. And there are many reasons this decision was debated for years within ICANN before its announcement.

Opening up the gTLD arena means putting more “space” on the Web not only for people to utilize, but also to fight over. ICANN intends to have strict limitations on gTLDs with similar characters to prevent trademark disputes and consumer confusion - ICANN even plans on publicly listing all gTLDs currently in the application process to give competitors six months to challenge the application.

Many have also voiced concerns that opening up the gTLD market will result in a cyber land rush as everyone sprints to register domains essential to protecting their brand and image. Most companies already own their brand rights across the web, registering "brand.com," "brand.net," brand.us, etc. Now they’ll have quite a few more to obtain.

And then there’s that minor problem of data security. Managing a registry of domains under your gTLD as opposed to just one domain comes with all the data storage, encryption, and protection issues it implies. Monthly reports have to be submitted to ICANN and a carefully mapped out policy of how you plan to deal with dispute resolution and the means for enforcement costs is required.

The lengthy and costly application process suggests that the magnitude of this new program won’t quite compare to the infamous .com boom of the late 90s. But it will still significantly shape the Web of the future. As ICANN said in its latest video campaign to promote the gTLD decision, “Get Ready for the Next Big .Thing.” And whoever you are, .Thing, get ready for what comes with your gTLD: control, brand awareness, cost and a whole lot of new regulation procedures.

For more information about ICANN’s new gTLD program click here. You can also follow program updates on Twitter.

Comments

[Dashworlds]

But what does the future really hold for these gTLD "investments"?

Especially as ICANN won't allow applications from any individual or sole proprietorship, effectively ignoring the interests and needs of the vast majority of Internet users worldwide. Add to the equation non-refundable deposits of $185,000 PER extension, $500,000 for "integration" plus potentially unlimited annual costs and expenses etc, and how many new gTLDs will actually see the light of day? Is this a commercial venture or simply a loss making exercise in vanity?

ICANN’s main aim has always been to convince Internet users that they're the only game in town and then try to herd everyone into a tiny part of an otherwise infinite universe. In this respect, ICANN has been quite successful. However, it's rather like telling people that the only place they can shop on the entire planet is the “convenient” Kroger’s in Cincinnati (not that one, the other one) and that there isn’t anywhere else to go. Yes, the current ICANN Internet set-up may be “convenient” right now, but then some years ago sending a telegram was convenient and sending an email meant inventing the computer (and the World Wide Web). So whether or not ICANN’s new gTLD program seems like a good idea, it’s worth considering if instead of bringing organisations to the forefront, ICANN gTLDs may have the reverse effect by putting you in cold isolation. It’s also worth considering that the Internet is evolving and more fitting and less expensive options are beginning to come on-stream.

More and more ICANN finds itself under pressure to modify. The rules have changed and Alternatives are already available (eg: as well as Dotcoms, there are now Dashcoms). As ICANN realises that competition is finally at hand, the true value (or rather, the true cost) of these hyped-up ICANN gTLD "opportunities" will become all too apparent. Still, look on the bright side, at least ICANN and their associates will have made a lot of money from your efforts.

Disclaimer: Author provides dashcom (not dotcom) domain names.