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The New Domain Names (Part 2)

9/11/2012 7:18:07 PM

Digital archery

A total of 751 domains have more than one applicant. Google and Amazon are in competition for numerous strings, including '.cloud', '.map', '.music', '.play', '.store' and '.app'. The fiercest battles will undoubtably be associated with the most popular suffixes.

There's huge potential in winning the rights to strings such as '.art', '.bet', '.blog', '.home', '.hotel', '.shop' or '.web'. With the '.app' domain alone being fought over by 13 applicants, the potential for conflict is legion.

Description: A total of 751 domains have more than one applicant

A total of 751 domains have more than one applicant

How will the eventual winner be decided? One interesting resolution option involves a skill-related scenario called 'digital archery'. Here ICANN first sets a specific date and time. The participants must then transmit an electronic message over the internet to ICANN's servers, as close as possible to the specified time. A millisecond too late could be enough to lose out. Super-fast networks and an ability to operate in close proximity to ICANN's server building will be crucial.

As you might expect, not everyone is in favour of this system. Auctions are another way to resolve ownership issues, but pitching yourself against Google or Amazon might seem a futile activity. There's plenty of potential for objections, conflicts and lawsuits.

Objections

Integral to the ICANN process is a seven- month objection period, which commenced on 'Reveal Day'. You may be surprised to know objections are not limited to other applicants. Anyone with suitable grounds can submit a formal objection, for example, if they think an organisation will misrepresent the domain string in question. The ICANN site contains detailed information on how to file an objection.

Description: Integral to the ICANN process is a seven- month objection period, which commenced on 'Reveal Day'.

Integral to the ICANN process is a seven- month objection period, which commenced on 'Reveal Day'.

ICANN has allocated around a third of the $350m so far gathered to handle objection resolutions. It sounds a tidy sum, but will it be enough? Many of these battles are bound to be lengthy and expensive. Cash-rich organisations can afford top-class intellectual property lawyers. With so much at stake, the sums of money thrown at securing certain strings will be staggering - it's a great time to be a lawyer.

Review time

In July 2012, ICANN will instruct evaluation panels to conduct domain string and applicant reviews. Initial evaluations should be completed by the end of the year, when ICANN will populate its 'Application Results' page with who passed or failed.

Strings will have to be easily distinguishable from one another and meet certain technical requirements. Broad brush groupings and geographic names, such as '.wales', will be identified. These panels will also perform in-depth assessments of an applicant's ability to manage and administer a piece of the internet. Applicants must be able to demonstrate the appropriate technical, operational and financial capabilities.

Description: In July 2012, ICANN will instruct evaluation panels to conduct domain string and applicant reviews.

In July 2012, ICANN will instruct evaluation panels to conduct domain string and applicant reviews.

With nearly 2,000 applications, ICANN will split the reviews into batches of around 500. Although the first batch review started on 8th June, it could take over six months to complete. So if your application is in the final batch, it will be years before that domain appears on the internet. How do you get into the first batch? It's an interesting question. Money? Influence? Who knows, but yet more contentious allegations and legal battles are the likely result.

The big fish of the internet ocean - Google, Amazon, Microsoft and their like - will undoubtably receive preferential treatment. After all, there's very little doubt these organisations have the necessary technical, operational and financial acumen. Yet, how ICANN will prioritise between hundreds of other applicants is unclear. Having your application delayed by a year or two could leave the door wide open for a competitor.

Under pressure

ICANN is certainly feeling under pressure. Apart from the previously mentioned technical glitch that left confidential bid information exposed, it recently mishandled the policing of the '.jobs' domain by not taking complaints from employment firms seriously. The latest error involved the 'Reveal Day' web postings, which inadvertently contained highly personal information related to the applicant's first and second contacts - including their names and home addresses.

Description: ICANN's mandate over domain names is due to expire in September 2012, which raises many questions.

ICANN's mandate over domain names is due to expire in September 2012, which raises many questions.

With this record, can they successfully orchestrate and police 2,000 new domains?

ICANN's mandate over domain names is due to expire in September 2012, which raises many questions. Will their power be taken away? If responsibility is moved to another organisation or government body, will that be better or worse for the internet? Only time will tell.

A different web experience?

Early in 2013 the first batch of new gTLDs should become live. I forecast plenty of media noise and interest in these early days. However, it's not going to be a totally smooth transition. Long before then the press will have a number of juicy domain battle stories to report.

Web surfers will quickly become accustomed to these new domains, the 'new' web experience will soon become the norm. In fact, older-type domains may not only seem a little dated but witness falls in web traffic.

Exactly how these new domains will be exploited by their owners is impossible to predict. About the only thing that can be said with any certainty is there'll be many surprises in store.

ICANN links

ICANN gTLD home: newgtlds.icann.org

ICANN gTLD video: goo.gl/ycel0

ICANN application results: goo.gl/zWpJ8

ICANN batching information: goo.gl/kdQOD

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