iCANN and the new TLD strategy

If the title drew you in, you already have context. If not, give a read to this WSJ article, this piece from ReadWriteWeb or visit iCANN's site directly.

This isn't a for / against post... Rather, I'm trying to learn more on the topic. This feels like a big and complex change, and I've been surprised by the lack of discussions across the blogosphere... I'd think this would be a rampant topic... Perhaps I'm missing the discussion. If so, links are welcome.

To date, we've been saddled with the same handful of TLD's (top level domains). You may not know the term TLD, but you use them everyday... Think .COM, .ORG, GOV, etc;. TLD's are complimented by geo specific domains (.FR, .US, .EU, etc).

In simplest terms, the change likely to be introduced next year will allow us to register *anything* as a top level domain - at a hefty cost.

So, we could set off to register the brand EMC as a top level domain for a projected cost of $185k. If I put on my brand steward hat, we absolutely need to do this. But, from a cost POV, is it imperative? And - does acquiring the EMC TLD truly protect the brand?

As I consider the explosive growth of the web, and from an ease of use perspective for the audience, there's clearly value in grabbing a brands domain. As example, it would enable new, more simplified urls such as 

EMC (as opposed to EMC.com)

Support.EMC 

Community.EMC

Product.EMC

I suppose the syntax of emails that we've known for years would also change... User@EMC  - no more .com.

Good stuff, right? But, consider all of the brand grabbing we've seen within the existing TLD's. I have to imagine this will be even more rampant under the new strategy. Beyond a rather hefty price-tag and some registration process issues to overcome, what prevents me from registering other brands? 

Even more importantly, how about more common terms - Storage? Business? Commerce? I'd imagine we'll see a mass rush to scoop up such TLD's  by those with very deep pockets only to subsequently sell them to the right bidder. In theory, if I owned support, as example, there's nothing stopping me from running EMC.support IBM.support, etc;.

Further complicating the issue is the geo aspect. While it's suggested that only legit government agencies will be able to grab TLD's like America, California, and Bulgaria, I think we've seen how that goes with the .TV domain from Tuvalu. The risk - Will EMC.California be a legit EMC site? Can the EMC brand now be used by 'Eddie's Muffins and Chowder" if they're based in California (assuming a legit agency picks up .California?).

This is complex stuff. We spend a significant amount of $$ each year protecting and managing the thousands of domains we own. Given ongoing global economic uncertainty, and what feels like a myriad of complicated and unanswered questions, I'm just not feeling comfortable with where all of this could go.

Again, not trying to take a for / against position... I see a need to evolve beyond the rather simplistic domain model in place today... Rather, am thirsty for more info and your POV.

 

Comments

[Alfredo]

Hi Lan

You’re right. This is complex stuff.

And the new rules don’t help to make the road clearer.

If anything can be registered, what will stop people of register My.name.emc.anywhere? And 185k for brand protection? I’m Sorry, but brand protection about what? If people don’t know EMC they will think it’s about relativity. (In the beginning I thought it was!) Apple? Same business. It’s nonsense.

I think ICANN members lost the papers and grab one of those “very good ideas” that sound great in the paper, but takes a lot of pain to implement.

Best Regards!

[Len Devanna]

Thanks Alfredo, for stopping by and for the comment. I'm hopeful that folks like us continue to work through some of the challenges and ultimately contribute to the successful evolution of TLD's.

Someone pinged me offline and reminded me that the $185k is merely for a ticket for entry. There could be significant costs behind this depending on your maturity in this space (i.e. could need to build out new infrastructure, may have to spend $$$ defending your claim of ownership, etc). In other words, the initial investment could simply be the beginning.

[Alfredo]

Thanks Len. And I’m sorry for the mistype. “Bad keyboard. Bad!”

I certainly would love to contribute to the EMC’s Community Effort. There’s only two potential problems:

1.- I’m in Mexico
2.- I studied Communication Sciences, not IT Engineering.

Anyway. The “start ticket factor” is giving me a point here. In some of the records regarding commercial marks and Intellectual Propriety the case is even worst.

From my POV many enterprises will seat in the same configuration and will wait to see more clearly when the dust comes down.

Regards.