ICANN to open up 400 Generic Top Level Domain names (TLD's) exclusively to Brand Name owners during a Sunrise Period
Within the next couple of years we will likely see an unprecedented diversification of domain names available on the internet. ICANN, the Internet Corporation for Assigned Names and Numbers, has proposed that 400 new Top Level Domain names (TLD's) be available; TLD's like '.food' '.music' '.shopping' '.africa' '.berlin' '.nyc'. This is a significant shift from drastically lower number of TLD's available today, the most recognizable including '.com' '.bus' '.net' '.org' '.asia' '.eu'.
There is a large amount of controversy centered around what this means for companies who wish to continue protecting themselves and their consumers from internet fraud and cybersquatters who could take advantage of the new TLD's to fraudulently take advantage of unwary consumers, possibly sowing distrust between companies and their customers when dealing with online transactions.
Josh Bourne, president of CADNA, the Coalition Against Domain Name Abuse recently noted that insiders at ICAN have confirmed that it was always their intention to dramatically increase the level of available Top Level Domains (TLD's). ICANN asserts that they can look back almost a decade and say that it was part of their ‘m-o' ultimately to try to open up the internet and open up the domain space and they thought at that time that it was a logical way to do that by expanding the number of extensions out there.
In its April 6th report on ICANN's proposed 400 new TLD's, CADNA calculated that making available the 400 new TLD's would cost an estimated $746 billion to persons and corporations to register their brand name(s) under the new TLD's. The cost is tremendous but CADNA noted that the number was conservative; in coming up with $746 billion CADNA was only taking into account only those costs associated with companies preemptively registering their trademarks to prevent unwitting consumers from falling victim to internet fraud and cybersquatters.
It will be interesting to see the public's continuing reaction to the 400 new TLD's as companies weigh the costs and benefits of registering their trademarks across the newly opened TLD's.
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