ICANN’s Board of Directors approved proceeding with the new generic Top Level Domain (gTLD) program 20 June 2011 in Singapore, paving the way for the new domains.

“ICANN has opened the Internet’s naming system to unleash the global human imagination. Today’s decision respects the rights of groups to create new Top Level Domains in any language or script. We hope this allows the domain name system to better serve all of mankind,” said Rod Beckstrom, President and Chief Executive Officer of ICANN.

Applications for new gTLDs will be accepted from 12 January 2012 until 12 April 2012. ICANN will post the list of applications on its website and will begin reviewing applications once the application period closes. It is unlikely further applications for the new gTLDs will be accepted for at least 2-3 years following the initial application period.

The expansion of the Internet naming space will create new applications and opportunities for companies. The most apparent will be establishing the company’s primary brand as a top level domain. For some companies key sub-brands or generic product or category term may be appealing for category dominance.

Some of the benefits a .brand can offer:

•               Enhanced brand recognition

•               Nearly unlimited ability to create URLs on demand

•               Increased consumer trust

Current estimates are that between 300 and 1,000 new TLDs could be created under the new program. A common concern among trademark holders is the expansion of the naming space will require thousands of defensive registrations for second level domain names in the new, generic category gTLDs. However, with the additional rights protection mechanisms being required by new gTLD operators, cybersquatting in new gTLDs will likely be less of a concern than initially thought.

Melbourne IT DBS will be presenting a series of informational webinars over the coming weeks to help companies and organizations understand the relevant issues in order to prepare the correct strategy for their business. For any questions please send an email to brandedgtld@melbourneitdbs.com.