NEW gTLDS
Numbers from the Trademark Clearinghouse (TMCH) also suggest that a great deal of registered domain names match the 27,000 trademark records registered in the TMCH. The TMCH issued more than 17,500 claims notices in the first weeks of general availability. This mechanism to alert rights owners to potentially infringing domain name registrations is proving to be extremely useful and is even making some would-be registrants think twice about registering a domain that matches a trademark. We have been contacted by registrants asking for permission to register a domain numerous times after they have been issued with a claims notice.
“THE NEW GTLDs OFFER A FRESH OPPORTUNITY TO ACQUIRE VALUABLE GENERIC DOMAIN NAMES EARLY AND AVOID MAKING COSTLY AFTER-MARKET ACQUISITIONS.”
relevant gTLDs, including .plumbing, and opting instead to use a DPML block to prohibit others from registering the same term under the gTLDs that they have chosen to ignore.
However, old habits appear to die hard among some brand owners. Some are opting to register domains with up to three hyphens in them, such as cj-by-
cookie-johnson.clothing, despite there being no previous known cases of cybersquatting on that string. And with the .com version still available, it is hard to see what purpose that domain could ever have.
Many organisations register domains that contain their company brand name(s) or variations of it (them) as a way of protecting rights. Tis approach is simply not scalable under the new gTLD programme,
and NetNames’s advice
remains the same: focus on the gTLDs that are applicable to your business or sector.
One of the most overlooked opportunities of the gTLD programme is the chance to secure generic registrations. Te new gTLDs offer a fresh opportunity to acquire valuable generic domain names early and avoid making costly aſter-market
www.worldipreview.com
acquisitions. Quality generic registrations can be highly valuable in terms of marketing and search rankings, and it appears many have already begun to think about securing these types of domains early, such as
street.lighting and
paris.bike.
Te .com versions of these names have developed valuations into several millions of dollars, and big brands have invested significant amounts to acquire these names and capture the traffic they attract. Tere is an opportunity for brands to acquire the new gTLDs before similarly high valuations develop.
Te lack of a well-defined strategy or decision to ignore the gTLD programme is already proving costly to some brands, with high-profile cybersquatting already taking place and being reported in the mainstream media. Te ‘register everything’ approach is simply not scalable for some brands, but a ‘head-in-the-sand’ approach is equally foolhardy. Companies need to find a balance: by identifying gTLDs that are associated with their brands or business, and selecting either registration or blocking, many brands will be able to stop this hapless squatting.
Ben Anderson is Group NBT’s domain name expert. He joined the Group in 2003 following an illustrious career on the West Coast of America developing DRM solutions for major film and music companies. Anderson is an active participant of various interest groups, including sitting on the INTA ccTLD subcommittee, and is a member of the ICANN Vertical Integration Working Group and the Generic Names Supporting Organization.
Trademarks & Brands Online Volume 3, Issue 1 37
Clearly there is a long way to go before the new gTLD programme is declared a success, and presently there are not enough data to predict whether consumers and brands will adopt these new gTLDs in great numbers.
NetNames’s advice remains the same: businesses should be well prepared for this continuing change. Stakeholder engagement and a well- developed gTLD strategy will be important. Review your options carefully and prepare your business for the new era.
Ben Anderson is product director for new gTLDs at NetNames, overseeing strategy, product and fulfilment for all NetNames brands. He can be contacted at:
ben.anderson@
groupnbt.com
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