Google’s Announces New gTLD Applications

It was a good day for New gTLDs as the first 24 hours since the close of the application window for new generic top level domains saw several announcements from big companies making big moves in the New gTLD namespace. Probably the biggest news of the day came from internet search behemoth Google, which claimed over 50 New gTLD applications. According to this article from Adage.com:

“Among the top-level domains (the part of a web address to the right of the dot) Google is applying for are “.google,” “.docs,.” “.youtube,” and “.lol”, the blog post said. The company applied for more than 50 top-level domains in total, according to a person close to the situation. “

Former ICANN Chair, internet pioneer and chief Internet Evangelist at Google, Vint Cerf provided more details about their applications and New gTLD philosophy at Googleblog:

“In 2008, ICANN announced a program to expand the number of generic TLDs (think .com, .org, .edu), developed through its bottom-up, multi-stakeholder process, in which we participate. Given this expansion process, we decided to submit applications for new TLDs, which generally fall into four categories:

• Our trademarks, like .google
• Domains related to our core business, like .docs
• Domains that will improve user experience, such as .youtube, which can increase the ease with which YouTube channels and genres can be identified
• Domains we think have interesting and creative potential, such as .lol

We want to make the introduction of new generic TLDs a good experience for web users and site owners.”

While details of all the applications weren’t revealed, the scale of the announcement is profound. Over 50 applications puts Google among the largest investors in the New gTLD space. This is of major significance as Google possesses . . .

The Power to Change Internet User Perception

There is probably no company in existence today that could have more influence on the perception of end users in the internet namespace than Google.

With a 66% market share in search, Google controls the pathway through which the majority of internet users find information and navigate the web. And, it appears they are very receptive to the idea of using New gTLDs as a tool to present that information and direct users to content.

Ask, how quickly awareness of the right side of the domain equation will become important to average users if Google moves it’s flagship product to Search.Google? Combine that with the power of brands using their New gTLDs to promote goods and services sans .com. What are the implications if Google Local Search results begin to demonstrate a tilt toward geographical TLDs like .NYC, .LONDON, .SYDNEY? What difference would it have made if Google had chosen to ignore, or assume a negative stance toward new domains? Today’s announcements can only be considered a big win for New gTLDs.

The Not so Big Winners

Perhaps New gTLD players not so thrilled with Google’s announcement are other prospective applicants who will be vying for some of the same strings.

Do you think Google applied for .lol and NOT .app? Doubtful. And there are 46 or more other strings applied for by Google yet to be revealed.

Google’s large scale entry into the foray of registry applications will create a new level of competition for TLD strings which others surely had their eyes on.

Directi announced 31 high profile TLD applications today also, including .app. .APP could see half a dozen or more applicants, from some serious long ball hitters. Other applicants for .app could find themselves outclassed.

And we still haven’t heard from Demand Media, Apple, Microsoft, Donuts, TLDH, and other, as yet unknown major applicants.

There will surely be some exciting times in the coming months/years in the internet namespace. Big change looms on the horizon.

The ICANN New gTLDs

What is a TLD?

TLD is and acronym for Top Level Domain. A Top Level Domain is the part of a web address that comes after the dot. For example, in the web address www.newgtldsite.com, the top level domain is ‘com’. Likewise, for the web address www.example.net, the top level domain is ‘net’. There are different types of TLD’s. Primarily, there exist two types, Generic (gTLD’s), and Country(ccTLD’s) TLD’s. Some generic TLD’s today are ‘.com’,’.net’,’.org’, ‘.biz’, ‘.info’. Country TLD’s are such as ‘.us’(United States), ‘de’ (Germany), ‘.ru’ (Russia) etc. List of tld’s wiki

So, What is the ICANN New gTLDs Program?

Up till now the available gTLD’s have been quite limited. Currently there are 21 gTLD’s including ‘com’, ‘net’, org, gov, biz. In 2011 ICANN, the governing body of Internet Naming, is expected to introduce a process that will allow sponsoring organizations to apply for and operate new generic Top Level Domain Registries. What this means in practical terms is that organizations will be able to develop and distribute fully functional internet domain names under top level domains like ‘.shop’, ‘.Paris’, ‘.poker’,’.music’ and anything else they might think of. So, in about a year or so, you will start seeing web addresses for websites that might look like ‘www.bluejeans.shop‘, ‘ www.crepes.paris‘ , ‘www.texasholdem.poker‘ , or ‘www.jazz.music‘. These domain names will work just like any ‘.com’ works today, you can type or click a link to these sites and they will display as you would expect.

Why is this happening?

As part of its mandate, ICANN is charged with increasing innovation and competition in the Internet Name Space. Domain names under the current TLD offering have become scarce, expensive, and limited in scope and use. An expansion and broadening is needed.

What does this really mean to you?

It can mean different things depending on your perspective. As a web user it means you will start seeing more specific TLD’s with more specific uses in the future. When you look for info about new cars you can visit ‘www.new.cars‘ or look for ‘www.jazz.music‘. Small business owners trying to reach customers on the web will be able to register and use a new TLD as in ‘www.pizzarestaurant.dallas‘, or ‘www.stuffedtoys,shop‘ as an web address for your business. Variety and choice for which TLD suits your web identity best is one of the benefits for businesses in the newgTLD realm.

Who is qualified to apply and operate a new TLD Registry?

Any organization can apply for a new Top Level Domain. But, the financial, technical, and critical application process can be complicated and expensive. To begin with, the application fee to ICANN is set at $185,000. There are other costs involved such as consulting, legal, administrative, a nd marketing costs as well. Depending on the nature of the TLD, the intent of use, the target market, the competion, a new Top Level Domain Registry can cost anywhere from perhaps $400,000 to over $10,000,000. For expert advice it would be good to consult with ‘New Top Level Domain Experts’