Later this week the Internet Corporation for Assigned Names and Numbering) meet for in Singapore for their 41st gathering where it is expected that the process for apply for new domain name suffixes will eventually be ratified.  After years of talking the action will begin as companies, corporations and organisations will race not only to get their application in first, but to see their product “hit the shelves” as soon as possible.

Many companies are sitting back, waiting to see what happens in terms of applications.  A few companies have come straight out and said they would not consider an application, whilst a vocal minority have said that they will launch their new suffix as soon as possible.

One such company is Canon.  There are many reasons why they potentially want their own domain suffix.  The digital photography market is fiercely competitive and the big brands are constantly looking for a competitive edge.  For instance, few companies in this space have developed a “Flickr” type application, or even their own software portal such as PhotoShop.  Perhaps this is their plan.

It will also have not escaped their notice that “canon” actually means “sexy” in French, meaning a whole new world of brand image could be protected by such an application.

The whole process for applying for a new suffix is not cheap nor will it be quick.  ICANN have outlined both the process timeline and the rough guide to the fees involved.  Even if there are no objections to an application, such as Canon’s, then it will take around 9 months.  Just to submit an application for the Evaluation Stage to ICANN there is a fee of $185,000. So it is expected that the number of companies or organisations going down this route will be relatively small at the moment.

So who else may apply?  The city of Mumbai have already publically stated they will be applying for .mumbai.  A spokesman for the city has said:-

“Mumbai is a world city and is India’s commercial and cultural center. Like any great city, Mumbai has its own unique identity, recognised worldwide. We’re proud that Minds + Machines has been chosen by ITLD to help put Mumbai on the Internet stage”

Melbourne, Sydney, Berlin and New York are also rumoured to be close to announcing their intention of applying.

Where the fun will really be had will be in the brand marketing area.  Trademarks exist for a number of companies who share similar (or even the same names) yet there can only ever be one domain name or suffix.  Back in 2006 when .eu domain names were launched, EURID received multiple applications for polo.eu.  Ralph Lauren, Nestle (Polo Mints) and Volkswagen all claimed to have legitimate rights to the name.  What would happen if all three apply for .polo as a new domain suffix?

United Airlines v United Utilties?  Who wins there?  Or what if Boston, Lincolnshire decide to apply?  Will that mean Boston, Massechussets will be forced to defend their honour? And going down the route of Ford Escorts is just a world of pain.

So what are the advantages for spending all this money?  Brand purity and protection must be up there.  If you own your .brand then you can almost eliminate uncertainly and infringement straight away.  Cost savings are another consideration.  We have seen some domain names change hands at unbelievable sums of money as companies try to secure all of their brand domain names.  Some of the domain sales are for $millions.  Yet now for a fraction of the cost they can register the .brand and never need another domain name again.

So keep an eye out for some interesting news in the next few months as to who exactly is going to take the plunge.

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