Friday, February 28, 2014

New Internet Domain Extensions: Don't Get Blinded by the Sunrise or Run Over by the Landrush

2014 is going to be a landmark year for the Internet as the oldest and most basic form of user online navigation gets a major overhaul. The domain names that marketers and end users have relied on since the Internet's inception—extensions like .com, .net, and .org—will no longer be the only game in town. New generic top-level domains (gTLDs), including extensions such as .app, .sports, .club, .healthcare and many more, have already started to launch.

However, bringing those new extensions to market is more complicated than slapping on a price tag and hanging a for sale sign. It's been a multiyear process already; and, despite some hiccups, the organization that governs the Internet and is managing the rollout, ICANN, has tried to make it fair for everyone involved. Accordingly, introducing domains under a new extension is a multistep process that's designed to include protections for trademark holders and give average users a fair shake at getting the names they want.

Every marketer should understand the two important phases under this process: the Sunrise and the Landrush periods. ICANN mandates that a Sunrise period lasting at least 30 days must take place for every new domain extension that launches. During that timeframe, trademark holders are given an opportunity to claim domains that are associated with their marks before anyone else is able to register them. If multiple parties are seeking the same domain, disputes will be arbitrated or will go to auction at the end of the Sunrise period.

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