New gTLDs, Dot Brands & Protection Strategies by John Boruvka

The new generic Top-Level Domains, or gTLDs, are finally here, and these new domain names will change how companies list themselves and how consumers find them online. (For a quick overview, view the 1-minute video by ICANN: The Dot is Making New Friends!)

In October 2013, the first new generic Top-Level Domains (gTLDs) went live - these domain name extensions written in Arabic, Cyrillic and Chinese were the first time non-Latin characters could be used as a domain name extension.Now, as the ICANN50 meeting approaches, the delegation of new domain names continues on a rolling basis, with over 300 new names now delegated by ICANN, the non-profit entity that coordinates the Internet address system.

ICANN expects that over 1,400 new names or strings could be available in the next few years. Some of the most recently delegated strings include: .organic, .navy, .army, .lawyer, .vet, .software, .hiv, and .press.

Why get a new domain name extension? Although skeptics believe they could just cause confusion, many companies are registering new domain names to gain heightened visibility for their website, including better SEO and the ability to register short or distinctive names that are no longer available within the traditional domains, such as .com or .net.

Marketers believe the new gTLDs offer a rare opportunity for both small companies and established brands. Like the early days of the domain name system in the 1990s, the new gTLDs will open doors to descriptive, premium names that have never before been registered. The goal is a first-mover advantage that will help them differentiate themselves from the competition. Why not be the owner of www.tonys.pizza, for example? Or, create a host of domain names with your own brand's gTLD, such as www.reservations.hilton, www.customerservice.hilton, etc.

As new dot brands such as .nike and .vw come online, brand owners need to develop a brand protection strategy to secure the most obvious domain names and prevent cybersquatting.

In addition to a brand protection strategy, another form of protection comes into play with the new gTLDs. In order to keep the Internet and the businesses that depend on it running smoothly, ICANN requires gTLDs to protect their domain name registration data via an escrow agreement. This way, if a registry fails or falls short of meeting its requirements, ICANN can reassign its customer data to another registry. This ensures that domain-holding businesses don't suffer.

ICANN's Registry Data Escrow Agreement requires registries to periodically transfer registry data for their new gTLDs to a reputable escrow agent to be held securely in escrow. This is an important safeguard to ensure business continuity of Domain Name System operations in the event of a physical, technical or business failure of a registry.

At Iron Mountain, we have a long history with ICANN and currently protect the data for the majority of existing gTLDs for both registries and registrars. In fact, Iron Mountain was the first company ever chosen to protect registry data via escrow agreements, back in 2001. Today, top registries and registry services such as Donuts, Famous Four Media and Rightside have all selected Iron Mountain to fulfill their registry data escrow requirement.

Iron Mountain knows how to safeguard domain registration data, and the Iron Mountain Registry Data Escrow service walks you through everything you need to do to meet ICANN requirements.

We'll be at the ICANN 50 meeting in London on June 22- 26. If you'll be there, and would like to discuss data escrow protection, please email shane.ryan@ironmountain.com, and he'd be happy to set something up.

LINK:	http://blogs.ironmountain.com/2014/service-lines/technology-escrow/new...
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