By Tom Wells
Introduction
In a rapidly expanding digital landscape, the demand for unique and targeted domain extensions is reaching new heights. As the Internet continues to evolve, the role of the Internet Corporation for Assigned Names and Numbers (ICANN) in managing domain names has become increasingly pivotal. ICANN’s upcoming round of New gTLDs (Generic Top-Level Domains) is poised to address the increasing demand for distinct and specialized domain extensions, opening up a world of opportunities for businesses, organizations, and individuals.
Understanding New gTLDs
New gTLDs represent a significant departure from traditional domain extensions such as .com or .org. These custom domain endings provide businesses and entities the ability to create unique and memorable online presences, aligning closely with their branding and industry niche. The benefits of New gTLDs include improved branding opportunities, increased digital security, greater naming flexibility, and enhanced online visibility. However, challenges such as consumer awareness and search engine optimization implications may also be associated with the adoption of New gTLDs.
The Growing Demand for New gTLDs
The demand for New gTLDs stems from the evolving digital landscape, where businesses and individuals seek to control their own domain extensions in order to better communicate their online identity and offerings. Some entities have already begun planning for their TLD applications. The entities typically fall into one of several categories:
- Newly formed entity that did not exist during the first round of New gTLDs in 2012;
- Entity that operates in a new business area (e.g., blockchain/Web3*);
- Entity that would like its own branded TLD because its matching .COM name is registered by a third party; or
- Entity that sees naming changes ahead and wants to modernize and/or future-proof its digital identity by utilizing its own branded TLD.
*There is potential for contention between Web3 domain companies and others looking to apply for strings related to the Web3 space.
The modern Internet user is increasingly drawn to specific, relevant domain endings that serve as strong indicators of a website’s content or purpose. This demand has led to a shift in the dynamics of branding and marketing with New gTLDs offering a new frontier for a targeted and memorable online presence.
Timeline for ICANN’s Next Round
ICANN began planning for the upcoming round of New gTLDs back in 2020 when its community delivered policy recommendations regarding the New gTLD program. Currently, ICANN is focusing on the Applicant Guidebook – drafting, reviewing, refining, and finalizing. It is expected to be delivered to the public in Q2 2025, which will then kick off the application period. Once applications are submitted, there will be an evaluation and objections period where applicants will be evaluated for technical, operational, and financial capabilities. Finally, the new gTLDs will be awarded and delegated in 2026 or 2027. However, this timeline is subject to change based on ICANN’s review process and stakeholder input.
Implications and Considerations
The expansion of New gTLDs carries significant implications for businesses, organizations, and individuals navigating the digital sphere. As the domain name space diversifies, concerns over consumer confusion, trademark protection, and digital-presence management arise. It is crucial for entities to consider these implications and closely monitor developments in order to make informed decisions regarding the launch of New gTLDs.
Conclusion:
The imminent launch of ICANN’s next round of New gTLDs marks a critical juncture in meeting the growing demand for distinctive and tailored domain extensions. In a landscape where digital identity is of paramount importance, businesses and entities are presented with an opportunity to craft unique and resonant online identities. As this next phase unfolds, exploring the potential of New gTLDs becomes increasingly crucial for all stakeholders, paving the way for a more diverse, relevant, and innovative Internet. Stay informed by signing up for FairWinds’ newsletters and webinars or contact us here.