Websites – New Internet Domain Extensions: Don’t Be Blinded By Sunrise Or Crushed By Landrush


2014 will be a pivotal year for the Internet, as the oldest and most basic form of online browsing for users will receive a major overhaul. The domain names that marketers and end users have relied on since the inception of the Internet – 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 be launched.

However, putting these new extensions on the market is more complicated than putting up a price tag and hanging a sign to sell. It is already a multi-year process; and, despite some setbacks, the organization that governs the Internet and manages the deployment, ICANN, has tried to make it fair to everyone involved. As a result, introducing domains under a new extension is a multi-step process designed to include protections for trademark owners and give average users a chance to get the names they want.

Every marketer should understand the two important phases of this process: the Sunrise and Landrush periods. ICANN requires that a Sunrise period of at least 30 days occurs for each new domain extension launched. During this period, trademark owners have the opportunity to claim the domains associated with their trademarks before anyone can register them. If multiple parties search for the same domain, the disputes will be arbitrated or auctioned at the end of the Sunrise period.

The Landrush period is optional, but almost always used by new registers. During this period, premium domains are offered at a premium price. They can include generic or categorical terms that could give a brand instant credibility online, a tactic used by sites such as or

The Sunrise and Landrush periods are the only times you will be able to purchase a domain directly from the registries, the organizations that manage the domains and make sure they direct users to the right websites when they are typed or clicked into a domain. Navigator. After Sunrise and Landrush comes general availability – the time when anyone can buy a domain from a registrar, companies like GoDaddy or 1 & 1.

You’ll want to commit well in advance of general availability, or risk slipping the perfect new area between your fingers. Months or years later, it will likely cost a lot more to buy the same name in the second-hand market, so it’s important to be careful now so that you know your options and can make informed decisions. of cause to buy now or watch on the sidelines.

As you navigate the tidal wave of new areas, here are some tips to keep in mind.

1. Start early

While there may be as many as 1,000 new domain extensions released to the Internet over the next year, not all of them will be relevant to you. Start looking at domain extensions that have been requested and approved now so you can keep track of which ones you want to use.

To help you keep track, this calendar contains a list of all new domain extensions introduced, along with an estimate of when their Sunrise and Landrush periods will take place: news / new- gtlds / new-gtld-launch-dates.html.

2. Use both sides of the stitch

The rules have changed for selecting domains and building a comprehensive portfolio that includes company and product names, trademarks, defensive registrations and other considerations.

Previously, you mainly had to think about the names and keywords to the left of the dot and then match them with the right country-specific or generic domain extension. Now you also need to think in terms of categories and keywords to the right of the dot, as you can register names like Running.Shoes, MainStreet.Coffee, and Medical.Careers.

The combination of what’s to the left and right of the point is much more important.

3. Save energy with the brand clearinghouse

Many companies are concerned about the time and cost of defensive registration of domains in hundreds of new registries. They should use the Trademark Clearinghouse (TMCH), an ICANN-mandated service that is managed by IBM and Deloitte.

Registering in the TMCH is a mandatory step to participate in a Sunrise period, and the service will also provide you with a notification if someone tries to purchase a domain under one of the new extensions containing a trademark that you have registered.

4. Understanding “pre-registration”

Many registrars offer pre-registration of new domains, which is a great way to jump on any names you want before they’re actually published. However, it’s important to understand that pre-registering doesn’t necessarily guarantee that you’ll get the domain.

With pre-registration, you are essentially asking the registrar to try and buy a domain for you as soon as it becomes available, but someone else may also have “pre-registered” for the same domain through a different registrar.

Nevertheless, it is a good idea to pre-register so that you are one of the first in line and can be actively notified of important release dates or auctions related to the desired domain, and have someone work. on your behalf to secure the domain for you.

5. Prepare your checkbook

New TLDs won’t be as expensive as dot-com, but generic terms could still be expensive if multiple parties are interested. If you participate in Sunrise or Landrush auctions, the domain you are interested in could see its price increase if more than one party is involved.

In these situations, domains will regain their market value, which can be as high as six or seven digits, so at the start of the process it’s good to think a bit about what a name would be worth to you so as not to get blinded later.


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