ICANN domain name new rules or will trigger domain name war

Introduction: Foreign media wrote today, the Internet name and digital address distribution Agency (ICANN) allowed to use any suffix as a top-level domain decision, will have a far-reaching impact on the future of the Internet, and trigger a new domain name war. The following is a summary of the article: Domain name proliferation for major Brands, 2012 may be the beginning of a chaotic new era. Cancer.　　and chocolate and so on a variety of strange domain names will emerge.　　ICANN decided in Monday to stop restricting the Internet's domain name suffix and change the way businesses interact with users and costs. including. info and. org, there are currently 22 "generic top-level domain Names", plus 250 national domain names. This framework has led many companies to buy thousands of possible domain names.　　Although they may not use these domain names, they also have to pay to prevent others from registering. The new domain name will no longer be restricted to the top-level domain suffix and is expected to begin approval by the end of 2012.　　This means that hundreds of top-level domain names will also appear, further increasing the complexity of the URLs. Many companies spend hundreds or even millions of dollars a year on maintaining domain names in order to prevent illegal acts such as financial fraud or the sale of counterfeit goods. And now, with the cancellation of domain names, this number may multiply. ICANN will begin accepting applications for new domain names in January next year, with the exception of a 185,000-dollar application fee, and the applicant must prove the validity of the application domain name.　　ICANN handed over the certification process to hundreds of consultants. "This may deter some malicious registrars, but it is hard to avoid conflicts between the two legitimate companies," said Josh Bourn, Fairwinds Josh Bun, a US domain consultancy. For example, Unilever and Mars Foods who should have. Dove Domain name?　　The former produces Dove skin care products, the latter production of Dove chocolate, but both of the English name is the same. Application Plan Boone says ICANN has imposed restrictions on the application period and is on the approach, which means companies are likely to keep their application plans secret in response to competition.　　The next application is likely to wait a few years, so it is important for a risk-conscious brand to be involved. "The only safe way to do this is to be an early participant, even if you're not ready to use these domains."　　"he said. In addition, ICANN has enacted provisions prohibiting overly similar domain names.　　For example, if UPS has applied. UPS Domain name this time, and 5 years later, Swiss bank (UBS) will have to apply. The UBS domain name may be rejected.　　Prominent companies, including Nestle, Kraft, Procter and Gamble, Kimberly-Lee and Pfizer, said they would plan to do so, but declined to disclose details. In addition to the high application fee, the company pays 25,000 dollars a year for maintenance and 50,000 to 7.50,000 dollars in technical costs. If used for 10 years, the cost of each domain will be as high as 2 million dollars.　　For a consumer product company with dozens of brands, it will have a huge cost. "But the next question is, what can you do with it?" Is there anything that can be implemented with the help of the. Coke but cannot be implemented through coke.com?　　"said Boone.　　Opportunities and challenges the new domain gives marketers a new opportunity to exert as much control over the Internet as possible, said Jeff Ernst, a Forrester analyst at the US market research firm, Jeff Enster. "For brands, why should they succumb to. com?" he said. Starbucks may want to create a community with a. Coffee domain name for coffee lovers. This will greatly enhance the user's contact with the company. Boone believes that the new domain name can also be used to provide rewards for loyal users.　　For example, an enterprise can provide an e-mail address that is a suffix of the brand name for the ultimate loyal user. CentralNic CEO Ben Claufford (Ben crawfod), the Internet domain name registration provider, said that there are about 100 million existing. com domain names, however, because it can be used to register domain names in other languages such as Chinese, it can have a huge impact. "Future Internet users are likely to stop using our letters and the Internet is becoming more global," he said.　　"Despite a lot of marketing opportunities, Boone believes that companies are less likely to move existing Web content to new sites because it could lose rankings in search engines such as Google." Forrester Ernst argues that search engines may adjust algorithms to provide higher weights for domain names such as. Brand. "Search engines make money by advertising. They will certainly focus on the most relevant results. "he said. (Ding Macro)