ICANN's New Deal opens global brand era

Recently, shortly after ICANN formally approved the new top-level domain name expansion program, the "new top-level open application and security Operation policy interpretation by China's domain security and Operations Alliance and the Network Company" was held in the software Park of the Chinese Academy of Sciences.　　Experts say the opening of the new top-level domain provides a rare opportunity for Chinese companies to establish a global network branding strategy, but the complex application rules set by ICANN will "Tun" American companies and evolve into a new scramble for global network brand resources. New top-level domain name brings opportunity for enterprise to reshape global brand Internet people on the Web site to enter the. com,. org,. NET suffix known as the universal top-level domain name, the current global gtld has 21 kinds.　　After the new top-level domain is formally opened, the generic top-level domain will increase to hundreds of or even thousands.　　Professor Shirong, director of the Center for Internet Policy and law studies at Beijing Normal University, said the opening of the new top-level domain will open the global network brand era, which will provide historic opportunities for many well-known companies to reshape or build global network brands, establish proprietary network identities and increase user trust relationships.　　It is understood that many well-known international brands, such as Facebook, HP, Nokia and so on have participated in the recent ICANN Singapore meeting, and the application of the new top-level domain name as an important part of corporate brand strategy development.　　How do Chinese companies avoid owning brand names in the face of more than 300 pages of the applicant Guidebook, as well as harsh application policies and fees, how should Chinese companies protect their own domain name brands? The best way to protect your brand is to apply. According to a person close to the Ministry of Industry, although the Ministry of industry's domain name management rules for the establishment of new top-level domain in China, but the Chinese government to apply for new top-level domain name to adopt a tacit attitude. The analyst, mainly out of protecting Chinese brands, encourages more international brands from China on the Internet.　　Solve the problem of the new top-level domain first, solve the problem of how to operate later. New top-level domain application procedures complex and lengthy ICANN China expert Zhongzhenhong said new top-level domain application procedures are very complex and lengthy, the applicant must be in the company's background, legal personality, government policy, technical standards, financial strength, operational capacity, and so on six aspects of compliance with the requirements, any one of the inconsistent is dismissed or request a retrial.　　If the first batch of applications is not approved for procedural reasons, the two applications will be 2 years from now.　　Zhongzhenhong also revealed that there are applicants will need to set aside at least six months of preparation time, at least to prepare 200,000 ~25 million dollars of fees, if the applicant is a brand dispute or enter the auction link, the resulting costs and time will be more, the cost will enter the million-dollar level. Professional agent application and domain name hosting is the best choice for the new top-level domain is also very strict technical operation requirements, in the applicant must answer in writing more than 50 professional issues, of which 21 of the technical aspects involved.　　Zhongzhenhong that, for only half a year from the formal opening, it is virtually impossible for companies to build their own technology and operating platforms that meet ICANN's requirements, so choosing technology outsourcing and Domain hosting is the smartest option.　　At present, there are only four or five commercial domain name platforms that can meet technical requirements, such as VeriSign, Neustar, Afilias and Zdns platforms.　　Mao Wei, chairman of China Net Company (knet.cn), said that the new top-level domain application is very strict, the applicant must prove the long-term operation and management of their own domain name, as well as a safe and reliable technical support platform, the best cost-effective way is to be applied by professional agencies and operations. Mao Wei also said that the company has long been tracking and participating in the new top-level domain policy development, the core team has also participated in and successfully applied for ". China" domain name, the existing domain name platform is fully in line with the technical and operational requirements of ICANN, can provide Third-party professional agent application and operational hosting services, To help Chinese enterprises to establish a global brand from China, in the international arena to highlight the value of the brand! Change Ling