New top-level domain: Disaster gold mine many big companies can't afford to play.

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Recently, ICANN (the Internet Corporation for assigned Names and Numbers, Internet name and digital address distribution agency) announced a list of applicants for the new top-level domain plan, and received 1930 top-level domain applications. The internet has only opened 22 domain suffixes (excluding. cn,. US, etc.) in the previous more than 20 years, including the most common. com,. NET,. org, and open in recent years. Biz,. Mobile,. Tel, etc.

At present, the world has registered about 100 million. com domain names, as well as about 10 million of. NET,. org and. info domain names, new organizations or individuals who want to register easy to remember and spread the domain name has been very difficult, many large companies even need to pay high prices to buy domain names to smooth business. ICANN's domain-opening program is proposed to address the increasingly scarce and increasingly expensive domain name resources.

The Open domain name scheme will obviously backfire. The open domain name is not the same as the previously opened top-level domain name, open domain name for any institution or individual to register a xxx.com or xxx.net. ICANN provides proprietary brands and city names such as Google, Coke,. BEIJING,. NYC, as well as common nouns such as home, app,. doc for exclusive registration by the organization. Take Google, for example, if the app and. Mail are successful, all the. App and. Mail's domain names are owned by Google, and no other organization or individual can register Xxx.app or xxx.mail.

Registering a new domain suffix is expensive. Each application for a domain suffix requires a one-time payment of 185,000 U.S. dollars, plus a management fee of 25,000 dollars a year, as well as legal fees that could be as high as tens of thousands of dollars – intellectual property lawyers are smart.

ICANN's ability to process applications is very limited, and it will approve applications for the domain suffix in batches. Processing 500 domain names per batch, processing a batch every six months. According to the current application of nearly 2000 domain name suffixes, it will take at least two years to process the backlog of applications, which does not include new applications in the past two years-presumably with more media coverage. To ensure fairness, ICANN will approve the method of "digital archery" (Digital Archery): Set a time, each applicant submitted at the same time, the closest to the target winner.

There are loopholes in any plan, and those who occupy the relevant resources benefit from it. To ensure that their applications enter the first tier, many big companies are looking for institutions that can help them get their first batch-such as pool.com, paying 25,000 of dollars to help customers get to the top 500 approval lists.

Ultimately, this is a big company game. But many big companies can't afford to play.

Famous lighter brand Zippo for application. Zippo has spent 3 million dollars a year on the "Play Mole Game" for this domain suffix--whenever a small organization pops up to apply for the same domain suffix, it has to put the other person's application on the phone. In fact, just as Google applied for GOOGLE.XXX only for brand protection purposes and would not be used for any new business, Zippo applied. Zippo is only trying to protect its brand by adding 3 million dollars a year. Smaller institutions that are not as well known as Zippo and have far less money than Zippo, especially if they are only builders and even bakers in a developing country--and do not have a brand and market overlap with the Zippo that make the lighter, simply because of the lack of fame and financial resources, are almost completely excluded from owning. The possibility of Zippo?

It can be foreseen that both the book, the Buy, the. Dev,. Drive,. Free,. Game,. Mail,. Map,. Movie,. Music, and play,. . talk,. Wow,. You and. Cloud and so on 20 of the same domain suffix of similar volume of internet predators Google and Amazon, in order to compete for these domain names will cost far more than 20 times times 3 million dollars per year costs, not to mention that Google has other 81 domain name applications and other agencies to spend. Similarly, domestic enterprises such as QQ car and Tencent QQ, Sina Weibo and Tencent Weibo, respectively in order to compete. QQ and. Weibo will also pay a great deal of cost, which is largely just to protect their brands from abuse. Especially I can't imagine when Sina Weibo has a weibo.com domain name. What's the point of Weibo?

ICANN is proud of the new top-level domain plan as a policy that supports multiple languages, including Chinese, French and Arabic, which ICANN hopes will help users better identify businesses. But the more likely result is the emergence of massive fraudulent websites and phishing sites. Tencent, for example, has long been full of similar QQ on the internet. a domain name. com's phishing website steals user accounts, and now netizens need to keep in mind the qq.com of ". Tencent" and. QQ is the official domain name of Tencent, but if someone registers ". Teng Xun" launched "QQ. Teng Xun"? Ordinary users do not pay attention to easy to recruit. Compared to the. com era, the new top-level domain is put into use will create more trouble for users.

Obviously, ICANN will also encounter some prank or ironic or other intent of the domain suffix application, such as Google submitted a funny. LOL application, which is completely acceptable suffix, that if the future when there are applicants submitted. What to do when sex, sucks even. Fuck? When it comes to sensitive content, like encountering. Greathitler (Great Hitler) how to deal with the application? ICANN does not know whether the applicant will open a ilove.greathitler or Fuck.greathitler in the future.

Following the release of the first edition of the new generic top-level domain Guide document in October 2008, ICANN has been subjected to strong protests from the media, businesses, industry associations, nongovernmental organizations and government departments. These include Coca-Cola, Ford Motor, Dell, Procter and Gamble, Burger King and other business leaders, the United States Advertising Association, the United States Intellectual Property Law Association, the United States Interactive advertising agency and other associations, and the U.S. Department of Commerce, the United States Telecommunications and Information management Director Lorence Stecolin (Lawrence strickling) The move to ask ICANN to reduce the burden of "defensive registration" in the company has not stopped ICANN from launching its new top-level domain name.

As a non-profit enterprise, ICANN does not see the basic principle of providing the public with good Internet basic services. ICANN's annual budget for 2012 is only $67 million trillion, and the new top-level domain plan is a one-time gain of $357 million trillion--icann is clearly the biggest profit-makers. Peter Dengate Thrush, chairman of the top-level domain-holding company (top level domain Holdings), which is strongly opposed to sound, has just stepped down from ICANN's chairman, Peter Slash, And last year he approved the same strong opposition. XXX domain name is dedicated to adult content sites. The ICM registry, which has lobbied for the. xxx domain name, has subsequently provided the enterprise with a "premium service" to prevent others from registering "the name of a famous brand. The domain registrar, bundled with ICANN's interests, is also not less profitable.

Like a large number of small and medium-sized domain name hoarders in the COM era, the first batch of new top-level domain name schemes has appeared in the list of speculators. Established in 2011, Donuts, a network registration agency, has invested 100 million of dollars and half its financing to new top-level domain applications, and the list of applications submitted is the longest: a total of 307. They dream to become the next GoDaddy, become the future Domain name registrar boss.

ICANN's current generic top-level domain-opening program, which should have ended in April, has been postponed to June because of technical glitches in accepting applications that have long been commonplace. Over the years of maintaining top-level domain names, ICANN has experienced annual delays due to various technical failures and uncertainties. Just to open up. XXX a domain name, ICANN jumped back and forth three times. The maintenance of 22 domain names over the past 14 years has left ICANN struggling, opening up 100 times times the total of domain names maintained over the past more than 10 years, and unable to imagine where ICANN's bursting confidence comes from.

(Shino for NetEase Science and technology, reproduced please indicate the source.) Article only personal opinion of the representative)