The big change of international Domain Name policy: Chinese enterprises should be layout early

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With the announcement of the new top-level domain name expansion program, Internet domain name is experiencing a major change in history. Industry experts say this provides a rare opportunity for Chinese companies to brand their global network, but at the same time a new battle for global network brand resources is underway, and Chinese companies should formulate strategies as soon as possible to take the initiative in this major change.

The international domain name mechanism of Internet has made great changes

The Internet name and number distribution Agency (ICANN) approved the new top-level domain expansion program at a special meeting held in Singapore recently. This is one of the biggest changes in the Internet industry since the last century of the 80. Under the scheme, restrictions on Internet domain name suffixes will be eliminated in the future. This means that any word may be used as a domain suffix, and vendors can use their brand as a domain suffix.

ICANN's president and chief executive, Beckstrom, says ICANN has opened the limits of the Internet domain Name System to the global human imagination. This decision allows any organization to create a new top-level domain in any language, in the hope that it will enable the domain Name system to better serve the entire human race.

The suffix ". com" ". org" ". NET" on the Internet site is called the generic top-level domain name. It is reported that ICANN will accept the new top-level domain application from January 12, 2012 to April 12. By then, unified Internet for many years 22 kinds of top-level domain pattern will be completely broken, top-level domain name will increase to hundreds of or even thousands of species. Future ". Play" ". Movie" ". Love" ". Happy" and other types of domain names and ". IBM" ". Canon" Enterprise Domain name even ". Mobile" ". Twitter" ". Apple" and other domain names, are likely to appear in people's Internet life.

Opportunities for enterprises to shape global brands

In response to ICANN's officially approved new top-level domain name expansion program, China's domain security and Operations Alliance and the Chinese Network company recently held a joint new top-level domain opening application and security operation Policy in Beijing to discuss China's relevant industry coping strategies. 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 ICANN's application rules will evolve into a new scramble for global network branding resources. In order to grasp the opportunities brought by the new network pattern, Chinese enterprises need to think and layout thoroughly.

Experts said that the previous establishment of the global Internet brand, the need for hundreds of countries around the world registered trademarks and various suffixes of the top-level domain name, such as Google has spent huge sums of money to register or buy hundreds of countries top domain names. With the new top-level domain open, Google can sign up for global brands by registering ". Google".

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.

Industry insiders said that the international top-level domain name market for many years has been ". com" monopoly, the new registration policy, will be more countries, enterprises, industry operators to participate, China also has the opportunity to create a global top-level domain name. And for those brand enterprises, will bring more value.

Early layout of Chinese enterprises

It is understood that in response to the new changes in the International Domain name policy, many countries are in a positive layout, the international many well-known brands such as Facebook, HP, Nokia, etc. to apply for the new top-level domain name as an important part of corporate brand strategy development. It is reported that the U.S. companies have submitted more than 140 new top-level domain applications, but domestic enterprises in this respect there is a noticeable lag phenomenon.

Some insiders believe that, although there will be more new domain name suffix open, but enterprises around the brand name competition may be more intense, so domestic enterprises must be familiar with the new market rules as soon as possible to seize the industry heights.

Mao Wei, chairman of China Net, 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 capacity, as well as a secure and reliable technical support platform. It is reported that the new top-level domain application procedures are more complex and lengthy, the applicant must be in the company 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 conditions will be rejected in the first instance of the review or request retrial If the enterprise does not pass the first batch of applications for procedural reasons, then two applications will be 2 years later.

It is reported that there are applicants will need to set aside at least six months of preparation time, the successful application of a new top-level domain name, the most smooth also need 200,000 to 250,000 U.S. dollars of costs, if the applicant was brand controversy or enter the auction link, the resulting costs and time will be more. Zhongzhenhong, an ICANN Chinese expert, said at the salon that it was largely difficult for companies to build their own technology and operations platforms that meet ICANN's requirements, and that it was only half a year before the formal opening, so choosing technology outsourcing and Domain hosting was the smartest option.

Industry experts say that from a global perspective, the commercial domain name platform currently available internationally to meet ICANN's technical requirements includes VeriSign, Neustar, Afilias and Zdns platforms. As a well-known Third-party platform, the network has participated in and successfully applied for the ". China" domain name, and its existing domain name platform fully complies with ICANN's requirements for technical and operational aspects. Domestic enterprises should actively use the network, including the Third-party professional agents to apply for and operate the hosting services, speed up the establishment of Internet domain names in the field of global brands.