After lots of media attention, speculation and intrigue, ICANN today finally revealed which organizations applied for new gTLDs and which gTLDs they applied for.

All told, ICANN received 1,930 applications, well more than the 1,200-plus figure previously cited. Each applicant ponied up $185,000 per application just for the privilege of applying.

The applications include a good number of .brand gTLDs. Many recognizable brands applied for their company names. For example, Apple applied for .apple, Barclays applied for .barclays and Comcast applied for .comcast. Companies also applied for product-related TLDs. Sony, for instance, applied for a .playstation gTLD. The number of brands applying for .brand gTLDs which intend to use them for anything more than defensive purposes remains to be seen.

Some of the most active big names that may have real plans for new gTLDs include Google, Microsoft and Amazon. Amazon, for example, applied for a number of interesting gTLDs, including .tunes, .app, .author, .aws, .book, .bot, .buy, .call, .circle, .cloud, .coupon, .deal, .dev, .fast, .free, .game and .play. The latter, of course, will probably not sit well with Google, which earlier this year rebranded its app store as Google Play. For its part, Google's applications, which came through an entity dubbed Charleston Road Registry Inc., include .play as well, plus .hangout, .here, .inc, .kid, .lol and .music, amongst many others.

Not surprisingly, the most interesting action in this process will be seen around generic gTLDs that established players in the domain market and upstarts alike could use to operate public registries. Numerous gTLDs received multiple competing applications. Ten applicants are vying for .art, nine for .blog and six for .online. If any of these are selected by ICANN, the organization that runs the internet's domain name system will have to decide which applicant is the top contender.

Although the need for, and desirability of, new gTLDs is debatable, new gTLDs are coming and the selection process will no doubt be watched closely.

Patricio Robles

Published 13 June, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (3)


martin fairall

I remember back when i was at university we were all sat in the computer labs discussing which of the new .com addresses we were going to buy.

My friend bought and ended up getting paid $250 a month from an american company just to maintain the site - which he did for fun anyway.

back to the article - fair play to those that have submitted a tender. Id expect that most have done it just to secure thier brand. If they are purchased then used ... great... if not...its a very expensive and pointless excercise

about 6 years ago



Please check out our approach for our gTLD application for .tickets - we are independent and our unique proposal is to create a secure and open domain for accredited organisations to sell and market entertainment and travel tickets.

The ticket space is largely unregulated and generates in excess of $2BN in ticket fraud against vulnerable users, fans, and customers.

We have the support of an array of organising bodies representing music artists, travel agents, stadiums and festivals as well as ticket companies and concert promoters.

about 6 years ago


Markus Jalmerot

Several interesting battles between Google and Amazon, especially .BOOK, .BUY, .FREE and .PLAY.

about 6 years ago

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