ICANN (the organization that coordinates registrations) has indicated that there have curretly been filed over two thousand new applications. The list of application was due at the end of April, but has been postponed until at least the end of March.
What are the consequences of the new gTLDs for trademark holders? For companies it may be very essential to have an online branding policy. One of the most important choices that need to be made is how to deal with the new gTLDs. In the old situation you always had the choice to register the most relevant domain names. This usually meant most gTLDs and some relevant cTLDs. Now, however, a more restrictive choice needs to be made on which domain names need to be claimed during the Sunrise period. The portfolio should also be checked for Chinese, Japanese, Cyrillic and other signs which are all available. Companies should also consider how to handle online trademark infringement. It will no longer be possible to act against any and all registrations simply due to the vast amount of possibilities.
It is expected that the new gTLDs will not be active until 2013. These is still much to be decided on the Clearinghouse procedure and the new URS procedure. Apart from trademark strategy marketing is another aspect that needs to be revamped. It will no longer be possible to act against any and all domain name registration. Choices, internal communication and focus are essential to act on time (even before the first ne gTLDs are operational). A good online branding policy is therefore a must.
