《Evaluating New Top-Level Domains Opportunity or Threat》.pdf

White Paper Evaluating New Top-Level Domains: Opportunity or Threat? Abstract The basic structure of Internet naming is likely to undergo its most significant change since its inception—and the implications for users and global corporations are extensive. ICANN, the international body governing Internet naming and addressing practices, has announced a plan which will allow for a virtually unlimited number of new generic Top-Level Domains (gTLDs), including new non-English, character-set International Domain Names (IDNs) to the Internet landscape. The likely benefits of these top-level domains—ranging from new branding and marketing opportunities to enhanced security—are substantial, as are the costs and potential risk. Most notably, the potential for brand abuse will expand significantly, resulting in increased defensive domain registrations. This shift in the way information is found by users has the potential to fundamentally change the way business is conducted on the Internet. Given the relatively short timeline proposed by ICANN, companies should begin top-level domain strategy development immediately. Every brand owner