Domain Name System Revolution Part 1: Generic Top Level Domain Names

Introduction

As detailed in our previous FocusPapers,¹ extensive changes to the domain name system are on the horizon.

Held to be the biggest change to domain names since the emergence of the Internet in the late 80s, the introduction of new generic Top Level Domain Names (gTLDs) will enable companies and organisations to apply for and operate their own personalised domain space. From early 2011, companies and organisations with the necessary expertise and financial capability will be able to embark on the application process to secure and operate their own personalised gTLDs containing their brand or product name, for example .addisons or .law.²

Given the program's impending roll out, companies and organisations need to prepare now and decide if they want to pro-actively participate in the new domain space by applying for a new gTLD. Those who decide not to do so nevertheless need to understand the possible risks posed to their brands and businesses by others