SOURCE: Corporation Service Company

November 02, 2011 12:10 ET

CSC Provides Guidance on Applying for New Generic Top-Level Domains

CSC Strongly Urges Organizations to Prepare and Act Now With Its Five Points of Advice

WILMINGTON, DE--(Marketwire - Nov 2, 2011) - The Internet Corporation for Assigned Names and Numbers (ICANN) is set to kick off its New Generic Top-Level Domain Program on January 12, 2012, and open up branded domain name extensions to virtually any company or organization. With the window to apply for New gTLDs only weeks away, CSC, the industry leader in corporate domain name services, is urging organizations to get out of the "wait and see" mindset and start planning a strategy.

"There is still a lot of confusion among organizations around what the New gTLD program means for their brand and whether or not they should apply," said Gretchen Olive, Director of Policy & Industry Affairs at CSC. "With the application process opening in less than 100 days, organizations need to establish a New gTLD plan now. If they don't, they may find themselves at a competitive disadvantage and facing increased fraud, brand abuse and customer confusion."

As organizations start thinking about how to prepare for the New gTLD Program, CSC offers the following five points of advice:

1. Appoint a New gTLD expert: Marketing, eCommerce, Legal and IT are among the many departments in an organization that the New gTLD Program will impact. Identify one person within your organization to lead the effort to educate employees, drive the New gTLD conversation between different departments and execute the decided upon strategy.

2. Assess potential options and determine your strategy: While applying for a new gTLD isn't the right decision for all organizations, it is important to develop and execute a strategy now. The TLD space will expand rapidly in a short amount of time so organizations also need to evaluate their current domain registration, online brand monitoring and enforcement policies to ensure they are up to date and scalable. Even if an organization decides not to apply for a new gTLD, having a plan to protect their brand in an expanded cyberspace will be critical.

3. Understand the competitive landscape: With the date of the second round of New gTLD applications uncertain and the ultimate impact of New gTLDs on search engine algorithms unknown, companies need to give careful consideration to the potential impact of competitor applications for New gTLDs. Companies that fail to assess potential applications by competing trademark holders and industry competitors may find themselves precluded from application in future rounds, losing ground in search engine results and/or at a competitive disadvantage against others in their market that find an innovative and disruptive use for a new gTLD.

4. Plan your budget: Whether your company plans to apply for a new gTLD, only monitor for infringement or both, there is 2012 budget impact. For those applying, a minimum of $800,000 to $1M will be needed to not only submit the application, but also to defend against objections lodged by third parties, get through the contract process with ICANN and to set-up the registry technical infrastructure. Monitoring for infringement and submission of objections will likely run most organizations between $25,000 and $50,000 in 2012.

5. Secure partners: Applying for a new gTLD is a complex process that requires an in-depth understanding of ICANN policies, the domain name industry, registry technical operations and the unique needs of corporations. Securing a service partner with this specialized expertise is critical to creating a comprehensive new gTLD strategy, as well as addressing the program's challenges head on. Companies should be wary of consulting start-ups who are out to cash-in on the New gTLD program and secure proven gTLD partners with long-term viability and vision as soon as possible to ensure success.

To help clients prepare for new gTLDs, CSC has created a full spectrum of solutions to help not only those that are considering applying for a new gTLD, but also those interested in monitoring for infringement in this space. CSC can help do everything from prepare and submit applications for new gTLDs, to set up and maintain a registry infrastructure to support a TLD, to on-going management and compliance for your new gTLD.

For additional information, download CSC's white paper, "New gTLDs: What Should I Tell My Board?" at: or contact CSC for a 30-minute consultation and quote.

About CSC
Corporation Service Company, a privately held service organization founded in 1899, provides domain portfolio strategy, management and recovery services for global brands; matter management, corporate compliance, and trustee services for companies and law firms worldwide; and due diligence and transactional services for the world's largest financial institutions. An ICANN-accredited registrar since 1999 and a longtime advocate for intellectual property (IP) rights and their protection online, CSC is a trusted partner of more than half the 100 Best Global Brands (Interbrand®). A recent survey by World Trademark Review ranked CSC #1 in customer approval for domain management services. To learn more about CSC's New gTLD services, visit today.

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