New gTLDs to revolutionise Internet uses

For more than 25 years now, the world has been familiar with generic Top Level Domains (gTLDs) and country code TLDs (ccTLDs). Top Level Domains (TLDs) are collections of Internet real estate that are represented by the characters on the right side of the “dot” in a domain name. An example of this is .com, which is the most popular gTLD1 in use today while examples of ccTLDs include .in, .ru, .au among the approximately 250 cc TLDs that exist.

This structure of the domain name space as we know it today is poised to undergo a profound change with the launch of new gTLDs. The new gTLD program approved in June 2011 by ICANN (Internet Corporation for Assigned Names and Numbers) creates a process that allows entities, i.e. geographies, brands and communities to apply for gTLDs of their choosing.

A major city like Hyderabad for example, might apply for a .hyderabad gTLD and could offer that to enterprises or individuals that have an association with Hyderabad.

Geographic gTLDs open up the possibility of applying for a TLD that represents a geographic location from anywhere around the world not currently represented, which may include, continents, nations, territories, provinces, cities, states, and even geographical landmarks.

The anticipated introduction of new gTLDs is setting the stage for far-reaching changes that may fundamentally affect how city and regional administrations around the world use the Internet.

The opportunity for cities and regions with geographic TLDs
Geographic gTLDs will likely provide opportunities for cities and regions to enhance their services, revenue, and recognition. Here is why it is important for cities and regions to take advantage of the new gTLD opportunity that lies ahead.

Increased recognition - A geographic gTLD may help to reinforce the visibility of a city or region by putting it firmly on the online map and becoming the "official" Internet resource for citizens and visitors. It could potentially become a high-profile virtual space to discuss ideas, conduct transactions, support diverse ethnic and cultural groups, and enable citizens to interact with civic departments, public officials, and elected representatives.

Generate revenue streams - As the registry operator for a .city gTLD, an administration could potentially generate revenues by licensing second-level domain names to local businesses, citizens, non-profits, and other organizations. A local business may want to register a domain name such as pizza.hyderabad.

Provide a new means for promotion for the state/region/city - Second-level domain name registrants will be promoting the city or region every time they or their members use the domain name in their own promotional materials. A “.city” URL may help website visitors identify who they are dealing with and where they are based, potentially helping to build confidence in transactions.

Enhanced online profile - New geographic gTLDs may make it possible to introduce email addresses2 (for example, on the .hyderabad domain), potentially adding local relevance and branding to private and business email traffic. If email clients and servers were updated to permit this simplified format, short, memorable email addresses such as "planning@hyderabad" could one day make it easier for citizens to access their local administration.

Enhanced security, control, and trust - As the steward of a geographic gTLD, a municipality or regional administration will likely have the authority to set requirements for second-level domain name registrants. By restricting registration of these names to vetted registrants the stewards of geographic gTLDs may help improve trust and confidence in the Internet. Every entity with a second-level domain name, from the largest to the smallest organization, could potentially benefit from the potential prestige, visibility, and authenticity conferred by the geographic gTLD.

Enable more localization - Geographic gTLDs may add local flavor to an online presence, giving administrations a chance to help re-energize the local economy. Geographic gTLDs may also help consumers more easily find local resources when they search the Internet, potentially boosting business for local companies.

Applying for a geographic gTLD
The ICANN application period opened on January 12, 2012 and applications are now being accepted. The application period is expected to close April 12, 2013, and once it is closed anyone who missed the application deadline will have to possibly wait more than a year, before another application window opens.

Applicants for a new gTLD will be required to demonstrate organizational, operational, and financial capability. The complexity of the application process may necessitate working with an experienced registry service provider.

As the world’s largest registry, Verisign has an extensive history in operating the world’s best-known extensions, .com and .net, and can help organizations throughout the entire application process.

Every city, cultural region, and major landmarks should consider applying for a geographic gTLD. A geographic gTLD may just be one of the best investments a city, region, or landmark can make to promote and extend their identity deeper into the Internet.