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11|16|2012 08:05 am EDT

One of the .AUTO new gTLD applicant launches pre-registration and promotional site

by Frank Michlick in Categories: new gTLDs

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Dot Auto, LLC, one of the four applicants for the .AUTO gTLD (the other ones are Donuts, Fegistry, LLC and Uniregistry) has started their marketing for a potential launch of the gTLD, before they even know any results of the evaluation phase. The company launched .autoDOMAINIA, a “pre-registration and awareness solution”.

The press release tries to highlight why this applicant sees itself more qualified than the other applicants for this TLD:

Dot Auto LLC is the ONLY applicant to apply for an auto-related TLD that is also an active and valid participant in the automotive industry. Through the creation of autoDOMAINIA, and backed by parent company, Automotix, an authority in the automotive industry, Dot Auto LLC is committed to educating its client base about the benefits of having a .AUTO domain extension while creating awareness among automotive businesses worldwide, and maximizing pre-registration for the auto professional or enthusiast.

See the full press release after the jump.


06|18|2012 11:01 am EDT

The most valuable new gTLDs according to Sedo

by Frank Michlick in Categories: new gTLDs

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Sedo’s published a quantitative analysis today on which new gTLD applications may be most successful, worth the investment and in demand by end users.  According to statistical analysis by Sedo, the top 10 most valuable domains being sought are:


The analysis was calculated by economist, researcher and domain pricing expert, Thies Lindenthal.  In addition to serving as Product Manager for Domain Pricing Strategies at Sedo, Lindenthal is also the creator of IDNX, a domain price index.

Study Screenshot

“Many factors make domains unique and difficult to compare side by side, but analyzing hundreds of thousands of domain transactions on Sedo’s marketplace – and applying real estate pricing methodologies – has provided significant insight into the factors that determine domain value,” said Lindenthal. “New gTLDs are actually not that new, they’re really just traditional domain names on steroids. We should evaluate their fundamental strengths in a similar way to how we traditionally price domain names.”

Cost Versus Value

Considering the substantial cost associated with applying for and managing a new TLD, this research can help companies justify their potential investment by identifying extensions with the best chance of success. The cost involved in the new TLD process includes an $185,000 application fee, on top of a $25,000 annual fee and any operational costs that will be assumed by whoever is awarded the registry. In addition, gTLDs that have multiple organizations applying for them could go to auction, driving the cost up even more.

In addition to providing insight for companies competing to manage new TLDs, this ranking also gives end users a better idea of the domains in which they should invest their time and marketing budgets once the new extensions are launched.

Research Methodology

The ranking to predict new gTLD effectiveness is derived from a formula of five criteria that typically affect a domain’s value. Those criteria are:

  • Number of applicants for the new gTLD
  • Number of Google searches for keywords or terms within the new gTLD
  • Expected Cost-per-Click of online advertisements that include the gTLD as a keyword
  • Number of registered .COM domains that include the gTLD at the end of the keyword (e.g. as compared with My.Shop)
  • Number of pre-registrations per gTLD according to

The first indication of which factor matters the most comes simply from counting the number of applications for each gTLD. If there are a lot of investors trying to secure a particular keyword, it’s a strong indication that the word will be a valuable top level domain. For example, thirteen applicants paid at least $185,000 trying to win .APP, indicating a high valuation.

For others extensions, competition is not as strong. Only Google and Microsoft stepped into the ring to acquire .DOCS, for example. The fact that most companies expected these heavyweights to vie for this TLD will have deterred their own application, suggesting that an exclusive look at total applications will be a misleading factor.  However, statistical analysis overcomes this difficulty.

Exploratory research helped derive weights for each of the five factors by means of a regression analysis. Technically, the number of applicants per domain is explained by the TLDs’ scores along the other four dimensions. Using these weights, each new gTLD was ranked according to its fundamental strength. Using these estimates and the data collected in each category, a ranking of the intrinsic quality of each new extension is created.

For an additional breakdown explaining how the ranking was derived, including a Top 10 list for each of the five criteria used, see the full study (PDF)

06|13|2012 01:12 pm EDT

36 Fortune 100 Companies that applied for new gTLDs

by Adam Strong in Categories: new gTLDs

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When the idea of new gTLDs were introduced, it seemed logical that big brand owners would be the first to adopt.  The cost to own one’s own “dotBrand” is somewhat restrictive because of the application price of $185,000 in addition to the costs to run the new TLD.  Among the Fortune 100 though, one would assume the costs would be seen as minimal in comparison to the advantages of protecting a brand or expanding services and offerings.

From the list of the 1930 applicants released today, DNN has compiled a list of 36 Fortune 100 companies that have applied for new TLDs.  Of those, 20 companies are applying for more than one new gTLD and 16 of them are merely applying for their brand name in a new extension.

Amazon, Google and Microsoft are applying for the most new TLDs from this list, which would make sense based on their respective brand and product positions on the internet.  All of these companies can be considered pioneers of a new way of using brands on the internet.

Several of these corporations are being assisted by legal or brand management agencies such as Fairwinds, CSC and MarkMonitor. This information came from the ICANN filings and we have also noted in the list below.

Click continue to see the list


06|13|2012 08:24 am EDT

ICANN Big Reveal Day – List of All new gTLD applicants

by Adam Strong in Categories: new gTLDs

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ICANN has released the list of all new gTLD applicants during their press conference in London today.
After the jump is the list of the new gTLDs that were applied for, the names of the applicants and links to their websites.  The list can also be viewed in it’s entirety at