The Internet Corporation for Assigned Names and Numbers (ICANN) developed the New generic Top-Level Domain Program, offering companies the chance to apply for their own domain name extension.
Right now there are 22 common domain extensions like dot-com, dot-net and dot-org, and 280 country code top-level domain (ccTLD) is an Internet top-level domain generally used or reserved for a country, like dot-ca for Canada or dot-fr for France.
The new program expects to see companies like Pepsi to apply for the right to manage the domain name extension dot-pepsi (Pepsi didn’t apply). Companies that applied would be allowed exclusive use of the domain along with the ability to sell the rights to the domain name extension. If a domain name extension was popular with new website owners, like dot-tv, it could garner a lot of money for the domain name extension applicant.
ICANN started the application process in January 2012, ending it on May 30th, 2012, in hopes of “increasing competition and choice.”
Today, ICANN revealed the 1,409 applications made, showing insight to the companies behind the applications.
There were redundant applications for common words. For example, Symantec, Amazon and Google were among the seven organizations that applied for the .cloud domain name extension. OpenSRS (Tucows) applied for four domain name extensions: .group, .marketing, .media and .online; all of which were also applied for by other domain name registrars.
Donuts.co in partnership with Demand Media – a content media company behind eHow, Livestrong.com and Cracked.com – applied for a whopping 307 domain name extensions, using $100 million in venture capital funds via separate corporations. The domain names they applied for are common words and variations like dot-photography, dot-photo and dot-photos.
The top five most common domain name extension applications were: dot-app (11); dot-home (11); dot-inc (11); dot-art (10); and dot-blog (9).
Full ICANN Reveal Day List of Domain name extensions applications.