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Canon first multinational to publicly announce desire for gTLD
Canon, the global electronics company headquartered in Japan, has become the first multinational company to publicly say they intend to apply for a generic Top Level Domain (gTLD) when ICANN begins accepting applications, later in 2010 or in 2011.
The surprising announcement the company will apply for .CANON comes about as trademark bodies around the world are fighting to stop the introduction of new gTLDs or to ensure the strings of characters in domain names contain as few trademarked names as possible. These restrictions are wanted even if there are legitimate registrants for domain names containing such strings and that these strings may even be trademarked in another activity or have another use.
In its announcement on their intention to apply for their own gTLD, Canon says that "following approval for the new gTLD system, which is expected to take place after the latter half of 2011, Canon will make full use of the new domain name to increase the convenience and effectiveness of its online communications."
It is also interesting to note that the first multinational company to express an interest in a gTLD is not American, where trademark and copyright lawyers particularly have been fighting their introduction.
ICANN has been going through what often seems a tortuous process in attempting to deal with criticisms of its introduction of new gTLDs, many of which deal with complaints raised by trademark holders and their representative organisations. The fourth, and possibly last, version of the Draft Applicant Guidebook setting out the rules and guidelines for gTLD applicants is expected to be published prior to the ICANN Brussels Meeting (20-25 June 2010). ICANN has said they will be taking comments on this draft but it is intended to be the final version.
While many trademark holders appear guarded in their plans, others appear to be much more open to their own gTLD with Canon’s move possibly the first of many multinational companies to express their desire for a new gTLD. In a small survey in early 2009, among those surveyed there was a desire for a gTLD among several respondents, but also confusion as to what it all means by some. It also appears, anecdotally at least, that some multinationals are waiting to see what their competitors are doing.
There are undoubtedly some companies are excited about the opportunities a gTLD offers for online brand and marketing strategies through a domain name such as www.brand compared to www.brand.com. There are others who are concerned their introduction will lead to an increase in the cost and complexity associated with managing and protecting digital brands
To date, potential applicants have been dominated by city or regional names (.BERLIN, .PARIS, .CYM - Wales, .SCO – Scotland, .NYC – New York City) and special interests (.SHOP, .HOTEL, .GAY).
More information on ICANN’s New gTLD Program can be found at icann.org/en/topics/new-gtld-program.htm.