wesfacca mbs power point in new tlds

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4/14/2012 Slide1

WESFACCA

September 13, 2011

Martin Schwimmer, Esq.Leason Ellis LLPIntellectual Property Attorneys

http://www.leasonellis.com

New Top Level Domains:

Brand ProtectionConsiderations


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4/14/2012 Slide2

How Many gTLDs Now?

.COM

.NET

.ORG

.INFO

.BIZ

.EU

.EDU

.GOV

.NAME

.MOBI

.CAT

.ASIA

.PRO

.TRAVEL

.COOP

.AERO

.JOBS

.MUSEUM

.INT

.TEL

.MIL

.ARPA

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Domain Name Statistics

.COM 97M registrations

.NET 14M

.ORG 9M .INFO 8M

(2/3 of all registrations)

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How Do gTLDs Fare?

.COM 55.2% of all domains regs

.NET 6.5%

.ORG 4.2%

.INFO 1.9%

.BIZ 0.4%

.EU - 0.4%

.EDU 0.3%

.GOV 0.1%

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4/14/2012 Slide5

How Many New TLD

Applications?

Estimated up to 500 New

Applications in this Batch

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When Can We Apply?

January 12, 2012

Through

April 12, 2012

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How Much Will Filing Cost?

$185,000 Application Fee

Cost of Producing theApplication

Cost of Maintaining a Registry

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What TLDs Are People Filing

For?

Rumor lists:

Registries.Tel

NewDomains.Org

Valideus.com/Resources/gtlds-list/

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What TLDs Are People Filing

For? Cities

Geographical Regions

Cultural communities

Keywords

Brands

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4/14/2012 Slide10

Dot Examples (Reported)

CITIES: .BERLIN, .KOLN, .NYC

REGIONS: .AND (Andalucia), .SCO(Scotland)

COMMUNITIES: .FRA(Francophone), .IRISH

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More Dot Examples

.KEYWORDS :

.SPORT

.SECURE

.BANK

.MONEY

.RADIO

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Dot Brands

.CANON

.HITACHI

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Why Is ICANN Doing This?

ICANN FAQ: One of ICANN's key

commitments is to promotecompetition in the domain namemarket while ensuring Internet

security and stability. New genericTop-Level Domains (gTLDs) helpachieve that commitment.

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4/14/2012 Slide14

Will New TLDs Change TheWay The DNS Works?

Probably Not.

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Is This The Only Opportunity

To Apply?

Probably not, but this round couldtake years to process.

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Who Gets The Money?

ICANN: [We are] a nfp and this is a

nfp initiative. The program isdesigned to be self-funding . . . Ifthe fee collection exceeds ICANN's

expenses, the community will beconsulted as to how that excessshould be used.

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Who Gets The Money?

The $185k for is for applicationprocessing by ICANN 1/3 of thatis reserved for litigation.

No provision for monies fromAuctions

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WHAT SHOULD THE BRAND

OWNER WORRY ABOUT?

Three Things:

1. Cyber-squatting

2. String-contention

3. Competition

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Cyber-Squatting

Old Concepts: UDRP andSunrise Periods

NewConcepts: TrademarkClearinghouse, Trademark

Claims, Service, Uniform RapidSuspension

[Required of All new Registries]

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4/14/2012 Slide20

Cyber-Squatting: Trademark

Clearinghouse

A Repository For Storing

Trademark Registration InformationSubmitted By Trademark Owners

It is not conclusive evidence of

rights

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Cyber-Squatting: Trademark

Claims Service

Clearing house registrants willreceive notification of third-partyland-rush registrations

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Cyber-squatting: Sunrise

Clearinghouse Registrants willreceive notice of third-party Sunriseregistrations

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Cyber-Squatting: Uniform

Rapid Suspension

UDRP lite

Suspension, not Transfer.

2 to 3 Weeks

Then the name is up for grabs

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4/14/2012 Slide24

String Objection Process

String Confusion

Legal Rights Objections

Community Objections

Limited Public Interest Objections

UDRP-like pricing

After a publication of the TLD appn

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String Objection: String

Confusion

May be brought by anotherapplicant or an existing registry

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String Objection: Legal Rights

Objections To Strings

May be brought by a TrademarkHolder

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String Objection: Community

Objections

Objection from a significant

portion of the communityexplicitly or implicitlytargeted, brought by aninstitution associated withthat community.

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String Objection:Limited Public Interest

Objection

The string is contrary to

generally accepted legalnorms of morality and

public order.

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4/14/2012 Slide29

ICANN Applicant Guidebook

http://www.icann.org/en/topics/new-gtlds/dag-en.htm

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Should We Apply?

Fundamentally a

marketing decision So marketing should payfor it.

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SHOULD WE APPLY? BRAND

CONSIDERATIONS

Defensive String

Contention?

Defensive Keyword TLDs?

Protecting Your AuthorizedSales Channel

Created a Trusted Zone31


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4/14/2012 Slide

Marty Schwimmer, Esq.

LEASON ELLIS LLP

@trademarkblog

@leasonellis

Intellectual Property Attorneys

E-mail: [email protected]

Web: www.leasonellis.com

One Barker Avenue, Fifth Floor White Plains, NY 10601Phone: (914) 821-9075 Fax: (914) 288-0023
mailto:[email protected]://www.leasonellis.com/http://www.leasonellis.com/mailto:[email protected]

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