The Unemployed Alcoholic Blog

The most recent cataclysmic event that shook up the domain industry is too important to go unmentioned in this blog, so here I am, making yet another attempt to write a FINAL post for this blog before I start my new one. ICANN’s decision to allow unlimited number of top level domains (TLD / web address extensions) will have a profound impact on the industry over the coming decades. What surprises me most is that authors and commenters on the top industry blogs seem to be dancing around the most important consequence of this. All I hear is “WHAT WILL HAPPEN TO THE DOT COM?” when they should already be thinking outside of their DOT COM box. The point is that soon enough, the name of the game will change from DOT COM, to *gasp* HOW DO I OWN AND PROMOTE MY OWN TLD?…especially as far as the biggest players are concerned. The dot com? Well, it will not disappear. Most likely, the “marginal” domains bearing this extension will lose much value as registrants begin opting for other extensions in order to have a more meaningful web address instead of going with this “status quo” TLD as a safe haven. Don’t get me wrong, the dot com will never become a dinosaur, nor will there be an extinction. The top dot coms will probably remain most valuable. There are too many financially powerful entities heavily invested in this one extension to let it fade away – this will not happen, or at least it will not happen fast.

So yes, my own goal over the next couple of years will be to control my own TLD… maybe even two or three. There will probably be a few hundred, maybe a thousand or so possible extensions that would be worth applying for with ICANN. I am still not 100% sure about how the process will work, and probably neither is ICANN at this moment, but visit their website for details and updates. These marketable TLDs will be, of course, short, generic, and highly commercial terms that other people would WANT to register their domains under!!! The two best thing to come out of all of this, I think, are (1) that it will probably make domaining much more popular and accessible, and (2) make the URLs of the future more meaningful, and hence memorable and brandable. Sooner or later, dot com will no longer be the “default” extension that pops into people’s minds when they go online and search for information. People will begin asking… “so what does COM stand for anyway??” My money’s on later though. This is indeed the dawning of a new era… though we might have to wait a while to see its day.

P.S. I can’t wait for Kesmodel to update his book to Domain Game 2.0 with commentary on how the industry will be affected by ICANN’s decision.