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4/14/2012 Slide1

WESFACCA

September 13, 2011

Martin Schwimmer, Esq.Leason Ellis LLP

Intellectual 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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4/14/2012 Slide3

Domain Name Statistics

• .COM – 97M registrations

• .NET – 14M

• .ORG – 9M• .INFO – 8M

• (2/3 of all registrations)

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4/14/2012 Slide5

How Many New TLD

Applications?

• Estimated up to 500 New

 Applications in this ‘Batch’ 

5

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4/14/2012 Slide6

When Can We Apply?

• January 12, 2012

• Through

• April 12, 2012

6

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7

How Much Will Filing Cost?

• $185,000 Application Fee

• Cost of Producing theApplication

• Cost of Maintaining a Registry

7

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8

What TLDs Are People Filing

For?

• Rumor lists:

• Registries.Tel

• NewDomains.Org

• Valideus.com/Resources/gtlds-list/ 

8

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9

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

10

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4/14/2012 Slide11

More Dot Examples

.KEYWORDS :

.SPORT

.SECURE

.BANK

.MONEY

.RADIO

11

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4/14/2012 Slide12

Dot Brands

• .CANON

• .HITACHI

12

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4/14/2012 Slide13

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.

13

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4/14/2012 Slide14

Will New TLDs Change TheWay The DNS Works?

• Probably Not.

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4/14/2012 Slide15

Is This The Only Opportunity

To Apply?

• Probably not, but this round couldtake years to process.

15

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4/14/2012 Slide16

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.

16

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4/14/2012 Slide17

Who Gets The Money?

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

• No provision for monies fromAuctions

17

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4/14/2012 Slide18

WHAT SHOULD THE BRAND

OWNER WORRY ABOUT?

• Among Other Things:

• 1. Cyber-squatting

• 2. String-contention

• 3. Competition

18

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4/14/2012 Slide19

Cyber-Squatting

• Old Concepts: UDRP andSunrise Periods

• New Concepts: 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

20

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4/14/2012 Slide21

Cyber-Squatting: Trademark

Claims Service

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

21

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4/14/2012 Slide22

Cyber-squatting: Sunrise

• Clearinghouse Registrants willreceive notice of third-party Sunriseregistrations

22

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4/14/2012 Slide23

Cyber-Squatting: Uniform

Rapid Suspension

• UDRP lite

• Suspension, not Transfer.

• 2 to 3 Weeks

• Then the name is up for grabs

23

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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 app‟n 

24

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4/14/2012 Slide25

String Objection: String

Confusion

• May be brought by anotherapplicant or an existing registry

• .WEB vs .WEB

25

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4/14/2012 Slide26

String Objection: Legal Rights

Objections To Strings

• May be brought by a TrademarkHolder

• Coca Cola vs .cocacola

26

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4/14/2012 Slide27

String Objection: Community

Objections

• Objection from a significant

portion of the communityexplicitly or implicitly targeted,brought by an institution

associated with thatcommunity.

• “You do not represent my

people!” 27

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4/14/2012 Slide28

String Objection:Limited Public Interest

Objection

• The string is contrary to

generally accepted legalnorms of morality and

public order.• The anti-dirty wordprovision.

28

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4/14/2012 Slide29

ICANN Applicant Guidebook

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

29

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4/14/2012 Slide30

Should We Apply?

• Fundamentally a

marketing decision• So marketing should payfor it.

30

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4/14/2012 Slide31

SHOULD WE APPLY? BRAND

CONSIDERATIONS

• Defensive String

Contention?

• Defensive Keyword TLDs?

• Protecting Your AuthorizedSales Channel

• Creating a „Trusted Zone‟ 31

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4/14/2012 Slide

Marty Schwimmer, Esq.

LEASON ELLIS LLP

@trademarkblog

@leasonellis

Intellectual Property Attorneys

E-mail: schwimmer@leasonellis.com 

Web: www.leasonellis.com 

One Barker Avenue, Fifth Floor – White Plains, NY 10601Phone: (914) 821-9075 – Fax: (914) 288-0023