June marks the beginning of summer, at least in the northern hemisphere – longer days, shorter nights and (depending on your internal thermostat) either life-affirming warmth or misery-inducing heat.

This year, June is also notable for Internet governance milestones:

In a webinar entitled, “Three Years Beyond the Dot: A Retrospective of the New gTLD Program”, FairWinds President and CEO Nao Matsukata considers the Program in relation to Internet governance and provides key questions to consider as the governance debate develops at home and abroad.

The webinar is divided into four main parts:

  1. Overview
  2. Decision to Launch
  3. Evaluation & Measurement
  4. Conclusion

Overview

In the first section, Matsukata plays a short, animated video about the program to get everyone on the “same page” in terms of what new gTLDs are and how the Internet is expanding.

He compared the Internet of the 90’s, when Google search was born and innovative new business models like Amazon and eBay were founded, to the Internet today.

It is, he said, a substantially more global network that must grapple with increasingly complex and pressing governance issues, thanks in large part to the revelations of National Security Agency (NSA) spying made public by Edward Snowden in 2013.

Decision to Launch

In the second section, Matsukata describes the reasons ICANN decided to launch the program, noting that – as is indicated in slide 13, below –

“These [three-, four-and five-letter domain names] are sold at prices that are absolutely out of the reach for most people to participate in… It is more and more difficult for even smaller companies to get certain names that might be helpful to them. So the idea behind expanding the space certainly fits the bill for those who are looking to get into the game at a price that’s much more affordable and manageable for small businesses and individuals.”

Slide describing decrease in the supply of 3, 4 and 5 letter domain names in the .COM space

Evaluation & Measurement

In the third section of his presentation, Matsukata considers the progress of the program based on ICANN’s own promises in its Affirmation of Commitments and the preamble to the New gTLD Applicant Guidebook, as well as significant outcomes, such as trademark protections offered through the Trademark Clearinghouse and Uniform Rapid Suspension System.

Public awareness statistics regarding new gTLDs

Conclusion

Matsukata touches upon the need for greater public awareness of the New gTLD Program, citing FairWinds’ own research, which suggests that – while awareness of new gTLDs is relatively low – willingness to trust .BRAND gTLDs is high (see figure below).

He also suggested that multistakeholderism and the rule of law should be thought of as tools to achieve the U.S. objective of a free and open Internet.

To view the deck on SlideShare, click here.

Zane Bundy

Zane Bundy

Senior Director, Marketing at FairWinds Partners
Zane covers marketing trends and keeps readers posted on FairWinds' own events on brand protection and brand promotion in the domain name and social media space.
Zane Bundy
The Future of Internet Governance: FairWinds Webinar

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