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On Digital Archery and ICANN's New gTLD Program

Posted by Sheila Shayon on May 31, 2012 02:04 PM

The latest target dates were announced last night by ICANN for the next phase of the New gTLD (generic top-level domain) Program, which opens up URLs to so-called dot-branding such as .nike or .pepsi at the end of web addresses. The Batching period will open on June 8, close on June 28, and Reveal Day occurs on June 13.

Applicants remain confused about the mechanics of ICANN’s Batching process, the Target Time Variance procedure (also known as “Digital Archery”), available options and the implications the batch they land in could have for their applications.

Two blog posts from FairWinds (see Part 1 and Part 2) break down the Digital Archery process, and offer predictions about what various applicants will do to try to “game” the Digital Archery process and how those actions will ultimately affect brand owners that applied for new gTLDs.

Applicants that land in late batches will have their gTLDs delegated much later – some perhaps not until 2018; applicants who plan to build a business selling domains in their gTLDs will be aiming for the first batches; many brand owners who applied for gTLDs will probably take their cues for participation in the Digital Archery process from Reveal Day.

ICANN COO Akram Atallah stated:

As of today, over 500 applications remain incomplete in TAS - either a complete application has not been submitted, and/or the full fee has not been paid. If you have not completed your application, we urge you to do so in TAS as quickly as possible. If you are experiencing difficulties in submitting your application, please contact the Customer Service Center for assistance. ICANN has established the following target dates for the New Generic Top-level Domain program. More information on plans for the announcement of applied-for domain names will be provided soon. We appreciate the patience and understanding applicants have shown throughout the application process.

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