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With ICANN's decision to add new categories of names to top level domain names, organisations are already embarking on the process to register their brand. Regsitering a name won't come cheap though. Yet another example of the internet well and truly being commodified, Canon will pay $185,000 for the privilege. Perhaps the media attention in being first will be worth the outlay.

Opponents of expanding gTLDs have largely based their arguments on the additional cost to business in performing defensive registration on their brands. What is defensive registration? Basically it's an action taken to protect a trademark (in the case of domain names, to protect a word or phrase which identifies the goods or services of a party). This study investigates how valid the defense registration argument, backed by organsiations such as Microsoft, actually is. It assesses the amount of defensive registration already undertaken in varying gTLDs for the top Fortune 100 companies. The conclusion: 'If past behavior is predictive of future actions, we will see a minimal amount of defensive registration activity in new gTLDs by brand owners, and new gTLDs will be largely ignored by cybersquatters.'

SEDO (Search Engine for Domain Offers) has partnered with VeriSign (the operator of the valuable .com and .net gTLDs, amongst other network inrastructure) to conduct a .TV auction between 1 April - 8 April 2010. Having a semiotic association with rich media content and a memorable quality, it seems likely the auction will attract bids from brand names already harnessing rich media content and looking to capitalise on new revenue streams that the expansion of gTLDs offers. Reserves will be around $5000 for each auctioned name ( a list of all names can be found at http://sedo.com/search/searchresult.php4?auctionevent=tvPremium&tracked=&partnerid=&language=us ) causing some annoyance amongst those who have already made costly .TV purchases in excess of the reserved price.

It will be considered as a technical achievement in the history of the internet: the introduction of non-latin top level domain names. To date United Arab Emirates, Saudi Arabia, Russian Federation, and Egypt will now be able to view a complete domain name in arabic script. Western society probably failed to consider, until recently, the limiting effect of the internet's architecture for speakers of non-latin derived languages. In the same way technically disconnected rural communities form part of the digital divide, so to do inhabitants of countries that had no education in latin based languages. How does a browser support arabic script? The brower itself must support both the character sets of the language. Internet Explorer, Mozilla Firefox, Google Chrome, Opera and Safari all support arabic script.