XXX

Posted by: in Communication Strategy, Marketing Insights, Social Media Insights & Trends on June 15, 2011

Don’t be afraid of the subject line. It’s actually in reference to the pending .XXX domain that’s finally happening, 11 years after it was first proposed.

For anyone with brand- or company-related websites (.com, .net, etc.), this is something you’ll need to consider in order to protect your brand names from a .XXX domain popping up. Mind you, you won’t need to actually register COMPANY.xxx, but you will need to take part in a provision that ICM Registry (manager of the XXX domain) will be making. It’s called “Sunrise B” and will allow registered trademark owners to submit a request to block the registration of XXX domain names that contain registered trademarks (company names, product names, etc.).

This Sunrise B period will begin in September of this year and will last for 30 days. The cost of registration will be somewhere between $200 and $300 as a per-domain fee that is good for life. You can pre-register for Sunrise B here: http://domains.icmregistry.com/

What you will want to do is work with your IT and IS departments to get a full inventory of URLs your company has registered over the years — even those that aren’t currently online. You’ll also need to make sure that you have the budget to “register” all of those brand names during Sunrise B.

By: Matthew Snodgrass

Group Director of Digital Strategy at NextWorks, partner of The W2O Group.

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