The Internet Corporation for Assigned Names and Numbers or ICANN (“eye-can”) has a hard-to-remember name and a easy-to-overlook mission. It is to “coordinate, at the overall level, the global Internet’s systems of unique identifiers; and ensure the stable and secure operation of the Internet’s unique identifier systems.” This has just been restated in the organization’s draft strategic plan.
Of the many programs in place or planned at ICANN, most earn easy consensus. But some, like the intention to open up vast new areas of the Internet, are a bit more controversial. Those areas are new “name space,” databases of new names no longer limited to labels like .com or .net or .us. These new registries may be a brand (think .canon), a community (hear .cat) or a cause (support .green).
The rationale for the program is clear: “In a world with over 1.6 billion Internet users – and growing – diversity, choice and competition are key to the continued success and reach of the global network.” One need look no further than the successful re-introduction of Colombia’s country code, .co, for broad commercial use to appreciate what is possible.
In this case, the policy will create more than architecture. It will create opportunity. But just building it won’t make then come. Many new gTLDs — generic Top Level Domains — have not fared well.
There is some insight to be found in the most recent economic study on the program issued by ICANN, the authors found that some registries that began with great promise, failed to live up to expectations. Consider .aero and .museum, both aimed at obvious communities. But large markets and good intentions aren’t enough.
The authors found that “(b)oth .aero and .museum are aimed at large communities of website visitors: air travelers and museum goers, respectively. We are unaware of any major marketing efforts aimed at getting potential site visitors to use either of these gTLDs as a navigational tool. Indeed, based on anecdotal evidence, we suspect that very few potential site visitors even are aware that these TLDs exist, let alone know what the eligibility requirements are for organizations seeking second-level domain names on them.”
The lure of creating a global brand — after all, there is only one Internet — is powerful. But a sharp point-of-view and broad education are as essential to success as a memorable name. After all, policy may be architecture, but it won’t be a market until the market says so.
