The Next Wave of Top-Level Domains: A Decade in the Making and On the Horizon
The digital world is constantly evolving, and at its very foundation lies the domain name system. For over a decade, the internet community has been anticipating, discussing, and meticulously planning the expansion of the digital landscape through the introduction of new Top-Level Domains (TLDs). This journey has been characterized by both immense promise and significant delays, a testament to the complexity of governing a global resource like the internet. We stand at a familiar juncture once more, with renewed discussions and tangible progress towards the next wave of TLDs, promising to reshape how businesses and individuals establish their online identities.
The genesis of this anticipation dates back further than many realize. As early as 2009, during a SedoPro event in Key West, Florida, industry leaders were already debating the imminent arrival of new TLDs. Antony Van Couvering, a visionary who founded Minds + Machines (a pioneering new TLD company now part of Identity Digital), articulated a sentiment of enduring effort, noting his involvement in the new TLD initiative since the early 2000s. His reflection underscored the arduous, protracted process inherent in such a monumental undertaking – a process that would require many more years of groundwork, policy development, and technical preparation before the first applications could even be submitted, let alone delegated to the global root.
A Decade of Evolution: The First Round’s Legacy and Lessons Learned
Indeed, it would take another couple of years after that 2009 discussion before companies like Minds + Machines, Donuts, and countless others could formally apply for these coveted digital assets in the 2012 application round. And even then, it would be a further few years before these new TLDs began to “see the light of day” and become accessible to the public. The first major expansion, which effectively broke the traditional `.com`, `.net`, and `.org` monopoly, introduced hundreds of new options ranging from `.club` and `.xyz` to city-specific domains like `.london` and `.berlin`, and even brand-specific TLDs. This initial rollout, while revolutionary, was a steep learning curve for all involved – applicants, registries, and the Internet Corporation for Assigned Names and Numbers (ICANN), the non-profit organization responsible for coordinating the internet’s global domain name system. It highlighted both the immense potential for innovation and the significant challenges in managing a global, fair, and transparent application process.
Now, as we approach the mid-2020s, the cycle of anticipation and planning repeats itself. The internet community is buzzing once again about another round of new TLD applications. While the full launch remains some time away, significant strides are being made. The upcoming ICANN 73 meeting, a crucial virtual gathering for stakeholders worldwide, is expected to provide key updates and indicate tangible progress. This meeting also notably features a session commemorating the 10th anniversary of the New gTLD Program, hosted by the influential Registries Stakeholder Group. This anniversary is not merely a historical marker; it serves as a critical opportunity for reflection, evaluation, and the incorporation of lessons learned from the first round into the procedures for the next.
Navigating the Path Forward: ICANN and SubPro
A central focus of the upcoming ICANN meeting and the ongoing preparations for the next round is the advancement of the Policy Development Process for New gTLD Subsequent Procedures, more commonly known as “SubPro.” This extensive project, initiated in 2016, is designed to refine and enhance every aspect of the TLD application process. Its primary goals are to improve the Applicant Guidebook, streamline the evaluation processes, and clarify the rules governing the application and delegation of new TLDs. The intent is to create a more efficient, equitable, and predictable experience for all potential applicants, addressing many of the complexities and points of friction encountered during the inaugural round.
The SubPro project has progressed through various stages, meticulously gathering input from diverse stakeholder groups including registries, registrars, intellectual property owners, governments, and civil society organizations. This collaborative, multi-stakeholder model is a hallmark of ICANN’s governance framework. Currently, the initiative is in its Operational Design Phase (ODP). During this critical stage, ICANN’s organization is actively assessing how to best implement the comprehensive recommendations outlined in the SubPro final report. The ODP involves a detailed analysis of the operational and resource implications of these recommendations, ensuring that the proposed changes are not only sound in theory but also feasible and effective in practice. This phase is crucial for translating policy into actionable procedures that will guide the next generation of TLDs into existence.
Key Improvements and Enduring Debates
While the SubPro recommendations might not introduce radical shifts, they are strategically designed to significantly enhance the fairness and efficiency of the next application round. A core emphasis lies on fostering greater predictability and transparency in the planning and execution of subsequent application rounds. This means clear timelines, well-defined criteria, and easily accessible information, all of which are vital for applicants who invest substantial time, resources, and capital into their TLD bids. Businesses and organizations need a stable regulatory environment to plan their strategies effectively, and increased predictability aims to deliver exactly that.
One area that continues to be a “bone of contention” for some stakeholders, yet remains a part of the proposed framework, is the allowance of both private and ICANN-run auctions for “contested strings.” A contested string arises when multiple applicants apply for the exact same TLD (e.g., three different companies applying for “.shop”). Auctions serve as a mechanism to resolve these conflicts. While auctions can be efficient, they often raise concerns about fairness and whether they unduly favor larger, well-funded entities. The decision to retain auctions reflects a balance between ensuring an orderly resolution process and addressing stakeholder concerns, acknowledging that despite criticisms, they remain a practical solution for specific scenarios.
However, one particularly notable and highly anticipated improvement recommended by SubPro is the pre-evaluation of Registry Service Providers (RSPs). RSPs are the technical and operational backbone for domain registries, providing the essential infrastructure and services that keep TLDs running smoothly. In the 2012 round, portfolio applicants – entities applying for many TLDs, such as Donuts – faced a significant bureaucratic hurdle. They were required to submit identical technical documentation and undergo redundant evaluations dozens of times, once for each TLD in their extensive application portfolio. This was an incredibly inefficient and resource-intensive process, creating unnecessary burdens for both applicants and ICANN staff.
The new pre-evaluation process for RSPs would revolutionize this aspect. It would allow RSPs to undergo a single, comprehensive technical and operational evaluation process in advance. Once approved, an RSP could be utilized by multiple applicants without each applicant having to demonstrate the RSP’s technical capabilities repeatedly. This not only offers immense efficiency gains and cost savings for large portfolio applicants but also significantly benefits smaller, independent applicants. For those who may not possess in-house technical expertise, partnering with a pre-approved RSP would allow them to bypass their own technical evaluation, drastically simplifying their application process and leveling the playing field. This is a crucial step towards making the new TLD program more accessible and less cumbersome.
Strategic Implications for Future Applicants and the Evolving Domain Landscape
Despite these promising advancements, the inherent nature of internet governance and the complexity of global policy development suggest that the “hurry up and wait” dynamic is likely to persist for some more years before the next round of TLDs is fully operational. However, this extended timeline also presents a unique opportunity. For individuals, businesses, or organizations with an interest in applying for a new TLD – whether for branding, community building, or strategic market positioning – now is the critical time to start paying close attention. As ICANN meticulously refines its plans and procedures, understanding these developments early will be crucial for strategic planning. This includes monitoring policy updates, engaging with stakeholder groups, and beginning to assess potential TLD strings, business models, and technical requirements. Early preparation can make a significant difference in a highly competitive application environment.
The introduction of new TLDs has already profoundly impacted the digital landscape, offering unprecedented opportunities for unique branding, niche communities, and innovative online identities. They’ve challenged the traditional hegemony of legacy domains and fostered greater choice and specialization. As we look towards the next round, the domain industry is poised for further transformation. These new TLDs will not just be technical addresses; they will be powerful tools for digital identity, marketing, and community engagement. Therefore, the ongoing discussions within ICANN are not just about technical procedures; they are about shaping the future of the internet itself. The anticipation is palpable, and while the wait continues, the groundwork being laid promises a richer, more diverse, and more accessible online world. Indeed, the question of what to call the “old” new TLDs when the truly “new” ones arrive becomes a delightful indicator of progress and the ever-expanding horizons of the internet.
The Prep Week Schedule for ICANN 73 (ICANN Registration & sign-in required to view) provides further details on upcoming sessions and discussions.