MAM

Do Not Enter -- It's XXX

Only properly structured and clearly legit and globally strong trademark holders would be able to protect themselves; the rest with generic business names based on dictionary words, geographic names or general type surnames would have little protection.

There soon will be a central place for Web surfers to dwell in a forbidden cyber land of adult fantasies, sex, dark rituals and total taboos. Finally, ICANN has given in to the pressure and has tossed a big rock across the turbulent e-commerce ocean. It has approved a new suffix, .xxx, for adult-only porn sites, creating ripples and debates in ever so confusing global cyber branding times when cyber global domain name challenges are being fought in the complex earthly trademark realities.

Three things are bound to happen.



Segregation and polarization.




The most profitable sector of the Internet is still adult Web sites. Though XXX offers a great branding opportunity to most adult sites, it still raises some serious questions and it demands some viewing strategies. Most sites will go through a frenzy to secure their already existing names with the new suffix, and also there will be a series of new names ending with .xxx. This suffix has a great appeal for adult content.

Most adult Web sites will use this new suffix while keeping all the other existing suffixes, including .com. This has happened each time a new suffix has been introduced, though it has fizzled down very quickly as the public at large has had no time to figure out the new suffixes, being as it is so overwhelmed with the commonality of the .com suffix.

Blocking and access.



For the first time, adult sites will have a visible and a clearly identifiable component to the very specific nature of the site, unlike .com, which is so general in nature. This would mean various search engines, portals and individuals would be able to sort and select by this suffix, to either allow or block such sites and e-mails.

Monetizing and marketing.

This will bring added revenue and create some sparks for the registrars. The registration will become a money-making process of millions of new registrations, changes, modifications, squatting and legal disputes. The domain management industry will be humming for a while.In the coming days and beyond, once the dust settles down, there will be three key questions:

Enforcement? Is it possible that there will be a requirement by law to move all adult stuff to .xxx? This would require a more serious debate on the definition of what is an adult site, is it for selling guns, discussing philosophy, Alzheimer, sexual diseases, or just raw sex? If it is just raw sex, then why not introduce a new suffix of .sex? The issue of freedom of speech will be right at the center of the discussion, and there is no easy way for this to be legislated. It would become a Pandora's box.

Privacy? The exposure of the .xxx would take away users' privacy as they might be reluctant to be seen with such a highly visible identity. Today most adult sites are nicely camouflaged into name brands like PersianKitty.com or BlueRiver.net, etc. The same names with .xxx will make it too obvious.

Squatters? Squatters and other players might find a moneymaking angle by creating embarrassment and exploiting legitimate business site names by registering them in the .xxx domain. This would be embarrassing to a legitimate business, which would have to explain that it has nothing to do with such a site, such as www.Disney.xxx, www.dell.xxx, www.lg.xxx or www.sony.xxx.

Only properly structured and clearly legit and globally strong trademark holders would be able to protect themselves; the rest with generic business names based on dictionary words, geographic names or general type surnames would have little protection. ICANN has always moved in a very unpredictable manner since inception, and randomly creating additional top level domain (TLD) suffixes doesn't help. Each time a new category is added, it opens a wide debate.

Basically, a clear policy is needed on whether ICANN will open certain TLDs or not and under what situations. It can either work with only current suffixes and close the book, or have a system like the yellow pages. It could introduce suffixes for each industry, like hotels, airlines, libraries, marketing, real estate, doctors, and dentists, employed and unemployed, etc., adding some 5,000 such international categories.

Open to Anyone



Two problems. First, as long as there are no requirements for any proof or identification for a particular business or activity, anybody could use any suffix and simply jump into any category of choice. Second, searching would fail, as there will be no way to know who is whom. Under the present registration set up, this process of identity and control can't be policed.

The cost of registration and domain name management would become a nightmare, as most would like to cover all the bases and have as many registrations in as many different suffixes as possible. The end user would be seriously frustrated to remember if it should type a hospital, doctor or medical suffix to find help.

What non-adult businesses must do is stay clear of this forbidden area. They should secure good trademarks and make sure they have very solid .com names.

In this brand-name-driven economy, only properly executed corporate and product naming with five star standards accompanied with cyber-branding will survive. Furthermore, .com is still the king and the other suffixes are names on life support, names that have no chance. Customers all over the world recognize a .com as a high profile operation versus .net, .biz or. info. It is still very easy to get a .com name with a globally protected trademark as long as you have the right expertise on the global naming issues.

DotComs & Globally Trademarked Names



Obviously, holders of professionally created and properly managed globally trademarked names with matching .coms are the lucky ones.Engage your entire organization on domain name management issues and discover the power of real e-commerce via global cyber-branding. It is still the cheapest medium and yet ignored by 97 percent of the corporations worldwide.Most corporations are convinced that once they have acquired a few Web sites and a few e-mails, they are now fully engaged in the art of e-commerce. Now doesn't this sound like children-only business?

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/Kunal-Madhukar.jpg?itok=_VYqvmli
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anurag.jpg?itok=svdNEKHU
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Kantar.jpg?itok=xfY0XRLu
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Vivo_0.jpg?itok=fExeXtdx
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/bigbazzar.jpg?itok=0GsnoZ_x
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/inito.jpg?itok=AwQJneLI
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories