In October of 2006, ICANN announced the launch of a new regional ccTLD, .asia, intended to service entities and individuals with a presence in the 73 countries defined as being part of the Asia/Australia/Pacific region and expected to be very attractive to those doing business in the region. Registrations of the .asia domain name will most likely be rolled out on a "Sunrise" basis, somewhat similar to the procedure employed for the .eu domain. A draft of the rules has been released, with the final version expected sometime in March of 2007. The first sunrise period will be reserved for government entities, and the second will give trademark owners priority to register domains using their trademarks. Unlike the .eu registration process that had no "cut-off" date for recent registrations, leading to a flurry of applicants seeking to register their trademarks before sunrise began in order to be eligible for the first wave, the .asia procedure is expected to first allow trademark owners with "established marks"--those filed on or before March 16, 2004--to submit applications, followed by a period in which owners of a registered mark applied on or before December 6, 2006 will be given the opportunity. Rather than a "first come, first served" policy, conflicting successful applications for the same domain will be auctioned to the highest bidder, as it is thought that those applicants willing to pay a higher price will be more likely to actually use the domain.
Vol. 53, June 2010