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Sun rises for dot-ME domain names
07-05-2008
by Bryan Collins

Applications are now being accepted for the new dot-ME domain name extension, but not everyone will be pleased to hear this.

The government of Montenegro has picked Domen Doo to act as the registry operator for the dot-ME domain name extension. The registry operator has partnered up with ME-net, Godaddy.com and Dublin-based Afilias.

Anyone interested in purchasing a dot-ME domain name can apply through the domain name registrar of their choice. A full list of accredited registrars is available at www.domain.me. Applications are currently being accepted from anyone with a registered trademark or service mark which they applied for before 28 June 2006.

The dot-ME top level domain replaced the dot-yu (Yugoslavia) domain previously used by Serbia and Montenegro. The government of Montenegro said it "recognised the potential worldwide appeal that .ME could have and decided it should be operated as a generic name space to gain the maximum benefit for Montenegro".

"Dot-ME is useful for those who want to register personalised addresses on the internet. These addresses will allow businesses to go out and conduct internet campaigns to communicate with their audiences in a more personal way," said Heather Reed, director of communications at Afilias, speaking with ENN.

The sunrise period for trademark holders will last until 20 May 2008 and each successful applicant has to register for five years. If more than one application is received for a name the competing applications will be sent to auction following the close of the application period.

However, the arrival of a new domain name is not necessarily good news for everyone. Irish businesses looking to protect their brand or variations of their website address will probably have to register a dot-ME domain name, according to one industry player.

"People who have very strong brands are obliged to protect their brand by registering the new domain name. It is a bit of a burden on them -- especially when they are given an opportunity through a sunrise period. They can't cry foul later. You are being extended an opportunity to register your name now, on foot of that trademark," Phelim O'Connell, from web hosting company IE Internet, told ENN.

Banks and other financial institutions could also have to register a dot-ME domain, for security reasons. If they do not there is nothing stopping someone registering the institution's trademark name in the dot-ME domain. That person -- or potentially a phisher -- could then send out unsolicited e-mails to possible customers, using the dot-ME domain name.

"It confuses people. It is adding an extra layer of complexity for the people who have to protect against phishers," explained O'Connell.

Members of the public will have an opportunity to apply for dot-ME domains during the land-rush period, which opens on 6 June. Real-time registrations will commence on 17 July.

"There are opportunities for people to register directives like goshoppingwith.me or drive.me or contact.me. It can be used as the start of the spelling of addresses. There is the opportunity to create really great names and get a short inherently intuitive address," said Reed