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Sun rises for dot-ME domain names
Wednesday, May 07 2008
by John Holden


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