The marketing professionals, the branding experts and the advertising agencies, encompassing a couple of million people in this trade worldwide have yet to discover, what this revolutionary device can deliver at a global scale at a price less than the production cost of a single TV commercial. The massive shrinkage due to digitization of the global advertising and branding industry already underway will eventually get harmonized with these new cyber platforms. For now, some fast track education is needed to capture and re-energize the entire industry, the sheer volume of the re-branding; re-naming and the re-positioning will also open extraordinary new fronts.

Four: Outright rejection by the domain name protection agencies, as their extra filings of millions of domain names to scare off cyber squatters as a service may be considered redundant.

The ease of entry to a domain name purchase really spread the disease of cyber-squatting but now with a proposed price tag of $200K-500K for each name, plus a rigorous complex process, the midnight trains of mysterious squatters would simply be shunted to other tracks. Furthermore, once a new gTLD domain is allotted to a party, it would be very nave to assume that ICANN would allow several modified versions of the same name to be sold to others. The brand protection agencies will have far too many other new fronts to explore and they may have to out focus form only squatting.

Five: Lack of a powerful message for the global entrepreneurial audience and for not being able to articulate the issues with swift speed, utilizing the latest technologies of mass communication and making this a popular high level global business debate.

The mother of all action is this arena, where brand new ideas will incubate and dynamics of the new platform will shine. With a billion additional users coming on the surface the endless horizon will change and global interaction will create a very rich Internet experience. Media has paid little attention to this subject as this item is still in the IT columns of the lukewarm publications and has yet to make a front page breaking news when for example, Paris Hilton, would throw a tantrum and demand her exclusive global rights to both of the new global domain names dot paris and dot hilton etc. at any price or else. Are we really waiting for the Paris's parade of the paparazzi?

More information on the size and magnitude of these important issues can be found
on www.icann.org (ICANN: Internet Corporation for Assigned Names and Numbers) or on Google by searching "the billion dollar domain babies" or "new gTLD"

Conclusion

The world's business community needs a quick educational pill so that the techno-babble would seriously clash with the sing-song-slogans, creating a clear and a very rich message that will not only add the value and power to this new platform but also bring it to the center stage.

For now, should ICANN drop the idea? no, never,  but if it did, nothing really will change for a while, but sooner or later, somehow a group of new countries would claim the true ownership of the Internet and set up a global body to meet the worldly challenges of tomorrow. While the above mentioned fears may have overtaken, right now, the global business community critically needs an easy global access and quick market expansion to survive and this platform offers some key solutions and for that reason alone and without delay the future must meet today.

Fire-up all the engines, ICANN.

About the Author

Naseem Javed; widely recognized a world-authority on global naming strategies and corporate nomenclature issues. Author of Naming for Power, Naseem introduced The Laws of Corporate Naming in 80s and currently he is lecturing on global cyber branding and the ICANN's new gTLD platforms.