.green

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The extension .green is a new generic top level domain(gTLD)[1] The Internet Corporation of Assigned Names and Numbers, ICANN delegated the .green extension to the Domain Name System (DNS) in June 19, 2014.[2]

.green the environmental Top Level Domain[edit]

.green domain name registrations are available starting March 24, 2015 with a Launch schedule and information posted at going.green [3] [4] Most of the world's leading registrars and resellers (online sellers of internet address names) sell .green domain names. For the complete list: http://www.going.green/registrars

.green Today[edit]

The .green new Top Level Domain is under the stewardship of the DotGreen Community, Inc., its CEO Annalisa Roger and her team is partnered with Afilias Limited the second largest registry services operator in the world provides secure and robust registry services bringing stability and security to the world's first environmental domain. DotGreen is a SF Bay Area company located in Larkspur, California.

.green entered Sunrise on December 8th, 2014, Priority Registration or "Landrush" began February 12, 2015, and General Availability: March 24, 2015.[5]

http://nic.green/ went live at the end of 2014 and was the first ever .green website. DotGreen's main and current website, http://www.going.green/ went live January 26th, 2015.

Information[edit]

The .green gTLD is dedicated for use by individuals, communities, industries and environmental organizations supporting the spread of green consciousness around the world. The .green TLD and those who use it promote the green economy, innovation and conservation. The organization will donate a percentage of its sales and renewals of .green domain names to fund environmental sustainability projects for organizations worldwide.[6]

Identifying and connecting products and services with customers is instant for businesses and organizations with a .green website. .green is a powerful tool for creating meaningful interactions between users. In an article titled 5 ways Brands should be using new gTLDs, the author writes, "brand owners should survey the entire space of new TLDs on a consistent basis to make sure that they register and use domains in meaningful spaces to connect with consumers. For example, a company like Patagonia should consider the idea of owning the domain www.patagonia.green. The brand could use the site to highlight its work in the "green" community. Additionally, Patagonia will be able to leverage the work that the .green gTLD is doing to connect with that community and make it a known quantity amongst consumers who want to support "green" initiatives." [7]

History[edit]

The .green initiative began in 2007 immediately after the Generic Names Suporting Organization, known as the GNSO completed the policy discussion about new gTLDs at the ICANN meeting in Los Angeles, 2007. (Aside from .Berlin proposed during an earlier round) .green was the first of what later became 1409 gTLDs and amounted to the greatest domain name expansion of the Internet since its inception. .green is also the world's first environmental TLD proposed to both Internet and Environmental communities. The .green initiative was originally built around a California not for profit organization called The DotGreen Foundation, established by Annalisa Roger in 2007,[8] and incorporated in 2008 as a Public Benefit Charity with U.S. 501 (c)3 Tax Exempt Status. At that time, no one knew how long the new gTLD Program would take to be written, approved, and implemented.

In June of 2008, ICANN announced from Paris the beginning of the new gTLD Program. Shortly after a new group appeared to start a second environmental Top Level Domain. It was thought by many at that time, that they were competing with the .green top level domain initiative. There’s also the interesting reveal that the group was backed by Al Gore and Sir Roger Moore. However, it was soon facing competition from three other interested parties - also interested in developing the .eco top-level domain. At that time, the effort behind .green was completely non-profit.[9]

DotGreen participated at ICANN for three years working with the Internet community to forward the new gTLD program. During that time DotGreen contracted with Neustar for Registry Services[10] and with EarthShare for global distribution of funds earned through .green domain name sales. In 2011, it became necessary to find additional funding for the .green initiative to survive the long, ongoing,and still unknown timeline of ICANN's new gTLD program. The DotGreen Community, Inc. a private corporation, was then founded by Annalisa Roger, Jennifer Knoll, and Jeremy Coon in California to raise funds, grow global community support, submit the application to ICANN and contract registry services required for the .green TLD.[8] DotGreen Community, Inc. formed a partnership with the DotGreen Foundation. According to Roger, the proposed gTLD stands for "Global Response to Environmental and Economic Necessities" (GREEN).[8]

Competition for .green surfaced at ICANN's big reveal on June 6, 2012, when three existing Internet veterans positioned themselves as .green applicants. DotGreen faced stiff competition from well funded Top Level Domain Holdings Limited (operating as Minds + Machines) the group seeking the .eco domain, Afilias Limited and United TLD Holdco Ltd. Each of these Registries known as portfolio applicants have applied to manage multiple new gTLDs and are also involved in more than one string contention sets. DotGreen Community, Inc., its supporters, and the global green community exercised all options within the framework of the new gTLD applicant guidebook program during every stage of ICANN's multi-stakeholder program over the following year and a half. [11] This included an outpouring of public support where notable individuals and organizations posted fifty online comments to the ICANN Public Comments Forum website, and wrote letters to both ICANN and the Governmental Advisory Committee (GAC) insisting that DotGreen Community gain the delegation of .green over the other applicants. [12] The other applicants did not receive any letters in favor of their .green applications.

The Czech Republic, a member of the Government Advisory Committee [GAC]wrote a letter to the ICANN Board in favor of DotGreen and issued a GAC Warning stating: "This early warning is for three applications for the string .green, they are: Top Level Domain Holdings Limited, United TLD Holdco, and Afilias Ltd. This early warning is based on concerns that these 3 applications are not directly involved or focused on the Global Public Benefit of the .green string."[13] However, the ICANN Board did not respond to this GAC Early Warning nor the many pleas for public benefit posted in ICANN's online Public Forum. Additionally there were no GAC warnings issued to DotGreen's application.

DotGreen withdrew its application for the .green gTLD in October 2013.[14] In an article titled, "DotGreen calls it quits with “impossible” gTLD auction looming" the author writes, "It seems the final decision was financial — the cost of delays and an auction too much for the start-up to bear. It’s a pity really — there was some genuine enthusiasm for the cause behind this bid." [15]

DotGreen Community's Founder believed that obtaining stewardship of the world's environmental TLD by way of an auction to a highest bidder was counterproductive to the tremendous community support that came in by way of the multi-stakeholder process on behalf of public benefit. The collaborative partnerships, green business practices, and green business model reflected in DotGreen's application were representative of the meaning and interests of the green movement, the Internet user public, and the ICANN multi-stakeholder model. In a letter she wrote to the community she said, "...the auction procedure disregarded DotGreen's long history in the green community, and ignored the authenticity of DotGreen's application, and the importance of public benefit." [16]

Bloggers described the withdrawal as disappointing. The announcement came months before the fate of the .green TLD would be decided via ICANN’s auction process that saw companies with very deep pockets including Demand Media Rightside, TLDH (Minds+Machines) and Afilias all vying to become the official .green registry.[17]

Other bidders[edit]

The publically traded company, Top Level Domain Holdings Ltd., Afilias and Demand Media's affiliate known as United TLD Holdco Ltd. the publicaly traded company called Rightside attended a private auction to determine by way of the highest bidder which one would gain the rights to manage the .green gTLD.

February 2014, "The industry headline was, Two more new gTLDs — .wedding and .green — were auctioned off, with proceeds amounting to millions of dollars." [18] Afilias stood as the lone and winning applicant for .green (to go along with their other color TLDs .black, .blue, .pink, .red).[19]

On Sept. 16, 2014 almost one year after DotGreen withdrew from the race, DotGreen Community, Inc. and Afilias announced their partnership to bring the world's first TLD for the growing green economy, businesses, social and environmental initiatives to the world. [20]

The industry responded to the news with articles and headlines such as: DotGreen Community Inc. & Afilias Partnership Best gTLD Story of the Year [21] and DotGreen Rises From the Ashes [22] and DotGreen is back from the dead [23]

Industry blogger, Kevin Murphy wrote, "It appears to be a unique, first-of-its-kind relationship in the new gTLD space...Afilias will run the technical infrastructure of the registry, but the heavy-lifting of actually marketing the names falls on DotGreen...Given that DotGreen spent quite a lot of time in the run-up to the new gTLD application process building relationships with environmental groups, this could be an incredibly shrewd move by Afilias." [24]

Alternative DNS roots[edit]

A .green gTLD bearing no connection to the above is supported in the alternative DNS root Name.Space.

References[edit]

  1. ^ nic.green
  2. ^ "Delegated Strings | ICANN New gTLDs". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  3. ^ http://www.going.green/launch-schedule
  4. ^ "New Contracting Statistics Released". ICANN. 2014-02-28. Retrieved 2014-03-03. 
  5. ^ http://www.going.green/launch-schedule
  6. ^ Daedulus, Cheyla (2009-07-30). "Dot Eco Domain Faces Competition From Dot Green". Ecorazzi. Retrieved 2012-02-19. 
  7. ^ "5 ways brands should be using gTLDs - iMediaConnection.com". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  8. ^ a b c "About us". Dotgreen. Retrieved 2012-02-19. 
  9. ^ http://www.ecorazzi.com/2009/07/30/dot-eco-domain-faces-competition-from-dot-green/
  10. ^ http://www.prnewswire.com/news-releases/dotgreen-selects-neustar-to-provide-registry-and-dns-support-to-green-tld-60632402.html
  11. ^ "DotGreen Is No More". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  12. ^ "ICANN's Application Comments and Program Feedback - View Comments". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  13. ^ "Search - ICANN GAC". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  14. ^ https://www.ipmirror.com/new-gtld/dotgreen-registry-quits
  15. ^ "DotGreen calls it quits with “impossible” gTLD auction looming | DomainIncite - Domain Name Industry News, Analysis & Opinion". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  16. ^ collaborative nature of the green movement
  17. ^ "DotGreen Community Inc. & Afilias Partnership Best gTLD Story of the Year | NameTalent.com – Domain Name Publication – Domain Sales, Strategy, Trends, Analysis and Happenings". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  18. ^ ".wedding and .green gTLD auctions raise millions | DomainIncite - Domain Name Industry News, Analysis & Opinion". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  19. ^ "DotGreen Community Inc. & Afilias Partnership Best gTLD Story of the Year | NameTalent.com – Domain Name Publication – Domain Sales, Strategy, Trends, Analysis and Happenings". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  20. ^ http://www.bizjournals.com/prnewswire/press_releases/2014/09/16/PH12671
  21. ^ "DotGreen Community Inc. & Afilias Partnership Best gTLD Story of the Year | NameTalent.com – Domain Name Publication – Domain Sales, Strategy, Trends, Analysis and Happenings". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  22. ^ "DotGreen Rises From the Ashes". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  23. ^ "DotGreen is back from the dead | DomainIncite - Domain Name Industry News, Analysis & Opinion". Archived from the original on 2015-03-25. Retrieved 2015-02-01. 
  24. ^ "DotGreen is back from the dead | DomainIncite - Domain Name Industry News, Analysis & Opinion". Archived from the original on 2015-03-25. Retrieved 2015-02-01.