Frank Schilling Invests $60 Million Dollars & Applies For 54 new gTLD’s

A few days ago we wrote about Frank Schilling, one of the world’s largest private domain name investor, getting into the new gTLD space under the new domain

Today comes word through that Uniregistry has applied for 54 new gTLD’s making Frank one of the largest applicants for new gTLD’s.

The article written by Paul Sloan entitled “Here Comes the Greatest Internet Landgrab in History“, goes on the say that Frank invested $60 Million dollars of his own money into the new gTLD space.

With 54 applications for new gTLD’s,  Frank passed Demand Media (DMD) which applied for 26, Directi which applied for 31 new gTLD’s through its newly formed company, and only trails TLDH (Minds+Machines) with its 68 applications and Donuts, Inc. who applied for 307 strings, of those applicants who have revealed to date.

Frank is quoted as saying about the new gTLD’s:

“This is absolutely the future”

“We’re at this point where the dot-com name space — the entire name space — is exhausted.”



  1. says

    “the promotion of .brands”

    .BRAND has to be the strangest thing to ever come from ICANN

    .BRAND is contrary to the notion of Generics in the DNS
    .BRAND may also have potential tech problems if the companion .COM is not orchestrated with it

    .BRAND could be the catalyst to trigger some of the nukes people really do not want to see used. A collapsing DNS hierarchy could be very ugly and more chaotic than an expanding hierarchy. Both at the same time could be… .RIP

  2. KD says

    >>> When people get lost in cyberspace where do they all naturally gravitate ?

    The biggest winner to this could be confusion and more people gravitating towards Google to find websites.

    “Was I on or Go.Green or Going.Green or Go.Eco or Go.Natural?”

  3. Givin' up says

    With all the .confusion on the way, I’m beginning to think of going back to mailing catalogs to our customers through the U.S. Mail.

  4. says

    “With all the .confusion on the way”

    IF you believe in Free Markets and all sorts of other **good** human dynamics you may come to the conclusion that “out of chaos will arise order and people will have some choice”

    Compare that to an IANA Regime ( or .COOP ) dictating to people what they want/need based on some kook-ball academic/government geek freak wackos surrounded by a cult of sycophants.

  5. Name says

    google via matt cutts has said new gtld’s won’t receive any preferred treatment in serp’s.

    these new gtld’s are aimed at 1. wannabe domainers 2. users who navigate via type-in and 3. shaking down big brands (trademark holders).

    but the registries will claim they are aimed at small local business, non-profit orgs, entrepreneurs, etc. don’t be fooled.

    this is much like a dot co. (or as others have said a dot info or dot biz, dot cc, dot xxx, etc.) the success of the registry is how many regs you can sell. not how much traffic the tld gets or the quality of the content.

    if i’m a smart consumer, i’d rather just look up a business in a directory/search engine than take a chance at mistyping a strange domain name that may or may not be owned by the business i’m looking for. these domains will be full of ppc. they will be spammy. they are not aimed at smart consumers.

    what’s entertaining to watch as the curtain is lifted is how icann and back-end providers are more than willing to get into the domaining business even more directly– they are partnering with domainers. these are the folks who claim to be against domain speculation, domain tasting, etc.

    end result of this if it goes through unchallenged is that icann will be pwned/captured by domainers. more reason to think dot com, which icann does not control, will gain value.

    the most important name servers on the internet are not the ones icann has control over — e.g.the root servers (which if this new gtld plan goes unchallenged will be injected with heaps of garbage tlds). the most important name servers are the com servers. this will become more apparent if icann’s new gtld scheme succeeds.

    there will be a market for small devices that plug into a user’s wall outlet and serve a customisable root zone (via wifi), free from garbage icann tld’s. or credit card sized dns servers to carry when travelling. like a portable rolodex. user’s will be able to filter out the garbage.

    look at the success of opendns. users need to have more control over dns — they want to filter out the garbage — they’re even willing to pay for it.

  6. Miss Nomer says

    Sloans article contains a galring misnomer:

    “And you, dear frustrated domain-buying consumer, could eventually find it a whole lot easier to register a domain name you want without having to pay fat prices that Schilling and his ilk demand on the aftermarket.”

    That is a completely ironeous statement. First of all regardless of the string lying to the right of the dot all domain names are unique and “One ofs” likely available on a first come forst serve basis. So if the domain name you want is gone, its gone regardless of the extension and you are looking at an aftermarket purchase if the owner is willing. Add that to the fact that if he is successful in acquiring a string Schilling wont controll just 300K domains he will own the entire extension including every possible itteration of .whatever which he can choose to make available to the public at reg fee or at whatever price he so chooses. The idea that these new tlds will make for better selection is over-rated. There will be great selection of 2nd tier domain names in all extensions but the best names will still be tough and or expensive fro the average joe looking for an alt to .com

  7. says

    I just sent Uniregistry an email, asking them a fairly easy question about
    the format of the gTLD’s, and got an entirely ‘canned’ reply back from them.

    I don’t mind that at all, but do think that Mr Schilling & Co. will have to try
    bashing “.com”, to a very large degree, if they want to see their gTLD’s gain
    traction throughout the web…

    Also, the costs involved in acquiring these names may be inconsequential
    compared to the cost of promoting them, even to the extent where people
    recognize them as having SOME credibility.

  8. says

    One interesting comment from Frank Schilling in this article –

    “This is absolutely the future,” says Schilling, whose new venture,, has applied to run 54 new top-level-domains. “We’re at this point where the dot-com name space — the entire name space — is exhausted.”

    As far as I am concerned Frank Schilling has some role role in .COM being “exhausted” as he says. When you own about 400K domains, mainly .COM, and ask ridiculous prices…it tends to lock up quality domain names that could otherwise be used.


  9. rk says

    Here is a great comment from CNET site:
    How it will play out is very simple. A few people (the same people as usual) will make a lot of money. Users will be inconvenienced and confused.

    Let’s see, if I want to access the White House’s official website, is it still going to be Or is it now whitehouse.whitehouse? Or gov.whitehouse? Or just Or any of a thousand other possibilities? It’ll all turn into a huge guessing game, with spoof sites, malware sites, and a universe of ad sites to penalize wrong guesses.

    Instead of confronting it all, users will try to shut out the complexity by further retreating into walled gardens such as Facebook… oh, wait, maybe THAT’s the hidden agenda…

    Posted by aj37viggen (116 comments )
    June 12, 2012 5:21 AM (PDT)

    My take: Confusion will just drive people in to the loving and safe arms of .COM domains :)

  10. says

    This program is not for egalitarianism reasons, it is just about the cash.

    As MHB stated in a 2010 blog post (2 Hours On The Panel Its Clear That The New gTLD’s Are Just About The Money)

    “No the new gTLD’s are about the all mighty dollar.




    More for ICANN

    More for the registries.

    More for the registrars.

    Domainers be damned.

    Trademark holders be damned.

    Big money is being made”

    That is the.truth


  11. Gazzip says

    Holy .Cow, $60 MILLION smackaroos of his own money !!

    Big Balls or what?

    Well, if anyone on this planet can make a big profit out of these new .whatevers it will be FS

  12. Accent says

    I suspect some of these keyword buyers have no intention of opening their gTLDs to registration – they see them as single domains, to be sold in a few years as brands. $185,000 + $25,000/year is not a large price for the equal (???) of a top .Com domain.

  13. Commie says


    Yep. 90% of these gTLD’s will not be registering to end-users. Think about it.

    You be able to just type-in .beach, or .movie. There will be no left of the dot after this plays out. The $185,000 fee may drop to $100 in 10 years, after all the premiums are long gone.

    Use your brains.

  14. Back in the real world says

    Fair play to FS. Fair play to everyone else who is in on the ground floor, it’s a guaranteed money maker for everyone involved.

    The only people that will lose out here are the little people who will register loads of crap that will never sell. Some people will register 10 domains, some 100, some 1000 and you’re going to get people that make even bigger mistakes.

    Think hard people, it’s not too late to benefit from this big con job and make a bit of money yourselves.

  15. BrianWick says

    The way some of my stuff is set up I parse an incoming packet to an IP address on one of my servers to determine what domain of ours someone actually typed in – BTW a great way to throw away all the garbage – and there is a lot of it.

    The point is – who says a domain consists of a dot ? – no one – just wait until this round of this passes.

    I will repeat myself – all these new gTLDs are for the end user – not the secondary market – my hat is off to all these new pioneers – it is just not my gig.

  16. Name says

    They are applying but it does not mean they are going to use them. Google owns many domain names that they do not use. These are defensive holdings. And if you look at the strings they’ve applied for they too are defensive: these are mostly strings that could be confused with existing Google properties.

    Some of the many defensive domains Google owns do not even resolve. Try

    What Cutts said on his blog was “Don’t apply for new gTLD’s thinking it’s going to get you special treatment.” (paraphrase)

    We have to remember that new gTLD’s are first and foremost (before we can even consider the value of generics) a maneuver to extract money from trademark holders. Defensive registrations. Like .xxx. ICANN gets $185K+ fomr some TM holders. And some domainer Applicants will also extract money from TM holders for individual domains under their generic extensions (if these new gTLD’s become reality).

    Look at how well you can do just selling defensive registrations (.xxx).

    Google is a company protecting its existing IP. They are not engaging in wild speculation.

  17. Commie sounds like a douchebag says

    @commie Brad sounds like he made total sense, anyone without an agenda or an elementary school education could figure that one out.

  18. says

    My feeling is that the gTLD’s would be much more potent if they
    didn’t have the ‘dot’, e.g. were in the format “anything” as opposed
    to “.anything”…

    The ‘dot’ makes the identities far less intuitive in my opinion, and
    means that they have to be promoted (like heck) in order for people
    to become accustomed to them.

    Will they ever become accustomed? Well, that’s the gamble.. and it
    really is a gamble too, and unless the gTLD owners can beat dot com
    in to the ground then I think they are going to be fighting a losing

    Does ‘dot com’ need to die, for the gTLD’s to flourish? Yes, to a large
    extent I think it does.

  19. Trash says

    Frank has been on that island too long not paying any tax, he is detached from reality.
    I think this is the monet he gets caught out. to date he has gambled very well but still has huge liabilities in renewals and now lots of staff etc
    I don’t ever remember him saying anything good about or any of the ‘new ones’
    and I am a .com man and quality cctlds but still see a good market for the most ‘brandable’ and catchy new tld of .me
    so why does Frank and others think they can profit when domainers made mistakes on past new extensions, there are NO new suckers for their little schemes

    plus .co as much as I dislike it did a good pr stunt and worked with godaddy etc
    laughable after telling people it would rival .com , this juan calle character is after doing the same with another load lol

    seriously i am going to kick back my heels and watch this car crash

    I’m sticking to .com baby
    100 million registrations + and growing
    I don’t see any new extension from here on in getting 1 % of that

    I would think 95% of domainers think this new gtld business is crocked even if major blogs are pumping it, there won’t be any sucker domainer buyers

  20. says

    @Trash says “there are NO new suckers for their little schemes”.

    Agreed. 98-99% of domainers are selling and thinking ‘junk’, and won’t
    be able to participate even if they wanted to.

    Established corps have already voiced their (very serious) concerns
    about the gTLD, and I don’t see many ‘takers’ as far as mainstream
    business is concerned.

    Yes, Demand Media, and a small listing of other enterprises are wading
    in and startling everyone with the sums they’re laying down, but this
    is like a party with a very high admission fee… there’s no booze… no
    music… just men (!)… AND, to make matters worse, there’s only a few
    who want to join the party…

    As for consumers, who knows if they will go for it or not!.. ICANN
    should be aware that they are trying to introduce a very different
    naming hierarchy, in the form of the gTLD, and they have not
    satisfied the concerns of the well-known biz’s they have spoken
    out against it.

  21. Name says

    Well, looking at Google’s applied-for strings, it seems they are not just aimed at protecting Google brands. They are trying to protect Google searches. Very interesting.

    I still maintain they are not engaging in wild speculation. They have far too much search data to make “guesses”. These applications and the accompanying 60MM investment strike me more as yet another recognition of domain names as a search method, otherwise known as “type-in traffic”.

    Adsense for Domains was terminated. And now this. Google wants control of “Address Bar search”. You type in a search term in Mozilla Firefox and what do you get? A Google search result.

    Type in a search term after the dot and what do you get?

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