We reached out to Demand Media, Inc. to get some more information on some of the new gTLD’s they applied for.
Leyla Farah was nice enough to respond on behalf of Demand.
Here is the email interview:
Q: There are some applications made by Demand that strike me as quite strange.
Can anyone chat about the thoughts and business plan behind the new gTLD’s Demand applied for like:
Are you doing these on behalf of the armed forces or with the consent of them?
If not don’t you expect objection to them from the armed forces?
Likewise the new gTLD’s applications for:
Don’t you expect those political; parties to object to the applications?
“””Our entire portfolio of gTLD applications were all grounded in the same data-driven process.
“We analyzed all of the data we could find to determine which words people were consistently using to navigate through their digital world.”
“Many of the most interesting words capture a universal sense of personal or professional identity, or are words that have come to define large and important ideas around the world. ”
“Ideas like “democrat” and “army” and “actor” represent global, vibrant communities that naturally gravitate to one another using shared language and experiences. ”
They are universal ideas that aren’t limited to any single entity like an armed service or political party in a single country — in fact they are often used generically (e.g., “Arnie’s Army” etc.). ”
“Because of the universality and generic nature of of these words, there really aren’t grounds for objection by anyone.”
“More information about the mission for these applications can be seen in question 18 of each of our ICANN new gTLD applications here:”
“I’ve also attached a document to this email that combines all of our Question 18 answers for your convenience.”
What are the thoughts behind
Finally I understand what a NINJA is, but whom do you expect to want to register, do business under or have the email address for .NINJA?
“Again, our strategy was to use data to unearth hidden gems.”
“We identified words that spoke to universal themes of identity, or words that have come to define a universal understanding of a concept. ”
“Strings like “ninja” and “moto” are a reflection of the evolution of language and culture itself.”
“These days, individuals with exceptional skills are commonly referred to as “ninjas” – no matter where they happen to live or what language they happen to speak.”
“The word “moto” captures the global phenomenon of motosport culture in a single word that transcends both language and geography.”
“Our data told us these types of strings represent some of the best available business opportunities precisely because they reach the broadest communities in the real world.”
“Importantly, the nature of the data also signaled to us that these kinds of names were unlikely to be spotted by others in the ICANN process.”
“Our website at dotninja.co gives some fun examples of that particular string in use.”
According to their application, Demand Media says about the extension .Kaufen”
“It is a generic and broadly used German word that holds particular affinity for people and organizations engaged in online commerce.:”
“Global in scope, today a passionate group of millions of consumers and hundreds of thousands of organizations identify with this word.”
“The mission and purpose of the .kaufen TLD is to establish an easily recognized and accessible namespace for the German-speaking portion of this large and dynamic group.”