As we all know there are many top-level domain names (otherwise know as a TLD) out there. The TLD refers to the label furthest to the right of the domain name. The domain name is made up of several labels, split up using dots. We have the three letter TLD’s (.com, .edu, .org, .gov) know as generic TLDs (gTLDs), country specific TLDs otherwise knows as ccTLD for example .jp (Japan), .cn (China) and of course .uk (UK) and even the continent specific TLDs such as .eu (European Union).

With such a variety, it makes it extremely difficult for a company to decide which TLD’s that needs to be registered. How do you decide? The different TLDs specify what kind of market you are trying to target. If a company is targeting the whole of Europe, the .eu TLD can be chosen, without the need to purchase each separate ccTLD.

The .eu domain name was released in 2006, however companies targeting the Asian market have not been able to purchase a continent specific domain….. until now. The company overseeing the .asia registration are DotAsia Organisation Limited, who is based in Kong Hong. Work on the .asia domain began in 2000, however official approval was not granted until 2006.

In order to avoid chaos of the domain launch, the registration process has been set out in a number of stages. Such a process will hopefully reduce cyber-squatting. Cybersquatting is a term used when an individual it attempting to profit from a trademark that belongs to someone else. The individual will purchase the domain and look to profit by selling the domain back at an inflated price.

The first step in the registration process has already ceased. Called the “sunrise” phase, it began in October 2007 where registered trademarks, government institutes and official bodies get the opportunity to pre-register a .asia domain name. Over 30,000 applications where made by the 31st of January 2008, the conclusion of the “sunrise” stage (compared with 330,00 .eu domains at the same point it its launch in 2006). The second stage is known as the “land rush”. This stage began on the 20th of February, 2008 and will conclude on the 12th of March, 2008. This is where any individual can express interest in a domain name.

The big question is: what if the same domain name is trying to be registered? Well, to avoid the squabbling between companies and individuals that was seen at the launch of the .eu domain, DotAsia will be auctioning desirable domains to the highest bidder.

The scheduled launch of the .asia domain is on the 24th of March, 2008. By this time, all the domains should be sorted out and any new registration at this point will become a “first come, first serve” basis.

I’m sure the inclusion of the .asia TLD, will assist many websites that are focusing on “asia” related keywords and phrases in the search engines. There are a huge amount of searched made for “asia”, with such a TLD this will improve their position in the search ranking.