Changing Domain Name System

1
Changing Domain Name System

• Current knowledge
• Introduction of DNS and IP addressing
• The Need For More Domains
• HBJ Case Study
• Icanns Helping Hand
• An End To The Problem ?

2
Current Knowledge

• There are more than 200 top-level domains on the
  Internet, examples of which include the
  following
• .us - United States
• .uk - United Kingdom
• There are also generic names, examples of which
  include the following
• .edu - educational sites .com - commercial
  sites
• .gov - government sites org - non-profit sites.
• .net - network service

3

• Introduction of DNS and IP addressing

4
The Need For More Domains
As things stand just now there are 20 million
addresses registered with the .com field The
.com field is the most popular field throughout
the world Nearly every common word in the
English dictionary has been registered Remember
the DNS system is a way to easily remember a
site instead of trying to remember a list of IP
numbers Once the domain names begin to get
difficult to remember, it reduces the purpose of
the DNS System Because of Lack of good names,
domain names have become a valuable commodity
5
HBJ Case Study The Demand for Domain Names
In Scotlands largest ever domain name
acquisition HBJ were commissioned by the Halifax
PLC. Deal worth in excess of 1m Securing the
domain name was critical to the successful
implementation of the entire brand
strategy Difficulty encountered tracking down
the owners of IF.com US legal systems tough
approach to cyber-squatting Multiple web site
hits, bombarding the site with packets of data
and utilising PING and TRACEROUTE technologies to
identify the moving target on the Internet
www.hbj.co.uk
6
Iccans Helping Hand
ICANN -Internet Corporation for Assigned Names
and numbers In order to free up more domain
names ICANN are releasing the following 7 top
level domain names .aero Air-transport
industry .biz Businesses .coop Non-profit
cooperatives .info Unrestricted
use .museum Museums .name For registration by
individuals .pro Accountants, lawyers, and
physicians
7
An End to the Problem ?
7 New domains Only 5 are commercially
restricted A lot of companies are using up these
domains by forwarding them to their existing
websites Why ? In a bid to protect their brand
name The Domain Game, still needs more
solutions.