With so many new TLDs on the way, it would be "very difficult" for trademark holders to protect their intellectual property by asserting their marks with each new TLD, as they have in the past, said Jan Corstens, in charge of the trademark clearinghouse for Deloitte, which will manage the trademark verification portion of the clearinghouse for ICANN.
Some applicants for TLDs are offering additional services based on the clearinghouse, Corstens noted. For example, startup Donuts, which has applied for more than 300 TLDs, will allow trademark holders to proactively reject website registrations using their trademarks, he said.
In addition to defending their trademarks through the new service, companies may see some business opportunities with new websites on the new gTLDs, and the clearinghouse can help them launch the websites with their trademarks, he said.
Grant Gross covers technology and telecom policy in the U.S. government for The IDG News Service. Follow Grant on Twitter at GrantGross. Grant's e-mail address is firstname.lastname@example.org.