Rollout phases of a new TLD

Once a new TLD delegation is added to the root, it goes through a ramp-up phase before it is widely available on a first-come, first-served basis.

Sunrise

In the Sunrise phase, Intellectual Property owners may register for domains that match their trademarks. Usually the trademarks must be registered (in any jurisdiction) to qualify, and trademarks may not "span the dot." In other words, when .bar enters Sunrise (yes, that's a real new TLD) and your organization holds a registered trademark on "foobar[tm]", you cannot enter a Sunrise application for foo.bar. You can only enter a claim on a matching label for your trademark, in this example: foobar.bar.

If multiple trademark claimants enter Sunrise applications for the same label, it will usually go into an auction process.

Sunrise claims typically cost significantly more than a normal "Landrush" registration (in the $300 to $500 USD range each), yet another barrier making it unfeasible in many cases to defend all...