"DotAsia, the registry operator of the .asia top-level domain, due to begin the first stages of its launch in October 2007, announced today the launch of its Pioneer Domains program, which marks a welcome deviation from the "first-come-first-served" system of domain name registration that is the standard for other generic top-level domains such as .com and .net.

For most top-level domains, Domain Registration is a simple process of finding a domain name no one else is using, and registering it before someone else gets hold of it. DotAsia, concerned by the crazed rush of domain registration experienced when the .eu TLD was launched to the public in April 2006, have decided to employ a different system from the outset which will actually assess applications for domains based on the merits of the applicants' proposed websites.

Edmon Chung, CEO at DotAsia, says, "The .Asia Pioneer Domains Program opens a new frontier on the Internet for the region, and marks an important milestone in the emergence of Asia as a global leader in digital marketing. We believe that this is a golden opportunity for entrepreneurs and businesses to acquire prime cyber real estate in Asia and for businesses to get on the fast track for attracting the world’s largest and fastest-growing market."

Vinton Cerf, Chairman of ICANN and "father of the Internet", said, "DotAsia has worked hard to bring its .Asia top level Domain Name into operation. They have been careful to keep interested parties informed and to think through the "landrush" period. The Pioneer Domains Program will be a useful benchmark for other new TLD operators to take into account."

The Pioneer Domains Program is intended to give visionaries from all fields the opportunity to design innovative and useful websites using the best .asia domain names. Only the best proposals will secure the most desirable domain names, meaning that internet users will not be misled or disappointed and will find it easier to locate relevant information. The program will also make it possible for officials to protect the rights of trademark holders and prevent abusive registrations by cybersquatters and domain speculators, who buy domain names with the intention of selling them on for large sums of money.

The Asia Digital Marketing Association (ADMA) announced this year that 2007 will mark a tipping point in the mix of big players in the digital marketing world, with Asia taking the lead in certain key aspects of business. The launch of .asia in the same year will help Asian businesses to get a foothold and establish a strong internet presence.

"We are very excited about the Pioneer Domains Program because it provides great value to businesses in the region. At the same time, it creates incentive for the adoption of the .Asia domain by prominent entrepreneurs and brands," says Edmon Chung. "It is almost like a business plan contest where everyone wins." High quality generic domain names are very valuable in the cyber-estate market; earlier this year, Poker.com sold for more than US$27million.

How much a domain name is worth depends on the potential traffic that the name draws. Today, Asia is already by far the largest online population, with 400 million Internet users. The best .asia Domain Names are therefore expected to be worth millions.

About DotAsia

The DotAsia Organisation is a not-for-profit community-based organisation incorporated in Hong Kong with a focused mission to operate the .Asia Registry. It is the sponsoring organization and registry operator for the .Asia sponsored generic top level domain. The DotAsia Organisation has a purposeful mandate to direct surplus proceeds to initiatives that benefit the community in the region, such as projects to bridge the digital divide and regional research development projects.