The ICM registry just released a statement broadcasting that the Sunrise registrations so far have already been four to five times more than originally forecast! When the doors opened on the Sunrise stage last month, Adult and Non-Adult applicants alike have been quick to place their orders for their chosen domains.

Although many of the applicants are planning to use the sites to host adult content, this is not the only way these domains can be used. If you have no intention of using a .XXX domain as a name that resolves to any content, and you hold a valid trademark, you can place a Sunrise SRB application to reserve the name from use by anyone else, and protect your brand in the process.

But what if you’re not necessarily in the adult industry yourself, but you want to offer services to the adult community? A .xxx domain is a great way to do this, and clearly state that you are able to offer a product or service to the adult industry at the same time. If you offer financial services or legal guidance for example, what about legal.xxx or accountants.xxx? As long as you attest to being a member of the adult community, you are able to use the name as a live site to host your own content.

Provided you do not place your application as an SRB during Sunrise, you will automatically be prompted by the ICM Registry to complete the Membership Validation process, which will confirm that you are a member of the Adult Community yourself, or, that you provide goods and services to the Adult Community. If your application is approved and the domain awarded to you, it can then be used as a live site!

With a whole raft of New TLDs on the way there will be many great opportunities for organisations to advertise particular activities on specific domains. This will then give customers a dedicated address to navigate to for more information. Other high profile applications in the pipeline are .eco, an excellent platform to show off ways your company protect the environment, and region specific TLDs such as .berlin, .london and .madrid, perfect for sites specific for offices or activities in a particular location.

Whatever your business, the New TLD program will change the way you can present content to your customers!