As with any new domain, the launch is divided into four phases; Sunrise, Landrush, Allocation and General Availability.
Sunrise started on 29 April 2014. Aimed to protect the rights of trademark holders, applications for names matching trademarks will be given first priority.
It is important to note that a trademark registered with the Intellectual Property Office alone is not enough to make a successful application in the Sunrise phase. You need to register your trademark with the Trademark Clearinghouse, an organisation setup by ICANN (a non-profit organisation that coordinates the Internet's global domain name system), which serves as a central repository for information related to the rights of trademark owners.
The next phase, Landrush, makes domain names available for registration through a premium price (£79) to people or organisations that do not own a trademark in the name they wish to register.
The Landrush phase usually starts after the Sunrise phase has finished (typically 30 days). However .london are unusually running the Sunrise and Landrush phases alongside each other. Applications close on 31 July 2014.
This phase will take place in August 2014. Where there is more than one Landrush application for a domain name, priority is given in the following order:
1. Applicants with a valid London address and existing rights to the name (E.g. it matches the business name)
2. Applicants with a valid London address only
3. Applicants without a London address
In the case of more than one application of equal priority, the domain name goes to auction and the highest bidder wins.
From 9 September 2014, Dot London domain names will be available on a first-come, first-served basis. Prices start at £39 for one year.
With the strict registration process and allocation rules, the organisers Dot London are enforcing integrity which should generate a feeling of trust in the .london domain name.