Sunrise
The Sunrise Period is a limited pre-registration period and is the mandatory first phase of all new gTLDs. The Sunrise is the right period to register brand names as domains.
All registries are required to have a Sunrise Period open only to holders of a validated trademark record in the ICANN Trademark Clearinghouse (TMCH). A separate Sunrise Fee will be applied per domain.
Sunrise periods will in most cases include an auction process, while some will be offered on a "first-come, first-served" basis.
When Sunrise registrations are allocated through auction, this is known as an End-Date Sunrise. Domain applications will be gathered throughout the Sunrise period and then registered at the end of the period. Domains with multiple applications will be allocated through auction at the end of the Sunrise period. This Sunrise must last at least 60 days and can be launched without advanced notice.
In contrast, a "first-come, first-served" Sunrise, also referred to as a Start-Date Sunrise, must last at least 30 days in length, and the dates of every Start-Date Sunrise period must be announced at least 30 days in advance.
Landrush
Registries have the option of including a Landrush period in their launch timeline, though this phase is not mandatory. Landrush is the right time to register very important names, which are not or cannot be trademarked.
During the Landrush phase registration is usually is open to everyone, but domains are offered at a higher than regular price. Domains may be allocated through auction or on a "first-come, first served" basis during Landrush.
Each registry reserves the right to reserve high value or "Premium" domains and to sell or auction those domains at elevated prices. The reserved terms, pricing, requirements, and allocation methods will vary per registry.
General Availability
The General Availability phase follows all Sunrise and Landrush periods. This is the open-ended phase where the TLD is available on a "first-come, first-served" basis to the general public.