How should companies prepare for the launch of the gTLDs in late 2013?

As you are probably aware, on 13 June 2012 the Internet Corporation for Assigned Names and Numbers (ICANN) published a list of applications by companies and individuals to operate their own generic top level domain (gTLD) – or, simply put, the part to the right of the dot.  At present there are 22 gTLDs on the internet such as .com .net .org .info .biz etc (in addition to the 250 two-letter country codes .es .de .uk etc).