Web domain changes passing beneath the radar

 

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By Reuters

Posted on 9 Jun 2009 at 08:34

A new survey has revealed that 75% of businesses are unaware that next year's liberalisation of internet domains will allow them to use their own name in place of domain extensions such as .com and .org.

The change is intended to allow companies such as Nike or Microsoft control their own domain and better exploit their brands, and also counter cyber-squatters who use variations of brands on the 280 or so existing domain extensions.

"If you have '.nike', for example, you can create real and specific branded Websites, like 'running.nike' or 'runlondon.nike'," says Joe White, chief operating officer of domain registrar Gandi.net.

White also claims smaller businesses will be able to use more specific extensions to match their business sector or geography such as .london or .paris.

The Internet Corporation for Assigned Names and Numbers (ICANN), which oversees domain names, is expected to start taking applications for new top-level domains early next year, but it appears many companies are still unaware of the implications, according to the survey conducted by The Future Laboratory.

"(Companies) are generally completely unaware of this change coming down the line," says White. "This change has not yet permeated into the mainstream for businesses or consumers. However, those businesses which are aware actually see the prospect as being quite exciting," he adds.

One stumbling block to this excitement could be the $185,000 price tag, which will initially limit applications to the largest corporations and organisations. Despite that, ICANN claims to be expecting 300-500 applications when it opens its doors in the first quarter of next year.