News 

The Internet Corporation for Assigned Names and Numbers (ICANN) yesterday approved a proposal, which could see the changes implemented by early 2009. Companies are expected to turn their brands into domain names, which should see competitors fighting it out for territory, such as Pepsi-versus-Coke for .cola. Individuals will also be able to register personalised domains, providing they can demonstrate technical capacity and produce a business plan.

"The potential here is huge. It represents a whole new way for people to express themselves

ADVERTISEMENT

on the net," said Dr Paul Twomey, president and CEO of ICANN. "It's a massive increase in the 'real estate' of the internet."

However, although the change will provide opportunities for establishing brand names and clear identities, there are concerns that revolutionising an already effective domain will have its hurdles.

"Perhaps the biggest problem will be transitioning to a new domain order, making every known company change from .com or .co.uk to the latest domain or a domain just representing their 'name', said independent analyst Martin Warner.

"There will be costs attached to the migration of domain names, however, with so many companies across the globe, there are huge benefits to having a universally recognised name on the internet", he added.

Meanwhile, the news could open the doors for the ICM registry, who backed by the International Foundation for Online Responsibility (IFFOR) have been lobbying for a .xxx domain name for adult sites since 2005. The organisations claim such a domain name would bring greater transparency to the internet and allow parents to censor inappropriate content from children.