ICANN’s board of directors has announced the authorisation to use new extensions for Internet sites, allowing companies and groups to use their own brands as a suffix.
When creating an Internet site, you need to decide on the domain suffix you wish to use. Slightly fewer than 250 possibilities exist for different countries, although there are currently about twenty generic extensions. The Internet Corporation for Assigned Names and Numbers (ICANN) board of directors currently meeting in Singapore has just announced that new suffixes will be allowed.
This reform will allow the use of brands of cities, for example, as a web site extension. Before where every site ended with a .com, .net or .biz, it will now be possible to use the suffix of your choice.
The request to use a custom extension will be available from the 12th of January 2012 for companies, with such a request taking up to 90 days to be implemented. Such a request won’t come cheap though, with such a demand costing 185 000 dollars.
Rod Beckstrom, ICANN General Director, announced that the first requests will be accepted before the end of 2012. He believes that there are more than 120 companies and organisations who have already made it known that they are interested in using a custom suffix for their Internet sites.
Of course, the winners in this reform will be “big brands with a clear marketing and customer education strategy (will be first) to exploit the name for competitive advantage”, declared Theo Hnarakis, chief executive of Melbourne IT Digital Brand Services, a company specialising in Internet services based in California.
“Brands need to act now if they want to apply for one of these new domain names as it is not as simple as registering a .com address. It is a complex task that needs thought and investment”, he added. This investment will mostly interest companies looking to protect their trademark on the Internet.