New 'Brands' Approach May Lead to Major Internet Name Changes

By Ed Silverstein June 17, 2011

There may be a new, popular way for brand owners to identify themselves on the Internet if a proposal is approved by ICANN on Monday, according to media reports.

Reuters said that if ICANN (known as the Internet Corporation for Assigned Names and Numbers), which coordinates Internet names, gives its OK during a meeting in Singapore, there will be a new way for Internet domains to be awarded.

It will allow for new kinds of names such as: “.apple” or “.coke,” according to Reuters.

Only 22 generic top-level domains (gTLDs) now exist under current rules, Reuters said. Examples are “.com,” “.org” and “.info.” There are also some 250 country-level domains like “.uk.”

But if the proposal is approved, several hundred new gTLDs will be added to the mix, Reuters said.

“The potential expansion of new gTLDs could mark one of the biggest changes ever to the Internet’s Domain Name System,” according to a statement from ICANN.

If the proposal is approved, it is believed that applications will start being accepted in January – for about 90 days – before closing again, maybe for years, Reuters said.

Applications will cost about $185,000, and individuals or organizations must show a legitimate reason for the name they are buying, Reuters adds.

Cities and communities are expected to apply, Reuters says.

The proposal will also let brands have increased control over how they are seen online, Reuters said.

It will also likely change how Google and other search engines identify search results.

"As a big brand, you ignore it at your peril," Theo Hnarakis, CEO of IT DBS, told Reuters. "We're advising people to buy their brands, park them and redirect visitors to their existing site, at the very least."

Reuters said that GTLDs, such as “.nyc,” may let smaller businesses claim names that are not available with ".com."

In other related news, TechZone360 reports that dignitaries in Qatar joined with ICANN officials in celebrating the launch of the lnternet's latest Arabic script top-level domain name, earlier this year.

Ed Silverstein is a TechZone360 contributor. To read more of his articles, please visit his columnist page.

Edited by Tammy Wolf

TechZone360 Contributor

Related Articles

Consumer Privacy in the Digital Era: Three Trends to Watch

By: Special Guest    1/18/2018

Digital advertising has exploded in recent years, with the latest eMarketer data forecasting $83 billion in revenue this year and continued growth on …

Read More

CES 2018: Terabit Fiber - Closer Than We Think

By: Doug Mohney    1/17/2018

One of the biggest challenges for 5G and last mile 10 Gig deployments is not raw data speeds, but middle mile and core networks. The wireless industry…

Read More

10 Benefits of Drone-Based Asset Inspections

By: Frank Segarra    1/15/2018

Although a new and emerging technology, (which is still evolving), in early 2018, most companies are not aware of the possible benefits they can achie…

Read More

VR Could Change Entertainment Forever

By: Special Guest    1/11/2018

VR could change everything from how we play video games to how we interact with our friends and family. VR has the power to change how we consume all …

Read More

Making Connections - The Value of Data Correlation

By: Special Guest    1/5/2018

The app economy is upon us, and businesses of all stripes are moving to address it. In this age of digital transformation, businesses rely on applicat…

Read More