The Internet Corporation for Assigned Names and Numbers (ICANN) currently oversees the usage of 21 top level domains worldwide. In early 2010, an unknown number of domain extensions will be added to the list as companies and other organizations begin to apply for top level domain status.
How Will Companies Use Their Name as a Top Level Domain?
This new policy allows companies such as Ford, for example, to use their own name as the extension instead of .com or .ca. Instead of having a site called Ford.com, they could choose to have one called Sales.ford and another called Service.ford.
How is this useful? Each new page or website is instantly recognizable as an official representation of that company. Currently, internet squatters often use common misspellings or different extensions to try to draw advertising business from the popularity of the original site, or in an effort to make money selling the domain back to the company.
Larger companies should find this helpful in branding, as well as online reputation management. It will be easier for consumers to spot squatters posing as company representatives. Companies will have more control over the information that comes up when consumers are searching for their site, as the impact of typing errors and mistaken extensions taking people away from company sites are reduced.
Where Can Companies Buy ICANN's Custom Domain Extensions?
ICANN will begin accepting applications from companies in the first quarter of 2010. A Reuters article quotes a person (not affiliated with ICANN) as listing the price for new top level domains at $185,000.00. However, a June 6 ICANN report on Competition and Pricing indicated that no price has been set to date and stated, "As a not-for profit corporation dedicated to coordinating the Internet's addressing system, ICANN is not doing this to add to its revenue. An implementation plan is being developed with opportunities for public comment. There will be processes for objections."
ICANN had solicited large firms to act as independent evaluators in testing the new top level domains. Applications are open until June 11, 2009, to participate in that level of testing. Once the program opens, companies and other organizations will need to apply and qualify in order to operate a new top level domain.
The Release of New Top Level Domains
ICANN anticipates an early-2010 launch; however, the program must prove safe, secure, and bug-free before they will open new top level domains to the public. Panels of experts will be assessing and testing in coming months as they work to prepare a document called the gTLD Applicant Guidebook.
Founded in 1998, ICANN is a not-for-profit public-benefit corporation dedicated to keeping the internet secure, stable and interoperable. Participants from around the world work together to help coordinate the internet's naming system as the world wide web evolves and expands.
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