IQue - Our Twist on the Web

ICANN, the entity that oversees Internet domain names, has announced the approval of widely expanded top level domains. Top level domains (TLDs) are represented by the suffixes in a URL, such as the familiar .com, .net and .edu. But with this latest move, nearly any term could become a top level domain. Companies would be able to reserve an entire TLD the way they reserve a domain name. Apple, Inc., for example, could register .apple, .ipod or their current .mac brand. Corporations may seek to secure top level domains relevant to their industry, like MySpace buying .friend, or CNN acquiring .news. Expect a good fight over .mp3 and .video.

While ICANN has gradually increased the number of top level domains over the years – there are currently over 20, not including geography-specific TLDs – there have been criticisms over their effectiveness. Top level domains like .aero for the aviation industry and .coop for co-operatives and subsidiaries were considered too narrow in scope to be very purposeful. Other more generic TLDs like .info and .biz became stigmatized when spammers and other unsavory folks snatched them up by the hundreds upon their release for malicious purposes.

In part to prevent such a TLD “land grab”, the price to register a new TLD is set at $100,000. Additionally, ICANN will review complaints if someone feels their brand name has been inappropriately used (so don’t go registering .twistique, folks). But while the price point all but ensures only serious applicants, some wonder if it will change the Internet landscape much. Even now, most entities would prefer an awkward .com domain name to a descriptive .pro. (Yes, .pro is a real TLD. See my point?)

It is questionable if major companies would risk diminishing their well-recognized domain names in lieu of custom TLDs, but it is expected that many larger companies will scoop them up if only to preserve their brand names and trademarks. Keep on the lookout for www.weownyourworld.google.