After six years of consideration, the Internet Corporation for Assigned Names and Numbers (Icann), plans to expand the number of website domain endings past the current list of 22, which include .com, .org, .info, .edu. and .net (Stevenson). This new rule will allow major corporations and companies to register almost any word, in any language, as their domain ending (Gross).
"Icann has opened the Internet's naming system to unlease the global human imagination. Today's decision respects the rights of groups to create new Top Level Domains in any language or script. We hope this allows the domain name system to better serve all mankind," said Rod Beckstrom, President and Chief Executive Officer of Icann (IBTimes). .
Icann is a nonprofit group, founded in 1998, that assigns addresses to Internet service providers. Icann has members from all over the world and is dedicated to "keeping the Internet secure, stable, and interoperable," according to Icann's website. Since their beginning, the company has expanded the list of domain endings to include such top-level domain names as .biz and .xxx, but the list will soon grow exponentially (Gross). .
However, the option won't be open for everyone. The cost for an individualized domain name will be at least $185,000 per domain application and $25,000 in annual fees, more for those who want to keep the name exclusively for themselves (Gross). The application money will help cover the cost incurred by Icann in implementing the new policy. A smaller portion will also go to charities that cannot get the endings they want (Stevenson). Several organizations such as .unicef, .paris, .nyc, .canon, and .hitachi have already publicized their plans to claim a domain name, but many companies and governments refuse to comment for competition reasons (Gross). .
Retailers are excited at the new opportunity for branding. A personalized web domain essentially marks a companies' legitimacy on the web.
