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Are You Ready For The .BRAND New Internet; Fundamental Change to The Internet History

domain-names-icann-new-tlds-brand-new-domain-extensionsICANN Approves New Top-Level Domains, So Prepare For .Whatever

A handful of not very descriptive top-level domains, such as .com, .net, .org, as well as country-specific TLDs are what the web is currently made of, but this is about to change drastically.

In June 2011, ICANN (Internet Corporation for Assigned Names and Numbers), the international authority over top-level domain names, has approved the expansion of generic TLDs which will allow companies and organizations to create domains for their branda (such as .coke) or simply create generic names (such as .car or .green). Companies and brand holders, cities and communities can register their own TLD. Some organizations have already announced their intention to apply for new TLDs such as .MADRID, .CANON, or .DELOITTE.

The way people navigate and spend time on the web is changing. Ultimately, domain names still matter a lot. But how people navigate to web sites and interact with brands is continually adjusting.

In January next year 2012, a revolution is set to usher in the most expansive and fundamental change to the Internet in its history. The new Top-Level Domain Program, administered by the Internet Corporation for Assigned Names and Numbers (ICANN), will see web addresses move beyond the traditional .com to .anything in a dramatic shift that will introduce a new platform for creativity and major new revenue streams for online investment.

For those not aware, the program will allow brands, entrepreneurs and governments to apply for their own version of .com – moving from pepsi.com to .pepsi for example – and secure a unique slice of Internet real-estate that will dramatically change the way Internet users around the world navigate to find content online.

Future of the Internet

IPods, iPhones, Xboxes, and TiVos represent the first wave of Internet-centered products that can’t be easily modified by anyone except their vendors or selected partners. These “tethered appliances” have already been used in remarkable but little-known ways: car GPS systems have been reconfigured at the demand of law enforcement to eavesdrop on the occupants at all times, and digital video recorders have been ordered to self-destruct thanks to a lawsuit against the manufacturer thousands of miles away. New Web 2.0 platforms like Google mash-ups and Facebook are rightly touted—but their applications can be similarly monitored and eliminated from a central source.

Bloomberg interview with Adrian Kinderis on New Top-Level Domains from AusRegistry International on Vimeo.