June 23, 2011 in Business

New domains may not get much use

Bridget Carey McClatchy

MIAMI – Now that the governing body of the Internet has declared that “.anything” is possible, don’t expect the unique website extensions to get much use, domain industry leaders say.

Starting next year, companies that don’t mind forking over $185,000 can apply to create their own domain suffix, whether it’s a generic name such as .hotel or .blue, or something specific to a brand, like .coke. If accepted, the owner has to pay an additional $25,000 annually.

It’s possible Disney could buy .mickey, .espn or .magic. Rand McNally could buy .map – unless Google snags that suffix first. All requests must be approved by the Internet Corporation for Assigned Names and Numbers, which announced the new domain possibilities Monday.

Some experts in the domain name industry are calling this a pointless service created by ICANN to profit off companies who will pay just to secure a brand identity.

In turn, it also means more business for marketing agencies charged with giving a useful purpose to the costly extensions.

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