Thursday, 12th April 2012, 16:19:16
London and Partners, the capital's official PR agency, has applied for a .london domain name.
With the help of Top-Level Domain Holdings (TLDH), the company has filed its application with the Internet Corporation for Assigned Names and Numbers (ICANN), just ahead of the deadline for registering new domains.
Today (April 12th) ICANN closes the doors to companies hoping to register a new generic top level domain name.
Application details will be revealed at the end of the month.
ICANN opened up the possibility for firms to register any domain name that they wanted, rather than generic ones such as .com and .org.
For example, they could choose something to help their brand stand out more in the world of marketing and e-commerce, such as .nike or .pepsi.
Businesses had to sign up to the process by March in order to qualify for registration.
Canon and Google are among the companies rumoured to have taken part in the application.
A Google spokesperson told the BBC that the move would help to create a "smooth experience for web users".
"We plan to apply for Google's trademarked gTLDs, and we're currently exploring opportunities to apply for new ones as well," they said.
Earlier this year, .uk domain names manager Nominet confirmed that it was applying for .wales and .cymru, in a similar fashion to .london.
However, it is not an easy process – each company has to pay $185,000 (£116,355) just to apply, and annual fees are around $20,000.
They may be able to recover some of the charges by selling their domain names to people or brands.
Last month, the number of registered internet domain names passed the 225 million mark.
It seems likely that the new ICANN rules will increase this even further, as there are just 22 top-level domain names in existence at the moment.
Posted by Kevin Jenson
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