No longer will Internet domain names be limited to .com, .co.uk, .net and the other few options available, as from a few days time almost any word can be accepted.
This new generation of domain extensions will allow companies, charities and communities to apply for any characters after the "dot", from .dog to .realestate.
The changes are coming in to play on January 12, 2012 and looks to revolutionise the nature of website domain names forever. This will put an end to companies battling cybersquatters over acquiring their own brand name and having to pay a hugely inflated price to regain control of their brand from online nuisances such as counterfeiters and fakers.
Yet there will be a hefty price tag that comes with the freedom to choose a domain extension. ICANN (the regulatory body for Internet naming conventions) will charge an application fee of $185,000, and an application will take time to go through the acceptance process and equally it may be denied. In addition, the accepted internet domain name will have to be used for a minimum of 10 years. Putting this cost in perspective regarding the benefits gained by the brand, however, it is perhaps a small price to pay.Copyright Press Association 2012