[LINK] .nike

[stephen at melbpc.org.au]

May have been linked ..

Most firms unaware of Web domain changes: survey
Reuters June 9, 2009, 9:07 am


LONDON (Reuters) - Two thirds of businesses are unaware they will be able 
to use  their own name  in place of domain extensions such as .com, .org, 
or .net when Internet domains are liberalized next year, according to a 
survey.

The change would let the likes of Nike or Microsoft control their own 
domain and better exploit their brands, and also counter cyber-squatters 
who use variations of brands on the 280 or so existing domain extensions.

"If you have .nike for example, you can create real and specific branded 
Websites, like 'running.nike' or 'runlondon.nike'," Joe White, chief 
operating officer of domain registrar Gandi.net, told Reuters in an 
interview.

The Internet Corporation for Assigned Names and Numbers (ICANN), which 
oversees domain names, is expected to start taking applications for new 
top-level domains early next year, said Future Laboratory, which 
conducted the research.

But the move is not on the radar of a majority of companies, the survey 
for Gandi.net found.

"(Companies) are generally completely unaware of this change coming down 
the line," said White. "This change has not yet permeated into the 
mainstream for businesses or consumers."

"However, those businesses which are aware actually see the prospect as 
being quite exciting," he said.

The price of $185,000 will initially limit applications to the largest 
corporations and organizations, said Tom Savigar, Strategy and Insight 
Director at The Future Laboratory.

ICANN is expecting 300-500 applications when it opens its doors in the 
first quarter of next year, he said.

"You'll see the big global corporations getting there early to own more 
of their online space," he said.

"(Owning their domain) could secure a higher level of credibility and 
recognition."

Smaller businesses will be able to use more specific extensions to match 
their business sector or geography such as ".london" or ".paris," he said.

The Future Laboratory surveyed 100 e-commerce managers; 50 from high-
street companies and 50 from small and medium businesses online.

(Editing by Dan Lalor)

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Cheers,
Stephen