The Internet could see its most radical shake-up in years if plans to open up the current web address system are passed.
The Internet Corporation for Assigned Names and Numbers (Icann), the web regulator, will vote tomorrow to decide if the rules on top level domain names, such as .com or .uk, can be relaxed – potentially allowing the floodgates to open to global web branding.
Martin Warner, new media entrepreneur and the man behind Technology of Tomorrow 08, says that deregulation will effectively tackle the limitations of current domain groups.
“The sheer growth of the Internet requires Icann to address this in a way that will be embraced by the existing companies and individuals who are already on the Internet and have top level domains,” he says.
“Perhaps the biggest problem will be transitioning to a new domain order, making every known company change from .com or .co.uk to the latest domain or a domain just representing their name.”
Also, while companies will probably be able to secure domain names based on their intellectual property, some domain names could become subject to contention, starting a bidding war, he says.
“The change will provide opportunities for establishing brand names, and this will be on offer to many who get in early to establish a clear identity,” suggests Warner.
“Icann need to carefully observe the nature of displacement from a brand and competitive perspective. Creating a high value domain system that everyone can identify with will have its hurdles,” he adds.
|