New Web address endings could be start of turf wars

[MillCreek]

From USA Today's website (04-07-09)

 

New Web address endings could be start of turf wars

 

A sea change may be coming to cyberspace with Web addresses ending in anything from .a to .z. That has businesses increasingly worried they will have to spend millions to guard their brand names.

 

The familiar .com, .net, .org and 18 other suffixes — officially "generic top-level domains" — could be joined by a seemingly endless stream of new ones next year under a landmark change approved last summer by the Internet Corp. for Assigned Names and Numbers, the entity that oversees the Web's address system.

 

Tourists might find information about the Liberty Bell, for example, at a site ending in .philly. A rapper might apply for a Web address ending in .hiphop.

 

"Whatever is open to the imagination can be applied for," says Paul Levins, ICANN's vice president of corporate affairs. "It could translate into one of the largest marketing and branding opportunities in history."

 

Many businesses see more problems than profits — opportunities for scammers to exploit brand names and mislead consumers, or even attack brands.

 

Remainder of Story

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