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New Domain Name Suffixes Could See Amazon Owning ‘Joy’


New Domain Name Suffixes Could See Amazon Owning ‘Joy’
The Internet address system is set for its largest expansion since its creation in the 1980s. The organization in charge of Internet addresses, the Internet Corporation for Assigned Names and Numbers (ICANN) has recently announced the proposals to introduce hundreds of new Internet suffixes.
An internet suffix is the ‘.com’ or ‘.co.uk’ part of a domain name. And, in the next few years, there could be a significant increase in the number of Internet suffixes, as this post explains.
Nearly 2,000 proposals received for new domain name suffixes
ICANN received 1,930 proposals for 1,409 different suffixes before the deadline of May 30, 2012. Most of the applications came from North America and Europe although around one hundred were for suffixes in non-English characters, including Chinese, Arabic and Thai.
Bidders paid $185,000 per proposal. High profile requests included Amazon who are seeking to register ‘.joy’, Google who want ‘.love’ and L'Oreal who are looking to register ‘.beauty.’
ICANN CEO Rod Beckstrom said: "The Internet is about to change forever. We're standing at the cusp of a new era of online innovation, innovation that means new businesses, new marketing tools, new jobs, new ways to link communities and share information."
However, critics wonder how successful these new domain suffixes will be in the modern age. Alternatives to traditional ‘.com’ or ‘.co.uk’ suffixes have had mixed success and, increasingly, consumers find websites through search engines rather than going to a URL directly.
Other critics believe that it would be wrong to allow major corporations to own generic suffixes. Stephen Ewart, marketing manager of Names.co.uk, said:
“Once you own these spaces, you can write your own terms and conditions. Big brands can decide who can be there and decide what can be put in that space. It's a bit cynical to think someone can be locked out of ‘.joy’.”

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