Domain name gradually branded Internet brand URL suffix 12th Open

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One of the biggest changes in the Internet field in 30 years has begun. From 12th onwards, anyone can register any network address suffix at a price of 185,000 dollars.

For example, Ford Motor Company can use the. Ford suffix, which PepsiCo apparently wants. Pepsi suffix to launch the drink.pepsi (drink Pepsi) website. London Mayor Boris Johnson has announced that the city Hall intends to register. London suffix. Other cities, including New York, Paris, Sydney, Rome and Berlin, are also brewing plans to register top-level domain names.

Opening the ". Brand" domain name is the latest change to the strict nomenclature of the Internet. The internet has been used since 1985 to use the. com suffix, and since then the Internet name and number distribution company (Icann) has also opened the country suffix code.

However, the proposal to expand the domain name has not been welcomed by big businesses and governments. U.S. Federal Trade Commission chairman Joen Leibowitz warned that relaxing the Internet naming code would be a "disaster". "We see this will bring huge costs to consumers and businesses, but not much," he said in a congressional hearing on expanding domain names last month. ”

The Federal Trade Commission says ICANN has not taken adequate safeguards to prevent consumers from being fooled. In an open letter to ICANN, the commission said: "There is a high likelihood that consumers are suffering, and ICANN has a responsibility to assess and mitigate these risks." ”

More than 40 big companies, including Coca-Cola and Johnson, are also dissatisfied with the belief that expanding domain names will add to costs, confuse consumers and increase the risk of internet fraud.

According to ICANN, there are as many as 50 specific issues on the domain name application, which will exclude fraudsters and ensure that owners are granted the right to use their brand names.

Applicants can submit applications before April 12, followed by a 8-month assessment process. The first top-level domain names are expected to start in 2013.

Roland La Plante, marketing director of Afilias, a domain registration company, said he expects to receive 4,000 applications.