For years the web has bumbled along with a motley crew of domain suffixes such as .com, .net and co.uk playing the ‘bottom half of the cow’ to the top half of www.
However, 2014 will see this change as the humble web domain suffix grows up and starts to change the face of the internet forever. As V3 noted last week, the .london domain is now up for grabs and interest is already said to be high.
This new domain is just one of over a 1,000 that are being made available by the Internet Corporation for Assigned Names and Numbers (Icann) alongside others such as .technology, .cloud and even company-specific ones such as .Apple and .Google.
Furthermore, Nominet, the organisation responsible for domain addressing in the UK, has now announced that a new, shorter .uk suffix will be made available from 2014, which could mean many firms are forced into some tough branding decisions.
A website such as V3 could change from V3.co.uk to V3.uk, for example. But Nominet has said no old suffixes will go, so many firms may choose to stick with their existing setup. However, that could lead to an imposter stealing the similar .uk domain and causing confusion for customers.
To stop this happening, Nominet is giving firms with existing .co.uk domains the chance to have the .uk version of their domain first, and they have a five-year holding period to decide if they want to use it. After that, though, anything goes.
For firms, this poses some questions. Do you take the new domain and just run it in the background, and if people head to it they’ll end up on your site anyway? Or should you make the short domain the new brand for your firm? Or try and use both at the same time?
And what about the new top-level domains on offer from Icann? Is it worth splashing out for an entirely different type of domain – one that internet users may not realise exists – or should you just stick with the same domain you've been using for years and trust that no-one will come up with a domain brand that proves better for marketing?
It may take some years for this all to happen, but the web as we've known it looks set to change forever.
By V3's Dan Worth, who's the master of his own domain
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