Fourteen years ago, a handful of companies acquired something most people didn’t know existed — their own internet suffix.
Most corporate leaders ignored the opportunity. Some dismissed it as a gimmick. Others never seriously considered it.
This summer, they have another chance.
ICANN — the organization that coordinates the internet’s addressing system — is accepting applications through August 12 for branded internet endings. Instead of only building their online presence around “.com,” companies can apply to control suffixes that match their own brands, such as “.google” or “.amazon.”
The last application round took place in 2012. Once the current window closes, another opportunity may not arrive until well into the next decade.
