London has joined Berlin and New York by providing new top-level domains ending .London. The new local domain names are being created by the International Corporation for Assigned Names and Numbers (ICANN) who are the worldwide body in charge of web addresses.
London however, is not the only location to receive a tailored .London domain. It follows in the footsteps of .Berlin and .NYC and will shortly be followed by .Miami, .Vegas, .Stockholm, .Instanbul and .Wein.
More than 50,000 people have already expressed an interest in the .London domain with Metro Bank, Fortnum and Mason and West Ham United being the first to secure it. London and Partners who promote the city have said that the .London domain would carry a premium because of its exclusivity, with each domain name expected to cost up to £50 annually. Applications at buydomains.london are open for the next three months.
Jan Corstens, a partner at both Deloitte and ICANN’s Trademark Clearinghouse has said “be it a small London café or one of the capital’s prominent sports clubs, a .London Web address offers a stronger online connection to the London community surfing the Web.” Mark Skilton, Professor of Practice at Warwick Business School believes that “this is a good move for major hub cities like London,” and that “with some large early-entry cloud brands like Google, Amazon and others already dominating [the Internet], it’s important that the next level of digital ecosystems — which will see the Internet of things pervading into homes, work, connected transport, health, retail and many others — is balanced with regional and social identity for everyone and not just select providers.”