The capital’s bid to secure a .london internet address ending has been confirmed on a list of domain name submissions announced in London.
An application has been submitted to control the new generic Top-Level Domain (gTLD) for London, which would work alongside existing .com, .co.uk., .org and .tv addresses.
London & Partners has appointed Minds + Machines Ltd as its registry services provider for the bid and the firm will help the application be assessed as quickly as possible.
Other notable applications announced by the Internet Corporation for Assigned Names and Numbers (Icann) include .sucks, which has been requested by Vox Populi Registry Inc. and Top Level Spectrum Inc.
Applications have also been made for .sex and .porn, while Uniregistry Corp. has placed a bid for .sexy and .lol.
The new domains have been popular with British organisations such as the BBC, which has applied for .bbc, while Land Rover has applied for .landrover and high street chain Boots has requested .boots.
A number of other applications are also based on geographic location, such as .wales and .cymru from Nominet and .scot from Dot Scot Registry.
The likes of Amazon and Microsoft have also applied for domains reflecting their brand names.
Google has put in a request for a number of terms related to its products, including .google, .gmail, .hangout and .youtube. It has also applied for .music, but will face competition from Amazon and six other groups.
Icann received a total of 1,930 requests for its first round of new web endings from 60 different countries, with 650 applications from Europe alone.
Gordon Innes, CEO of London & Partners, said: “London is a city that leads on business and digital innovation and our work with Minds + Machines on the Dot London proposal demonstrates this.
“Dot London will create opportunities for London and Londoners, help improve the delivery of public services, promote innovation, and generate revenues to be applied in the public interest of Londoners.
“We look forward to working with our partners and interested parties whose involvement will be critical to Dot London’s ultimate success.”
The first batch of new domains will be allocated in the first quarter of next year, Icann believes.
Matthew Jaffa, the London senior development manager of the Federation of Small Businesses, believes a .london web domain would appeal to companies if it is approved.
“The majority of businesses in London want to be in London for the postcode, which adds gravitas, so having .london in a web address would also add gravitas.
“You are likely to see new start-ups taking advantage of it. It would be an administrative expense for businesses which are already established and they don’t want to have to make changes from their current web domain.
“These businesses will not want to change literature and business cards to reflect a new web address.”
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