For the first time in the history of the Internet, ICANN (the non-profit organization which runs the Internet) has approved the release of up to 1,000 new generic top level domains such as .yourbrand or .restaurants to anyone who wants to apply for one. There are already hundreds of declared applicants and more joining the list every day. While it is costly to obtain a new top level domain, likely at least $500,000 for the first year, they will need to protect their existing .com and brand in an exponentially increasing Internet world.
This rapidly changing new regime of the Internet will impact the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Largely under the radar of even sophisticated and savvy business executives, when the new Internet launches in late 2012 to early 2013, businesses of all sizes will need guidance on how to respond. Those lucky enough to catch on early and apply for their own top level domain between January and April of 2012 will be in for the biggest paradigm shift since the Internet began and potentially capitalize on the next channel of the Internet. In desperate need of attention and study, this book is sure to fly off the shelves when the new Internet is launched.