Say goodbye to the .coms

The Internet Corporation for Assigned Names and Numbers (ICANN) has announced the company’s seeking to own new domain names after the rules for web addresses were relaxed.

Instead of an address ending in .com or.net , for example, companies can apply to own more specific domains. Google has applied for .google and .youtube and Amazon has applied for .amazon.

More generic names, such as .music, have seen a number of companies, Google, Apple and Amazon included, fighting for ownership. Similar conflicts have occurred, with US drug manufacturer Merck & Co joining German competitor in bidding for .merck.

ICANN has received 1,930 requests and hopes to release the first round of 500 by March 2013.

The bidding process will cost applicants $185,000, with the winners then having to pay $25,000 annually just to keep the name.

The rule changes are part of a way to drive innovation on the internet, and to make it easier for people to find the specific websites they’re looking for.

Some companies, however, including Ford, Dell, Coca-Cola and Nestle, have complained that the process will give an unfair advantage to the winners of the first batch of new names and want the process to be handed over to the UN.

ICANN have defended the auction, telling the BBC: “The plan we have delivered is solid and fair. It is our fundamental obligation to increase innovation and consumer choice.”

It remains to be seen if users will take to the name changes, and whether there is really much point in trying to force them.