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Edition: U.S. Article Comments (0) Editor's Choice Old worm won't die after 2008 attack on military Cancer death rates continue drop: report Mercury's origins may differ from sister planets Facebook may be good for friendships, politics U.N. climate talks make scant progress to save Kyoto Teens, young adults may drive flu epidemics: study Japan plant starts clean-up of radioactive water Comment: Amid global cybercrime, accidental hacks risk jail Video: Zoo seeks girlfriend for endangered parrot Slideshow: Chile volcano erupts Follow Reuters Facebook Twitter RSS YouTube Read IMF cuts U.S. growth forecast, warns of crisis 12:20pm EDT Rebecca Black's "Friday" video in legal battle 2:17pm EDT New York same sex marriage vote delayed 3:50pm EDT UPDATE 3-RIM swoons on grim results, shareholders fret 4:19pm EDT Quick Guide to the Greek crisis 9:21am EDT Discussed 113 Obama weighs new steps to boost jobs 72 Republicans to debate, with Romney the frontrunner 60 Delaware police interview teen about Congressman Weiner Watched Airbus' view of flying in the future Mon, Jun 13 2011 Hefner, fiancee split; Schwarzenegger mistress talks Wed, Jun 15 2011 Gloom deepens for Research in Motion 3:26am EDT small business brad feld: Your idea is not special Every day, venture capitalist Brad Feld receives pitches from entrepreneurs who think their idea is unique. "And they are wrong," he says, noting that Google was not the first search engine and Facebook was not the first social network. What matters most, he says, is "the entrepreneurs’ execution of the ideas." Full Article Top 50 small business workplaces Notes on raising seed financing ".brands" approach with Internet name shake-up Tweet Share this Email Print Related News VF buying Timberland, eyes outdoor gear sales Mon, Jun 13 2011 IMF cyber attack aimed to steal insider information: expert Sun, Jun 12 2011 Spain arrests Anonymous members over Sony attack Fri, Jun 10 2011 Special report: Scientists race to avoid climate change harvest Fri, Jun 10 2011 In media win, Apple relaxes rules for content Thu, Jun 9 2011 Analysis & Opinion 50+ job seeker? Tweet your way to a new career What happens when the meetingâ€™s over? Related Topics Technology » Small Business » Media » Steve Jobs » Customers look over Apple products at the company's retail store in San Francisco, California April 22, 2009. Credit: Reuters/Robert Galbraith By Georgina Prodhan LONDON | Fri Jun 17, 2011 12:39pm EDT LONDON (Reuters) - Brand owners will soon be able to operate their own parts of the Web -- such as .apple, .coke or .marlboro -- if the biggest shake-up yet in how Internet domains are awarded is approved. After years of preparation and wrangling, ICANN, the body that coordinates Internet names, is expected to approve the move at a special board meeting in Singapore on Monday. Today, just 22 generic top-level domains (gTLDs) exist -- .com, .org and .info are a few examples -- plus about 250 country-level domains like .uk or .cn. After the change, several hundred new gTLDs are expected to come into existence. The move is seen as a big opportunity for brands to gain more control over their online presence and send visitors more directly to parts of their sites -- and a danger for those who fail to take advantage. It will also change the way search engines like Google find results, and the way organizations use search-engine optimization to improve the visibility of their websites in search results. "As a big brand, you ignore it at your peril," says Theo Hnarakis, chief executive of Australian domain name-registration firm Melbourne IT DBS, which advises companies and other organizations worldwide about how to do business online. "We're advising people to buy their brands, park them and redirect visitors to their existing site, at the very least," says Hnarakis, whose more than 3,500 customers include Volvo, Lego and GlaxoSmithKline. If the change is approved on Monday, applications are likely to open in January for a 90-day period before closing again, potentially for years. It will cost $185,000 to apply, and individuals or organizations will have to show a legitimate claim to the name they are buying. ICANN is taking on hundreds of consultants to whom it will outsource the job of adjudicating claims. "The commercial participants are the most active, aggressive and articulate members of our society," ICANN CEO Rod Beckstrom told Reuters in a recent interview, saying trademark owners in particular were anxious about how the new regime would work. As well as big brands, organizations such as cities or other communities are expected to apply. GTLDs such as .nyc, .london or .food could provide opportunities for many smaller businesses to grab names no longer available at the .com level -- like bicycles.london or indian.food. The new domains will also change how ICANN works, as it will have a role in policing how gTLDs are operated, bought and sold. Until now, it has overseen names and performed some other tasks but has been little involved in the Internet's thornier issues. To prevent so-called cyber-squatting, gTLD owners will be expected to maintain operational sites. ICANN will have to approve transfers to new owners at the top level. (Editing by Andrew Callus) Technology Small Business Media Steve Jobs Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. 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