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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Europe E.coli is toxic new strain, trade row grows 11:27am EDT Romney charges that Obama has "failed America" 10:17am EDT Google reveals Gmail hacking, says likely from China | 8:08am EDT Jobless claims fall as labor costs tepid 10:43am EDT Blake Lively "nude" pictures fake, publicist says | 01 Jun 2011 Discussed 64 150 economists back U.S. Republicans in debt fight 53 Speculation grows over Sarah Palin’s 2012 plans 52 Air France jet crashed nose-up after 4 minute ordeal Watched Tornado hits Springfield, Massachusetts 2:43am EDT Massive Australian waterspout caught on film Mon, May 30 2011 Scientists revive ancient spider in stunning 3D detail Tue, May 24 2011 Internet addresses: Colombia's hottest export? Tweet Share this Email Print Related News Twitter CEO says 80 percent of advertisers renew Wed, Jun 1 2011 Google takes wraps off pay-by-phone system Thu, May 26 2011 Microsoft board backs Ballmer over Einhorn Thu, May 26 2011 Search engine Yandex up 55 percent on debut Tue, May 24 2011 Sarkozy's Web initiative faces reality check Tue, May 24 2011 Analysis & Opinion Tech wrap: Google reveals Gmail hacking The digital wallet soon to be in every pocket Related Topics Technology » Media » By Georgina Prodhan LONDON | Thu Jun 2, 2011 6:35am EDT LONDON (Reuters) - Global brands from Twitter to Amazon are buying up Colombian Internet addresses, as the country's .co domain attracts organizations unable to get their choice of .com address or who want a shorter name. Colombia, which had only 28,000 registered Internet addresses before it opened up the .co domain a year ago, has just signed up its millionth customer. "It's globally recognizable, it's short, and it's got an incredible technology behind it," says Juan Diego Calle, chief executive of .CO Internet, the registry operator for the .co top level domain. He says the company mainly attracts small businesses which cannot get a .com address that suits them -- some 90 million .com addresses have been registered. But top brands are signing up too. Twitter, for example, has bought t.co, Amazon has a.co, and U.S. online retailer Overstock is rebranding itself internationally as o.co. Calle, a Colombian and a serial Internet entrepreneur, raised $5 million to start .CO Internet and beat rivals including VeriSign, which serves as the global registry for .com and .net, to win the government contract to operate the .co domain. The Miami-based company took over the administration of .co in July 2010, and organizations or individuals can now simply buy a .co address for as little as $11.99 from Internet domain registrars such as Go Daddy. Attractive single-character names such as t.co are not sold through registrars but through private negotiations. The highest price the company has disclosed for a name is $350,000 for the sale of o.co to Overstock, but Calle says growing awareness of the .co domain as well as increasing demand for short names for mobile applications is driving prices up. "After Amazon and after a few of the other deals that we've done over the past few months, the price of one character is already north of $1.5 million," he told Reuters by telephone. Other countries have also capitalized on their top-level Internet domains. The Polynesian island of Tuvalu's .tv domain is used by many television organizations, while Montenegro's .me is increasingly popular for apps for smartphones like the Apple iPhone. Country codes are administered by ICANN, the non-profit group that coordinates the Internet's naming system. The codes were first established by the International Organization for Standardization in 1974, before the World Wide Web was invented. Top-level domains are currently restricted but an impending liberalization will allow individuals or organizations to apply to register any TLDs they choose, for example .paris or .green. Calle says he does not believe this will lower demand for .co addresses. "We are very excited about the new TLDs coming out," he says. "People have become used to seeing .com, .co.uk, but when they see a new thing like .co they're not always comfortable with it. As new extensions are rolled out, and they're marketed, we're going to see more awareness at the consumer level." (Editing by Andrew Callus) Technology Media Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. 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. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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