iiNet has applied for its own .brand as part of the generic top-level domain (gTLD) program.
The ISP is looking to take the .iinet domain name ending.
The Internet Corporation for Assigned Names and Numbers (ICANN) opened up applications for gTLD in January, which allows for registration of Web address endings that are unique rather than the standard .com or .net and so on.
Endings such as .hotel, .bank, or even .myer will be acceptable.
Domain name management companies are expected to rake in millions from the new gTLD program.
According to Melbourne IT, the gTLD program will open up doors to a multi-billion dollar business.
iiNet has partnered with ARI Registry Services for the .brand registration process.
“Through its own .brand TLD, iiNet will create a secure, authoritative digital asset capable of delivering online content to specific audiences in an intuitive and trusted manner,” ARI Registry Services said in a statement.
According to iiNet, it is the first Australian telecommunications or technology provider to apply for a .brand domain.
iiNet operations manager, Roger Yerramsetti, said the ISP is looking forward to new possibilities and opportunities a .iinet domain ending would bring.
Applications for gTLD closes April 12.
The first new TLDs are expected to go live in early 2013.