Billed as the domain name reserved exclusively for individuals, a new Internet suffix, .name, went live today.
London-based The Global Name Registry Ltd. said in a statement that the launch of the new domain marks a breakthrough in the expansion of the Domain Name System (DNS) and offers consumers everywhere the opportunity to set up unique, highly personal and secure online identities.
Global Name Registry, the company operating the new domain, said .name is the first Internet domain reserved for individuals rather than businesses, which typically use .com., .net or .org.
The company said .name allows an individual to create a personal Web address, www.firstname.lastname.name, as well as an e-mail address, email@example.com. The company has registered 60,000 domain names and e-mail accounts so far and said that in the future, consumers will be able to use their .name address as their mobile phone number and as a digital key for e-commerce transactions.
"The number of registrations recorded shows great potential for growth of the .name customer base, highlighting a great demand for individual space on the Internet," Andrew Tsai, CEO of Global Name Registry, said in the statement. "Global Name Registry is pleased to be able to offer consumers a top-level domain that will serve the needs of the individual online and will rapidly become the platform for their personal digital identity."
Officials at Global Name Registry could not be reached for further comment.
Last year, the Internet Corporation for Assigned Names and Numbers added seven new top-level domain names: .name, .biz, .info, .pro, .museum, .aero and .coop. Although it had been stalled by a lawsuit over its distribution practices, .biz was finally activated in November.