The web has been buzzing this week with discussion of what will happen when the organisation that controls the internet’s address system, ICANN, throws the system open to big changes.

Belfast could benefit from new domain name options that will become available next year

From next year, ICANN (www.icann.org ) plans to allow web site owners to choose their own extension (or generic top level domain to use the industry jargon), instead of dotcom, dotnet, dotco.uk and the other permutations which are already available. If you thought the introduction of extensions like dotinfo, .tv and so on was awkward for business, just wait. It has been easy enough to buy up the 21 currently available versions of your own web address to ensure that others don’t “squat” in your space.)

The new system will introduce a great deal of much-needed flexibility into an address system that was creaking under the weight of the sheer number of web sites being established. It will also — it’s hoped — prevent cyber squatting, where someone buys up a domain belonging to someone else.

ICANN’s application rulebook outlaws the practice. As a further discouragement, there’s the question of the cost of registration. It’s expected to be $100,000, which is enough to put anyone off.

If you happen to be Coca-Cola (www.coca-cola.com ) and have a bit of cash at your disposal, the cost is unlikely to be a major issue. The new system is also likely to be a big help when it comes to marketing.

From next year, for example, the company will be able to use its own product as an extension — so, its web addresses might end with dotcoke. That would allow it to run campaigns or dedicated sites for a specific product (www.diet.coke for example).

But if you are a much smaller company whose brand name is vital to your business, it’s not wonderful.

There’s another problem that the new system won’t help solve for small businesses.

According to a survey by domain name specialists Gandi Group (www.gandi.net ), 28% are not happy with their current web addresses, complaining that they had to settle for second best because someone else had already chosen their preferred one. If they are not quick off the mark on this occasion (with a bundle of money in hand), the same thing may happen again.

I’m not talking about particular brand names, but about generic titles. To take one random example plucked from Google (www.google.com ), a company called Victorian Bathrooms (www.victorianbathrooms.com ) succeeded in registering its own name. A competitor, Traditional Bathrooms, would have liked the same address to improve its chances in a web search, but had to settle for www.victorianbathrooms4u.com, which comes lower down the order in the list of results.

But what about the impact of all of this on consumers?

My guess is that they will continue to use search engines to find what they are looking for. How many people do you know who bother to type in a full address in the bar at the top of the browser?

One thing the changes will achieve, however, is to build new spaces and communities under one domain.

New York City has already expressed interest in the extension dotnyc — and there’s no reason why Belfast shouldn’t do the same, supported by business. Owners of accommodation could all benefit from hotels.belfast, for example, while eating establishments could use the umbrella of restaurants dotbelfast or food.belfast. A more detailed exploration of how New York is hoping to benefit can be found here: http://bit.ly/4OLKF.

ICANN had originally intended to start accepting applications for the new domains in mid-2009 but its optimistic timescale was challenged by the US Commerce Department and some businesses. It now plans to take applications from next January. Read more at http://bit.ly/4o73OE.

Rob McConnell is regional director for SQS NI. (www.sqs-uk.com ). His email address is rob.mcconnell@sqs-uk.com