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ICANN (Internet Corporation for Assigned Names and Numbers) described its decision to approve the creation of new gTLDs such as .PARIS, .APPLE, .LONDON, etc., as historic, and believe the new extensions will ‘shake up’ search results. This initiative means that website addresses could adopt almost any word, in any language as their extension, making the Internet open to users whose language contains accented characters. It will give organizations the opportunity to optimize their brand, country or highlight their ‘good cause’. Early applications include: • .EARTH, .HOTEL, .MUSIC, .RADIO, .SHOP • .AFRICA, .LONDON, .NYC, .PARIS • .GAY, .WINE, .GOLF, .PEACE • .CANON, .DELOITTE, .UNICEF Is it worth it? Unfortunately, these new extensions are not cheap, with $185,000 application fee, followed by a $35,000 management fee per year. You must also demonstrate sufficient capital to ...

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