The web is about to undergo one of the biggest upheavals in the way it is organized in decades. Since its inception, ICANN has kept a tight grip on the number of top-level domains. Over the next few months the number of generic top-level domains is going to explode. ICANN has been slowly working its way through a long list of applications for the management of new generic top-level domains. The process is coming to a conclusion and soon registrars will be able to start taking registrations for a significantly expanded range of gTLDs.
The new gTLDs, of which there will eventually be hundreds, introduce tremendous branding opportunities for businesses, but they also have the potential to cause headaches if companies are not properly prepared.