In January 2012, the Internet Corporation for Assigned Names and Numbers will begin accepting applications for potentially hundreds of new generic top-level domains (gTLDs).
So who will apply for a new gTLD?
"I have a hard time seeing it right now," says Christopher Glancy, an intellectual-property attorney at White & Case. "You have to wonder whether or not owning the domain .company is really going to end up increasing your bottom line when you already own company.com."
What remains to be seen is how it all fits into a marketing plan, Glancy says. For companies and cities, it's a waiting game riding on changing consumer behavior.
"Ultimately, I think the consumer will be the deciding factor here," Glancy says.