THE DOT LONDON top level domain name is now live and businesses and others with interests in aligning themselves with the UK capital city are advised to stake their claims.
The domain went live with support from London mayor Boris Johnson and a collection of companies and outfits willing to come forward and express their appreciation.
Lined up are food shops, football clubs and orchestras, and apparently each is quite pleased. The London top level domain name has been coming for a while, and earlier in April the mayor's London and Partners website called on businesses to embrace the suffix.
"For the first time in a generation London businesses have an opportunity to claim a web address that associates them with London, one of the greatest cities on earth, and make their web address more relevant and memorable," it said.
"It is hard to imagine that 25 years ago few of us had heard of the internet. Now we take it for granted."
Outfits that are already embracing another domain name include the West Ham football club, and its chairperson, Karen Brady, is glad to be leading the soccer pack.
"As the traditional London Club, with roots formed at the heart of the East End in 1895, a move to become the first football club to use the Dot London domain is a natural fit for West Ham United," she said.
Mayor of London Boris Johnson expects more outfits to follow. "There is enormous interest in Dot London from businesses right across the capital, not just from high street brands but from the small businesses that are the lifeblood of London's economy," he said.
"London leads the world in technology and our businesses are among the most dynamic and innovative anywhere so it is no surprise that so many see Dot London for the great opportunity it presents them."
London petitioned for its own top level domain name suffix along with Scotland in 2011. Those interested can apply for London domain names from today. A sunrise period runs until the end of July, during which time firms with a vested interest or relevant trademark will be favoured. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home