The Internet Corporation for Assigned Names and Numbers (ICANN) has approved the UK capital to use .london web domain name, making it one of the first cities globally to have its own domain name.
As per the approval, businesses, individuals and organisations in the British capital would be allowed to apply for web addresses with .london suffix from spring 2014.
Claimed to boost online presences and promote the British capital, the new domain name is set to be adopted by tens of thousands of businesses, including some of London’s most esteemed brands including Selfridges and Carnaby Street.
The Mayor of London, Boris Johnson, said adopting the .london suffix will enable organisations to more closely associate themselves with the city’s powerful global brand.
"This is also an excellent opportunity to expand London’s digital presence, which in turn is set to generate funds to invest back into the city," Johnson said.
London & Partners’ new subsidiary Dot London Domainsm will be responsible for managing the new domain, while London-based Minds + Machines will offer registry services.
London & Partners chief executive Gordon Innes said that London businesses and organisations are extremely excited about the opportunities .london presents.
"We are already seeing huge interest – not just from London’s most prestigious stores and visitor attractions, but also from local businesses and tradespeople," Innes said.
"Applicants will get a domain name that links them with London and is easier to remember and more powerful, potentially resulting in more customers."
