ICANN new generic Top Level Domains logo

.MELBOURNE One Of 300 Passing ICANN’s Initial Evaluation

The first Australian generic Top Level Domain application has passed its initial evaluation. On Friday ICANN said ‘.melbourne’ has passed its technical and financial evaluations, with the number passing this stage now reaching 300, and being the next step in getting the gTLD up and running.The .melbourne is being led by the Victorian State Government, City of Melbourne and technology provider ARI Registry Services and is the first of 41other Australian applications, largely representing that .melbourne gained a relatively low number in the prioritisation draw (350th) compared to say, .sydney (1352nd), out of an overall pool of approximately 1900 applicants globally.Melbourne will be joined by the likes of London, Tokyo, New York and other high profile world cities and regions securing their own piece of online real estate.The plan for .melbourne is that it will usher in a unique online community for local people and businesses that will be targeted to their needs. .melbourne will be the home of trusted and genuine online content about Melbourne and Victoria.Adrian Kinderis, CEO of ARI Registry Services, congratulated the Victorian Government and City of Melbourne on their collaborative vision and investment in the long-term digital strategy for the people of Victoria.”Geographical locators have always been important as a part of identifying where an online business is physically located. The success of, and immense value in, the .au brand is testament to this. .melbourne is part of an evolutionary change that will take this identification to another level,” Mr Kinderis said.”The State Government of Victoria and City of Melbourne have long recognised the value of a strong city brand. Through .melbourne, these governments now have an important and unique digital asset to amplify the global reach of Melbourne with every domain name registered under it.””.melbourne will become a quintessential part of the city’s business brand. Internet users will turn to .melbourne for familiar, trustworthy and local online content while savvy businesses will use the namespace to tap into the booming ecommerce potential of the city,” Mr Kinderis said.Following today’s successful completion of ICANN’s evaluation process, Mr Kinderis said ARI Registry Services will continue to work with the Victorian State Government and City of Melbourne on the remaining necessary steps, with the view of .melbourne being available in 2014.Businesses and Melburnians interested in registering a domain name under .melbourne are advised to stay tuned for a launch announcement expected in the coming months.