Dot.anything you like - but it'll cost you

The scramble for dot.anything is about to open up to everyone.

Global corporations, entrepreneurs and governments worldwide — including NSW and Victoria — are gearing up to apply for their own signature domain name that could change the shape of the internet.

Applications for ICANN's (Internet Corporation for Assigned Names and Numbers) new Top Level Domain program open on Thursday, with a 90-day window and more than 1000 submissions expected from across the world.

The process isn't easy, or cheap: the application alone costs $US185,000 ($A179,900), and applicants undergo a rigorous screening process that examines their financial ability, technical know-how and organisational capacity to run their own Top Level Domain.

But the rewards could be substantial.

The value of owning a domain name such as dot.golf or dot.music can only be imagined right now but insiders say it's going to revolutionise consumer behaviour online.

"It's not about the internet as it is today, because that is about to evolve. This will impact every single internet user," said Adrian Kinderis, CEO of ARI Registry Services, which is working with over 150 potential applicants globally.

"This is going to be the new way that (big brands) promote their product. This will change consumer behaviour and it will be the next evolution that we all need to face."

An estimated 50 to 100 applications are expected to come from Australia, with the financial and IT sector currently leading the charge.

"Trading a beacon of trust on the internet through registering your own dot.brand is very valuable to someone like a bank because for them trust and security is paramount," Kinderis told AAP on Wednesday.

Trademark holders are protected when applying for a brand domain name but when it comes to generic names like dot.film, the application process is open to all who fulfil ICANN's criteria.

Therefore, competing successful applicants will be requested to attempt to come to an agreement between themselves over who gets the domain name.

"If you can't come to an agreement, then you're off to auction and the deepest pockets will win," Kinderis said.

"They now have to bid against each other with ICANN getting the proceeds. That could go to tens of millions of dollars."

Owning the dot.Sydney and dot.Melbourne Top Level Domain name has appealed to the NSW and Victorian governments, which have both prepared applications.

No one can apply for a city name without written approval from the relevant government but they could face competition from cities of the same name.

Melbourne, Victoria, could find itself heading to auction against Melbourne, Florida for example.

Once applications close on April 12, all eyes will be on May 1, when ICANN will release the complete list of applications.

The first Top Level Domains are expected to appear online in early 2013.

Until then, Kinderis is predicting a "mad rush" of applicants working to get their application in before April 12.

"Now they see that it's actually opening up after five years, people are scrambling. There is absolutely going to be people who miss out," he said.

"Once that window closes that's it."

He predicts it will be at least another four years before that window is reopened.

"You only get one shot, so you should mobilise, seek appropriate help and look at what the future opportunities are. Because you are future-proofing your company here."

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