Firms looking to boost their prominence in the capital race for .london address

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The domain name of ‘.london’ has been registered by companies wanting to boost their prominence in the capital.

From early 2014 companies can sign up to have their website name finish with .london as opposed to .com or .co.uk.

It is hoped that taxi firms, hotels and retailers will be tempted to snap up the new names to promote their brands.

A significant part of the sign-up fee will go to the Mayor of London’s office, with AIM-listed Top Level Domain Holdings taking a cut.

The group yesterday announced it won the rights to distribute a tranche of website endings including .rugby, .budapest, .vodka and .rodeo.

It will now pass to regulator ICANN to approve the endings before the group can begin selling.

  More... Want to be a big hitter on twitter? Read our guide to social media Looking for the best internet deal? Use our broadband finder

‘This step change in the industry should provide an exciting growth opportunity,’ said analyst Tintin Stormont at N+1 Singer, who called the business of selling online domain names ‘highly profitable’.

in the company rose 0.25p to 6.62p.

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