iiNet will become the first Australian telecommunications company to apply for its own top-level domain (TLD), seeking to obtain the .iinet TLD.
The applications for TLDs close on 12 April, and iiNet has announced that it will partner with ARI Registry Services to get hold of the .iinet TLD.
The initial application will set iiNet back US$185,000, and, if iiNet gets its TLD, it will be required to pay an annual fee of US$25,000. The first TLDs will come into use in 2013.
According to ARI CEO Adrian Kinderis, the TLD will allow iiNet to "create a secure, authoritative digital asset capable of delivering online content to specific audiences in an intuitive and trusted manner".
"iiNet will inherit a core piece of internet infrastructure that is theirs to do as they choose — this is something that their competitors and major brands should be envious about," he said in a statement.
ZDNet Australia asked iiNet about specific uses for the TLD in an age where links are increasingly delivered through shortened URLs and via social-networking sites, but no response had been received at the time of writing.
By January this year, Melbourne IT had received around 100 applications for .brand domains, and over 300 expressions of interest. The New South Wales and Victorian governments are pushing for the .sydney and .melbourne domains, respectively, while the Australian Football League (AFL) is seeking the .afl TLD.