From the moment the Internet entered popular culture, it has been synonymous with the three-letter ending of many addresses on the global network: dot-com.
Despite literally hundreds of other Internet endings, all of which do the same basic job of providing a tangible location on an intangible computer network, the dominance of dot-com means that even now there are seven times as many Internet addresses with the "com" ending than the next most popular (dot-de, the German Internet extension).
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What's more, dot-CO has found the support of global brands from IBM to Starbucks, from Google to Twitter. The most valuable domains — those with just a single letter, such as "g.co" — have reportedly been sold for seven figure sums. Amazon bought three: a.co for itself, z.co for Zappos, and k.co for Kindle.
What makes the success of the .CO domain all the more remarkable is that it came after ten years of failed attempts by a range of other companies to break open the market for web addresses. Although it remains dominated by the 800 pound dot-com gorilla, with over 100-million registrations under its belt, dot-CO is being used as a template for the hundreds of new extensions who collectively threaten to turn the market for web addresses on its head.
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