This year the internet is changing. For the first time in a generation London businesses have an opportunity to claim a web address that associates them with London, one of the greatest cities on earth, and make their web address more relevant and memorable. It is why we are supporting the new Dot London domain.
It is hard to imagine that 25 years ago few of us had heard of the internet now we take it for granted: watching films on demand and buying the weekly groceries.
To date companies have marked their presence online with generic internet domains like .com or .co.uk. From April 29 London businesses will be able to choose something more relevant and memorable -.london – a domain uniquely associated with the city and its powerful global brand. However, a web address ending in .london says more about a business than just where it is – it is a statement about who they are and the aspirations they pursue.
As companies we rely on the web as a shop window for delivering goods and services. But it is also a tool for making connections. Twenty-five years ago it was about connecting computer networks. Today it is about connecting with people, communities and customers – and being relevant to them.
As the internet changes so businesses must evolve. We are all signing this open letter in support of the new Dot London domain and for all the benefits we believe it can bring. We would urge others to support it as well.