There is a new “.eu” top-level domain on the way, which will enable businesses and individuals to choose a pan-European Internet name for their websites and e-mail addresses.

Pre-registration of domains has already started as from 7th December 2005, and this so called “sunrise period” will last for 4 months. During this time, any holders of prior rights can apply for the registration of their domain names, so long as they fulfil the basic criteria, part of which is being resident or having a registered office in the EU.

After that point (7th April 2006), registrations will then be opened up to the general public - rather quaintly, they call this period the “Land Rush” in a way that seems almost reminiscent of the old GoldRush of the Wild West!

So will it be a “Gold Rush”? Well, from an online branding point of view then it is certainly something to be considered - up until now, the two major top level domains for UK companies have been .com and .co.uk so this will now add a 3rd which should manage to grow in strength over time. So , just as I currently recommend UK companies to take the .com domain name even if they wish to trade off the .co.uk, so it may well be valid for companies to consider safeguarding their brand online by registering the .eu domain as well.

For other people the emarketing interest will be if they missed out on the .com or .co.uk version for a specific product or service and still want a top level domain, then this gives them another opportunity to do so and so we may well see a rush for certain sought after domains. Have no doubt that most of the single word terms and acronyms will be snapped up fairly quickly.

Yet with most registrars charging substantial fees for registering during the “sunrise period” and annual price levels being more akin to .com rather than .co.uk levels, then the likelihood is that any initial “goldrush” will be streaming very firmly in the direction of the registrars themselves!

You can find additional info on the EUIRD site.