UnifiedRoot S & M BV, based in Amsterdam, said its system allows its customers to use more intuitive Internet addresses that are easier to remember. They can combine the TLDs with second-level domains for categories of products and services, such as fruit.supermarket and vegetables.supermarket, for example.
"Take CNN," said Erik Seeboldt, UnifiedRoot’s managing director. "They have a site http://www.cnn.com/mobile. With our service it would be just mobile.cnn." The company has set up 13 master root servers around the world to run its domain name system (DNS), which it said will run "in parallel" with the Internet’s principle DNS, run by the Internet Corporation for Assigned Names and Numbers (ICANN).
To avoid conflicts, UnifiedRoot won’t register TLDs already registered by ICANN, it said.
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