iiNet, Australia’s second largest DSL Internet provider, is embracing the next generation of online communication by applying for its own .brand Top-Level Domain, reinforcing its position as the leading challenger in the Australian telecommunications market.

iiNet has partnered with leading technical provider ARI Registry Services to help it apply for and operate the .iinet Top-Level Domain before the limited application window closes on 12 April.

.iinet will allow the company to establish a branded corner of the Internet completely dedicated to its business, products and customer base. The announcement marks the first by an Australian telecommunications or technology provider and follows in the footsteps of the Australian Football League and the Victorian and New South Wales governments.

Through its own .brand TLD, iiNet will create a secure, authoritative digital asset capable of delivering online content to specific audiences in an intuitive and trusted manner.

iiNet’s Operations Manager, Roger Yerramsetti said the entire online identity centres around the Domain name and the Internet Service Provider is looking forward to exploring the possibilities its own Domain will bring.

“We’re champions of the Internet and thrive on innovation, so being the first in our industry opens up a world of opportunity for us and our brand,” Mr Yerramsetti said.

Adrian Kinderis, CEO of ARI Registry Services, welcomed the announcement.

“iiNet’s decision to apply for their .brand Top-Level Domain perfectly complements their history of constantly embracing emerging technologies for the benefit of the Australian marketplace. With the help of ARI Registry Services, 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,” Mr Kinderis said.

“iiNet have shown tremendous leadership with this project and they should be commended for their participation. Other brands that haven’t already decided to apply will have to move fast, as applications close on 12 April and may not open again for several years.”

The first new TLDs are expected to go live on the Internet in early 2013, which would be the earliest possible date that consumers will see the .iinet domain live on the Internet.