--ADDS COMMENTS FROM CENTRALNIC CEO BEN CRAWFORD--
Much is being said about Google and its transformation into a new company, called Alphabet; it is perhaps the most ubiquitous company of the digital age after all.
Ask any stranger at random to name a web site and most would as reflex say www.Google.com.
It was likely the default page for most PC users for the past decade and a half.
One might expect the new address (or strictly speaking the domain) for Alphabet’s initial pages to be alphabet.com - but it is not; instead the Internet behemoth has gone for the phonetically pleasing abc.xyz domain name.
That address currently brings up a corporate placeholder page, hosting an open letter from Larry Page, Google’s co-founder and Alphabet’s chief executive, and it is not yet clear quite how many pages will migrate as Alphabet is established.
Nevertheless, it appears the most high profile adoption of a generic top level domain so far.
In terms of credibility, if not celebrity intrigue, it certainly trumps the story about singer Taylor Swift buying up the ‘.xxx’ and ‘.adult’ domains before anyone else could.
The register for the .xyz domain is run by CentralNic (LON:CNIC), and it is just one of many new generic domains that the AIM quoted firm is involved with - others in no particular order are .college, .bar and .rest as well as the .press and .wiki domains.
CentralNic chief executive Ben Crawford said: “There could be no clearer endorsement than the world’s number one internet business Google choosing a .xyz domain for the website of its new parent company, Alphabet.
"Fifteen years later, the internet has evolved and Google has selected a .xyz domain name for Alphabet," he added. ".xyz is the domain name of the future, and CentralNic is delighted to be the exclusive global technical platform supporting this internet revolution," he added.
Precisely how much Google’s use of a .xyz domain will make for the company remains to be seen, though Crawford has revealed that July was .xyz's second best month on record for revenue and he says that August has already beaten that achievement.
CentralNic in 2014 achieved earnings of £1.7mln from revenues of around £6mln, and City broker Peel Hunt in April said it expected the company to follow up the expectation-meeting performance with strong growth over the coming three years as the market for generic web domains expands.
Last month, CentralNic told investors it was set to receive US$1mln from a premium domain name sales agreement, and said it was reinvesting the cash to expand its existing portfolio of around 20,000 premium domain names.