All of this is made possible as London was awarded with the right to its own top level domain (TLD) name by ICANN, which happens to be an organization which is based in the US that oversees the internet. Among the numerous businesses (said to number in the tens of thousands) which have already expressed an interest would be Selfridges and Carnaby Street. London mayor Boris Johnson said, “Adopting the .london suffix will enable organisations to more closely associate themselves with our great city’s powerful global brand. This is also an excellent opportunity to expand London’s digital presence, which in turn is set to generate funds to invest back into the city.”