No, it's not the launch of the .xxx domain, but domain registrar LCN.com is now taking registrations for a new .co domain name, which the firm is calling “the most important domain launch of the past 25 years”.

Mark Boost, Managing Director, LCN.com, said: “The .co has the potential to become the biggest global domain since the 1985 launch of .com. The huge volume of .co domain pre-orders we handled over the past three months justifies our confidence that .co will outsell all other extensions which have been released in the past decade.

Boost believes early adopters of .co name will benefit the most.

“The value of registering popular domains should not be underestimated; for example, Toys.com and Cruise.co.uk sold for £3.3M and £560K respectively. The flexibility of .co offers a national and global appeal due to its similarity to both the .com and .co.uk extensions.

The .co extension has been available for general registration since 6am, July 21st.