Google makes .new domains available to everyone
Last year Google launched the '.new' format, allowing users to create new Google documents with a simple browser shortcut.
For example, users could start a new Google Doc by simply typing 'doc.new' into the browser.
Now, Google is rolling the TLD-like shortcut to everyone. From today, any organisation can register a .new domain to introduce the functionality to their own products.
Spotify is amongst the first adopters, allowing users to create new playlists with 'playlist.new'. Microsoft have also joined the scheme, using 'word.new' to create a new Word document.
As TechCrunch report, some businesses may have difficulties as many users are already signed into Google products, meaning that many shortcuts will automatically open the Google default.
But for businesses with less common branding or names for customer actions, .new could offer an easy way to reduce friction amongst digital users.