Starting in early 2009, almost any word will be able to replace ".com" in a webpage address after the organization that manages the technical underpinnings of the Web decided to relax the rules on domain names.

The Internet Corporation for Assigned Names and Numbers (ICANN) wants "to increase competition and choice," said CEO Paul Twomey.

"The potential here is huge. It represents a whole new way for people to express themselves on the Net," he added. "It's a massive increase in the 'real estate' of the Internet."

Presently, users have a limited range of 21 top level domains to choose from-names that we are all familiar with like .com, .org, .info.

The news is likely to spark a scramble for top-level addresses, and could force businesses to register thousands of domains to protect their brands.

"It is an amazing development," said Tom Lowenhaupt, who heads Connecting.nyc, a New York City community group pushing for a ".nyc" domain.

Details are still in the works. But ICANN says that registrants applying for a top-level domain must prove that they have the ability to manage the sizable technical task of running it, or have hired someone who does. Fees haven't been set yet, but it sure won't come cheap.

Not all words qualify, however. An application can be thrown out if it conflicts with a trademark is too similar to an existing domain, is a geopolitical term claimed by a government or other group, or is a threat to morality or public order.

Upon approval of the implementation plan, applications for new names are hoped to be available in the second quarter of 2009.