. >> reporter: that's rod beckstrom, ceo of the internet corporation for assigned names and numbers, icann for short. icann is like the internet's postmaster general, making sure every website has a unique address. and the number of possible addresses will explode next year as icann expands the neighborhood beyond top-level domain names like dot com and dot org. >> when icann was created by the us department of commerce 11 years ago, the mandate, right there in the top was "you need to create competition in this marketspace for names by creating new top-level domains." and in general people like to have options and choice and it leads to innovation. >> reporter: so how much innovation and choice will people have that they didn't have before? >> what they didn't have before is firstly, they had to have latinate characters, we think as english characters all the way through the dot com or dot net. that is going to change. >> reporter: that means a website in china will be able to write its domain name using chinese characters. and for companies: instead of, say, coke.com, you might sim

. >> reporter: thas rod beckstrom,eo of the internet corporatn for assigned names and numbers, icann for sho. icann is like thinternet's postmast general, making sure evy website has a unique address. and the number of ssible addressewill explode next year as icann expands t neighborhood beyond top-leve domain nes like dot com and dot org. >> when icann wacreated by the us department of comrce 11 years ago,he mandate, right there in the top was "you ne to create competion in this markspace for names by creating new top-level domai." and in general people like t have options andhoice and it leadto innovation. >> reporr: so how much invation and choice will people have that they di't have before? >> what they didn't have befe is fstly, they had to have latinate characters,e think as enish characters all the way rough the dot com or dot net that is going tohange. >> reporter: that mes a website in cna will be able to write its domain name usg chinese characrs. and for companies: instead o say, coke.com, u might simply uscoke. but whe icann sees choice, many businesses see added st. afte