.name opens its second level domain space for the first time, scheduled for 11:30AM EST on 14 January 2004.

At exactly this time, hundreds of thousands of extremely attractive names, taken on most other TLDs like .com, .net, .org and .info, suddenly becomes available, probably for the last time in many years. .NAME is the last TLD to open its second level domain space of the 7 new top-level-domains introduced by ICANN in 2001

Opening the .name second level solves the complexities that .name has had with its third level product. It has over the past 12 months been hard or difficult for registrars and resellers to adapt their systems and products to integrate with the 3rd level registrations that was previously the only available, i.e. domain name registrations like 'first.last.name' and email addresses of the type 'first@last.name'.

With the opening of the second level, .name becomes structurally and technically identical to e.g. .com and .net, and registrations of personal names can be made directly on the second level, e.g. jim.name. Allowing 2nd level domain registrations will greatly facilitate sales processes and product management for Registrars and resellers worldwide and will enable all ICANN Accredited Registrars to sell .name using their existing systems and products.