Dive Brief:

• Google has launched a beta of "Google Domains" — the beginning of a full-fledged domain registration business. 
• Currently, Google Domains is by invite only, but companies can request to join at its website.
• Domains on the beta are $12 and offer email aliases, customizable sub-domains, and domain management tools. 

Dive Insight: 

If Google gets into the game, other domain registration firms should be a bit worried. Google has such a giant reach and huge pool of information, it could easily dominate a market like domain registration — especially since it powers the world's biggest search engine. Likely part of Google's move into domain registration is the release of new top-level domains next year that will open a new world of domain names.