The main naming system in the Internet today, DNS, is based on globally unique, hierarchically structured domain names. It does not match the names people use in everyday life. This should change in the Future Internet, if it is to live up to its promise of seamless integration into people's everyday lives. Based on this observation, we propose to develop a new, intuitive naming system. This system allows human users to identify people, applications and content that they want to interact with in a completely intuitive manner. The intuitive naming system is based on two new functions, context collection and contextual analysis, placed in a new layer on top of the existing Internet naming layers. It is our belief that an intuitive naming system is a new concept that would substantially enhance the value of the Future Internet. It therefore deserves further analysis and development by European researchers. © Springer-Verlag 2010.