Tt dot brand march 2011

DOT BRAND –
NEW GTLDS
Application
Concept of Use
Operations
March 2011

Dot Brand
Overall Issues to Address...
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.Brand
Apply? How to use it? Is it worth the money? Are we in danger of others applying for a TLD that will block for us? Will a .brand TLD be the norm? Will consumers expect a .brand ?
Application
Operations
Concept of Use
What is the procedure?
What is the timeline?
What are the external costs?
What is history and current status?
How to run dot Brand?
What are the requirements?How to Roll Out?
What to outsource?
What are the costs?
What is the Mission?
How are we going to use and promote dot Brand?
What are benefits and risks?
Choice of providersWho will be able to deliver best product for us?
Back-end:

New gTLDs
What is this all about?
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ICANN:
”In a world with over 1.6 billion internet users - and growing - diversity, choice and competition are key to the continued success and reach of the global network.”
Kurt Pritz, Senior Vice President of Services at ICANN:
“…perhaps 5,000 new gTLDs could be added by 2015…”

New gTLDs
.brand. city .region .businessarea and IDN (non Latin Script)
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New gTLDs
Today and Future – maybe 500 new gTLDs
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Today: www.nikeshoes.com
Future: shoes.nike or football.nike
Today: Domain name registration with domain name registrar
Future: Brands control OWN top level domain.
Example: ”.Nike” – NIKE controls the policy and rules.
I.e. Only NIKE company and agents can register a .Nike domain name.
Maybe: shoes.nike, city.nike, woman.nike, kids.nike....

DOT BRAND TLD
Time Line - Application Q3, 2011 Launch in 2012
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Timeline
Final Applicant Guidebook published May 30
Board Approval of new gTLD Program June 20
Application period (3 months) is expected to start October/Nov
Evaluation (5 months minimum)
Registry Agreement and Test (2-3 months)
Launch 8-19 Months after application
Launch Q4 2012- Q3 2013
Uncertainties:
How will GAC react on Board Feed back?
How will ICANN Board react on public comments and
various stakeholder comments/positions?
Will the Program be postponed once more?
IF APPROVED: Number of applications (criteria for batches of 500 ??)
Number of contention sets
Objections
Extended Review
Testing

Application
Application and Evaluation Processes are somewhat complex
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Application:
Evaluation is a complicated process.
Path for community based application differs from path of standard application.
Second evaluation if public objection.
Ultimately an auction might be decisive.

Application
Application and Evaluation Processes are somewhat complex
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Evaluation
String Reviews
String similarity
Reserved names
DNS stability
Geographic names
Applicant Reviews
Demonstration of technical and operational capability
Demonstration of financial capability
Registry services reviews for DNS stability issues
Public objection criteria - which cause second evaluation:
Existing legal rights, string confusion, morality or violation of a community
Similarity amongst applications (Contention Sets)
Identical and visually similar strings
If at least two of the applications are community based a comparative evaluation might be decisive
If no clear winner is found an auction will be decisive
Auction if both applications are “standard” applications

Concept of Use
Why and who?
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Mission?
There are many reasons for applying – depending on who you are and what you want to achieve.
Who?
Brand owners who want to promote brands
Brand owners for defensive reasons
Brand owners wanting to dominate a generic term – i.e. ”.beer”, ”.insurance”, ”.pharma” Brand owners who want to tie customers closer to their company – ISPs offering free domains incl emails under own TLD.
Brand owners who want to track product – i.e. ”serialnumber.brand”
Entrepreneurs who want to compete with known TLDs - .sport, .hotel etc.
Cities and governments - .berlin, .bayern, .africa
Communities who want to create an environment for their (minority) community - .surf, .gay, .cym etc.
Type of application – standard or community - will be based/assessed upon the applicant’s written concept of use and the eventual definition of the ”community.”

Concept of use
Restricted? Partly Restricted? Open?
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Identify Purpose
Protect Brand?
Promote Brand?
Added Value Services (product.brand, branch.brand, service.brand consumer.brand)
Emails?
Communities for consumers and fans?
Secure space for consumers?
No fraud
No counterfeit sales
No brand dilution

Concept of Use
Benefits from a brand owner’s point of view
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Security
Secure space (including emails) – own policy, which keep out criminals
Trusted environment for customers, partners, employees etc.
Independency from registrars
Marginal risk that someone will register .brnad (as typo)
Possible reduction in current domain portfolio
Marketing
A new web site structure - reseller.brand, product.brand, customer.brand
A relevant TLD will most likely be ranked higher in search engines
Give away domains like or name.brand or reseller.brand where terms and conditions, history, reports are available and registrations can be made
First Mover Advantage - Consumers may find it cool!
Will consumers expect large brands to operate .brand?
Search Engine ranking
Dominate generic term ? .pharma?

Concept of Use
Risks for Brand Owners
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Risks
Risk of permanent preclusion (string confusion)
Risk of losing premium term (having to choose alternative ”string” – i.e. abreviation)
Risk that investment will be worthless (betamax vs. VHS)
Risk that end users and search engines will never adapt
Risk that competitor occupies generic term (.pharma)
Risk that second or third application rounds are postponed for years

DOT BRAND TLD
What if we wait and see?
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Not applying
There will be more rounds to come. (When?)
ICANN fee may well be lower in second round.
Best practice will be established.
Back-end providers will be more familiar with the process.
However
Be aware that someone else might block you out - monitor applications.
New TLDs will change the internet - register relevant names and monitor infringements.
Search engines might adapt quickly.

Operations
Overall Requirements for a registry operator
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ICANN: ” …operate the TLD in a stable and secure manner…”
Meaning: Robust Registry System
Testing (Load balance, WHOIS queries, registration queries, availability checks, stress tests)
IPV6, DNSSEC, EPP, Web Interface for registrars and registrants
DNS infrastructure – security, resilience and load capacity (ddos attacks etc.)
Data accuracy (WHOIS data reminders)
ICANN: ” Comply with consensus policies and temporary policies.”
I.e. governing transfers of domain names between registrars
And protect geographical names...
”Implement measures for protection of geographical names
in the new gTLD. All new gTLD registry operators are
required to provide certain minimum protections for
country and territory names, including an initial reservation
requirement and any applicable rules and procedures for
release of these names.”
Escrow of WHOIS Data
Monthly Reports to ICANN
Service Registrars and Registrants (Support, Info, Fair Pricing, Accounting etc).

Project Plan
Business Concept, Budget allocation, Application, Test, Launch and Operations
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Mission Statement
Business Plan and budgets
Concept of use
Policy
Go to Market Model
Pricing and Periods
Additional Services
Choice of Provider
Application
Gathering docs/Finance etc...
Proof reading
Operations
Objection Handling
Marketing
Hardware
Registry Management
Tech
Admin
Promotion
Registrar Support
Registrar Management
Launch
Sunrise
Landrush
Live
Ongoing Operations

Wrap Up – dot Brand
Facts and Considerations
.Brand
We believe that the new TLDs will change end user and search engine behavior.
Concept of Use
Application:
Operational:
Timeline – 2011?
Financial
Technical
Operational skills
Costs: Min $ 400.000 plus internal resources
High Technical Requirements
Phased Launch
Outsourcing of Operations
Costs: minimum $ 120.000 plus internal resources
Mission
Promote Brand
Protect IP Rights
Brand only Policy?
PR? Roll Out Plan?
Concept and internal resources influence choice of service providers and degree of outsourcing
We recommend that you consider purpose, security, price and scalability before choosing back-end providers
Back-end:

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Tt dot brand march 2011

by Casper Thomsen on Mar 29, 2011

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Tt dot brand march 2011 — Presentation Transcript