Tt dot brand march 2011


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Tt dot brand march 2011

  1. 1. DOT BRAND – <br />NEW GTLDS<br />Application<br />Concept of Use<br />Operations<br />March 2011<br />
  2. 2. Dot Brand<br />Overall Issues to Address...<br />1 <br />2 <br />3<br />.Brand<br />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 ?<br />Application<br />Operations<br />Concept of Use<br />What is the procedure?<br />What is the timeline?<br />What are the external costs?<br />What is history and current status?<br />How to run dot Brand?<br />What are the requirements?How to Roll Out?<br />What to outsource?<br />What are the costs?<br />What is the Mission?<br />How are we going to use and promote dot Brand?<br />What are benefits and risks?<br />Choice of providersWho will be able to deliver best product for us? <br />Back-end:<br />
  3. 3. New gTLDs<br />What is this all about?<br />1 <br />2 <br />3<br />ICANN:<br />”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.”<br />Kurt Pritz, Senior Vice President of Services at ICANN:<br />“…perhaps 5,000 new gTLDs could be added by 2015…”<br />
  4. 4. New gTLDs<br />.brand. city .region .businessarea and IDN (non Latin Script)<br />1 <br />2 <br />3<br />
  5. 5. New gTLDs<br />Today and Future – maybe 500 new gTLDs<br />1 <br />2 <br />3<br />Today:<br />Future: or<br />Today: Domain name registration with domain name registrar<br />Future: Brands control OWN top level domain.<br />Example: ”.Nike” – NIKE controls the policy and rules.<br />I.e. Only NIKE company and agents can register a .Nike domain name.<br />Maybe:,,,<br />
  6. 6. DOT BRAND TLD<br />Time Line - Application Q3, 2011 Launch in 2012<br />1 <br />2 <br />3<br />Timeline<br />Final Applicant Guidebook published May 30<br />Board Approval of new gTLD Program June 20<br />Application period (3 months) is expected to start October/Nov<br />Evaluation (5 months minimum)<br />Registry Agreement and Test (2-3 months)<br />Launch 8-19 Months after application<br />Launch Q4 2012- Q3 2013<br />Uncertainties:<br />How will GAC react on Board Feed back?<br />How will ICANN Board react on public comments and <br />various stakeholder comments/positions?<br />Will the Program be postponed once more?<br />IF APPROVED: Number of applications (criteria for batches of 500 ??)<br />Number of contention sets<br />Objections<br />Extended Review<br />Testing<br />
  7. 7. Application<br />Application and Evaluation Processes are somewhat complex<br />1 <br />2 <br />3<br />Application:<br />Evaluation is a complicated process. <br />Path for community based application differs from path of standard application.<br />Second evaluation if public objection.<br />Ultimately an auction might be decisive.<br />
  8. 8. Application<br />Application and Evaluation Processes are somewhat complex<br />1 <br />2 <br />3<br />Evaluation<br />String Reviews<br />String similarity<br />Reserved names<br />DNS stability<br /> Geographic names<br />Applicant Reviews<br /> Demonstration of technical and operational capability<br /> Demonstration of financial capability<br /> Registry services reviews for DNS stability issues <br />Public objection criteria - which cause second evaluation:<br />Existing legal rights, string confusion, morality or violation of a community<br />Similarity amongst applications (Contention Sets)<br /> Identical and visually similar strings<br /> If at least two of the applications are community based a comparative evaluation might be decisive <br /> If no clear winner is found an auction will be decisive<br /> Auction if both applications are “standard” applications<br />
  9. 9. Concept of Use<br />Why and who?<br />1 <br />2 <br />3<br />Mission?<br />There are many reasons for applying – depending on who you are and what you want to achieve.<br />Who?<br />Brand owners who want to promote brands<br />Brand owners for defensive reasons<br />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.<br />Brand owners who want to track product – i.e. ”serialnumber.brand”<br />Entrepreneurs who want to compete with known TLDs - .sport, .hotel etc.<br />Cities and governments - .berlin, .bayern, .africa<br />Communities who want to create an environment for their (minority) community - .surf, .gay, .cym etc.<br />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.”<br />
  10. 10. Concept of use<br />Restricted? Partly Restricted? Open? <br />1 <br />2 <br />3<br />Identify Purpose<br /><ul><li> Protect Brand?
  11. 11. Promote Brand?
  12. 12. Added Value Services (product.brand, branch.brand, service.brand consumer.brand)
  13. 13. Emails?
  14. 14. Communities for consumers and fans?
  15. 15. Secure space for consumers?
  16. 16. No fraud
  17. 17. No counterfeit sales
  18. 18. No brand dilution</li></li></ul><li>Concept of Use<br />Benefits from a brand owner’s point of view<br />1 <br />2 <br />3<br />Security<br /><ul><li>Secure space (including emails) – own policy, which keep out criminals
  19. 19. Trusted environment for customers, partners, employees etc.
  20. 20. Independency from registrars
  21. 21. Marginal risk that someone will register .brnad (as typo)
  22. 22. Possible reduction in current domain portfolio</li></ul>Marketing<br /><ul><li>A new web site structure - reseller.brand, product.brand, customer.brand
  23. 23. A relevant TLD will most likely be ranked higher in search engines
  24. 24. Give away domains like or name.brand or reseller.brand where terms and conditions, history, reports are available and registrations can be made
  25. 25. First Mover Advantage - Consumers may find it cool!
  26. 26. Will consumers expect large brands to operate .brand?
  27. 27. Search Engine ranking
  28. 28. Dominate generic term ? .pharma? </li></li></ul><li>Concept of Use<br />Risks for Brand Owners<br />1 <br />2 <br />3<br />Risks<br /><ul><li> Risk of permanent preclusion (string confusion)
  29. 29. Risk of losing premium term (having to choose alternative ”string” – i.e. abreviation)
  30. 30. Risk that investment will be worthless (betamax vs. VHS)
  31. 31. Risk that end users and search engines will never adapt
  32. 32. Risk that competitor occupies generic term (.pharma)
  33. 33. Risk that second or third application rounds are postponed for years</li></li></ul><li>DOT BRAND TLD<br />What if we wait and see? <br />1 <br />2 <br />3<br />Not applying<br /><ul><li> There will be more rounds to come. (When?)
  34. 34. ICANN fee may well be lower in second round.
  35. 35. Best practice will be established.
  36. 36. Back-end providers will be more familiar with the process.</li></ul>However<br /><ul><li> Be aware that someone else might block you out - monitor applications.
  37. 37. New TLDs will change the internet - register relevant names and monitor infringements.
  38. 38. Search engines might adapt quickly.</li></li></ul><li>Operations<br />Overall Requirements for a registry operator<br />1 <br />2 <br />3<br />ICANN: ” …operate the TLD in a stable and secure manner…”<br />Meaning: Robust Registry System<br /><ul><li> Testing (Load balance, WHOIS queries, registration queries, availability checks, stress tests)
  39. 39. IPV6, DNSSEC, EPP, Web Interface for registrars and registrants
  40. 40. DNS infrastructure – security, resilience and load capacity (ddos attacks etc.)
  41. 41. Data accuracy (WHOIS data reminders)</li></ul>ICANN: ” Comply with consensus policies and temporary policies.”<br />I.e. governing transfers of domain names between registrars <br />And protect geographical names...<br /> ”Implement measures for protection of geographical names<br /> in the new gTLD. All new gTLD registry operators are<br /> required to provide certain minimum protections for<br /> country and territory names, including an initial reservation<br /> requirement and any applicable rules and procedures for<br /> release of these names.”<br /><ul><li> Escrow of WHOIS Data
  42. 42. Monthly Reports to ICANN
  43. 43. Service Registrars and Registrants (Support, Info, Fair Pricing, Accounting etc).</li></li></ul><li>Project Plan<br />Business Concept, Budget allocation, Application, Test, Launch and Operations<br />1 <br />2 <br />3<br />Mission Statement<br />Business Plan and budgets<br /> Concept of use<br /> Policy<br /> Go to Market Model<br /> Pricing and Periods<br /> Additional Services<br /> Choice of Provider<br /> Application <br /> Gathering docs/Finance etc... <br /> Proof reading<br /> Operations<br /> Objection Handling <br /> Marketing<br /> Hardware<br /> Registry Management<br /> Tech<br /> Admin<br /> Promotion<br /> Registrar Support<br /> Registrar Management<br /> Launch<br /> Sunrise<br />Landrush<br /> Live<br /> Ongoing Operations<br />
  44. 44. Wrap Up – dot Brand<br />Facts and Considerations <br />.Brand<br />We believe that the new TLDs will change end user and search engine behavior. <br />Concept of Use<br />Application:<br />Operational:<br />Timeline – 2011?<br />Financial<br />Technical<br />Operational skills<br />Costs: Min $ 400.000 plus internal resources<br />High Technical Requirements<br />Phased Launch<br />Outsourcing of Operations<br />Costs: minimum $ 120.000 plus internal resources<br />Mission <br />Promote Brand<br />Protect IP Rights<br />Brand only Policy? <br />PR? Roll Out Plan?<br />Concept and internal resources influence choice of service providers and degree of outsourcing<br />We recommend that you consider purpose, security, price and scalability before choosing back-end providers<br />Back-end:<br />