Tt dot brand march 2011
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Tt dot brand march 2011 Presentation Transcript

  • 1. DOT BRAND –
    NEW GTLDS
    Application
    Concept of Use
    Operations
    March 2011
  • 2. Dot Brand
    Overall Issues to Address...
    1
    2
    3
    .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:
  • 3. New gTLDs
    What is this all about?
    1
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    3
    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…”
  • 4. New gTLDs
    .brand. city .region .businessarea and IDN (non Latin Script)
    1
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    3
  • 5. New gTLDs
    Today and Future – maybe 500 new gTLDs
    1
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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....
  • 6. DOT BRAND TLD
    Time Line - Application Q3, 2011 Launch in 2012
    1
    2
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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
  • 7. Application
    Application and Evaluation Processes are somewhat complex
    1
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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.
  • 8. Application
    Application and Evaluation Processes are somewhat complex
    1
    2
    3
    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
  • 9. Concept of Use
    Why and who?
    1
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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.”
  • 10. Concept of use
    Restricted? Partly Restricted? Open?
    1
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    Identify Purpose
    • Protect Brand?
    • 11. Promote Brand?
    • 12. Added Value Services (product.brand, branch.brand, service.brand consumer.brand)
    • 13. Emails?
    • 14. Communities for consumers and fans?
    • 15. Secure space for consumers?
    • 16. No fraud
    • 17. No counterfeit sales
    • 18. No brand dilution
  • Concept of Use
    Benefits from a brand owner’s point of view
    1
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    3
    Security
    • Secure space (including emails) – own policy, which keep out criminals
    • 19. Trusted environment for customers, partners, employees etc.
    • 20. Independency from registrars
    • 21. Marginal risk that someone will register .brnad (as typo)
    • 22. Possible reduction in current domain portfolio
    Marketing
    • A new web site structure - reseller.brand, product.brand, customer.brand
    • 23. A relevant TLD will most likely be ranked higher in search engines
    • 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. First Mover Advantage - Consumers may find it cool!
    • 26. Will consumers expect large brands to operate .brand?
    • 27. Search Engine ranking
    • 28. Dominate generic term ? .pharma?
  • Concept of Use
    Risks for Brand Owners
    1
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    3
    Risks
    • Risk of permanent preclusion (string confusion)
    • 29. Risk of losing premium term (having to choose alternative ”string” – i.e. abreviation)
    • 30. Risk that investment will be worthless (betamax vs. VHS)
    • 31. Risk that end users and search engines will never adapt
    • 32. Risk that competitor occupies generic term (.pharma)
    • 33. Risk that second or third application rounds are postponed for years
  • DOT BRAND TLD
    What if we wait and see?
    1
    2
    3
    Not applying
    • There will be more rounds to come. (When?)
    • 34. ICANN fee may well be lower in second round.
    • 35. Best practice will be established.
    • 36. Back-end providers will be more familiar with the process.
    However
    • Be aware that someone else might block you out - monitor applications.
    • 37. New TLDs will change the internet - register relevant names and monitor infringements.
    • 38. Search engines might adapt quickly.
  • Operations
    Overall Requirements for a registry operator
    1
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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)
    • 39. IPV6, DNSSEC, EPP, Web Interface for registrars and registrants
    • 40. DNS infrastructure – security, resilience and load capacity (ddos attacks etc.)
    • 41. 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
    • 42. Monthly Reports to ICANN
    • 43. 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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    3
    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
  • 44. 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: