DOT BRAND – NEW GTLDS Application Concept of Use Operations March 2011
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:
New gTLDs What is this all about? 1 2 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…”
New gTLDs .brand. city .region .businessarea and IDN (non Latin Script) 1 2 3
New gTLDs Today and Future – maybe 500 new gTLDs 1 2 3 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 1 2 3 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 1 2 3 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 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
Concept of Use Why and who? 1 2 3 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? 1 2 3 Identify Purpose
Added Value Services (product.brand, branch.brand, service.brand consumer.brand)
Communities for consumers and fans?
Secure space for consumers?
No counterfeit sales
No brand dilution
Concept of Use Benefits from a brand owner’s point of view 1 2 3 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
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 1 2 3 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? 1 2 3 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.
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 1 2 3 ICANN: ” …operate the TLD in a stable and secure manner…” Meaning: Robust Registry System
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 1 2 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
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: