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dotDeloitte : Corporate gTLD
 

dotDeloitte : Corporate gTLD

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    dotDeloitte : Corporate gTLD dotDeloitte : Corporate gTLD Presentation Transcript

    • New gTLD Strategies: dotDeloitte September 30, 2008 © 2008 MarkMonitor, Inc.
    • New gTLD Strategies: dotDeloitte Moderator Tom Duggan Publisher InsideCounsel Featured Presenters William Barrett Global Director, Online Strategy Deloitte David Green Global e-Marketing Director Deloitte Elisa Cooper Product Marketing Director MarkMonitor
    • From Deloitte.com to .Deloitte? Bill Barrett David Green Global Director Online Strategy Global eMarketing Director Deloitte Touche Tohmatsu Deloitte Touche Tohmatsu September 30, 2008
    • Agenda The evolution of Deloitte.com Bill Barrett Our brand positioning David Green Why a generic top-level domain (gTLD) Bill Barrett for Deloitte? Our planned approach David Green 4 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • The evolution of Deloitte.com
    • Deloitte.com – where we are today Globally deployed technology platform: • 153 sites • 108 countries • 29 languages Global common information architecture, functionality and branding Primary target audience is senior executives in leading B2B companies Global emarketing community: Global common processes for: • Functional skills development • Web publishing • Knowledge exchange • Editorial standards • Replicate best practices • Podcasts and RSS • Regular internal • Search engine marketing communications • Email Marketing • Annual web workshops • Management Reporting • Support documentation • Web analytics 6 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Deloitte.com – accolades • “Best professional services Web site” according to Forrester and one of only two B2B web sites to “pass” Forrester’s website in its “2007 Best & Worst of B2B” site design report. • Cited as a ‘best practice’ in 'Usability remains a challenge for B2B sites‘ report by Forrester • Featured as one of BtoB Magazine’s “10 Great Web Sites” in their 2007 review of B2B web sites. • For the fifth consecutive year “Best professional services Web site” in Byte level's 2008 Web Globalization 7 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Deloitte.com – site evolution Web 2.0 Relationship Business Value Conversation Knowledge Information Brochure-ware Program Complexity In the beginning Today 8 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Our brand positioning
    • Deloitte brand characteristics Anticipation Always One Step Ahead Pragmatism Relentlessness 10 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Brand: Framing & filtering Always One Step Ahead Anticipation Pragmatism Relentlessness Positioning Pillars Filter used to shape and inform strategies, tactics Increasingly used as and initiatives overarching categorization frame 11 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Brand protection at Deloitte Corporate assets 12 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Why a generic top-level domain (gTLD) for Deloitte?
    • Primary business drivers • Increase the visibility of Deloitte as a global brand – putting our brand center stage, extending the brand – reduce dependence upon existing generic top-level domains (gTLDs) and country-code top-level domains (ccTLDs) – potentially disconnect? • Reinforce our brand vision: Always being one step ahead – supports our positioning as a pioneering and leading organization – unique opportunity to secure our brand at root level of the DNS (short term) • Better connect our brand to clients, alliance partners and member firms – dedicated and easy-to-use communication platform with clients – Potential means of content customization e.g. http://CFO.Strategy.deloitte – increased collaboration and exchange of information between international teams through secure eRoom facilities – easier access to our service offerings and initiatives, on a global and uniform basis: • e.g.: Audit: http://audit.deloitte, Deloitte Global Forum: http://globalforum.deloitte • Potential platform for launching future online services and initiatives. 14 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Additional benefits • Brand protection/Domain protection – manageable process when monitoring about 270 TLDs – anticipation and pragmatism: will our focus change when 500+ new gTLDs will be added to the root? • Security and risk management – position .deloitte as the primary and safe web communications channel – Elimination of “abusive registrations” • non-existent in our own TLD • we would keep access restricted – future roll-out of DNSSEC • Reduced dependency on third parties – limited number of registrars provide domain name registration services within .deloitte – registry operation could be done in house, or outsourced to a third party under SLA 15 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Our planned approach
    • Who’s involved within Deloitte • Brand • Marketing & Communications • Knowledge Management • Information Management • General Counsel • Enterprise Risk Services and Legal Services 17 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • High-level overview of key considerations • Business analysis • Registry location & structure • Technical aspects • Operational aspects • Financial aspects • Drafting of proposal • ICANN application & evaluation 18 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • ICANN application and evaluation • Application – When business case is finalized and project has obtained internal approval, proposal to ICANN will be drafted and submitted • Evaluation process (potential risks) – string is deemed confusingly similar to another string – a third-party objects against proposal 19 Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.
    • Copyright © 2007 Deloitte Development LLC. All rights reserved.
    • New gTLDs Update Elisa Cooper Product Marketing Director MarkMonitor © 2008 MarkMonitor, Inc.
    • Agenda New gTLD Overview Application process and timeline Recommended next steps Page 22
    • New gTLDs Overview Currently there are 240+ TLDs (.com, .net, .mobi, .fr, .cn, co.uk) ICANN will be allowing new gTLDs 100s-1000s of new extensions to be introduced • Including international TLDs (.測試, .परीक्षा, .‫)בײַשפּיל‬ .ROOT a Other New TLDs: .NET .ORG .EDU .GOV .MIL .COM 240+ .INT TLDs hundreds (ccTLDs) (.INFO, (.brand, .berlin, .BIZ, etc.) .bank, etc.) Page 23
    • New gTLD Types Open: (.companyname, .brand, .trademark) • Names generally available to any type of registrant Community-based: (.hotel, .bank, .pharmacy, .berlin, .nyc) • Addresses a clearly identified, organized and pre-established community • Is endorsed by that community • Nexus between the string and the community • Has a dedicated registration and use policy Page 24
    • Qualifying Applicants Any public or private established entity from anywhere in the world Must follow all application steps and rules as pre- established and published Must demonstrate organizational, operational, technical and financial capability Must pay an application fee • $100,000+ anticipated Page 25
    • Application Process Guidelines to be published in advance of application acceptance Rights owners provided an opportunity to object to applications during process, based on existing legal rights Applications considered initially in rounds • Risk: if key TLD is applied for by another party that can also demonstrate rights to a particular string, then a brand owner risks losing that TLD • Risk: once a TLD is allocated in the first round, then other TLDs that may be confusingly similar will likely not be awarded in later rounds (i.e., .bank vs. banc) String contention among multiple parties likely to be resolved either through comparative evaluation or auction Community-based applications are likely to be given preference during application process Page 26
    • Expected Timeline – Subject to Change Q2-08: New gTLD policy approved June 2008 Q4-08: Draft RFP expected by ICANN Meeting in Early Nov Q1-09: Final RFP issued Q2-09: Application period begins H2-09: Evaluation process begins H1-10: First gTLDs entered into the root Page 27
    • Recommended Next Steps Identify and educate key stakeholders across the organization who may be impacted • Marketing/E-commerce • Security/IT • Website operations • Legal Establish cross-functional teams to evaluate new gTLD opportunities and risks • Identify opportunities and risks • Determine whether to pursue Leverage industry experts to assist with strategy and implementation Page 28
    • MarkMonitor TLD Advisory Services Education & Advocacy TLD Acquisition & Management • Phase I – Strategy Development • Phase II – Application Submittal • Phase III – Implementation and Launch Support • Phase IV – Ongoing Operations & Compliance Monitoring Brand Protection Services • Phase I – Objection Filing & Dispute Resolution • Phase II – Defensive Registrations & Brand Monitoring Page 29
    • Q&A Moderator Tom Duggan Publisher InsideCounsel Featured Presenters William Barrett Global Director, Online Strategy Deloitte David Green Global e-Marketing Director Deloitte Elisa Cooper Product Marketing Director MarkMonitor Page 30
    • Thank You! MarkMonitor will continue to provide the latest news and expert advice on new gTLDs Access MarkMonitor’s new dotBrand Resource Center and register to receive periodic New gTLD updates at www.markmonitor.com today! As always, if you have any questions, please don’t hesitate to call us at (800) 745-9229 Page 31