Watching Your Brands In the 3rd Party Domain Name Market

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This presentation discusses the ROI of domain infringement and the impact to brand owners. It also provides monitoring best practices and
an overview of industry trends.

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Watching Your Brands In the 3rd Party Domain Name Market

  1. 1. Watching Your Brands In the 3rd Party Domain Name Market Robert Rozicki Corporation Service Company
  2. 2. Agenda • The Infringement ROI • Impact to Brand Owners • Watching Best Practices – Technology – Categorization & Prioritization – Management & Enforcement • Summary • 3rd Party Registration Trends • Real World Example
  3. 3. Infringement Background & Trends • Infringers operate based on ROI Many ways to Internet usage Average price of monetize domains VALUE OF DOMAINS increasing by .EU domains sold (e.g. auction, 18% per annum on Sedo > $2,900 pay-per-click) Automation Likelihood of lawsuit COST & BARRIERS Registry rules are and low-cost is very small TO ENTRY being relaxed service providers (no downside) • Ratio of value to cost is accelerating  • Proliferation of infringement/speculator activity
  4. 4. Impact of Infringement to Brands • Brand dilution/hijacking results in lost earnings • Total impact increases with time Impact Cumulative impact to brand over time Enforcement Tracking Prioritization Detection Incremental impact to brand over time X X Time Infringement starts Infringement ends
  5. 5. Cost of Categorization • Registration Analysis (Per Result) – Relevance = 1min – Client Owned (Whois)= 1min – Domain Categorization = 1min – Web Categorization = 1min – Market Reconciliation = 1min – Prioritization = 5 min – Registrant Dispute Research = 5 min – Total = 15 min per result – Results = 29 average per month – Total Min Analysis = 435 minutes per month – Monthly Reports = 12 – Total Analysis = 5220 minutes per year (87 Hours) – Manpower Cost = $70 per hour (USD estimate) – Total Annual Analysis Cost = $6090 (USD per brand) • Include technology costs
  6. 6. Impact of Infringement to Brands • Minimize time spent analyzing, prioritizing, tracking infringement & enforcing rights Impact Cumulative impact to brand over time Impact reduces without incurring extra work Management Detection Case Incremental impact to brand over time X X Time Infringement Infringement starts ends
  7. 7. Finding Infringement (Technology) • Searching technology, including: – Boolean Logic (e.g. *brand*) – 750 extensions  1 billion data rows – Accommodates Registry constraints • Query caps • Non-standardized Whois • Captcha • Registrant & Registrar analysis: – Reconcile suspicious registrants with successful WIPO DRP & NAF cases filed against them – Determines managing registrar & extension DRP option
  8. 8. Categorization & Prioritizing • Framework needed to compare different infringements – www.brand.com  pay-per-click  Global  Current Market Priority ? – www.br4nd.co.uk  adult content  UK  Secondary Market Priority ? – www.brandsucks.fr  negative reference  France  Not Active Priority ? • Prioritization depends on understanding of: – Similarity of domain to brand – Manner in which it is being used (content) – Market associated with extension – Tolerance of brand to infringements
  9. 9. Managing & Enforcement • Three possible action paths when managing infringement – Enforce  Priority high  take immediate action – Track  Potential high priority  monitor for change – Ignore  Priority low  archive for compliance • Actions need to be managed within a “dynamic space” – Changing web space: web content + whois change – Taking action: multiple enforcement options – Case management: multiple workflow tools
  10. 10. Case Management • Management – A single location for all your reports – Detailed reporting capabilities – Status updates – Case owners and multiple user access – Document management • Tracking – Web or Whois change monitoring – Automated alert system or archiving – Audit trail and advanced searching • Enforcement – Template driver cease and desist letter – Automatically populated by Whois information – Central storage
  11. 11. Summary • Monitoring is a cost-effective solution for brand protection but needs to be combined with good strategy and policy decisions upstream • Sort the “vital few” from the “trivial many” – Advanced technology gets all the results – Comprehensive analysis finds the relevant results – Prioritization identifies the most important results – Build strong cases for enforcement • Creates “seamless workflow” through – Advanced tracking, polices activity for change – Effective enforcement protects your brand rights – Centralized management creating business transparency – Flexible reporting creates visibility between cases • Comprehensive watching enables you to effectively & efficiently monitor, prioritize, manage & enforce your rights.
  12. 12. 12000 10000 8000 6000 4000 2000 09 p- 0 Se -09 g Au 09 l- J u -0 9 n J u -09 3rd Party Registration Trends ay M -09 r Ap -09 ar M -09 b Fe -0 9 n J a -08 ec D -08 ov N -08 Poly. (Avg. 3rd Party Registrations) ct O -08 p Se -08 g Avg. 3rd Party Registrations Au 08 l- J u -0 8 n J u -08 ay M -08 r Ap -08 ar M -08 Results b Fe -0 8 n J a -07 ec D -07 ov N -07 ct O 07 p- Se -07 g Au -07 l J u -0 7 n J u -07 ay M -07 r Ap -07 ar M -07 b Fe -0 7 n Ja 90 80 70 60 50 40 30 20 10 0
  13. 13. Infringement Average 9 ccTLD -0 gTLD st gu Au 09 - Announcement Organizational ly Ju -09 ne Major Ju 09 - ay M -09 ri l 9 Ap h-0 9 c -0 ar ry M ua 9 br -0 Fe y ar -0 8 nu ber Ja 8 em r-0 ec e D mb 8 e ov r-0 N be r-08 o ct be O em p t 08 Real World Example Se st- Organizational gu Au 08 - Event Major ly Ju -08 ne Ju 08 - ay Announcement M -08 Organizational ri l 8 Ap h-0 8 Major c 0 ar y- M uar 8 br y-0 Fe ar -07 nu er Ja mb -07 e r ec e D mb e 7 ov -0 N be r -07 o r ct be O em p t 07 Se st- gu Au 07 - ly Ju -07 ne Announcement Organizational Ju 07 - ay Major M -07 ri l 7 Ap h-0 c ar M 140 120 100 80 60 40 20 0
  14. 14. Q&A Q&A To ask a question, please type your inquiry into the Q & A panel
  15. 15. About CSC • Privately-held, 100+ year old company headquartered in Wilmington, Delaware • CSC operates offices in the US, Canada, Germany, France and the UK and employs over 1,000 people worldwide • CSC is dedicated reducing risks and costs for our clients by providing: – Corporate Governance & Compliance Services – Corporate Identity Protection Services – Litigation & Matter Management Services – Deal & Transaction Support Services • The CSC suite of Corporate Identity Protection services includes: – Trademark Screening, Searching and Watching – Internet Brand Monitoring – Domain Name Registration, Management and Monitoring • CSC is the trusted partner of 81 of the top 100 Best Global Brands* For more information about how CSC can help you protect your brands, please email WebSeminars@CSCInfo.com or visit CSCGlobal.com * As ranked in the Interbrand® Best Global Brands Report

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