Melbourne IT DBS | iStrategy San Francisco Conference 2011


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Melbourne IT DBS presentation from the iStrategy Conference San Francisco 2011.

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Melbourne IT DBS | iStrategy San Francisco Conference 2011

  1. 1. What We Do Slide Slide We deliver solutions and expertise to enable companies to make SMARTER DECISIONS in managing, promoting and protecting their brands online. <ul><li>Online brand management and protection </li></ul><ul><ul><li>Domain name management </li></ul></ul><ul><ul><li>Brand monitoring for infringement and sentiment </li></ul></ul><ul><ul><li>Brand protection – anti-phishing/counterfeiting </li></ul></ul><ul><ul><li>Website optimization </li></ul></ul><ul><ul><li>Establishing a top level domain space </li></ul></ul>
  2. 2.
  3. 3. Internet Domains The Top Level Domain (TLD) is what follows the “dot” Then there are Country Codes, or ccTLDs Second-level (3 rd level) domains, or URLs
  4. 4. Top Level Domain Top Level Domains Today .com .net .biz .info Country Code Domains .fr .de Brand owners apply for and manage a portfolio of URLs in diverse TLDs Next Generation Top Level Domains .city .bank .brand .anything Marketers will own, manage and control their unique name space
  5. 5. What ’s the Appeal? Branding & Marketing <ul><ul><li>unlimited 2nd level domain names for exclusive use </li></ul></ul><ul><ul><li>copiers .canon </li></ul></ul><ul><ul><li>cameras .canon </li></ul></ul>Prestige <ul><ul><li>market recognition for being first </li></ul></ul><ul><ul><li>.deloitte </li></ul></ul>Cities <ul><ul><li>revenue generation from business listings and advertising </li></ul></ul><ul><ul><li>.berlin </li></ul></ul>New Spaces <ul><ul><li>for specific interests </li></ul></ul><ul><ul><li>.eco </li></ul></ul>New Business Models <ul><ul><li>specific, costlier URLs </li></ul></ul><ul><ul><li>.games </li></ul></ul>
  6. 6. Who ’s Planning a TLD So Far? The “intent to apply” TLD announcements are increasing CONTENTS UNKNOWN <ul><ul><li>Cities - .berlin , .london , .paris , .nyc , .sydney </li></ul></ul><ul><ul><li>Categories - .movie , .music , .sport </li></ul></ul><ul><ul><li>Brands - .canon , .deloitte, .hitachi </li></ul></ul><ul><ul><li>Special Interest - .eco , .green </li></ul></ul>we estimate: between 300 to 500 Initial new Top Level Domains Created in the initial application period.
  7. 7. <ul><ul><li>Increased Consumer Trust </li></ul></ul><ul><ul><li>39% of web users polled indicated they would feel more secure when conducting online transactions with websites ending in company names </li></ul></ul><ul><li>TLD/URL as “brand asset” </li></ul><ul><ul><li>As much as trademarking a logo, </li></ul></ul><ul><ul><li>tagline, etc. </li></ul></ul><ul><li>Total control over URLs. </li></ul><ul><li>Consistent brand experience. </li></ul><ul><ul><li>You own the domain. No more “slash-whatever-the-campaign-is-called.” </li></ul></ul><ul><li>Truly Global </li></ul><ul><ul><li>Reach, integration, loyalty that isn’t defined and confined by region or country (.au .uk, etc.) </li></ul></ul><ul><li>Memorable, Descriptive and Branded URLs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>vs. </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Thought Leadership </li></ul><ul><ul><li>Will your online brand be defined by what you don’t do? </li></ul></ul>Not Just “On the Web,” Your Brand’s Part of It. Is your branded experience at “the address you could get,” or within a part of the Internet that you’ve defined?
  8. 8. Fictitious example for illustrative purposes only. www .Inspired.Canon
  9. 9. planet vs. vs. vs. ruletheair.verizon URLs will deliver concise messages with meaning in addition to being website destinations Fictitious examples for illustrative purposes only.
  10. 10. . brand – Search Engine Benefits Increase Brand Equity <ul><li>36% of Internet users perceive companies with top search ranking as market leaders </li></ul><ul><li>39% of Internet users select results from the 1st page of listings </li></ul><ul><ul><ul><li>25% revise their search if they don ’t find what they’re looking for on the 1st page </li></ul></ul></ul><ul><li>Branded URLs can facilitate top ranking and improve navigation </li></ul>
  11. 11. Market Research Melbourne IT DBS proprietary research of Internet users For websites ending with company names (.brand) <ul><ul><li>39% of Internet users polled indicated they would feel more secure conducting online transactions with those companies </li></ul></ul><ul><ul><ul><ul><li>54% indicated they would feel neither more nor less secure </li></ul></ul></ul></ul>For websites grouped by category domain names (e.g. .book, .cars) <ul><ul><li>44% of Internet users polled indicated it would make navigating to a site easier </li></ul></ul><ul><ul><ul><ul><li>37% indicated it would make no difference </li></ul></ul></ul></ul>
  12. 12. URL Structure brand.tickersymbol Expected Home Page URL Construction www.brandname www.tickersymbol www.productname www.category Brand Mapping URLs product.brandname feature.brand category.brand campaign.brand descriptor.product slogan.brand Email Applications [email_address] [email_address]
  13. 13. <ul><li>Generally a strategic business decision </li></ul><ul><ul><li>Trademark ownership </li></ul></ul><ul><ul><li>Brand/marketing potential </li></ul></ul><ul><ul><li>Preferred domain name </li></ul></ul><ul><li>TLD registration requirements </li></ul><ul><ul><li>Detailed application process – business & technical approach </li></ul></ul><ul><ul><li>Ongoing ICANN compliance </li></ul></ul><ul><ul><li>Initial cost $250,000 - $350,000 + > $150,000 annually </li></ul></ul><ul><ul><li>Technical registry infrastructure operation </li></ul></ul><ul><li>Transition/co-existence strategy </li></ul><ul><ul><li>URL strategy and implementation </li></ul></ul>Considerations
  14. 14. <ul><li>Timing </li></ul><ul><ul><li>Process approval announcement anticipated late June </li></ul></ul><ul><ul><li>Industry communication period </li></ul></ul><ul><ul><li>First applications accepted ~November </li></ul></ul><ul><ul><li>Application review 8 – 18 mos </li></ul></ul><ul><ul><li>2nd application period not take place for another 2 – 3 years </li></ul></ul><ul><li>Multiple organizations can apply for the same/similar name </li></ul><ul><ul><li>Provided use is consistent with trademark law </li></ul></ul><ul><li>Once created another confusingly similar TLD disallowed </li></ul><ul><ul><li>i.e. if .sport exists, .sports not allowed </li></ul></ul>Considerations
  15. 15. <ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>Additional Info