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Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
Insurance Customer Behavior - Changed by new Top-level Domains
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Insurance Customer Behavior - Changed by new Top-level Domains

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Each website on the Internet has a unique (domain) name. Until end of May 2012, interested companies and associations could apply to ICANN for new …

Each website on the Internet has a unique (domain) name. Until end of May 2012, interested companies and associations could apply to ICANN for new
proprietary TLDs. The international insurance industry has made several requests. As the new TLDs spreads, they will have an impact on (1) User behavior on the Internet, on (2) Customers seeking for information and on (3) The profit lines of insurance intermediaries and providers. Changing customer behavior presents opportunities (...) and risks (...). As the new TLDs spread, they will have an impact on the user behavior on the Internet, on customers seeking for information and thus on the profit margin of insurance intermediaries and providers.

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  • 1. Insurance Customer Behavior changed by new Top-level Domains Insurance Customer Behavior changed by new Top-level Domains Karl-Heinz Paßler November 4, 2012 karlheinzpassler.com Specialist on Information technology in insurance context
  • 2. Insurance Customer Behavior changed by new Top-level Domains Top-level Domains are ubiquitous Each website on the Internet has a unique (domain) name. It consists of a string that is separated by dots.Karl-Heinz Paßler For example "www.axa.com". Specialist onInformation technology in insurance context. The Top-level Domain (TLD) denotes the posterior part of the string and is the highest level of name resolution. In the example above it s ".com", the most important TLD. It stands for commercial activities. karlheinzpassler.com karlheinzpassler.com
  • 3. Insurance Customer Behavior changed by new Top-level Domains New Top-level Domains for the Insurance Industry Until end of May 2012, interested companies and associations could apply to ICANN for new proprietaryKarl-Heinz Paßler TLDs. Specialist onInformation technology in insurance context. Everyone could apply for "any" TLD. In the next two years ICANN checks the proposals and decides on approvals. ICANN has published a list of received applications. The international insurance industry has made several requests. karlheinzpassler.com karlheinzpassler.com
  • 4. Insurance Customer Behavior changed by new Top-level Domains New Top-level Domains for the Insurance Industry An example on the requested ".insurance", let s make "car.insurance"Karl-Heinz Paßler "metlife.insurance" Specialist onInformation technology in insurance context. Some brand names pending for approval ".axa" ".dvag" ".allstate" The possibilities are endless. (German Insurance Leaders can be found in an older post.) karlheinzpassler.com karlheinzpassler.com
  • 5. Insurance Customer Behavior changed by new Top-level Domains Impacts on Insurance Companies As the new TLDs spreads, they will have an impact on User behavior on the Internet, onKarl-Heinz Paßler Customers seeking for information and on Specialist onInformation technology The profit lines of insurance intermediaries and providers. in insurance context. Changing customer behavior presents opportunities risks karlheinzpassler.com karlheinzpassler.com
  • 6. Insurance Customer Behavior changed by new Top-level Domains Impacts on Insurance Companies Opportunities TrustKarl-Heinz Paßler Specialist on Customers could trust the custom TLDs more than traditionalInformation technology in insurance context. domains, thereby increasing interaction. Loyalty Customers might remember a custom TLD better, therefore bypass search engines and competitors. Search engine rankings A consequence might be a better positioned presence on the results page or an additional presence. karlheinzpassler.com karlheinzpassler.com
  • 7. Insurance Customer Behavior changed by new Top-level Domains Impacts on Insurance Companies Possible risksKarl-Heinz Paßler Moving Specialist on Changing an established ".com" site will have a costly impact. AInformation technology in insurance context. decrease in rankings, traffic and revenue will have negative effects on the profit line. Alternate Presence Building up a second presence is an important option to consider. Cost Acquiring a TLD is a challenging and expensive undertaking. karlheinzpassler.com karlheinzpassler.com
  • 8. Insurance Customer Behavior changed by new Top-level Domains It makes sense to think about custom Top- level Domains - Today! If you have already submitted an applicationKarl-Heinz Paßler It makes sense to concretize a TLD-plan and discuss Specialist on appropriate actions. Form a group that is cross-departmentalInformation technology in insurance context. and multi-divisional to this strategic issue. If you have not yet applied Think if and how you could use your own TLD. Choose whether to apply for one or more TLDs, or limit your corporation to proactively defend your brand online in the future. Talk with other departments and divisions. karlheinzpassler.com karlheinzpassler.com
  • 9. Insurance Customer Behavior changed by new Top-level Domains Contact If you have questions, you can contact me directly blog@karlheinzpassler.comKarl-Heinz Paßler Specialist onInformation technology Discuss your views on the blog in insurance context. http://karlheinzpassler.com/ karlheinzpassler.com karlheinzpassler.com
  • 10. Insurance Customer Behavior changed by new Top-level Domains Appendix Relevant Sources: Comment (general), Matt CuttsKarl-Heinz Paßler https://plus.google.com/+MattCutts/posts/4VaWg4TMM5F Specialist on How Custom TLDs Can and Will Impact SEO (general), Lucas JansInformation technology http://www.vml.com/news-and-trends/articles/how-custom-tlds-can-and-will- in insurance context. impact-seo ICANNs New Top-Level Domain Name Program Forces Insurers to React, Anthony ODonnell http://www.insurancetech.com/regulation/icanns-new-top-level-domain-name- program/230900040 In Expanded Internet Naming Game, Who Will Own .insurance?, Andrew G. Simpson http://www.insurancejournal.com/news/national/2012/06/13/251254.htm New Top Level Domains and Disruptive Change on the Internet, R. Shawn Gunnarson, Kirton & McConkie http://www.kmclaw.com/media/site_files/29_icannbloomberg.pdf Evaluation New Top-Level Domains, MarkMonitor https://www.markmonitor.com/download/wp/wp-gTLD.pdf karlheinzpassler.com karlheinzpassler.com
  • 11. Insurance Customer Behavior changed by new Top-level Domains Appendix Relevant Links: Search engine results page (Wikipedia)Karl-Heinz Paßler http://en.wikipedia.org/wiki/Search_engine_results_page Specialist on Top-level Domain (Wikipedia)Information technology http://en.wikipedia.org/wiki/Top-level_domain in insurance context. Internet Corporation for Assigned Names and Numbers (Wikipedia) http://en.wikipedia.org/wiki/ICANN List of all applied TLD strings (ICANN) http://newgtlds.icann.org/en/program-status/application-results/strings-1200utc- 13jun12-en List of german insurance leades applied for new TLDs (Blog Post) http://karlheinzpassler.com/2012/10/14/new-top-level-domains-missing-for-most- insurance-and-banks/ Click-Trough-Rate (Wikipedia) http://en.wikipedia.org/wiki/Click-through_rate Search engine result page (Wikipedia) http://en.wikipedia.org/wiki/Search_engine_results_page karlheinzpassler.com karlheinzpassler.com

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