.tel Presentation For Register It @OBP Milano 18 novembre2009

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  • Background on the need – especially focused on ability for large organisations to help manage their customers communications touch-points, saving them money and increasing the social level of the large brand
  • Blenz Coffee has 55 stores in British Columbia, and is also in Japan and the Phillipines.
  • Blenz Coffee has 55 stores in British Columbia, and is also in Japan and the Phillipines.
  • Wouldn’t it be easier for people to remember NHS.tel rather than the swineflu number? NHS also doesn’t have a mobile-optimized website.
  • Wouldn’t it be easier for people to remember NHS.tel rather than the swineflu number? NHS also doesn’t have a mobile-optimized website.
  • Wouldn’t it be easier for people to remember NHS.tel rather than the swineflu number? NHS also doesn’t have a mobile-optimized website.
  • Wouldn’t it be easier for people to remember NHS.tel rather than the swineflu number? NHS also doesn’t have a mobile-optimized website.
  • Live contact us page that is dynamic and can change when your business changes or your communications campaigns, offers, discounts, competitions, etc change
  • Live contact us page that is dynamic and can change when your business changes or your communications campaigns, offers, discounts, competitions, etc change
  • Live contact us page that is dynamic and can change when your business changes or your communications campaigns, offers, discounts, competitions, etc change
  • Often corporate websites don’t like featuring social media on there as it ‘punctures the corporate membrane’ – so where else are you going to publicize all the ways in which your customers can get in touch with you and maximise your investment? Dell said it made $3 Million from Twitter last year – how are you getting sales or improving customer services through new low-cost routes to market? http://bits.blogs.nytimes.com/2009/06/12/dell-has-earned-3-million-from-twitter/
  • Much better to access than a .com, a .tel can point your customers to how they want to contact you. Pictoform is a Canadian advertising company, specializing in outdoor advertising.
  • Even in Russia!
  • Great for on-vehicle branding, when people have mobile devices, and aren’t sitting in front of a PC
  • Biggest shoe retailer in the UK with stores across UK and Republic of Ireland
  • through content.
  • .tel Presentation For Register It @OBP Milano 18 novembre2009

    1. 1. introducing .tel Telnic Limited
    2. 2. A completely new online publishing platform solely dedicated to contact information for businesses but also for the first time for Individuals A revolutionary service using a TLD at the crossroad of all forms of Communication, including Telecom, Marketing and Customer Relationship Management
    3. 3. what is .tel? <ul><li>to store, update and publish </li></ul><ul><li>contact information, web links and keywords </li></ul><ul><li>directly in the Domain Name System (“DNS”) </li></ul><ul><li>under a unique domain name and under their sole control </li></ul><ul><li>that enables people and businesses </li></ul><ul><li>The .tel is a new and very innovative communication service </li></ul><ul><li>enabling anyone to communicate with them through their name. </li></ul>
    4. 4. IP Address 129.42.18.103 THIS IS .COM OR .IT, NOT.TEL DNS EQUALS WEB CONTENT DNS www.IBM.com IP Address 129.42.18.103
    5. 5. Hertz.tel tel: +442078280000 email: info@hertz.com www.hertz.com THIS IS .TEL DNS NOW USED FOR TELECOM This is contact information, not IP address of web sites DNS click to call tel: +442078280000
    6. 6. what is .tel? <ul><li>The .tel is accessible by any online device. </li></ul><ul><li>The .tel is a new online medium: a low data content “contact page”, not a “web page” (200 to 500 times bigger). </li></ul><ul><li>The .tel is fast and inexpensive to access especially from any mobile device. </li></ul><ul><li>The .tel provides a new internet standard for people and businesses to take full control over how and where they are reached. </li></ul>
    7. 7. .tel delivers <ul><li>Storage of all types of contact information </li></ul><ul><li>Adaptation to any communication solution </li></ul><ul><li>  Full control and ownership of your data </li></ul><ul><li> ‘ Live’ and real time update of contact information </li></ul><ul><li>  Protection of private data </li></ul><ul><li>  Optimized mobile searching and surfing </li></ul><ul><li>  Simple structured navigation </li></ul><ul><li>Multi-lingual keywords for SEO </li></ul><ul><li>No need to build, host or manage a website </li></ul><ul><li>The first, live, global directory service </li></ul><ul><li>Monetization of .tel pages if needed </li></ul>
    8. 8. Why .tel <ul><li>Communications are fragmenting </li></ul><ul><li>Myriad of communications choices </li></ul><ul><li>No neutral platform to publish </li></ul><ul><li>No communications-independent place </li></ul><ul><li>Privacy and sharing important </li></ul><ul><li>Should be easy to manage </li></ul><ul><li>Needs to be resillient </li></ul><ul><li>Mobile Internet is expensive when accessing web based services </li></ul>
    9. 9. Accessible on any device
    10. 10. Simple management console to create and update your .tel page at any time No computer expertise required No need to host or manage a web site
    11. 11. Your name under .tel: great for social networking <ul><li>Your Telecom ID for life </li></ul><ul><li>Your Online Business Card </li></ul><ul><li>Your Personnel Telecom Router </li></ul>
    12. 12. Great for social networking Lets watch the short demo film: You may not even need a business card….
    13. 13. .tel : a “Swiss army knife” of Communication <ul><li>Covering about every conceivable communication need of anyone: </li></ul><ul><li>Individuals </li></ul><ul><li>SMEs </li></ul><ul><li>Professionals </li></ul><ul><li>Large organizations with brands </li></ul><ul><li>Non Profit Organizations </li></ul><ul><li>Other applications (specialist directories, dynamic data, crisis management etc…) </li></ul>THE FOCUS OF TODAY
    14. 14. .tel for large companies: how to manage third party relations by extending their brand into Telecom <ul><li>Using their brand under .tel to increase satisfaction of the company’s “ecosystem”: </li></ul><ul><li>To integrate all means of communication in a single place under their brand </li></ul><ul><li>To optimize the routing of the company’s ecosystem - the outside world - to the most appropriate country / department / service or local branch: </li></ul><ul><li>Customers </li></ul><ul><li>Suppliers </li></ul><ul><li>Investors </li></ul><ul><li>Media </li></ul><ul><li>Using the optimal communication means </li></ul>
    15. 15. .tel for large companies: how to manage third party relations by extending their brand into Telecom <ul><li>To implement easy to access complex global directories using simple hierarchical pages and sub pages structured by: </li></ul><ul><li>Legal entities </li></ul><ul><li>Products and services </li></ul><ul><li>Departments </li></ul><ul><li>Countries / Regions / Cities </li></ul><ul><li>Customers </li></ul><ul><li>Retail outlets etc… </li></ul><ul><li>Allowing multilingual key words for each sub page </li></ul><ul><li>To gain a very efficient and cost effective mobile presence </li></ul>
    16. 16. largeco.tel
    17. 17. Great to route customers
    18. 18. Great for branded communications
    19. 19. Great for investors relations
    20. 20. Great for media relations
    21. 21. .tel for large companies: how to manage third party relations by extending their brand into Telecom <ul><li>Also: </li></ul><ul><li>To replace complex existing vocal Instant Voice Response solutions, which are at best irritating for customers </li></ul><ul><li>To save substantial hidden costs when moving: </li></ul><ul><li>headquarters or local offices </li></ul><ul><li>Telecom operator or ISPs </li></ul><ul><li>As using .tel allows: </li></ul><ul><li>No change of letterhead, yellow page, advertizing medias </li></ul><ul><li>Instant access to new coordinates </li></ul><ul><li>No mailing to suppliers or clients </li></ul><ul><li>No change of business cards </li></ul>
    22. 22. .tel a perfect addition to large companies’ websites <ul><li>To improve, when linked to a .tel page, search engine discoverability or rankings of websites, the .tel page being much better structured than a web page </li></ul><ul><li>To efficiently route to one or several webpages though links in the .tel page </li></ul><ul><li>To integrate the .tel page into the website: </li></ul><ul><li>Most websites’ “contact us” pages do not provide adequate information, except in Japan </li></ul><ul><li>Replace the “contact us” page by a link to the .tel page </li></ul><ul><li>Or import the whole .tel page into the website </li></ul>
    23. 23. Great for additional SEO benefits
    24. 24. Route to multiple web sites
    25. 25. Use as ‘live’ contact us page on website
    26. 26. Insert .tel page in website
    27. 27. .tel a flexible tool to optimize Marketing <ul><li>To promote your links to social communities </li></ul><ul><li>To facilitate outdoor advertizing </li></ul><ul><li>To allow simple advertizing on any medium </li></ul><ul><li>To deliver structured data efficiently </li></ul><ul><li>To market your brand using RichContent </li></ul><ul><li>To monetize your .tel page using Sponsored Links </li></ul><ul><li>To measure your web traffic on your .tel pages </li></ul><ul><li>To enhance Customer Relationship Management (“CRM”) </li></ul><ul><li>To add an effective tool to your promotion efforts </li></ul>
    28. 28. Great for promotion of brand in social media and optimize customers “touch points”
    29. 29. Great for any advertising
    30. 30. Great for outdoor advertising
    31. 31. Great on vehicle advertising
    32. 32. Great for structured data delivery Optimized for SEO
    33. 33. Great to market your brand with Related Content PC view Mobile view
    34. 34. .Great to monetize your brand with Sponsored Links PC view Mobile view
    35. 35. . tel a great tool to measure your web traffic <ul><li>You can now measure the traffic on your .tel page with Telstats, our set of tools in beta version </li></ul>
    36. 36. .tel a great tool for Customer Relationship Management (“CRM”) <ul><li>When using your brand name under .tel: </li></ul><ul><li>Unifies interaction with customers </li></ul><ul><li>Tracks customer’s information and monitors traffic </li></ul><ul><li>Allows interaction with other companies and business partners such as: </li></ul><ul><li>vendors </li></ul><ul><li>Suppliers </li></ul><ul><li>retail outlets and distributors </li></ul><ul><li>industry networks </li></ul><ul><li>lobbying groups </li></ul><ul><li>trade associations </li></ul><ul><li>Can centralize or discriminate access to several web sites, including for new customers </li></ul>
    37. 37. .tel a great tool for Customer Promotions <ul><li>Issuing .tel to customers as part of a promotion allows: </li></ul><ul><li>Acquisition of customer data and intelligence </li></ul><ul><li>Monitoring of customer </li></ul><ul><li>Direct interaction with customers </li></ul><ul><li>Focused targeting of marketing campaigns </li></ul><ul><li>Retention of customer </li></ul><ul><li>You can use .tel as a promotion tool: </li></ul><ul><li>Online </li></ul><ul><li>Offline with vouchers </li></ul>
    38. 38. .tel for large companies: setting up a .tel page raises four complex issues <ul><li>First key issue to be resolved - how to optimize routing of direct and end customers as well as suppliers - : </li></ul><ul><li>What to show for what purpose: </li></ul><ul><li>Group’s contact info including subsidiaries by country/type of activity/product/legal entity? </li></ul><ul><li>Product directory with related individuals plants? </li></ul><ul><li>Location of end retailers selling the product? </li></ul><ul><li>Emergency contact info in crisis management (product recall)? </li></ul><ul><li>Temporary or permanent call center for after-sale service? </li></ul><ul><li>Centralized directory for information available online? </li></ul><ul><li>Customer acquisition, monitoring and retention? </li></ul>
    39. 39. .tel for large companies: setting up a .tel page raises four complex issues <ul><li>What level of online transparency and exposure: </li></ul><ul><li>At what level to stop disclosure of contact information: </li></ul><ul><li>Headquarters </li></ul><ul><li>Subsidiaries </li></ul><ul><li>Departments </li></ul><ul><li>Individuals </li></ul><ul><li>What information to publish </li></ul><ul><li>A typical battleground to oppose Traditionalists and Modernists </li></ul>
    40. 40. .tel for large companies: setting up a .tel page raises four complex issues <ul><li>Second key issue to be resolved - Who manages each level for setting up and updating the .tel page (s) : </li></ul><ul><li>Centralized model is possible: </li></ul><ul><li>Up to 3,000 sub pages per .tel name, with up to 300,000 pieces of contact information </li></ul><ul><li>Needs automation of data populating process involving IT department to gather, package and import data unto .tel </li></ul><ul><li>Decentralized model provides flexibility at the expense of control: </li></ul><ul><li>Requires a specific .tel for each autonomous “.tel unit” </li></ul><ul><li>All .tel units can be chained through a link into the holding’s .tel page (ifil.tel should contain ferrari.tel , maserati.tel and fiat.tel). </li></ul>
    41. 41. .tel for large companies: setting up a .tel page raises four complex issues <ul><li>Third key issue to be resolved – Who arbitrates - : </li></ul><ul><li>Solving key questions requires input from at least four departments: </li></ul><ul><li>Marketing </li></ul><ul><li>Communication </li></ul><ul><li>Legal </li></ul><ul><li>IT </li></ul><ul><li>CEO/head of department will not naturally arbitrate for a €14 decision, albeit an important one </li></ul><ul><li>Need for an outside advisor to initiate and drive arbitration process: best positioned, the registrar </li></ul>
    42. 42. .tel for large companies: setting up a .tel page raises complex issues <ul><li>Fourth key issue to be resolved – Who should manage the .tel - : </li></ul><ul><li>Large organizations have protected their name or brand under .tel as part of their global “TLD protection” program </li></ul><ul><li>Some have not purchased it because of “TLD fatigue”: </li></ul><ul><li>New “Geographical” TLDs compete with country TLDs without differentiation </li></ul><ul><li>New “Service” TLDs are only emerging: .tel is the first </li></ul><ul><li>None provide innovation for the DNS: only mapping IP addresses </li></ul><ul><li>New GTLDs: for what purpose? Carving out of web space in thinner slices? To respond to which online needs? </li></ul><ul><li>Both have not understood how .tel is different for a variety of reasons </li></ul><ul><li>Most positive decisions to purchase were made by internal or external IP lawyers, who have since kept their group’s .tel under wrap, without using it optimally </li></ul>
    43. 43. What has been achieved today by large organizations <ul><li>Lets judge by ourselves and walk through a strongly branded industry: </li></ul><ul><li>car manufacturing </li></ul>
    44. 44. What to avoid: inserting the registrar’s contact information cannibalizes the brand
    45. 45. What to avoid: referring to its own .tel brings no added functionalities
    46. 46. A slight improvement: referring to its own web site
    47. 47. A good start : adding address and location but no phone or email
    48. 48. The right direction: adding telephone, email and a sub page: “Museum”
    49. 49. Starting to be serious about .tel: adding 2 telephone numbers, 2 faxes and 2 websites
    50. 50. An example to follow: the University of Telecom of Taïwan, Chunghua.tel, provides access to any key individuals In real time « This is Doctor Cheng’s office: how may I help you? »
    51. 51. .tel for large companies usually with a website <ul><li>Other live examples: </li></ul><ul><li>Esb.tel for a German business school </li></ul><ul><li>Telenor.tel (Leading Telecom operator in Norway) </li></ul><ul><li>hutchinsonwhampoa.tel (Conglomerate in Honk Kong) </li></ul><ul><li>Europeferries.tel (UK ferries) </li></ul>
    52. 52. .tel for large companies: setting up a .tel page requires multiple skills <ul><li>.tel is not only a legal issue, but a communication and a marketing conundrum </li></ul><ul><li>Legal Departments must bring the .tel issue to their Marketing, Communication and IT counterparts </li></ul><ul><li>Responsibility of the issue must be transferred to a Joint Team involving the four departments </li></ul><ul><li>Joint Team must address key issues identified with help and advice of registrar running the brand protection program </li></ul>
    53. 53. Build your .tel <ul><li>Be now proactive at protecting your brand </li></ul><ul><li>Think outside the box: move from web based content into Telecom and Communication </li></ul><ul><li>Pool together your company’s internal resources: </li></ul><ul><li>IT </li></ul><ul><li>Communication </li></ul><ul><li>Marketing </li></ul><ul><li>Telecom </li></ul><ul><li>Think through what you want to show </li></ul><ul><li>Build your company’s .tel page </li></ul><ul><li>Test it with purchasing and building your personnel .tel page </li></ul>
    54. 54. Help to save cost anyone wishing to contact your company's .tel page, be a fr ie nd, a customer or a supplier <ul><li>The .tel page is not a web page (0.5 to 1Mo), but a simplified interface, or a “contact page”, (a few thousands octets), or 200 to 500 times smaller </li></ul><ul><li>Mobile access to: </li></ul><ul><li>any web based data service is slow and expensive </li></ul><ul><li>any .tel page is very fast and inexpensive, especially when roaming </li></ul><ul><li>2 Mo of web based mobile data (2 clicks or 2 web pages) equals: </li></ul><ul><li>€ 2 in your home country </li></ul><ul><li>€ 7 to €9 roaming in neighboring countries </li></ul><ul><li>€ 15 in distant countries </li></ul><ul><li>This means a €50 to €150 cost for any contact information for most web based search when roaming </li></ul><ul><li>Check cost of web and .tel access on your bill when back home and compare… </li></ul>
    55. 55. <ul><li>In 1995, DNS revolutionized and simplified access to web pages by allowing people to select “easy-to-dial and-remember” names (www.ibm.com) rather than cumbersome digits (12 digit IP address). </li></ul><ul><li>In 2009, DNS is revolutionizing and simplifying communication: people can now communicate through “easy-to-dial and-remember” names (obama.tel) and company name (sony.tel) ,rather than with the cumbersome multiple underlying contact information. </li></ul><ul><li>- .tel is the future of communication. More on www.telnic.org </li></ul>Our vision
    56. 56. <ul><li>Press releases: http://telnic.org/media-pressrel.html </li></ul>To keep you informed about.tel: <ul><li>Our monthly online newsletter: http://telnic.org/community-signup.html </li></ul><ul><li>List of .tel communities: http://telnic.org/community-groups.html </li></ul><ul><li>Planned launch of new applications: http://telnic.org/community-roadmap.html </li></ul><ul><li>Download your .tel application: http://telnic.org/community-applications.html </li></ul>
    57. 57. To reach me for additional questions or receive the presentation Dial fabien.tel even in 20 years… My live business card for ever
    58. 58. Or Search my name for my .tel
    59. 59. tell the world

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