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How	
  to	
  protect	
  the	
  
IP	
  of	
  luxury	
  and	
  
fashion	
  brands	
  with	
  
other	
  means	
  than	
  
the...
Agenda	
  
•  Introduc)on	
  to	
  NetNames	
  
•  Evolu)on	
  of	
  the	
  internet	
  
•  Historic	
  solu)ons	
  for	
 ...
NetNames	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means	
  t...
Evolu?on	
  of	
  the	
  internet	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
wi...
Evolu?on	
  of	
  the	
  internet	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
wi...
Historic	
  solu?ons	
  for	
  combaUng	
  the	
  problem	
  
How	
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  protect	
  the	
  IP	
  of	
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  and	
  ...
Modern	
  techniques	
  for	
  combaUng	
  the	
  problem	
  
How	
  to	
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  the	
  IP	
  of	
  luxury	
  and	
  ...
•  Millions	
  of	
  search	
  sources	
  
•  Domain	
  name	
  zone	
  files	
  
•  Web	
  crawling	
  	
  
•  Logo	
  mis...
Modern	
  techniques	
  for	
  combaUng	
  the	
  problem	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  ...
Modern	
  techniques	
  for	
  combaUng	
  the	
  problem	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  ...
Modern	
  techniques	
  for	
  combaUng	
  the	
  problem	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  ...
Modern	
  techniques	
  for	
  combaUng	
  the	
  problem	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  ...
Complementary	
  not	
  condradictory	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
 ...
Detec?on	
   Analysis	
  
Takedown	
  
criteria	
  met	
  
RECOVERY	
  /	
  
SUSPENSION	
  
DISRUPTION/	
  
RESTORE	
  
TR...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Case	
  study	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means...
Ques?ons	
  
How	
  to	
  protect	
  the	
  IP	
  of	
  luxury	
  and	
  fashion	
  brands	
  
with	
  other	
  means	
  t...
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How to protect the IP of luxury and fashion brands with other means than the law?

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Certain internet companies provide services which efficiently fight against counterfeiting and online infringement, without resorting to legal means. How does this technology complement the work done by lawyers to fight against the online pandemic of knockoffs? What services, exactly, are provided to brands? Stuart Durham, General Manager UK, NetNames

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How to protect the IP of luxury and fashion brands with other means than the law?

  1. 1. How  to  protect  the   IP  of  luxury  and   fashion  brands  with   other  means  than   the  law?  
  2. 2. Agenda   •  Introduc)on  to  NetNames   •  Evolu)on  of  the  internet   •  Historic  solu)ons  for  comba8ng  the  problem   •  Modern  techniques  for  comba8ng  the  problem   •  Case  study   •  Ques)ons   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   2  
  3. 3. NetNames   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   3   Who  are  we?   •  The  European  leader  for  the  protec?on   of  brands  on  line  and  domain  name   management.   •  19  years  of  experience   •  400  employees  in  13  offices     •  39  languages  spoken  in  the  company   with  exper)se  in  Chinese   •  35%  of  the  FTSE  100,  20%  of  the   companies  listed  on  the  CAC40   1.  London  /UK       8.  Switzerland/Zurich     2.  Cambridge  /UK     9.  USA  /NYC   3.  Denmark  /Copenhagen     10.  USA  /San  Francisco   4.  France  /Paris     11.  Australia  /Melbourne   5.  Germany  /Munich     12.  Singapore  /Singapore   6.  Norway  /Oslo     13.  India  /Delhi   7.  Sweden  /Stockholm    
  4. 4. Evolu?on  of  the  internet   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   4   Then  and  now   1990   1995   1998   1999   2003   2004   2005   2007   2010   2012   2014  
  5. 5. Evolu?on  of  the  internet   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   5   •  Cyber  squa]ers   •  Phishing  and  copycat  websites   •  Professional  “domainers”  or  opportunists   •  Counterfeits  –  cosme)cs,  luxury  goods,  pharmaceu)cals   •  Piracy  –  Films  and  media,  live  streaming   •  Reputa)on  management   •  Fake  mobile  applica)ons   Internet  usage  con)nues  to  grow  at  a  rapid  pace  and  with  it  so  does  internet  based  infringements   •  Piracy  as  an  example  is  not  just  directly  harmful  but  indirectly  accounts  for  23.8%  of  the  total  bandwidth  used  by   all  internet  users.   •  Three  key  regions  –  North  America,  Europe  and  Asia-­‐Pacific  which  make  up  the  majority  of  the  internet  comprising   of  82.6%  of  all  internet  users.   •  370M  unique  internet  users  explicitly  sought  infringing  content  during  January  2013   •  13.9  Billion  page  views  were  recorded  on  web  sites  focused  on  piracy  in  January  2013  
  6. 6. Historic  solu?ons  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   6   To  be  honest  –  very  few!   Registrars  would  ojen  serve  as  the  first  point  for  ‘detec)on’   22  ‘classic’  gTLDs  like  com,  net,  org,  biz,  info   The  more  ‘exo)c’  or  country  code  based  TLDs  were  harder   …and  s)ll  are  to  detect.   This  technique  did  not  and  does  not  catch:   •  Websites  created  some  )me  ajer  the  registra)on  of  the  domain  e.g.  what  is  it  doing?   •  Generic  domain  names  that  have  key  word  content  physically  on  the  web  page.  h]p://generic.com   •  Generic  domain  names  but  with  URLs  that  have  key  word  content  h]p://generic.com/yourbrand   •  Logos  being  used  on  the  page  but  without  infringing  keywords,  generic  names  and  generic  URLs.    
  7. 7. Modern  techniques  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   7   As  the  internet  has  grown,  so  have  the  op)ons   The  TMCH  or  Trademark  Clearing  House.   •  Deterrent  not  a  protec)on  mechanism   •  Available  not  just  through  registrars   •  Sends  no)fica)ons  of  registra)ons   •  Available  only  on  new  gTLDs   DPML  or  Domains  Protected  Marks  List.   •  Stops  registra)ons  being  made   •  You  must  have  a  TMCH  registered   •  You  can  unblock  and  use  later  yourself   •  Not  just  an  exact  match  on  your  trademark   •  It’s  only  available  on  less  than  half  the  new  extensions   Brand  Protec)on  solu)ons   •  Several  providers  in  this  space   •  More  technical  enforcement  then  legal  enforcement   •  Fancy  )tle  but  what  does  it  mean?  
  8. 8. •  Millions  of  search  sources   •  Domain  name  zone  files   •  Web  crawling     •  Logo  misuse   •  Online  marketplaces     •  Social  media  sites   •  Mobile  apps   Monitoring •  Infringement  insight   •  Online  inves)ga)ons   •  Test  Purchases   Investigation & Countermeasures •  Priori)sa)on   (according  to    the   importance  of  the   threat,  site  traffic,   content  analysis,   region,  etc.)   •  Risk  scoring   •  Clustering  of  websites     Evaluation •  Enforcement  ac)ons   •  C&D     •  Takedowns   •  UDRP/URS   •  Bespoke  ROI  repor)ng   •  Alerts     Action & Reporting BRAND   ABUSE   8   Modern  techniques  for  combaUng  the  problem   Focus  on  Brand  Protec)on   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?  
  9. 9. Modern  techniques  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   9   Focus  on  Brand  Protec)on..cont.   Ac)on  to  the  Registrar   Ac)on  to  the  Website  Hoster   Ac)on  to  the     Domain  Name  Owner   Domain  name  deac)va)on   URL  deac)va)on   Content  supression  
  10. 10. Modern  techniques  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   10   Focus  on  Brand  Protec)on..cont.   Ac)on  to  Search  Engines   DMCA   Market  place  Delis)ng   Ac)on  to  eBay   (Vero  takedown)   Search  Engine  Delis)ng  
  11. 11. Modern  techniques  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   11   We  speak  their  language  literally  and  figura)vely  
  12. 12. Modern  techniques  for  combaUng  the  problem   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   12   A  picture  is  worth  1000  words  
  13. 13. Complementary  not  condradictory   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   13   Complete  not  Compete   •  Ojen  seen  as  a  compe)ng  strategy  to  legal  enforcement  –  in  fact  it’s  the  oppos)te   1.  Firstly  this  is  about  ‘intelligence’.     -­‐  Without  the  understanding  of  what  is  ‘out  there’  you  cannot  even  make  a  choice.     2.  UDRP  and  URS  have  an  important  role  to  play.     -­‐  If  you  want  to  recuperate  and  get  the  name  back  –  UDRP  is  the  only  op)on  (outside   of  an  a]empt  to  buy  from  the  current  owner).   -­‐  URS  is  quite  ‘lightweight’  in  so  much  it  supresses  the  registra)on  for  the  remainder   of  the  original  purchase  but  can  present  a  problem  again.     3.  There  are  many  ‘safe  havens’.     -­‐  Whilst  technical  deac)va)on  is  an  op)on,  many  cyber  squa]ers  flock  to  ‘safe  haven’   registrars  where  the  registrar  ‘ignores’  the  takedown  request  or  the  equivalent  website   hos)ng  companies.      
  14. 14. Detec?on   Analysis   Takedown   criteria  met   RECOVERY  /   SUSPENSION   DISRUPTION/   RESTORE   TRAFFIC    Domain  name  registrar  takedown  ←  domain  suspension    Social  media  site  ,  Mobile  App  market,  ISP  ←  content  removal   Registrant  Cease  &  Desist  ←  domain  recovery   Email  provider  ←  Email  account  suspension     Organic  Link  Removal    (using  DMCA)  ←  traffic  disrup)on   Google  AdWord  Enforcement  ←  traffic  disrup)on   Payment  Gateway  ←  suspension    of  account  /  payments           RECOVERY  /   SUSPENSION   LEGAL           ACTION   UDRP/URS   Li?ga?on   14   Detec?on   •     Search  and  find   infringements   •   Validate  and  clarify   results   Complementary  not  condradictory…cont   Complete  not  Compete   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?  
  15. 15. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   15   A  French  luxury  brand   Domain  summary  sta?s?cs  for  the  monitoring  period  :         November   October   To  date   Ac?oned   112   82   1,509   Domain  Deac?va?ons     The  following  11  domains  had  their  infringing  content  removed  during   November:     §  xxxxxx.ma        §  xxxxxx.com   §  xxxxxx.eu        §  xxxxxx.com   §  xxxxxx.com      §  xxxxxx.com     §  xxxxxx.com        §  xxxxxx.net     §  xxxx.us        §  xxxxxx.fr     §  xxxxxx.com    
  16. 16. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   16   A  prac)cal  example…cont.       November   October   2014  To  Date   Ac?oned   3,074   3,022   22,702   Compliance  (%)   2,336  (76)   2,724(90)   20,737  (91)   €  value  removed†   166,129,440   545,513,087   52,635,371,955   Number  of  items  removed†   3,553,795   6,127,997   491,069,342   Marketplace  summary  sta?s?cs  for  the  monitoring  period    
  17. 17. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   17   A  prac)cal  example…cont.   Overview  of  ac?vity  per  marketplace         Ac?oned   Completed       Individual  lis)ngs  ac)oned   Number  of  items  ac)oned   €  Value  of  lis)ngs   ac)oned   Individual  lis)ngs   removed   Number  of  items  removed   €  Value  of  lis)ngs   removed   Compliance  (%)   1688   194   2,969,103   46,293,474   183   2,781,504   41,414,849   94   AliBaba   1   800   1,280   1   800   1,280   100   AliExpress   2   2   39   2   2   39   100   Allegro   49   49   3,306   44   44   2,998   90   C2COffer   177   17,909   780,805   47   8,501   370,629   27   China.cn   11   11   0   0   0   0   0   CraigsList   613   613   383,495   613   613   383,495   100   DIYTrade   56   117   2,646   56   117   2,646   100   eBay   31   31   7,010   30   30   6,595   97   iOffer   366   366   85,923   366   366   85,923   100   MarktPlaats   297   297   20,353   292   292   19,953   98   ML  Argen?na   20   20   623   20   20   623   100   ML  Brazil   116   116   11,035   45   45   6,565   39   ML  Chile   1   1   0   1   1   0   100   ML  Colombia   3   3   68   3   3   68   100   ML  Mexico   82   82   89,159   70   70   78,640   85   ML  Peru   4   4   94   3   3   70   75   ML  Uruguay   1   1   2   1   1   2   100   ML  Venezuela   31   31   7,630   31   31   7,630   100   PaiPai   405   22,685,466   3,897,049,587   33   395,951   29,550,099   94   TaoBao   614   371,379   98,349,159   494   365,401   94,197,335   80   Total   3,074   26,046,401   4,043,085,690   2,335   3,553,795   166,129,440   85  
  18. 18. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   18   A  prac)cal  example…cont.   Overview  of  ac?vity  per  product             Ac?oned   Completed           Individual  Lis)ngs   Volume  of  items   €  Value  of  lis)ngs   Individual  Lis)ngs   Volume  of  items     €  Value  of  lis)ngs   Compliance   (%)   Accessories   73   281,276   13,618,805   4   17,846   343,743   5   Bags  –  Brand  1   1,014   370,627   102,764,946   963   362,192   91,843,550   95   Bags  –  Brand  2   10   10   3,091   10   10   3,091   100   Bags  –  Brand  3   1   1   0   1   1   0   100   Bags  –  Brand  4   108   334   503,250   98   169   160,036   91   Bags  –  Brand  5   7   7   1,836   7   7   1,836   100   Bags  -­‐  Other   542   54,795   9,553,284   346   18,611   1,193,636   64   Clothing   167   137,690   4,554,003   80   4,400   333,120   48   Clothing  –  Belt   838   21,353,210   3,826,923,598   630   20,083   4,311,668   75   Clothing  –  Shoes   34   650,978   32,359,170   5   368,330   27,664,094   15   Jewellery   89   165,498   5,557,701   51   31,715   1,306,110   57   Other   171   3,005,782   45,910,006   140   2,730,431   38,968,557   82   Perfume   20   26,193   1,336,001   0   0   0   0  
  19. 19. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   19   A  prac)cal  example…cont.   Top  sellers  on  marketplaces     Seller   Total  lis?ngs   ac?oned   €  Value  of                                 items  offered   Volume  of                                             items  offered   说⻓长道短o   37   60,788   43   全球购1942   36   1,299,540   1,316   圣诞节7004   19   1,619,046   1,881   好卖家喔88   16   1,476,189   1,584   客家牛牛   12   86,272   208   pppoe2   10   9,490   10   mecci_h   9   1,561,950   1,350   环球⼲⼴广场2号店   9   22,164   18   奢品潮牌会所   8   0   48   世界都在你眼中   8   1,095,900   1,200   说⻓长道短o   37   60,788   43  
  20. 20. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   20   A  prac)cal  example…cont.   If  not  why  not?   •  Change  of  market  place?   •  Change  of  key  words  ‘cheap  braand’?   •  Relis)ng  the  next  month?   •  Crea)ng  the  links  between  the  data  or  intelligence  behind  the  numbers   384   474   560   816  851   1253   868   0   200   400   600   800   1000   1200   1400   Janvier   Fevrier   Mars   Avril   Mai   Juin   Juillet   PaiPai   PaiPai   Linear   (PaiPai)   2132  2177   303  487  277  141   506   -­‐1000   0   1000   2000   3000   Janvier   Fevrier   Mars   Avril   Mai   Juin   Juillet   iOffer   iOffer   Linear  (iOffer)   Trending  –  are  we  winning?    
  21. 21. Case  study   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   21   Strategy  
  22. 22. Ques?ons   How  to  protect  the  IP  of  luxury  and  fashion  brands   with  other  means  than  the  law?   22  

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