New gTLDs – a brand and industryperspectiveMartin SuttonGroup Security & Fraud RiskHSBC Holdings plcNovember 2011
.risksBigger landscape       Confusion users - how well will consumers adapt to changes?       More infringements / fra...
.risksIDNs – could these hinder enforcement?      How will brands monitor these effectively and enforce?      IDN WHOIS...
.protectionInitial threat to brands (pre-launch)       Application for .brand TLD by third party       Applications for...
.protectionPost-launch protection – register vs enforcement (2nd level)Assess each gTLD       Would the business proact...
.protectionPost-launch protection – monitoring & enforcement       Trademark Clearinghouse       Sunrise Period       ...
.opportunitiesCreate order from chaos?        Could it be more intuitive for Internet users?Innovative?        Will th...
.brands.brand – what are the benefits?       Prevent permanent refusal of .brand based on confusingly similar         st...
.brands.brand – what are the barriers?       Not easy       Not cheap       Not short-term investment       Not much ...
.industryIndustry-related gTLDs – benefits       Increase consumer confidence       Minimise consumer confusion       ...
.industryFinancial services – industry approach       Banking associations working collaboratively       Strategy for m...
.endThe impact of new gTLDs on brand abuse and cybercrime is  difficult to predict.The new gTLD application process and ...
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Martin Sutton

  1. 1. New gTLDs – a brand and industryperspectiveMartin SuttonGroup Security & Fraud RiskHSBC Holdings plcNovember 2011
  2. 2. .risksBigger landscape  Confusion users - how well will consumers adapt to changes?  More infringements / fraud / counterfeit sales - potentiallyMonitoring for brand abuse & cybercrime  Casting the net wider – searches will need to be extended  Increase of malicious activity  Higher costs to protect users and brandsEnforcement  More actors to manage (registries and registrars)  More WHOIS inaccuracies?  More hidden details behind privacy/proxy WHOIS?
  3. 3. .risksIDNs – could these hinder enforcement?  How will brands monitor these effectively and enforce?  IDN WHOIS format remains undefinedNew registry owners  Who will be running the new registriesICANN compliance  How will ICANN manage compliance across the bigger landscape?Competition may take a lead
  4. 4. .protectionInitial threat to brands (pre-launch)  Application for .brand TLD by third party  Applications for .brand~ TLD by third party  Beware of generic or localised terms – think global!Main threat to brands (post-launch)  Second-level infringements
  5. 5. .protectionPost-launch protection – register vs enforcement (2nd level)Assess each gTLD  Would the business proactively use a domain name?  How restrictive is the new gTLD?  Do you meet the criteria to register a domain name?Protection = Cost/Resources
  6. 6. .protectionPost-launch protection – monitoring & enforcement  Trademark Clearinghouse  Sunrise Period  IP Claims  Uniform Rapid Suspense (URS)  UDRPProtection = Cost/Resources
  7. 7. .opportunitiesCreate order from chaos?  Could it be more intuitive for Internet users?Innovative?  Will the next „facebook‟ emerge from this?  Could search engines serve „authentic‟ results driven by gTLD extension?More secure?  Restrictive registry rules and entry requirements  Thick WHOIS  DNSSecIt‟s still difficult to predict how this will evolve
  8. 8. .brands.brand – what are the benefits?  Prevent permanent refusal of .brand based on confusingly similar strings  Exclusive rights to run a brand gTLD  Further strengthen brand  Provide control of critical infrastructure  Recognised authentic location - reduce online risks and enhance consumer trust  Competitive edge (lead or at least be ready to follow innovation)  Marketing–flexibility to launch and maintain propositions “ anytime, anyplace, anywhere”  May reduce brand protection costs over time
  9. 9. .brands.brand – what are the barriers?  Not easy  Not cheap  Not short-term investment  Not much time  Not suitable for all brands – needs to align to long-term brand strategy  Business case / Executive support
  10. 10. .industryIndustry-related gTLDs – benefits  Increase consumer confidence  Minimise consumer confusion  Create and apply industry standards  Validated registrants
  11. 11. .industryFinancial services – industry approach  Banking associations working collaboratively  Strategy for making objections on behalf of the industry  Strategy for applications  Readiness to applyOngoing work to broaden input and global support  Collaborating with other banking associations globally  Raise awareness amongst regulators and governments
  12. 12. .endThe impact of new gTLDs on brand abuse and cybercrime is difficult to predict.The new gTLD application process and operational rules are untested but designed to minimise these threats.Individual organisations and industries need to identify opportunities and risks that affect them as early as possible and prepare for change.

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