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What We Do
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We deliver solutions and expertiseto enable companies to make
SMARTER DECISIONSin managing, promoting and
protecting their brands online.
• Online brand management and protection• Domain name management• Brand monitoring for infringement and sentiment• Brand protection – anti-phishing/counterfeiting• Website optimization• Establishing a top level domain space
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Internet Domains
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The Top Level Domain (TLD) is what follows the “dot”
Then there are Country Codes, or ccTLDs
Second-level (3rd level) domains, or URLs
Top Level Domain
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Top Level Domains Today.com .net .biz .info
Country Code Domains.fr .de .co.uk .com.au
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
What’s the Appeal?
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Branding & Marketing unlimited 2nd level domain names for exclusive use
copiers.canoncameras.canon
Prestige market recognition for being first .deloitte
Cities revenue generation from business listings and advertising .berlin
New Spaces for specific interests .eco
New Business Models specific, costlier URLs .games
Who’s Planning a TLD So Far?
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The “intent to apply” TLD announcements are increasing
CONTENT
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UNKNOW
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CitiesCities - - .berlin.berlin, , .london.london, , .paris.paris, , .nyc.nyc, , .sydney.sydneyCategories - Categories - .movie.movie,, .music .music,, .sport .sportBrands - Brands - .canon.canon,, .deloitte, .hitachi .deloitte, .hitachi
Special Interest - Special Interest - .eco.eco, , .green.green we estimate:
between 300 to 500Initial new Top Level Domains
Created in the initial application period.
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Truly GlobalReach, integration, loyalty that isn’t defined and confined by region or
country (.au .uk, etc.)
Memorable, Descriptive and Branded URLswww.ford.com/us/mustang
vs.mustang.ford
Thought LeadershipWill your online brand be defined by
what you don’t do?
Increased Consumer Trust
39% of web users polled indicated they would feel more secure when conducting online transactions with
websites ending in company names
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?
TLD/URL as “brand asset”As much as trademarking a logo,
tagline, etc.
Total control over URLs.Consistent brand experience.You own the domain. No more “slash-
whatever-the-campaign-is-called.”
www.Inspired.Canon
8Fictitious example for illustrative purposes only.
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ibm.com/smarter planet vs. smarterplanet.ibm
ecomagination.com vs. ecomagination.ge
verizonwireless.com/ruletheair vs. ruletheair.verizon
URLs will deliver concise messages with meaning in addition to being website destinations
Fictitious examples for illustrative purposes only.
Increase Brand Equity
36% of Internet users perceive companies with top search ranking as market leaders
39% of Internet users select results from the 1st page of listings– 25% revise their search if they don’t find what they’re looking for on the 1st page
– Branded URLs can facilitate top ranking and improve navigation
.brand – Search Engine Benefits
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Market Research
For websites ending with company names (.brand)
39% of Internet users polled indicated they would feel more secure conducting online transactions with those companies
54% indicated they would feel neither more nor less secure
For websites grouped by category domain names (e.g. .book, .cars)
44% of Internet users polled indicated it would make navigating to a site easier 37% indicated it would make no difference
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Melbourne IT DBS proprietary research of Internet users
URL Structure
Expected Home Page URL Constructionwww.brandname www.tickersymbol www.productname www.category
Brand Mapping URLs
product.brandname feature.brand category.brand
campaign.branddescriptor.product slogan.brand
brand.tickersymbol
Email Applications
[email protected] [email protected]
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Generally a strategic business decision− Trademark ownership− Brand/marketing potential− Preferred domain name
TLD registration requirements− Detailed application process – business & technical approach− Ongoing ICANN compliance− Initial cost $250,000 - $350,000 + > $150,000 annually− Technical registry infrastructure operation
Transition/co-existence strategy− URL strategy and implementation
Considerations
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Timing− Process approval announcement anticipated late June− Industry communication period− First applications accepted ~November− Application review 8 – 18 mos− 2nd application period not take place for another 2 – 3 years
Multiple organizations can apply for the same/similar name − Provided use is consistent with trademark law
Once created another confusingly similar TLD disallowed − i.e. if .sport exists, .sports not allowed
Considerations
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Smarter DecisionsHong Kong | London | Madrid | Malmö | Mountain View | Melbourne | New York | Paris | Stockholm | The Hague | Valbonne | Wiesbaden | Wellington melbourneitdbs.com
