DOT BRAND – NEW GTLDSApplication

Concept of Use

Operations

March 2011

What is the procedure?

What is the timeline?What are the external costs?

What is history and current status?

ApplicationHow to run dot Brand?

What are the requirements?How to Roll Out?What to outsource?

What are the costs?

OperationsWhat is the Mission?

How are we going to use and promote dot Brand?

What are benefits and risks?

Concept of Use

Apply? How to use it? Is it worth the money? Are we in danger of others applying for a TLD that will block for us?

Will a .brand TLD be the norm? Will consumers expect a .brand ?

.Brand

Choice of providersWho will be able to deliver best product for us? Back-end:

Dot BrandOverall Issues to Address...

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ICANN:

”In a world with over 1.6 billion internet users - and growing - diversity, choice and competition are key to the continued success and reach of the global network.”

Kurt Pritz, Senior Vice President of Services at ICANN:“…perhaps 5,000 new gTLDs could be added by 2015…”

New gTLDsWhat is this all about?

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New gTLDs.brand. city .region .businessarea and IDN (non Latin Script)

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New gTLDsToday and Future – maybe 500 new gTLDs

Today: www.nikeshoes.com

Future: shoes.nike or football.nike

Today: Domain name registration with domain name registrar

Future: Brands control OWN top level domain.

Example: ”.Nike” – NIKE controls the policy and rules.

I.e. Only NIKE company and agents can register a .Nike domain name.

Maybe: shoes.nike, city.nike, woman.nike, kids.nike.... 1

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DOT BRAND TLDTime Line - Application Q3, 2011 Launch in 2012

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TimelineFinal Applicant Guidebook published May 30Board Approval of new gTLD Program June 20Application period (3 months) is expected to start October/Nov

Evaluation (5 months minimum)

Registry Agreement and Test (2-3 months)

Launch 8-19 Months after application

Launch Q4 2012- Q3 2013

Uncertainties:How will GAC react on Board Feed back?How will ICANN Board react on public comments and various stakeholder comments/positions?

Will the Program be postponed once more?

IF APPROVED: Number of applications (criteria for batches of 500 ??)Number of contention setsObjectionsExtended ReviewTesting

ApplicationApplication and Evaluation Processes are somewhat complex

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Evaluation is a complicated process.

Path for community based application differs from path of standard application.

Second evaluation if public objection.

Ultimately an auction might be decisive.

Application:

ApplicationApplication and Evaluation Processes are somewhat complex

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EvaluationString Reviews

String similarityReserved namesDNS stabilityGeographic names

Applicant ReviewsDemonstration of technical and operational capabilityDemonstration of financial capabilityRegistry services reviews for DNS stability issues

Public objection criteria - which cause second evaluation:Existing legal rights, string confusion, morality or violation of a community

Similarity amongst applications (Contention Sets)Identical and visually similar stringsIf at least two of the applications are community based a comparative

evaluation might be decisive If no clear winner is found an auction will be decisiveAuction if both applications are “standard” applications

Mission?There are many reasons for applying – depending on who you are and what you want to achieve.

Who?Brand owners who want to promote brandsBrand owners for defensive reasonsBrand owners wanting to dominate a generic term – i.e. ”.beer”, ”.insurance”, ”.pharma” Brand owners who want to tie customers closer to their company – ISPs offering free domains incl emails under own TLD.Brand owners who want to track product – i.e. ”serialnumber.brand”Entrepreneurs who want to compete with known TLDs - .sport, .hotel etc.Cities and governments - .berlin, .bayern, .africaCommunities who want to create an environment for their (minority) community - .surf, .gay, .cym etc.

Type of application – standard or community - will be based/assessed upon the applicant’s written concept of use and the eventual definition of the ”community.”

Concept of UseWhy and who?

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Identify Purpose• Protect Brand?• Promote Brand?

Added Value Services (product.brand, branch.brand, service.brand consumer.brand)

• Emails?• Communities for consumers and fans?

• Secure space for consumers? No fraud No counterfeit sales No brand dilution

Concept of useRestricted? Partly Restricted? Open?

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Security• Secure space (including emails) – own policy, which keep out criminals• Trusted environment for customers, partners, employees etc.• Independency from registrars• Marginal risk that someone will register .brnad (as typo)• Possible reduction in current domain portfolio

Marketing• A new web site structure - reseller.brand, product.brand, customer.brand• A relevant TLD will most likely be ranked higher in search engines• Give away domains like or name.brand or reseller.brand where terms and conditions, history, reports are available and registrations can be made• First Mover Advantage - Consumers may find it cool!• Will consumers expect large brands to operate .brand?•Search Engine ranking•Dominate generic term ? .pharma?

Concept of UseBenefits from a brand owner’s point of view

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Risks

• Risk of permanent preclusion (string confusion)• Risk of losing premium term (having to choose alternative ”string” – i.e. abreviation)• Risk that investment will be worthless (betamax vs. VHS)• Risk that end users and search engines will never adapt• Risk that competitor occupies generic term (.pharma)• Risk that second or third application rounds are postponed for years

Concept of UseRisks for Brand Owners

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DOT BRAND TLDWhat if we wait and see?

Not applying• There will be more rounds to come. (When?)• ICANN fee may well be lower in second round.• Best practice will be established.• Back-end providers will be more familiar with the process.

However• Be aware that someone else might block you out - monitor applications.• New TLDs will change the internet - register relevant names and monitor infringements.• Search engines might adapt quickly.

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ICANN: ” …operate the TLD in a stable and secure manner…”

Meaning: Robust Registry System• Testing (Load balance, WHOIS queries, registration queries, availability checks, stress tests)• IPV6, DNSSEC, EPP, Web Interface for registrars and registrants• DNS infrastructure – security, resilience and load capacity (ddos attacks etc.)• Data accuracy (WHOIS data reminders)

ICANN: ” Comply with consensus policies and temporary policies.”I.e. governing transfers of domain names between registrars And protect geographical names...

”Implement measures for protection of geographical namesin the new gTLD. All new gTLD registry operators arerequired to provide certain minimum protections forcountry and territory names, including an initial reservationrequirement and any applicable rules and procedures forrelease of these names.”

• Escrow of WHOIS Data• Monthly Reports to ICANN• Service Registrars and Registrants (Support, Info, Fair Pricing, Accounting etc).

OperationsOverall Requirements for a registry operator

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Mission StatementBusiness Plan and budgets

Concept of usePolicyGo to Market ModelPricing and PeriodsAdditional Services

Choice of ProviderApplication Gathering docs/Finance etc...Proof readingOperations

Objection HandlingMarketingHardwareRegistry Management

TechAdminPromotionRegistrar Support

Registrar ManagementLaunch

SunriseLandrushLive

Ongoing Operations

Project PlanBusiness Concept, Budget allocation, Application, Test, Launch and Operations

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Concept of Use

.Brand

Concept and internal resources influence choice of service providers and degree of outsourcingWe recommend that you consider purpose, security, price and scalability before choosing back-end providers

Back-end:

Wrap Up – dot BrandFacts and Considerations

Application: Operational:

We believe that the new TLDs will change end user and search engine behavior.

High Technical RequirementsPhased Launch

Outsourcing of Operations

Costs: minimum $ 120.000 plus internal resources

Mission Promote BrandProtect IP Rights

Brand only Policy? PR? Roll Out Plan?

Timeline – 2011?

FinancialTechnicalOperational skills

Costs: Min $ 400.000 plus internal resources