Generic Top Level Domain Program For Brands
-
Upload
gsw -
Category
Technology
-
view
4.401 -
download
0
description
Transcript of Generic Top Level Domain Program For Brands
DOMAINSTOP LEVELCould healthcare brands change how the internet is organized?
THE WAY WE NAVIGATE THE INTERNET IS ABOUT TO CHANGE
This January, ICANN (Internet Corporation for Assigned Names and Numbers) will change the way the internet is organized. We’ll still have top-level domains like .com, .org, and so on, but we’ll also be able to create all kinds of new domains – from .Apple to .Movies to .Rx.
Any business will be able to apply to create and manage their own Top Level Domain – connected to their brand, category or community.
ICANN thinks these new domains will create greater choice for content creators, more relevance for web users, new kinds of control for brands, and ultimately greater access to web content for all of us.
The opportunity doesn’t come without costs, though. From big upfront application fees to ongoing management, there are many aspects of this decision for brands to weigh.
IN THIS PERSPECTIVE, WE’LL LOOK AT FOUR TOPICS:
1. The basics: What are generic Top Level Domains? (p4)
2. The possibilities: How could TLDs change the internet? (p10)
3. The process: What should a brand expect when applying for a TLD? (p17)
4. Your TLD: Should your brand register? If you don’t, what should you be aware of? (p22)
FIRST, THE BASICSWhat is a generic Top Level Domain?
1983: THE DOMAIN WAS BORN
• The Domain Name System (DNS) was created so that people didn’t have to remember long strings of numbers to get to a web destination
• Each domain has two important parts:
www.inventivhealth.com
Second Level Domain Top Level Domain(This is what’s changing)
TODAY, THERE ARE ~300 TLDs
• The system started out with just seven: .com, .edu, .gov, .int, .mil, .net, and .org
• Then, 273 two letter TLDs were added – primarily for countries (.us, .fr)
• .com remains the most popular with 320 million listings (100 million active)
• .net has second place with 13 million active
THE PROBLEM: THOSE TLDs ARE FILLING UP FAST
• Fewer and fewer .coms are actually available• That leads to unintuitive URLs: www.thetourist-movie.net• Super long strings: www.gswworldwideatinventivhealth.com• And, ultimately barriers to communication innovation
new domains are registered every day
Your opportunity will end in:20,000
WHAT DO YOU DO WHEN YOU RUN OUT OF LAND? BUILD MORE
BY OPENING UP THE TOP LEVEL DOMAIN MARKETPLACE
ICANN will begin accepting applications for new TLDs
JANUARY
12
THE POSSIBILITIESHow could new TLDs change the internet?
As the total number of registered .coms and .nets increases, the naming conventions become less intuitive, harder to share and recall
THESE NEW TOP LEVEL DOMAINS (TLD) CHANGE THAT:
Intuitive domain structures That are more scalable
Easier to remember URLs That bring more direct traffic
More secure domain names That lend authenticity and trust
Deeper links, easier to get to That deliver targeted content
TLDs give people access to more information, more easily. They give brands new levels of control
For people: For brands:
WHAT WOULD IT LOOK LIKE?
Divisions: commercial.inventiv
Companies: gsw.inventiv
Offers: innovation.inventiv
Products: salesforce.inventiv
Campaigns: bigidea.inventiv
Content: decks.inventiv/gsk
Resources: tools.newmom
Education: 101.newmom
Support: community.newmom
Connections: firsttime.newmom
Personalized sites: janedoe.newmom
Offers: coupons.newmom
New TLDs could make web destinations more sayable, shareable and memorable:
For a company: .inventiv For a community: .newmom
WHAT WOULD IT LOOK LIKE?New TLDs could make web destinations more sayable, shareable and memorable:
For a location: .nyc For a category: .rx
Destinations: timesquare.nyc
Transportation: taxi.nyc
Events: filmfest.nyc
Regions: dumbo.nyc
Service: yourtrip.nyc
Research: fodors.nyc
Research: compare.rx
Tools: manage.rx
Access: copaycards.rx
Feedback: experience.rx
Reminders: remindme.rx
Products: humalog.rx
WHO MIGHT OWN HEALTH TLDs?
BRANDS PUBLISHERS ADVOCATES
WHAT HEALTH TLDs MIGHT BE IN HIGH DEMAND?
THE PROCESSWhat should a brand expect when applying for a TLD?
OPEN APPLICATION
January 12, 2012 – April 12, 2012(note: you have to begin the process by March 29, 2012)
@ http://newgtlds.icann.org
There will be future open rounds of registration (dates, TBD)
APPLICATION 101
WHO CAN APPLY? HOW MUCH? WHAT’S NEEDED?
Established corporations, organizations, or institutions ingood standing
(No individuals or sole proprietorships will be considered)
$185,000 to enter the process
If more than one company applies for the name, there will be an additional round of bidding
Plus, significant annual compliance costs (~$25,000) and IT registrar infrastructure
The initial application is a business overview: contact, company, stakeholders, financials
Once payment is accepted, 50 detailed questions go deeper into your intent, operational plan and business case
A PEEK INSIDE THE PROCESS
A straightforward application will take ~9 months. More complex ones could take up to 20 months. Each application will go through certain gates:
Submit Application
Administrative Completeness
Check
Initial Evaluation
Transition to Delegation(It’s yours :)
Extended Evaluation
Dispute Resolution
String Contention
Objection Filing
What’s that mean?Extended Evaluation: An appeal process if you fail initial evaluation
Dispute Resolution: When there’s a formal objection
String Contention: The mediation and auction process when there’s more than one applicant
CONGRATULATIONS, YOU’RE A TLD OWNERTime to build your technical infrastructure and start registering second level domains
–ICANN requires TLD managers/owners to create a registry system, but that doesn’t mean the registry is open to anyone
–Your business plan can limit access to your company, category or stakeholders
YOUR TLDShould your brand register? If you don’t, what should you be aware of?
WHAT DO YOU NEED TO KNOW
This is a decision that requires a strong business plan
The costs and commitment are steepYou’ll be getting into the registry business
This isn’t a speculative ventureICANN expects all TLDs to be operational
This is the first roundWe expect only a few hundred applications
BUILDING THE BUSINESS CASE
Start with the right stakeholders: Legal, Marketing, IT, Finance, Leadership
Then ask the hard questions:
What do we want to
accomplish?
How will that change in five years?
How would we structure governance?
What roles and
resources do we need?
ST
RA
TE
GY
OP
ER
AT
ION
S
Is it right for our company?
RANGE OF ACTIONS
What approaches can brands take?
DO NOTHINGTLDs are not part of the current or future strategy
REGISTERBe one of the first applicants for a
TLD
WAIT AND SEEHold on applying
until the landscape is clearer
RANGE OF ACTIONS
The approach is best for:
DO NOTHING REGISTERWAIT AND SEE
Well known brand with strong global trademark
Great existing domain(s)
Long name (7+ letters) that makes an unappealing or
unintuitive TLD
RANGE OF ACTIONS
The approach is best for:
DO NOTHING REGISTERWAIT AND SEE
Unique space / low risk of other companies wanting a
similar name
Well recognized dot.com
Evolving business model or M&A activity
No clear infrastructure to support
RANGE OF ACTIONS
The approach is best for:
DO NOTHING REGISTERWAIT AND SEE
Primary or colloquial brand is a common word (Apple, Lilly,
Resource)
Building global trademark protection/equity
New segment or category
Building category ownership or brand recognition
WHAT IF YOU DON’T APPLY
• Approximately 2 weeks after the close of the application window, ICANN will post the public portions of all applications
• Then the formal objection period opens. It’s an opportunity to file a dispute against an application
• You can file an objection for string confusion, legal rights to the name, or inaccurate representation of a community
Every brand manager should follow this first round of applications to watch for competitive challenges.
This is a new process. Some brands are fighting it because they feel there are still many unknowns. See the details -
http://bit.ly/TLDfight
THANKS FOR READING THIS PERSPECTIVE FROM iQ
FOR QUESTIONS, CONTACT:
Leigh HouseholderVP/Director of Innovation Strategy
[email protected]@leighhouse
INNOVATION LAB 2010
Seth Quillinsvp, [email protected]@squillin
Leigh Householderstrategist, [email protected]@leighhouse